May Issue - Executive Agent Magazine

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E XECUTIVEAGENT
MAGAZINE
Robbie
Renfro
Executive Agent of the Month
Inside Features:
Alice Slaney Davis
Company Profile
Larry Stewart
Builder Profile
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ExecutiveAgent
Magazine
contents
MAY, 2010
VOL. 2 NO. 5
Editorials
Cover Story
22
Brian Tracy:
Living Without Limits
26
Dana May Casperson:
Easy Ways to Gain new
Clients
14
5
Dirk Zeller:
Dog Days Of Summer
28
Renfro Team
Executive Agent of the Month
Dirk Zeller:
Better Is Better
Marianne Pool
Executive Publisher
1101 Goodwin Dr.
Plano, TX 75023
(214) 735-0529
MariannePool @verizon.net
www.EAMetroplex.com
ADVERTISERS’ INDEX
ADVERTISERS’ INDEX
MetLife Home Loans..........................2
Colonial
National
Mortgage..............32
Progressive
Lenders,
Inc...................27
MetroTex
of REALTORS®.....31
Prudential Assn.
California
Realty..............33
RE/MAX
Achievers............................4
Tarbell, REALTORS®......................35
Republic
Title.....................................11
Ticor Title
Company.........................25
Feature Stories
12
Sheila Murray Bethel:
A Mission That Matters
16
20
Waldo Waldman:
How To Become A Winning
Sales ACE And Avoid Getting
Shot Down!
Alice Slaney Davis
Company Profile
Sean
Photography..............30
WellsGallagher
Fargo Home
Mortgage.............36
State CE...............................................2
EXECUTIVEAGENT Magazine
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Photography: Errol Higgins, Rob Paino
Photography:
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24
Larry Stewart
Builder Profile
ExecutiveAgent Magazine
3
It’s time to take control of your real estate career!
Can you do that where you are now?
At RE/MAX you are in business f0r yourself, but not by yourself. Break
free of your limits and enjoy entrepreneurial rewards—
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Robbie Renfro, ABR, CDPE, CRB, CRS, E-Pro
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Fax: 817.869.8039
Robbie@RobbieRenfro.com
www.robbierenfro.com
Robbie
Renfro
Executive Agent of the Month
ExecutiveAgent Magazine
Cover Story
By Shannon Hartsoe - Sean Gallagher Photography
ONCE AN ENTREPRENEUR
ALWAYS AN ENTREPRENEUR
W
hat do $.35 shoe shines, $5.00 lawn mows
and a multi-million dollar real estate business
have in common? Robbie Renfro. To see him
now, it’s hard to imagine a younger Renfro hawking
shoe shines inside a local barber shop for $.35 but that’s
exactly how he got his start. Ever the entrepreneur,
Renfro bargained with the shop owner to let him take
over the shoe-shine business when the original “shoe
shiner” passed away. “I’d charge $.35 and do the best
job I could do in hopes of getting an extra tip,” he
says. “Those shoes would be the best polished shoes
in town.” No surprise, really, because as the oldest
of five growing up in his native Fontana, CA, Renfro
was used to hard work. “I’d get all of the grunt work.
I even had yard duty and my dad hadn’t invested in a
gas-powered mower, so I did the entire yard with one
of those old rotary push mowers.” But, as they say,
necessity is the mother of invention, and Renfro knew
if he wanted an upgrade, it was up to him to get it.
He passed the shoe-shine business on to his brother,
took the money he had saved from shining shoes and
purchased his own power lawn mower. Then he was
able to mow his family lawn in less than half the time
and began mowing the neighbor’s lawns for $5.00
each. “I thought I was rich,” he laughs. “I always said
I would never make a good employee but I knew how
to work hard, and that’s how I’ve built my business.”
Today, as Owner/Broker of RE/MAX Achievers,
Renfro still works hard – but the goal is different. “I
work hard for my clients and for my associates,” he says.
“And I am never satisfied until the job is done right.”
ExecutiveAgent Magazine
The Gottuso-Schenkenberger Team: Steve Schenkenberger,
In the early 1980’s Renfro was working in oil and gas
as an Independent Petroleum Landman, “I was walking
around with a check trying to convince people to lease
the minerals, now I’m helping others with what may
be their single largest and most important investment.
It’s a similar role, dealing with real estate, but I now
represent the individual property owners instead of a
large corporation.” Newly married, the long days on the
road and extensive travel began to take their toll. He
and his wife, Kelley, wanted to settle down in West Ft.
Worth and raise a family – and traveling for days
at a time wasn’t in the plans. It was apparent
he needed something different. But where was
a self-made man supposed to find a career that
offered the flexibility of working for himself with
the income potential he needed? As it turns out,
real estate proved to be the perfect fit.
The knowledge that he earned with CCIM gave him
a life long appreciation for the education side of the
industry, and today, he holds his Certified Residential
Broker, (CRB) Accredited Buyer Representative (ABR)
Certified Residential Specialist (CRS), e-PRO (Electronic
Professional), CDPE (Certified Distressed Property
Expert) and at one time held his Certified Relocation
Specialist designation. “In this industry, the more
educated you are, the more you can help your clients. I
never took a course that I didn’t get something out of.”
No Joke
Renfro, who laughs easily and heartily, began
his real estate career on April 1, 1984, April
Fool’s Day – but Renfro was nobody’s fool.
Immediately, he began working “outside the
box,” choosing commercial over residential and
making that his niche. Different? Yes. But it
proved to be the path that would lead to his
success. Working commercial in a residential
office made him “a little weird” he admits. “But
it was an area that needed to be worked and I
could see that.” Renfro targeted areas that were
in transition and approached homeowners about
selling their home for commercial purposes –
amazingly he earned 15 listings in his first 60
days! By becoming a Certified Commercial
Investment Member Designee completing all
the education courses, Renfro learned about
analyzing investments, calculating returns,
marketing commercial properties and the different
negotiating techniques necessary to close a
successful commercial transaction.
Today, while still working commercial
transactions, in his work with residential buyers
and sellers, Renfro uses that experience to his
advantage. “While my buyers are looking at the
house, I’m analyzing it as a potential investment,”
he says. “I run the comparables, I look for
deficiencies and I educate them on that side of
the transaction. If I’m working with a seller, I’m
always thinking of the best ways to market their
property in a way that is specific to that home. I
want to help them achieve their goals, and I can
do that with my background and experience.”
Broker/Owner Robbie Renfro with team members
Melissa Bjork and Retta Gilley. Not pictured are team members,
Tym Seay and Randy Renfro
ExecutiveAgent Magazine
Robbie relaxing in his backyard with
Toffee, his wife’s dog, after a long day.
The RE/MAX Advantage
Shortly after entering real estate, Renfro realized that his
entrepreneurial spirit needed something different. “I count
my first Broker, Pete Harrell, as my original mentor,” he
says, “but RE/MAX had a vision and a company culture
that is more in line with how I think and my philosophy
of business.” The difference? “At RE/MAX I was able to
make all of my own business decisions, when, where and
how to market, and I received 100% of the leads generated
from those decisions. I paid a fair share to my RE/MAX
Broker each month and made the business decisions that I
felt were best for the clients and myself, it was more like
a business within a business than most companies. Once I
found RE/MAX I never went back to a traditional office.”
Renfro was an associate in 1990 with the first RE/MAX
franchise in Fort Worth and a few short years later, opened
his own brokerage in Fort Worth before selling that office
to his partner and opened the first RE/MAX franchise
on his own in 1997. In 2003 he came back to RE/MAX
Achievers, buying his partner out two months ago and has
come, as he says, full circle, back to West Fort Worth and
the center of his four County market area.
He credits his continued success to two things – his
boss at home; “Kelley keeps me in line and keeps
my priorities straight along with our two daughters
Victoria and Margaret.” And his boss at work – Retta
tells me what to do and I do it!” Retta Gilley, his
administrative assistant, keeps things running smoothly
on the Renfro team, and has for more than twenty
years. Renfro believes that each person is crucial to
the team. Melissa Bjork is a listing coordinator and has
been with Renfro for five years. “She handles all of
the agents paperwork, the MLS, the franchise details,
everything internet – and she does it way better than I
do.” Tym Seay has more than 30 years of experience
in new construction and now works with Renfro as a
buyer’s agent. “His experience has been invaluable,”
says Renfro. “He helps our clients with remodeling,
with repairs and guides them through the process
effortlessly, while still building new homes for his best
clients.” The Renfro Team has always been a family
and is becoming even more so recently. Renfro’s
younger brother Randy is joining the Team and will
be assisting with the Property Management and Buyer
needs with Tym.
ExecutiveAgent Magazine
The Gottuso-Schenkenberger Team: Steve Schenkenberger,
And, Renfro is still trying new things. This year, the
team went “wall-less.” Working from home offices,
Renfro sees a new era of real estate dawning. “We’ll have
one central office where agents can come for supplies, set
up meetings with their clients and use the equipment as
necessary,” he says. “This will allow my associates to take
advantage of the RE/MAX brand, the training, equipment,
marketing and advertising at an extremely reduced cost.
With the internet, smart phones, call forwarding, text
messaging, technology advances make this work for most
professionals today. I’ve learned to be balanced, and I
encourage my agents to be balanced as well. I used to
be available 24-7 and I learned quickly that was a road
to burn out. Now, we’re still available 24-7 between us
all, but we do it differently.” An admitted goal setter,
Renfro constantly re-evaluates where they are and how
they can do it better, and since 1999, he’s been a licensed
mortgage broker – just one more way his team is prepared
to handle the needs of his clients and agent associates.
and updating properties for clients, and training associates,
I could never give up the team or the office. It fits my
personality to do a lot of things at one time, and with the
Team working together, we can do them all very well.
When any of them run into a problem, I have probably
already been there and can help them. Some people
teach but can’t do, I am still doing and it allows me to
be a better teacher, I wouldn’t want to do anything else.”
“I just enjoy this business so much, whether it is
the Brokerage side working for Buyers or Sellers, the
property management side working with Landlords and
Tenants, putting together loans for Buyers or refinancing
homeowners, our property services department repairing,
Robbie, Retta and Melissa discussing multiple offers on a property
ExecutiveAgent Magazine
Robbie Renfro, Owner/Broker
RE/MAX Achievers
6451 Camp Bowie Blvd
Fort Worth, TX 76116
www.robbierenfro.com
Robbie@robbierenfro.com
Direct: 817-989-3191
ExecutiveAgent Magazine
At Republic Title, we strive to maintain the
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With over 475 employees in 19 offices
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We know that your time is valuable and
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Plano, Texas 75075
(972) 578-8611
www.republictitle.com
EA
A Mission That Matters
By Sheila Murray Bethel, CPAE
W
e live in an era of extraordinary change. To
be a leader who makes a difference in it you
need first to have a clear mission that matters.
Your mission may be based on a dream or vision of
how you see the future. It may be small and personal
or large and world shaking. It may take a few hours a
week to accomplish or your whole life. Whatever the
scale, your mission is at the very heart of your
leadership effectiveness. It will definitely be
the driving force that attracts followers.
Taking the first step is often the hardest part of
any endeavor. To help you begin, look around for
inspiration and direction. When you have begun to
clarify what you’d like to make a difference about you
can begin to build your mission.
Business leaders examples:
The corporate mission statements of the world’s
best-run companies often reflect the personal missions
The important thing, about missions that
make a difference, is that they usually start out
as something you’d naturally do because you
want to help, change or improve something.
You don’t usually wake up one morning and
say “ I’m going to be a leader with a mission
that matters”. What often happens is your
mission grows out of your activities at home,
at work or in the community. When you
start to look for ways to make a difference
nothing is off limits or out of reach. Don’t
feel restricted by your age, ethnicity, or
social, economic or educational status. Your
commitment becomes an example that inspires
and motivates others.
You have to want to make a difference
There are three major roadblocks to building
your mission that matters:
•
The first is thinking you’re to old or to
young or to anything to have a Mission.
•
The second, is putting off beginning,
waiting for a better time.
•
The third is giving in to the temptation
to do nothing, because you think you can do
so little.
Missions often have modest beginnings, so
don’t hesitate to start small. As your mission
grows you’ll grow with it. To become a
mission-driven leader you don’t have to be a statesman,
celebrity, or business giant, or have a lofty position,
numerous degrees or huge bank accounts. Your desire
to make a difference is what matters, even your smallest
effort counts.
12
of their leaders. These missions are the driving force
behind their profits, productivity and success. Profits
and missions are not mutually exclusive In fact,
successful organizations, with clear-cut clearly defined
mission statements, usually benefit both employees
ExecutiveAgent Magazine
EA
and customers while adhering to a high sense of
ethics and social responsibility. These companies and
organizations seem to have a spirit and staying power
that others do not.
Your mission doesn’t depend on it. But it is interesting
to see how some people’s missions have transformed
them into charismatic leaders because of the depth
and passion of their desire to make a difference. Your
enthusiasm can make you eloquent.
The magic of a mission
We may not always be able to define a leader’s
mission, but we recognize leaders who have missions.
Their commitment to their mission is that intangible
The example that you set can speak more forcefully
than words. A mission that matters is part practical
and part magical. The practical part is the results it
achieves. The magical part is what the mission does to
your mind and heart.
Leaders without missions
Can someone be a leader without having a
mission? Can you make a difference without
a mission? Possibly, but true leadership
qualities are developed and sustained by
having a mission. Some leaders identify
a lifetime mission. Others have different
missions at different stages of their lives.
It isn’t wrong not at a mission that matters,
but without one you cannot reach your full
potential as a leader. Your mission is your
driving force.
Big things come from small beginnings. The
mighty oak tree comes from the tiny acorn and
a tiny seed of wanting to serve others can help
you make a difference. Your mission that
matters can be a driving force that inspires
others to follow. Your example of service will
be your legacy of leadership.
called, charisma. We are drawn to them and their
energy. We solicit their opinions, and follow their lead.
They help us redefine our lives, our purpose and perhaps
our own missions. If you think that you lack brilliant
speaking skills or personal magnetism, don’t worry.
Sheila Murray Bethel is a best selling author,
television personality and globally acclaimed
professional speaker.
Copyright© 2000,
Bethel Institute. All Rights Reserved. Sheila’s
expertise is Change, Leadership, and Personal
Excellence. She is the author of the best-selling
book, Making A Difference: 12 Qualities That
Make You a Leader, host of the new Public
Television Specials, “Making A Difference”,
and business woman. For information about
Sheila’s Leadership Seminars and Workshops,
please contact the Frog Pond Group at 800-704FROG (3764) or email susie@frogpondgroup.
com; http://www.frogpondgroup.com.
ExecutiveAgent Magazine
EA
13
EA
Dog Days Of Summer
By Dirk Zeller
T
he dog days of summer are upon us. I think that
expression came from the way dogs can lounge in
the summer sun. They relax as if there isn’t a care
in the world. It’s easy for us to lounge as well. I often
see lounging in two ways:
1. We lounge in our improvement of skill because
we are so busy.
2. We lounge in our performance because we don’t
work with the focus and intensity we did earlier in the
year.
Let’s look at each one of these ways.
We are too busy. We have buyers and sellers coming
out of our ears. We are running from morning until night.
We often are out of balance with our family because
we work too many hours. We are more focused on the
business than we are on them. We also are behind in the
improvement and developing of our skills. This focus
goes out the window.
Don’t ever forget! The property sale we make today is
temporary. The money we earn from it is gone shortly.
The client, because we fail to follow-up long-term after
the close, is gone.
Statistics tell us that 80% of consumers don’t go
back to their previous Agents for one simple reason.
The Agents never called them again after the sale. The
sale for most Agents is temporary, but the skill acquired
through the follow-up process would be permanent.
The ability to replicate business through the long-term
connection with past clients is a skill. This skill is often
never cultivated because we are too busy. We get in the
dog days of summer and forget the fundamentals of sales.
We don’t adhere to the details for building a long-term
business.
The present pressure squeezes the skill of practicing
our scripts and dialogues out of the way. It’s easy to
get out of the routine and never get back on track. It’s
easy to become indifferent. We tend to be indifferent
to qualifying the prospects because there are so many.
We also tend to be indifferent to getting price reductions
from over-priced sellers. We can be very indifferent to
the many steps we need to insure success. (What short
cuts are you taking now that you know you shouldn’t?)
It’s easy to drift along in life. We just go with the flow
of the river, drifting down it because right now the river
14
is fast moving. We can drift along for a while; get out of
practice and out of shape to be able to paddle hard. The
river will slow down sometime. Are we prepared for
the slowdown? Will we have the conditioning to paddle
hard, long, and fast when it does? The truth is, we can’t
drift our way to the top in peak performance. If we talk
to the most successful people they didn’t drift their way
to the top!
Work intensely, then take time off. Be intense in the
game and out of the game with your down time. I am 100%
for time off. I am sure that for years I took more time off
than many Agents. The difference was the intensity and
focus when I was at work. There was no drifting at work.
Are you 100% focused at work? Are you completely in
the game with intensity? Think of racecar drivers. Can
they drift while in the cockpit? Drifting would cost them
their life. Do we have that kind of intensity of focus for
a few hours a day? I would submit to you if you did,
the income you earn and quality of life would radically
change. There is a time to drift, but it is not at work. We
all must be in the moment. Let me give you a few steps
to help you be more in the moment.
•
Establish a routine: Show up at the same time
to work daily. Do the same activities at the same time.
Don’t just allow the day to happen. Plan for the outcome
you want. Apply yourself in your routine to create that
outcome. Dr. Norman Vincent Peale said, “Plan your
work then work your plan.” The routine you set will
enable you to achieve success. When I started in real
estate, I established that at 7:00 a.m. I would begin work.
I still do that today. It is very hard for me not to be in
my office at 7:00 a.m. working with intensity. What
does your routine need to be? When do you need to be
at work? When do you need to practice skills? When do
you need family time or workout time? These all need to
be in a routine.
•
When you are not 100% focused, get there
or get out. Too often Agents are half at work and half
at home. We are at work thinking we have shorted our
family. We are at work in body only. My advice is go
home. Go home and focus 100% on your family. We
have all been in this unfocused position. We feel like a
piece of salt-water taffy. When they make taffy, they tug
and pull it until it gets mixed and smooth. Getting pulled
between work and home accomplishes nothing.
I realized many years ago that for me, Friday was a
tough day to stay focused. I would have put in four
focused days in a row. I truly dreaded Fridays because
ExecutiveAgent Magazine
EA
I was maybe at 70 – 80 % effectiveness. The difference
between incredible success and mediocre performance is
a couple of percentage points. I was mediocre at best.
The choice to get out on Friday changed my mental
attitude, my expectations, and the results. The year that I
went from a 5 1/2 day workweek to a 4-day workweek, I
had my largest increase in commission earned ever! Get
focused or get out!
Don’t let the dog days of summer affect the outcome
for your year. It’s easy to let off the gas if you got off to
a great start. Don’t coast into the finish line. Make sure
you are investing in your skills daily.
Dirk Zeller is an Agent, an Investor, and the President
& CEO of Real Estate Champions. His company trains
more than 350,000 Agents worldwide each year through
live events, online training, self-study programs, and
newsletters. He’s the widely published author of Your
First Year in Real Estate, Success as a Real Estate
Agent for Dummies®, The Champion Real Estate Agent,
Telephone Sales for Dummies®, and over 300 articles
in print. You can get more information by visiting www.
RealEstateChampions.com. © 2008, Dirk Zeller. All
rights reserved. For information contact FrogPond at
800.704.FROG(3764) or email susie@FrogPond.com;
http://www.FrogPond.com.
We all need to be better today than we were yesterday!
ExecutiveAgent Magazine
15
How To Become A Winning Sales ACE And
Avoid Getting Shot Down!
By Waldo Waldman
I
f you want to test the true character of a person, see
how they respond to adversity. Watch how they handle
the pressure of a lost sale, an angry client, or a difficult
boss. What do they say? How do they act? What is their
emotional state? Do they freeze up and get angry, or do they
buckle down and increase their focus and commitment?
The same holds true for those who would assume the
mantle of leadership in business. When adversity hits,
how they respond in the market will determine their
ability to stay in business and win. Leadership – both
on a personal and organizational level – ultimately
drives the actions taken amidst crisis and change.
Today’s economy is full of adversity. I call them
“missiles of business and life.” It seems we are being
fired at every day. Rising costs of fuel, shrinking
budgets, demanding clients, and a lack of qualified
(and loyal) employees all create an intense and
constantly changing environment. As soon as we think
16
we defeated one missile…BAM! Another one is fired.
As soon as profits start coming in…BAM, another
competitor enters the fight.
The missiles will come and you will be fired upon.
It’s not a matter of if, but when and how often. The
key is NOT to get shot down!
Recently we saw one of the most reputable giants
in the financial industry – Lehman Brothers - get shot
down. Just a few years ago, who would have thought
such a thing could happen? But it did. And it will
happen again. It’s just the nature of business…and
life.
In fighter combat, the best pilots who are able to
adapt to adversity and change are called ACES. They
prepare relentlessly and are the most focused and
committed under pressure. They are the respected and
accomplished leaders in their squadrons because they
don’t run away when fear knocks on their door. They
buckle down and ultimately take action.
ExecutiveAgent Magazine
The right action.
Here are a few WingTips that can turn you into an
ACE and help you avoid getting shot down on your
next mission:
A: Attitude + Action. Attitude does not determine
altitude. Attitude plus Action does. Being positive
and enthusiastic is a critical component of success,
but your customer ultimately rewards your actions,
not your positive attitude! An attitude that breeds
confidence is a by-product of disciplined preparation
and mission rehearsal. When dealing with a price
objection, last minute competitor, or late product
shipment, it’s the commitment, focus and sense of
urgency you have to fix the problem, provide value,
and deliver results that counts.
C: Customer: Success in business is not about
you, your company, or your product. It’s about
your customer. Prior to each meeting, gather the
latest, up to date intelligence (from multiple sources)
and commit yourself to meeting the needs of your
customer. Be original. Come prepared with questions.
Learn about the person you’re meeting. If you’re not
focused 100% on your customer – your target – you
shouldn’t strap on your jet to fly. (By the way, it can’t
hurt to learn about your Competition too …but only
after learning about your customer.
E: Environment: Every mission is unique. What
works with one client or industry, may not work
with another. The environment in which you and
your customer operate will ultimately determine your
tactics. Was there a recent merger or perhaps some
lay-offs at the company you’re meeting? How’s
their stock price? What’s the nature of the industry
you’re operating in? Who are you meeting? Who is
the decision maker? What resources (wingmen) do
you have that can help you prepare for your meeting?
Never sell by the seat of your pants!
Take it from somebody who’s been shot at in real
combat, the winning ACE’s in business and life
prepare for the worst, but then expect the best. They
acknowledge adversity and develop the confidence
to overcome it by hard work and focus. But being an
ACE is not easy. You can either “push it up” on your
throttle and defeat the missile, or pull it back and risk
getting shot down. It’s your choice.
Lt . Col. Rob “Waldo” Waldman
Waldo Waldman builds team unity within organizations
as a high-energy leadership and inspirational
speaker. A former combat-decorated fighter pilot
with corporate sales experience, Waldo brings an
exciting and valuable message to organizations by
using fighter pilot strategies as building blocks for
peak performance, teamwork, leadership and trust.
His clients include AFLAC, Hewlett-Packard, John
Hancock, Nokia, Bank of America, NY Life, and Home
Depot. © 2008 Waldo Waldman. All rights reserved.
For information contact FrogPond at 800.704.
FROG(3764) or email susie@FrogPond.com; http://
www.FrogPond.com.
I hope you’ll push it up!
Your Wingman!®
ExecutiveAgent Magazine
17
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EBBY HALLIDAY REFERRAL ASSOCIATES
Alice Slaney Davis
By Shannon Hartsoe
C
hange is inevitable. In fact, as the saying goes, the only thing for certain
is change. But, thanks to an innovative program from the Ebby Alumni
Group, change doesn’t have to mean losing the income and privileges that
come with holding a valid Texas real estate license. “There was a time,” says Alice
Slaney Davis, “if a Realtor needed to move to another state or changed careers for
any reason, all of the hard work they put into building a clientele or enhancing their
education was gone. We’ve changed that.”
Davis is director of Ebby Referral Associates, a groundbreaking opportunity
and part of the respected Ebby Alumni Group, that allows licensed real estate
professionals to continue earning an income no matter where they live and
no matter what career they have. The Ebby Referral Associates Group makes
it possible for real estate licensees who are not actively working in the real
estate profession to have an organization in which to hold their license and
send referrals. Associates of the Referral Associates Group do not engage in
the real estate transaction, they only send buyer or seller referrals to Ebby
Halliday, REALTORS® or through the firm’s affiliation with Leading Real
Estate Companies of the World®, the nationwide broker-to-broker relocation
network. The referral fee is 25 percent off the top of the total commission on
the referred side.
ExecutiveAgent Magazine
“This is an opportunity for agents to obtain an income they wouldn’t otherwise
have,” says Davis. “In this way they are able to continue earning a commission
on the experience and influence they’ve accumulated during their time in the
industry.” The idea seems to have caught on. Ebby Referral Associates began
with approximately 20 agents in 2004. Today, it has more than 270 agents from
as far away as California, Oklahoma and even Germany, increasing business
by 20 percent year after year. Many of the agents are multi-lingual, giving the
company an even stronger international presence. “Say you want to leave the
business for any reason; you’re moving to another state, you need to take time
off, or you’ve decided to retire or start a new career, with this plan you can
utilize your experience without having to actively work in the business,” says
Davis.
For a sale price of $200,000 at three percent commission, agents make $6,000.
The referral fee is 25 percent of that $6,000 or $1,500. Then, the Referral
Associate split is 80 percent of the 25 percent referral fee, or $1,200. The Ebby
Alumni Group, Inc. split is 20 percent of the referral fee, or $300. That means
that a Referral Associates agent ends up pocketing $1200 dollars for nothing
more than making a referral – no giving advice, no open houses, no forms to fill
out and no weekend floor duty!
Fees are low, too. With only a $100 annual fee, a $20 fee to transfer a license
from TREC (Texas Real Estate Commission), and no Errors and Omissions
Insurance and MLS (multiple listing system) fees, agents can begin work.
The Ebby Halliday Companies Referral Associates program is open to anyone
holding a real estate license. The program is composed of the Ebby Referral
Associates Alumni Group, Ellen Terry Referral Associates and Dave PerryMiller Referral Associates.
If you are interested in learning more about the exclusive Referral Associates
Group of the Ebby Halliday Companies, please contact:
Alice Slaney Davis, CRB (Ole Alice of Dallas)
Director, Ebby Halliday Companies Referral Associates Group
Office: 972-980-6671
Cell: 214-704-7666
aliceslaneydavis@ebby.com
ExecutiveAgent Magazine
EA
LIVING WITHOUT LIMITS
By Brian Tracy
T
he starting point of great success and achievement
has always been the same. It is for you to dream
big dreams. There is nothing more important,
and nothing that works faster than for you to cast off
your own limitations than for you to begin dreaming
and fantasizing about the wonderful things that you can
become, have, and do.
As a wise man once said, “You must dream big
dreams, for only big dreams have the power to move the
minds of men.” When you begin to dream big dreams,
your levels of self-esteem and self-confidence will go
up immediately. You will feel more powerful about
yourself and your ability to deal with what happens to
you. The reason so many people accomplish so little is
because they never allow themselves to lean back and
imagine the kind of life that is possible for them.
A powerful principle that you can use to dream big
dreams and live without limits is contained in what
to change activities and occupations so that what you
are doing is worth twice as much. But you must always
ask yourself, “What is the critical constraint that holds
me back or sets the speed on how fast I double my
income?”
A friend of mine is one of the highest-paid commission
professionals in the United States. One of his goals was
to double his income over the next three to five years.
He applied the 80/20 rule to his client base. He found
that 20 percent of his clients contributed 80 percent
of his profits, and that the amount of time spent on a
high-profit client was pretty much the same amount of
time spent on a low-profit client. In other words, he was
dividing his time equally over the number of tasks that
he does while only 20 percent of those items contributes
80 percent of his results.
So he drew a line on his list of clients under those
Competence means that you begin to become very, very good in the
key result areas of your chosen field. You apply the 80/20 rule
to everything you do and you focus on becoming outstanding in the
20 percent of tasks that contribute to 80 percent of your results.
Elihu Goldratt calls the “Theory of Constraints.” This
is one of the greatest breakthroughs in modern thinking.
What Goldratt has found is that in every process, in
accomplishing any goal, there is a bottleneck or choke
cord that serves as a constraint on the process. This
constraint then sets the speed at which you achieve any
particular goal.
What Goldratt found is that if you concentrate all of
your creative energies and attention on alleviating the
constraint, you can speed up the process faster than by
doing any other single thing.
Let me give you an example. Let us say that you want
to double your income. What is the critical constraint
or the limiting factor that holds you back? Well, you
know that your income is a direct reward for the quality
and quantity of the services you render to your world.
Whatever field you are in, if you want to double your
income, you simply have to double the quality and
quantity of what you do for that income. Or you have
22
who represented the top 20 percent and then called in
other professionals in his industry and very carefully,
politely, and strategically handed off the 80 percent
of his clients that only represented 20 percent of his
business. He then put together a profile of his top clients
and began looking in the marketplace exclusively for
the type of client who fit the profile; in other words,
one who could become a major profit contributor to
his organization, and whom he in turn could serve with
the level of excellence that his clients were accustomed
to. And instead of doubling his income in three to five
years, he doubled it in the first year!
So what is holding you back? Is it your level of
education or skill? Is it your current occupation or job?
Is it your current environment or level of health? Is it
the situations that you are in today? What is setting the
speed for you achieving your goal?
Remember, whatever you have learned, you can
unlearn. Whatever situation you have gotten yourself
ExecutiveAgent Magazine
EA
into, you can probably get yourself out of. If
your real goal is to dream big dreams and to live
without limits, you can set this as your standard
and compare everything that you do against it.
The three keys to living without limits
have always been the same. They are clarity,
competence, and concentration.
Clarity means that you are absolutely clear
about who you are, what you want, and where
you’re going. You write down your goals and
you make plans to accomplish them. You set very
careful priorities and you do something every
day to move you toward your goals. And the
more progress you make toward accomplishing
things that are important to you, the greater selfconfidence and self-belief you have, and the more
convinced you become that there are no limits on
what you can achieve.
Competence means that you begin to become
very, very good in the key result areas of
your chosen field. You apply the 80/20 rule to
everything you do and you focus on becoming
outstanding in the 20 percent of tasks that
contribute to 80 percent of your results. You
dedicate yourself to continuous learning. You
never stop growing. You realize that excellence
is a moving target. And you commit yourself
to doing something every day that enables you
to become better and better at doing the most
important things in your field. Concentration is
having the self-discipline to force yourself to
concentrate single-mindedly on one thing, the
most important thing, and stay with it until it’s
complete.
The two key words for success have always been focus
and concentration. Focus is knowing exactly what you
want to be, have, and do. Concentration is persevering,
without diversion or distraction, in a straight line toward
accomplishing the things that can make a real difference
in your life.
When you allow yourself to begin to dream big dreams,
creatively abandon the activities that are taking up too
much of your time, and focus your inward energies on
alleviating your main constraints, you start to feel an
incredible sense of power and confidence. As you focus
on doing what you love to do and becoming excellent in
those few areas that can make a real difference in your
life, you begin to think in terms of possibilities rather
than impossibilities, and you move ever closer toward
the realization of your full potential.
Brian Tracy is a legendary in the fields of management,
leadership, and sales. He has produced more than 300
audio/video programs and has written 28 books, including
his just-released book “The Psychology of Selling.” He can
be reached at 858-481-2077 or www.BrianTracy.com
ExecutiveAgent Magazine
EA
23
When Excellence Matters, Choose
Larry Stewart Custom Homes
By Shannon Hartsoe
L
arry Stewart understands perfection – in fact he’s
made it his life’s work. For nearly three decades,
Larry and Connie Stewart have been building homes
that exceed expectations – custom crafted works of art that
inspire the imagination and feed the senses.
“There is a creative element to this that just doesn’t
exist anywhere else,” he says. “It’s extremely satisfying
to take someone’s dream and make it come to life in a
hands on way. There’s nothing else I’d rather do.”
Specializing in custom design, spec houses, remodels
and green building, Stewart believes that a little piece
of himself goes into every job. From French Country
to English castles and Tuscan or Mediterranean villas,
Larry Stewart Homes is dedicated to staying true to the
architectural vision while combining features not found
in any other homes. Working closely with his clients,
he doesn’t stop until each detail is perfected, each line,
curve and aesthetic element just right and each material
perfectly matched. It’s a gift he honed working alongside
his uncle when he first entered the real estate industry.
“I was in sales, and decided to go into new home sales,”
he recalls. “My uncle was building new homes and we
helped him sell them. Along the way, I decided that
crafting a work of art appealed more to me than selling
and I decided to get into the business.” He began with
starter homes and, as word of mouth began to spread,
found himself called upon to do more and more custom
design work. Now, Stewart is among the most respected
builders in the area.
ExecutiveAgent Magazine
The Stewart’s are also Energy Star
approved for their ongoing commitment
to green building practices
Today, Stewart’s company builds masterpieces of up
to 10,000 square feet in and around Colleyville. Though
he and his wife, Connie are responsible for selling most
of their product, local real estate agents enjoy working
with him and trust him with their most discerning clients.
“I’m one of them,” he says. “I understand the sales side
in a way that not every builder does. They know that I’ll
handle their needs professionally and with great attention
to detail, just like I build my houses.”
In addition to building several award winning homes,
including one Kaledescope, The Stewart’s are also
Energy Star approved for their ongoing commitment
to green building practices. “There is an increased
awareness of eco-consciousness in our work,” he says.
“And it’s important, not just to help our clients save
money and save energy, but to help our planet. I think
that’s something we can all agree on.”
Larry Stewart, Owner/President
Larry Stewart Custom Homes LLC
2509 Highland Park Ct.
Colleyville, TX 76034
817-251-5832 Office
817-251-5834 Fax
larry@lstewarthomes.com
ExecutiveAgent Magazine
EA
Easy Ways to Gain New Clients
By Dana May Casperson
W
hen meeting with prospective clients and discussing
your products or services, three elements are key:
•
knowing about your company
•
knowing about your competitors
•
knowing how to treat others professionally.
Of those three important elements, the latter is
lacking in many circumstances.
These days, good manners and proper business etiquette
make good sense. Aside from being educated about your
products and industry, you must also know how best to
meet people and make introductions, how to dress for the
occasion, how to use your business cards properly and
how to converse with your clients. Improve these skills
today in order to ensure long-term business growth.
Learn how to meet people and make introductions
In order to build your client base, you need a steady
flow of prospects. That means meeting new people on
a constant basis and introducing them to your business.
Many people shy away from this practice because
they’re afraid of appearing pushy or too “salesy.” The
truth is, they have simply never learned how to meet
people or how to network.
You can meet people virtually anywhere—at a
networking event, a cocktail party, in line at the bank
26
or in a waiting area. Use your self-introduction as a
way to share information, not make a sale. A good
example of a self-introduction is: “Hello. My name
is John Smith. My company, CMD Products, offers
convenient, lightweight trade show displays to make
your booth setup easier.”
Your self-introduction need only be a ten second
description of who you are and what you do. Be
selective about the words you use to describe your
company or business. Work to refine your selfintroduction so it will provide information and also
interest others.
Learn how to dress for the occasion
Before you speak a word, your clothes have already
spoken volumes. As the old saying goes, “You never
get a second chance to make a first impression.”
Many people mistakenly believe that whatever they
wear to the office is acceptable to wear after hours
or when meeting clients. That’s fine if your office
dress code matches your after-hours or meeting
event; however, many times work clothes are either
too casual or too formal for an out-of-office meeting.
Dress too casual and your prospects may not perceive
you as being professional or knowledgeable. Dress
too formal and they may see you as “stuffy” or “out
of their league.”
ExecutiveAgent Magazine
EA
As a business executive, you have a responsibility
to send the best professional message you can to be
successful. If necessary, bring a change of clothes to
the office so you have something appropriate to wear to
your event. Remember, the way you dress shows respect
for yourself, your business, your company and your
products or services. Plan your wardrobe carefully and
you’ll leave your prospects with a positive message.
Learn how to use your business cards properly
Everyone needs to have an adequate supply of business
cards. They’re fairly inexpensive to print, and they
present a long-lasting impression of you and your
company. Think of your business card as the handshake
you leave behind.
Business cards should have essential information
easily visible on the face of the card. This could include
your name and title (if any), company name and logo,
address, telephone and fax numbers, and email address
and web site (if any).
It is not necessary to leave the back of the card blank.
Many people utilize this space to list the products or
services offered, give a description of the business or
share an interesting quote or statistic.
After you introduce yourself to a prospective client
and determine that you’ll be able to help that person,
offer one of your business cards as a reminder of who
you are, what you do and where you can be reached.
Business cards can also be used as a forwarding agent
when attached to an information kit, newspaper clipping,
or something you promised to send. Everyone likes to be
remembered, so make sure your business card helps you
to be remembered favorably.
Learn how to converse with your prospects
Since people generally like to talk about themselves,
ask your prospects non-intrusive questions to get to know
them. Find out about their company, their needs, what
projects they’ve done in the past, and what they need to
accomplish future projects. If you think your products or
services can help them achieve their goal, then and only
then should you move into your full presentation.
Keep in mind that you are creating and maintaining
a relationship. Be friendly and use common sense
while being courteous and respectful. Avoid using
industry jargon. You’ll have a better conversation and
communicate your ideas more clearly if you avoid
industry specific terms. After all, the goal of all
communication is to enhance understanding, not to
confuse. Your prospects will appreciate your efforts.
No matter what business you’re in, proper business
etiquette is not optional; it is something you must use
every day. In fact, using proper business etiquette will
help you appear polished and professional, causing
clients to view you as knowledgeable and confident. By
practicing your business etiquette on a daily basis, you’ll
soon develop a leadership style that money and prestige
can never buy. As a result, your business and career will
grow beyond your wildest dreams.
Dana May Casperson, the “Manners Maven”,
specializes in etiquette consulting for businesses,
associations, and sports teams. Copyright© 2000, Dana
May Casperson. All rights reserved. Corporations
including Pacific Bell and The Ritz-Carlton hotels have
been inspired by her practical and powerful advice to
improve their business relationships and boost their
bottom lines. Known as “Ms Etiquette,” Casperson has
become famous for her knowledge about cultural protocol
and etiquette worldwide. For more informationabout
Dana May’s Keynote presentations, please contact Frog
Pond Group at 800.704.FROG (3764) or email susie@
frogpondgroup.com. http://www.frogpondgroup.com.
When you meet with new people, always spend
time conversing and getting to know them. Too many
executives, especially salespeople, rush into the sales
part of the meeting without first learning the clients’
needs. This is a road to disaster.
EA
People do business with those they know, like,
and trust. In order to get prospective clients to feel
comfortable doing business with you, they need to know
that you care about them and want to help them solve
whatever challenge they may have. You accomplish this
through the art of conversation.
ExecutiveAgent Magazine
27
EA
Better Is Better
By Dirk Zeller
T
he business environment is getting more
competitive everyday. New companies and new
concepts are being born daily. There is always
someone trying to do it better and cheaper than what has
been done previously.
There is more competition in today’s global economy.
Do you remember when the US Postal Service was
the only way to send documents? Now that age-old
institution has to compete with Fed EX, Airborne,
UPS, as well as fax machines and now the Internet
with email. Competition is everywhere and in every
business segment. The real estate business is no
different. The new companies and the remaking of the
old ones challenge us. There are two key questions
that must be answered if we are going to thrive, not just
survive, in the future.
1.
How do we make our business (ourselves) the
obvious choice for the consumer?
2.
How can we be different than the other
competitive choices so that we can better attract
customers?
These two questions are at the center of success in
attracting new prospects and clients to your business.
Many companies and agents have taken the discount
route to answer these questions. Still others are adopting
a fee-for-service model. Both of these philosophies are
trying to attract consumers solely based on the cost
of the service. I believe that this tactic is a losing
proposition for the agent, the company, and the real
estate community at large as well as the consumer.
Cheaper is not always better - better is better. For some
reason we are fixated on the commission we charge.
We often have tunnel vision as to how to compete.
Because we lost a listing to a lower fee broker we
assume that we must lower our fee to compete.
In the last six months we have been working
diligently with all our coaching clients. We have
worked with them specifically on their sales skills,
presentation skills, qualifying skills, and objection
handling. We have scripted, rehearsed, practiced and
role-played with them to increase their levels of skills.
Here is what we found after studying their commission
structure and fees. Most have actually raised their fees
in the last few months because of their confidence and
delivery in their sales skills and objection handling
skills. They have consistently received the highest
commissions in their respective marketplace. Many
28
have even added a processing fee between $295-$495
to all their transactions. This processing fee has further
increased their profit on each transaction.
The key in all this is the skills that you possess.
The ability to handle the commission objection or the
statement that another agent will do it for less. Your
sales skills will make you the obvious choice for
the consumer. We all should have reasons that the
consumer should select us. However, you must stop
and ask yourself these three questions:
•
Are your reasons well thought out?
•
Are they well laid out in scripts that you know
cold?
•
Are you able to convey them with power and
conviction?
If you can’t answer, “yes” to all these questions, you
have work to do!
Step 1: List all your competitive advantages. They
could be your company, your service commitment, your
statistics or listings to sales, days on market, average
list to sale price. Write down as much as possible.
Step 2: Look at the list from the customers’
perspective. What do they really care about besides
lower commission? What would really set you apart in
their eyes? Pick the five key services you think they
want. If you are struggling, go back to a dozen past
clients. Call them and ask them why they selected you
over the other agents. You now have the consumers’
perspective.
Step 3: Select five competitive advantages and
script a response to them. Your ability to drive these
five points home can mean the difference between
a powerful listing presentation and a weak one, and
could well determine if you get the contract signed that
night or have to wait a week. Be prepared to say to the
customer what is most important.
We then need to analyze the next question, how can
we be different to attract new customers? The first
is to know your business and spend your time there.
We often do activities at work that don’t bring a large
return. I coached a lady that did 35 open houses in one
year who made $9,000 from all that work. Once she
redistributed her time to calling her past clients, her
production skyrocketed. She added over $50,000 to her
gross commissions earned in less than six months. It
ExecutiveAgent Magazine
EA
Why invest your time in activities that generate little income?
was a matter of understanding where her revenue was
coming from and investing her time there. Why invest
your time in activities that generate little income?
Another technique to attract more customers is
expansion of your leads by using call capture or IVR
systems to expand the number of leads you receive.
You can expand the number of leads you get daily and
weekly by 50-100% by using call capture technology.
There are numerous companies out there that provide
this service.
In my opinion, the user-friendliest with the best
marketing minds behind the system is Pro-quest
Technology.
They have mastered the use and
implementation of this product and made it easy. As
agents, the ability to generate more leads allows us
to be able to be highly selective in whom we work.
Being selective leads to more revenue. Take the time
to implement your call capture system today.Take
some time this week to reflect upon and answer these
key questions. You are running a multi-million dollar
sales company. Make sure that you invest the time in
planning your own course to a successful career.
estate industry. He has developed a system that
takes “regular” agents and “regular” managers and
transforms them into “top gun” agents and managers.
Dirk’s coaching systems are built around his incredible
success in the 90’s as one of the top agents in all
of North America. He closed over 150 transactions
annually while working Monday through Thursday and
taking Friday, Saturday & Sunday off. Copyright©
2000-2001, Dirk Zeller. All rights reserved. To contact
Dirk about his availability to speak to your group,
please call the Frog Pond Group at 800-704-FROG
(3764) or email susie@frogpondgroup.com; http://
www.frogpondgroup.com.
EA
Dirk Zeller, President of Real Estate Champions,
is recognized as the premier coach for the real
ExecutiveAgent Magazine
29
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us, you stay with us. And Colonial National Mortgage
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is privately held – by choice – so our focus remains on
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our customers and not the whims of Wall Street.
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We’re pleased to bring you all the advantages Colonial
National Mortgage offers, whether you’re buying your
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first home or your last. Let us know how we can help
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you today.
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ARLINGTON
1605 S. Bowen Road
817-860-8441
FORT WORTH
2626 West Freeway
817-390-2322
PLANO
2901 Dallas Parkway
972-265-0183
DALLAS
12222 Merit Drive
214-451-5100
HURST
1500 N. Norwood
817-282-8892
LEWISVILLE
217 S. Stemmons
972-221-2581
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www.ColonialNationalMortgage.com