Jesse S. Gines - Real Estate "Success" Let's Get You Started

Real Estate "Success" Let's Get You Started

Real Estate "Success" Let's e "Success" Let's Get You Started

Jesse S. Gines

Table Of Contents

The Problem

The "Why" and "How"

Testimonials

How to Make "Friends"

Are You Better Than The Rest?

Be the Pro, Clients Want to Hire

Sharpen Your Presentation

Create Your Plan

Finding Your Passion

10. Develop a Niche Market

11. Find Your Communication Strength

12. Build Your Clientele

13. New at the Game? Step Up to Bat!

About the Author

"The Testimony" Jesse had a very inconsistent upbringing. He was born in Valley Stream, New York, to a father who worked as a Correctional Officer in Rikers' Island Jail and a mother who sang for the choir at Brooklyn Tabernacle Church . His parents separated shortly after his birth, and he relocated to Southwest Brooklyn with his mother and brother. When he turned three, his home in Brooklyn was burglarized, so he moved to Carolina, PR, with his mother to escape the neighborhood. Unfortunately, they moved to one of the islands' most notorious public housing projects in Torres De Sabana. In Torres De Sabana, Jesse was exposed to the shootings, gang violence, and drug abuse of the poverty-struck neighborhood. After financial difficulties left them homeless and his mother fell victim to drug addiction, Jesse lived on the street with his mother before moving back to New York to live with his grandparents. Jesse lived with his grandparents from the age of 8 until the age of 12, when he once again relocated after meeting his father. Jesse's father lived in Beaverdam, VA, in a residential addiction recovery program, New Life For Youth. After attending and completing the program for alcohol addiction, his father became a live-in minister and the assistant Director of the facility. Jesse lived in the facility with his father, brother, and all the residents while he attended middle school in Spotsylvania County. They attended New Life Outreach International , a non- denominational church, in Richmond, VA, and attendance was

mandatory for them and the residents. His father would take them to church every Sunday and Wednesday. At first, Jesse was a bit skeptical about attending as it was far different than he was used to while attending Saint Bonaface Catholic Church in Elmont, NY, with his grandparents. Eventually, Jesse became fond of the church, getting saved at 13. He joined the church's Royal Rangers Program for youth and looked forward to attending every Wednesday. Jesse became a devout Christian after getting saved, often being made fun of in school for bringing his bible and preaching to other students. He would attend all of his father's sermons, and at one point, Jesse asked if he could preach a sermon to the program residents about the Ten Commandments. His father allowed it, and at 13, he had his first experience with public speaking. Soon after his preaching experience, his father was transferred to the Bronx, NY, to pioneer a branch facility. Unfortunately, it was shut down by the Fire Marshal for not meeting the fire code. Jesse's father then got a night security position at the World Trade Center, and they moved to the Allerton Coops' , a low- income housing unit in Bronx Park East. With his father working late nights, Jesse fell away from his Christian faith, hanging out with the wrong crowd and experimenting with drugs and alcohol at a young age. His father, who has a background in law enforcement and has mentored troubled youth, believed Jesse needed to be put in a program like New Life for Youth. Jesse began hanging out with a local street gang, " The Bloods," when he turned 14. He became rebellious after his father re- married and would engage in various criminal activities with the gang. At one point, his father overheard a conversation Jesse had

with his brother. They mentioned being an accomplice to a burglary where the house caught fire and burned to the ground. Jesses' father was concerned for their safety and at odds with what to do. In an attempt to teach them a lesson and keep them away from the gang, he contacted local law enforcement and turned them in. Jesse was arrested for arson and burglary and was sent to Spofford Juvenile Detention Center in the Bronx at 14 years old. He was later sentenced to Midlands' Evaluation Center, a quasi-military facility in Columbia, SC, for adjudicated youth. After his sentence, Jesse was released on five years probation. He reunited with his mother, who had moved to South Carolina to start a new life, as the state wouldn't transfer his probation. Struggling with finances, they wound up in the Salvation Army homeless shelter for several months until they found a residence at Valley Homes, a low-income housing development in Gloverville, SC. Jesse would go on to violate his probation as a result of drug abuse and criminal activity, spending most of his remaining youth in detention centers and institutions. He continuously moved back and forth from South Carolina to New York, among family members for the next few years, until he became wanted by the Aiken County Police Department for a gun charge. In early 2000, Jesse fled from S.C. with a warrant and settled in New York with his brother, who was a member of the "Latin Kings" gang in Jamaica, Queens. He became affiliated with the gang and involved in the lifestyle. Jesse was soon arrested for a robbery and was sentenced to a year in Nassau County Detention Center after his gang clashed with MS-13, a rival gang, at a bar in Hempstead, NY.

While incarcerated, Jesse was separated from the other inmates,

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serving six months of his sentence in solitary confinement for continually lashing out at correctional officers and assaulting other inmates. Jesse dealt with a lot of anger problems but managed to finish school while incarcerated, receiving some of the highest grades in science, math, and writing on his GED test. He saw this as a whim of hope for the future and planned to attend college and major in psychology upon finishing his sentence. Unfortunately, after his sentence, he was extradited to South Carolina to face the warrant that had been issued. Jesse was convicted of presenting a firearm at a person and sentenced, resulting in more time and probation. After his release, Jesse settled in Jacksonville, FL, with his Aunt Nilka and Uncle Gilbert, hoping to join the military and attend college. Unfortunately, he was arrested for a burglary charge and jumped bail, knowing it would result in a violation of his probation. Another warrant was issued for his arrest, so he fled to Miami, FL, to evade the warrant, not wanting to go back to jail. Losing all hope that he would ever escape the criminal lifestyle due to his pending warrant, he began selling marijuana and lived in hotels and hostels in South Beach, FL. Not being able to make enough money to continue paying for hotel rooms, he became homeless, living on the streets of Miami. Jesse felt the homeless life was very difficult, and he yearned for the opportunity to be somebody his family would be proud of. While in Miami at a club, he sold some marijuana to a salesman called "Dredd," who was on vacation. Dredd was impressed with Jesses' "marijuana sales tactics" and offered him a job that included a place to stay. Wanting to get off the streets, Jesse took the offer and joined the door-to-door magazine sales company Chapel Sales.

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For the next several months, he traveled about the state of Florida soliciting magazines. Dredd mentored him and taught him the ins and outs of the sales business. It was at this time that Jesse says he initially gained his sales experience and learned how to approach people. While selling magazines door-to-door, Jesse wound up in St. Cloud, FL. The city had a law against soliciting, and a homeowner called the police on him. The police officer sighted Jesse for unlicensed soliciting and discovered his warrant while running his name for the infraction. Upon his arrest, the officer found marijuana on his person. Jesse was charged with petty possession of marijuana and sent to the Osceola County Correctional Facility in Kissimmee, FL, to serve more time before being extradited to Clay County Jail to face his warrant. Jesse was sentenced to one-year probation for the marijuana charge in Osceola County. After extradition, he was sentenced to six months in the Clay County Jail . It was during his time in Osceola County Correctional Facility that Jesse re-dedicated his life to Jesus Christ. He became a "jail preacher" as an inmate and was soon extradited to Clay County Jail, where he served another six months for the burglary warrant and violating his probation. After his release from Clay County Jail in 2003, he moved to St. Cloud, FL, to complete his probation for the marijuana charge. At that time, his brother had been released from prison on parole, and to reunite the family, his grandfather bought them and their mother a house in Saint Cloud, Florida. Jesse planned to pursue a college degree, hoping to land a solid career that his family would be proud of. His grandfather

disapproved of college, wanting him to help his mother with the bills instead. Jesse began to settle down and soon found a job as a cook at a local restaurant. He began dating a girl he had previously met in Jacksonville who got a job with him at the restaurant. While at work, she met a man named Guillermo Montanez, who happened to be an ex-gang member of the Latin Kings Chicago Branch. She introduced Guillermo to Jesse, and he invited them to his church, Freedom Tabernacle (now Freedom Life Church ) in Kissimmee, FL. They became church members, and Jesse attended Freedom Bible College to strengthen his walk with God. He began working with Guillermo in construction. Wanting to settle down, Jesse began looking to rent a house where he and his girlfriend could live together. After finding a mobile home for rent near his job, Jesse and his girlfriend decided to get married to not live in sin by cohabiting out of wedlock. They married in 2005, and she soon became pregnant with his first child. Jesse's brother, David, attended the wedding and was excited for him and his life change. Unfortunately, a change in life wasn't something David felt he could attain, as he continued living the criminal lifestyle he had been acquainted with before prison. Yet, hoping for the best, Jesse and his friend Guillermo continued inviting David to church. He attended the church a few times, and Guillermo had the privilege of leading him to Jesus Christ in prayer. Unfortunately, he found it difficult to leave the criminal lifestyle after salvation. On April 27th, 2005, David suffered an accidental gunshot wound to the leg and died when the bullet hit a main artery in his thigh.

Jesse fell into a deep depression after his brother died, but he continued going to church and exercising his faith in Jesus Christ. Jesse says 2005 was the worst and best year of his life, teaching him that nobody is exempt from the unforeseen issues that life will dish out. Fortunately, a light at the end of his tunnel of depression was when his first son was born later that September. One year later, in October 2006, his second son was born. Unfortunately, his first marriage would later end in a divorce, leaving him a single father to two young boys. In 2007, Jesse decided to join the military in order to provide for his children. He scored very high on the Armed Service Vocational Aptitude test (ASVAP) but was denied his chosen Military Occupational Specialty (MOS) due to his previous felony record. Not wanting to settle for the military-recommended MOS as an Infantryman, he chose to go to college and pursue a degree in psychology where he could help others deal with life's challenges. He applied to Valencia College and was accepted in 2008. The struggles didn't stop there. Jesse worked two jobs to pay his tuition without help. Wanting to make more money and provide for his children, he decided to start a business following his childhood heart's passion, making music. Jesse opened a music recording studio in a local thrift shop called J. Box Recordings . He worked long hours selling beats, producing and editing music for aspiring musicians, and rapping at local shows and venues to pay his way through college. Having difficulties with the financial aspects of business, Jesse didn't make enough money to keep the business open, so he was

forced to close it down. He got a job in construction with a concrete company, Prestige A & B Ready Mix . He was quickly promoted to concrete repair manager due to his excellent work ethic and acquired his CDL at the company. While fixing a pool at a mansion in Windermere, FL, Jesse met Michael, a venture capitalist from New York. Michael and his wife had become quite impressed by Jesse's work ethic and invited him to lunch after he completed the job. During this lunch, Jesse's eyes were opened to what he calls the "entrepreneurial spirit." During the lunch meeting, Jesse asked Michael and his wife for financial advice that may help him become successful in business. Michael's advice was to work hard and save money, but his wife recommended that he read three books: Rich Dad, Poor Dad by Robert Kiyosaki, Think and Grow Rich by Napoleon Hill, and How to Win Friends & Influence People by Dale Carnegie. He was thankful for their advice, yet he didn't see how reading three books could fix his financial situation. Nevertheless, realizing he had the "entrepreneurial spirit," Jesse decided to "try his luck." He used his savings to open a home recording studio and tattoo business to spend more time with his children. Unfortunately, it also failed because he didn't have sufficient start-up capital and made poor financial choices. Throughout those failures of what he calls "trials and errors," Jesse learned that there was more to business than the desire to own one. He knew that if he was ever to become a successful businessman, it would take a lot of work, and he would spend less time with his children. In 2009, Jesse became reacquainted with his high school sweetheart, Brenda. He initially started dating Brenda at 15

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when he lived in New York with his grandparents. After finding her online through Myspace , they talked over the phone for quite some time and soon became very close. She later moved to Florida and got a job at the University of Central Florida as a secretary for the business incubator. She began attending his church and lived with an elderly couple who were also members. Jesse and Brenda began courting in 2010. In 2011, they got married, and she adopted his two children. With support from his wife, Jesse would finally use that advice to read those books, which he says changed his life forever. He began attending business networking events and meeting successful business owners. He dedicated himself to reading 25 to 50 self-help and business finance books per year to gain knowledge about business ownership. After much support, hard work, and dedication, Jesse opened his first successful business, We ROC Construction LLC, with help from his friend Guillermo, who also started a business, GM Master Painting LLC. Jesse got involved in the real estate industry in 2012 while working for his own business as a remodeling contractor. He scored several large contracts with local hotels and real estate investors and began saving money to purchase a property with the intention of "flipping" it for a quick profit. He finally purchased his first investment property after getting a $20,000 loan from his grandfather. Jesse set out to get his real estate license to save money from selling the property, only to become frustrated after failing the real estate exam six times. When he finally passed on the seventh try, more difficulties emerged. Jesse was forced to move into his investment property after his home burned down, and his insurance company, Security First, denied his claim.

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Jesse ran out of capital while remodeling the investment house as unforeseen issues arose, leaving him without enough money to join the National Association of Realtors (NAR). Membership was required by his broker, who had been a member of the third-party organization. As a result of these financial difficulties, he was forced to get a seasonal job using his real estate license to sell timeshare, where NAR membership wasn't required. While building his construction business, Jesse found his stride working in sales again and was soon promoted to management (T.O.) at Westgate Resorts. After taking additional sales courses, he was recruited as a sales trainer, becoming an expert in the psychology of sales and new agent recruitment. By 2016, Jesse had sold over $1,000,000 in timeshare and was honored as the sales trainer of the year at the annual Westgate Resorts Sales Convention in Kissimmee, FL. Since then, Jesse sold his first business, left the timeshare industry, and opened a real estate company that focuses on investors, Gines Investment Group LLC . He then opened a traditional residential real estate brokerage, RE Property Services LLC , and an online real estate school, RePros Agent Academy , that both focus on new real estate agents. Aside from real estate, Jesse serves as a jail minister in the Osceola County Correctional Facility, where he had re-dedicated his life to Jesus Christ while serving a sentence. He is also the Founder and President of Fortified Life Ministries INC, a nonprofit organization that helps men and women who struggle with addictions. Throughout his journey, Jesse has earned numerous accolades, including:

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• Florida Real Estate Brokers License • Million Dollars in Timeshare Sales Accomplishment • Certified Real Estate Investment Advisor • ACTIVE Investor • CEO of Gines Investment Group LLC • President of Fortified Life Ministries INC • Broker/Owner of RE Property Services LLC • Owner/Instructor of RePros Agent Academy • Husband, Father, and Author His grandparents always taught him that if you want something great in life, you'll have to work hard for it. With that in mind, he worked hard throughout his life's traumas and developed a strong work ethic. He aims to provide the highest level of service to his agents and clients and takes pride in helping them achieve their real estate goals. Jesse now lives in Central Florida with his wife and five children. He enjoys spending time with his family and helping others in need. He is an active church member and a great asset to his community.

Introduction

Congratulations! If you've received or purchased this book, it's most likely because you have accomplished obtaining your real estate license or have begun the journey. It's no secret that the real estate industry is one of the few career choices that enables professionals to make an extraordinary income with no ceiling. Truly, the sky is the limit to how much money one could make. Unfortunately, many agents enter the industry with their heads in the clouds. Many agents formulate narcissistic thoughts concerning their success. They develop this "lookout real estate world; here I come" mentality that ends in failure and disappointment for over 80% of new real estate agents. When I started out in the industry, I had that same view. I was among that 80% and quickly hit with a rude awakening. I came from a tough, inconsistent upbringing. As a child growing up in Brooklyn, life wasn't so easy. Dad worked as a corrections officer in Rickers Island, often bringing his work issues home. As a result of domestic abuse, my parents divorced when I was too young to remember, and my mom was forced to do whatever she could to make ends meet. By the time I turned four years old, New York life became too difficult for a single mom, so we took a trip to live near family on the beautiful island of Puerto Rico. Nevertheless, Mom soon realized that no matter where you go, life has a way of throwing you the same problem. Money! Family help would soon run out as the cost of living in Puerto Rico isn't much lower than in New York. By the time I was five years old, we had wound up filing for welfare and moved into one of the worst projects on the island, "Torre De Savana." It was xvii

there that my strength and determination began to be nurtured as I dealt with the struggles that accompanied poverty and lack. Overall, the experience was awful, yet it made me tough and capable of dealing with multiple problems simultaneously. For many, life has a way of going from bad to worse in the blink of an eye. It wasn't long before the crack epidemic consumed the entire island, and nobody was exempt, not even Mom. Eventually, Mom and I lost our apartment in the projects and wound up on the streets of Carolina, Puerto Rico, where "hustling" was the everyday agenda, and boy, was Mom a hustler. It was in those times that I learned how to understand and read people. Mom was what I call an expert "people reader." Her talents often got us out of what could have turned out to be life- threatening situations. She taught me not to be ashamed to ask for help, to read the eyes and know when someone has bad intentions, and most importantly, to overcome my fears and push through life's difficulties against all odds. Like good things, all bad things come to an end sometimes. My grandparents received word from other family members that we weren't doing so well. Sometimes, pride could keep you from crying out for help. I moved back to New York when I was about eight years old to live with my grandparents while my mom began to get her life straightened out. Grampa and Grama's house was a whole different world. Grampa was a construction boss in the union, overseeing some of New York's most significant building projects, building the World Trade Center, Battery Park, and TRUMP Tower. He was among the most demanding people I've ever known. He would take me to some of his projects as a kid, where I often had the pleasure of hearing him yell at and cuss people out who weren't doing their jobs correctly.

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A meticulous man with an incredible eye for detail, Grampa knew everything that was happening at all times. A Sicilian Brooklynite who worked his way up the construction ranks in Manhattan, Grampa left no room for error or mistakes. Grama was a tough cookie as well, born in Carolina, Puerto Rico, and raised in the Yunque mountains of Rio Grande as the daughter of a farmer. Together, they made my life a living hell. But sometimes, you have to go through the fire to shine at the end. Grama had always wanted to be a real estate agent, but having to be a full-time homemaker, she never had the opportunity. Luckily, Grampa acquired enough money to purchase a big house in Elmont, Long Island, with three apartments upstairs. Grama got her shot and rented out those units as possibly the best property manager I've ever known. While Grampa was at work yelling at laborers, architects, and contractors, Grama was at home yelling at the tenants. As you can imagine, we had a very loud house. These experiences prepared me for the real estate world and enabled me to deal with the many issues involved in the industry. So, what are these issues? Why do so many real estate agents fail, and how can you be among the 20% that don't? I could answer that question with three short answers: money, work ethic, and training; Money Money is the first answer, yet it may be meaningless without the other two. When discussing money, I will assume you have the work ethic and can acquire the training. According to GOBankingRates (a personal finance resource company), nearly 70% of adult Americans have less than $1,000 in a savings account (https://spendmenot.com/blog/american-savings- statistics/).

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Men lie, women lie, numbers don't. For most real estate agents, acquiring their license will cost between $500-$1,000. This includes application costs, pre-license education, fingerprinting, background checks, and real estate licensing exam costs. Considering the average American savings account, most people barely have enough to get their license, never mind keeping it. For those who make it through, the following financial challenges will strike a nerve. Once you've paid all the pre- license fees, completed your education, and passed the state exam, you must hang your license with a broker. They didn't tell you in school that most brokers are members of the National Association of Realtors. The National Association of Realtors (N.A.R.) is a third-party organization that various real estate professionals can join. Their core purpose is to help their members become more profitable and successful by providing a "code of ethics" and additional training to its members and the ability to use their Multiple Listing Service, or as we like to call it, the M.L.S. Essentially, membership with N.A.R. is not mandatory to legally practice real estate; no more than joining a car club is required to drive a car. All that is legally necessary is a license; however, if a real estate broker has chosen to become a member of N.A.R., according to the membership agreement, all of the broker's agents must also purchase a membership, or the broker will risk being fined by the association. Most brokers want to be members of N.A.R. for the simple fact that N.A.R. provides agent training as well as access to the M.L.S. Simply put, it is a lot easier to list houses on the M.L.S., and although listing houses without the M.L.S. is possible, it could become quite expensive when done on a large scale. For example, while some innovative companies like Beycome.com

will list a house on the M.L.S. for as little as $99 per listing, the M.L.S. charges about $500 per year. The M.L.S. is a money saver if an agent lists more than five properties per year. The problem is that most agents will also have to join N.A.R. in order to acquire M.L.S. membership, and N.A.R. membership will cost an average of $4,000 per year. In a nutshell, an agent typically needs about $5,500 to get their foot in the real estate industry door, and that's no walk in the park. Furthermore, if your real estate career doesn't end in the first year, neither will the expenses. In fact, according to The National Association of Realtors member profile in 2019, N.A.R. members' total continuing business expenses were a little under $5,000 per year. That figure includes some maintenance costs described above but mainly will cover: • Professional association memberships (N.A.R., state and local boards) • Multiple Listing Service (M.L.S.) membership • Yearly lockbox fees • Office space (whether cubicle, semi-private, or private) • Office Supplies • Professional website • Business cards • Marketing materials • Computer hardware and software • Phone and internet service • Client lunches, entertainment, and gifts • Vehicle expenses • Professional development, conferences, and other networking opportunities Money... With the average American having less than $1,000 in savings, xxi

it's easy to see how this could become a problem. I believe the late Notorious B.I.G. said it best when he wrote the song " Mo Money, Mo Problems ." I wonder if he had been considering a real estate career. My advice? If you could find a broker that provides even some of those services within the brokerage, you are on your way to saving thousands of dollars throughout your career.

Work Ethic

If the lack of money doesn't get you, try having a bad work ethic. It will undoubtedly do the trick. According to Wikipedia, Work Ethic is defined as "a behavior of a single individual... that has led to a systematic lack of productivity, reliability, accountability and a growing sphere of unprofessional/unhealthy relationships". In the construction industry, there's no room for slacking off, and growing up with a grandfather like mine, there was barely enough room to breathe. I remember Saturday mornings at 6:00 AM, "LET'S GO! IT'S TIME TO GET UP! I'M NOT GONNA HAVE ANY OF THIS SLEEPING ALL-DAY NONSENSE!" At nine years old, you could imagine what my childhood was like. Multiplication all summer with a side of business taxes and learning the difference between a fiscal year and a calendar year made me want to leave the house sooner rather than later. I believe those experiences began to develop the work ethic necessary to make it in the real estate industry. I don't take them for granted. I deeply desired to hear my Grampa tell me those two words I believe every boy yearns to hear, "good job." I wouldn't hear those words from Grampa's mouth until my firstborn child in 2005. I was well in my twenties. I would listen to it again the following year with my secondborn. To think about it, maybe that's why I have five

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kids.

All jokes aside, though I majored in psychology in college, I'm not quite sure if the development of a good work ethic is inherited, learned, or developed as a result of one's upbringing. Although my wife and I have raised all of our five children together in the same household, they don't have the same work ethic. It seems clear that not everyone is cut out to be a successful real estate agent. As a broker who has hired and fired many agents, I've observed many different work habits. I've noticed that specific characteristics and traits always result in the accomplishment of one's goal, while others result in consistent failure. For those who fail, it seems that I could hand them quality leads, give them the tools to convert the leads into clients, and train them on what to do after they become clients. The majority do not want to do the work it takes to make the money that is available. Maybe it's not because they were lazy; they didn't like the things they needed to do to succeed. They seem to believe that "it will all work out." They seem to run on hope rather than reality. For most, they had what I call a "head in the clouds" mentality about what would happen once they got their license. Many agents had a false view of the industry that was derived from television reality shows that are far from the reality of real estate. A quick online search could show you the hundreds if not thousands of reasons real estate agents fail (besides having no money), so rather than stating the obvious and listing all the reasons, I felt it would be more appropriate to mention the characteristics that seem to consistently result in winning the battle. Here's what I found.

I've seen no better success than an agent who develops and

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writes down a good business plan and sticks to it. A business plan is crucial to success in any business, and it's no different in real estate. The problem is that most people don't even know what a business plan is, let alone know how to write one. For those who do, the sky becomes the limit. The most successful agents I've known understand the reality of exchanging time for money. They knew that money doesn't simply come without an exchange. They were willing to do what it took to build a solid client pipeline and understood that payday in the real estate industry was not every week but eventually could be. There are many incredible tips for becoming a successful agent, and I will certainly dedicate an entire chapter to those later in the book. For now, I hope you understand where success comes from. If you're one of those "lala" agents that believes "it will just work out," you could return this book for a full refund. But if you understand the difference between good and bad work ethic and are willing to do what it takes, by all means, read on. This brings me to the third and last problem most new agents face: lack of training.

Training

Real estate training is a highly controversial subject. Mainly because so much of it is available from so many different sources; the fact is, what worked for one person may not work for you, and what works for you may not work for them. It's kind of like weight training. There are many different body types and many different desired results. What works for a bodybuilder will not work for a weightlifter, and what works for a weightlifter won't work for someone looking to lose a few pounds.

Real estate training is a broad subject with many different

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prerequisites. The problem is that most brokers don't give any at all. Most brokers I've known are forced to focus on sales training predominately. It just so happens that most real estate agents are petrified of talking to people. Most don't know how to hold a proper conversation, let alone make a sale. Brokers are left with no choice but to teach agents how to interact with people first, and when they do formulate a good sales class, only two people show up, and It's usually those two top agents that have a written out business plan and make all the money. The reality of training is that although new agents have been through real estate school and have a fresh understanding of real estate law, new agents need proper training in the sale process. The sale process begins with building a pipeline and gaining prospects and potential future clients. Yes, having conversations is part of that Process. Once an agent acquires a potential client, the Process continues to meet that client's needs: Credit repair, shopping for the best possible loan, Pre qualification, pre-approval, house searching, filling out the offer, inspections, surveys, title companies, deadlines and closing... to mention a few. New agents may be great at finding clients, only to get lost in the Process. The biggest disappointment is not being able to get help when it's needed. Brokers run themselves so thin that they are rarely available when you need them. This results in the client feeling as though the agent is incompetent, which often results in the client finding a new agent, leaving you discouraged and defeated. Most agents then blame their failures on their broker, manager, or company not facing the real problem: lack of training. Although training is the last problem on my list, it is certainly

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not the least important. For an agent that has the money needed to start and the work ethic to accomplish their goal, lack of proper training has the potential to put the last nail in their real estate career coffin. I've dedicated the entire next chapter to highlight "the process." The Process is the most important training you will need to be successful as an agent and make it easier to get from "the sign to the sale." In my experience, the most challenging problems a new real estate agent will face are money, work ethic, and training. I genuinely feel that neither of them is more important than the other, and adequately learning to balance all three is the only way to start on the right path to a successful real estate business. Throughout my years in the industry, I've learned to master the art of overcoming these problems. I have developed an entire real estate company designed to help agents get started, formulate a business plan, learn to acquire clients by creating a pipeline, and walk those clients through the Process. In this book, I will lay out a lot of what I learned and hope that it will be a blessing to you and become a manual that you could reflect upon throughout what I hope will turn out to be a long, successful career. There is no better success than being able to reproduce after yourself and pay forward what may help the ones next in line. As a fruit eaten is only good while it lasts, a seed planted could provide sustenance for many generations. I genuinely believe that and wish you a happy reading of the rest of my book.

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The Process Selling or buying a home can be stressful, even if you're working with a professional real estate broker like myself. Chances are, your client will have to hire various professionals throughout the process, either preparing their home for sale or fixing any of the numerous issues that can pop up in a home inspection. The last thing you want to do is neglect knowing the real estate process. No differently than you would like to recommend an unreliable contractor who delays or ruins your home sale. I've experienced firsthand the work of numerous local contractors and professionals. I know which companies will produce the highest-quality work and which ones to avoid. I understand it's detrimental to the sale or purchase process. Because I want our clients to have the most stress-free and successful real estate experiences possible, I recommend only the best professionals in a variety of specialties — from Title Companies, Mortgage Brokers, and Lenders to Home Staging, General Contractors, Title Companies, Mortgage Brokers, Plumbers, Painters, Electricians and more. I have personally worked with each professional I recommend. The process of buying or selling a home is lengthy, but without knowing it in and out, the rest of this book won't do you any good. I want to take this opportunity to point out this "Process" so that you can study it and have an excellent opportunity to be successful in the real estate business. "Let's Get You Started."

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A property's buyer and seller will experience a different part of the process. However, the process, as a whole, remains the same. Let me point out the two sides of the same coin. A seller will hire an agent to list the house, while a buyer will hire an agent to find one. As a buyer or seller's agent, you will only have to experience one side, but as a transaction broker, you will do both. So I will lay it out as the latter so you can get familiar with the "whole coin" and later choose "heads or tales." The first step will be finding a listing. You will meet with your client and prove that you are the best agent to work with. Then, you will have them sign a "Listing Agreement." Listing agreements vary by state, so make sure you use the correct document approved by an attorney and/or the National Association of Realtors. In Florida, these documents are typically called "FAR/BAR Approved" documents and can be acquired from your broker. During the listing meeting, you should have found out if the property will need immediate work, in-order to sell faster and for the price the seller is expecting. If the property needs work before "going active," ensure it gets done. You will want to have a signed listing agreement first, as the seller may choose another agent during the repair process. You can get a signed listing agreement and set a date for the property to "go active." I can't stress this enough. If you recommend someone, you must be the one to follow up with them. If any problems occur, you will be held responsible! If you are not 100% certain that the person you recommend will do an outstanding job, don't recommend anyone! In recent times, you can refer your client to an internet search. Once you and the seller have agreed on the listing terms and the repairs have been completed, ensure the contract is filled out

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correctly and signed by all parties in case the client wants something changed before listing it. You're then free to move to the next step...Fulfilling your listing duties.

You're listing duties should include:

• Hiring a photographer or personally taking pictures of the property. • Listing the property on the MLS. • Ensure your listing populates on websites like Zillow, Trulia, and Realtor.com. • Placing a yard sign and lock box per contract. Now, the property should be ACTIVE and accessible to buyers. You will be ready to move on to the next step. Once the property is ACTIVE, you should receive inquiries for viewing appointments. In this chapter, I will assume you have a buyer and have helped them look at other properties, as that's • You've had your buyer sign whatever agreement your state and broker mandated. • You've ensured that your buyer is "Pre-Approved" for a loan or has a "Proof of Funds" letter from the bank, showing they have enough cash to buy the home they are searching for. • You've set appointments with listing agents and shown their listings to your buyer. In this scenario, we will pretend your buyer didn't like any of the houses they saw. Now you have a new listing of your own, and they love it. Your state may have a "Transition to Transaction Broker" xxix part of the process on the buyers' side. Here's what you must have completed...

agreement that must be signed when representing both sides of the transaction. This agreement will typically change your fiduciary duties to each party. Check with your broker about the state laws and requirements.

Sale and Purchase Contract

Your buyer will agree to an offer price, and if all goes well, your seller will agree to that offer. The offer will be filled out on your broker's "As-Is Contract for Sale and Purchase" document. If the seller disagrees with the offer, they can counter-offer a price they will accept. If the buyer doesn't agree to the counter-offer, they can counter the counter-offer. Let's hope they've finally agreed. The buyer and seller have agreed, and both parties have signed the contract. The buyers' side of the process continues while the sellers' side is temporarily on hold.

Earnest Money Deposit

On the buyers' side, they must make an "Earnest Money Deposit" to the title company, typically chosen by the seller. The title company will hold that deposit in an escrow account and put it towards the "buyers' balance" at closing unless one of the parties backs out of the deal. If so, it will be given to the appropriate recipient.

Inspection

After the EMD is deposited to the escrow account, you will have your buyer hire an inspector to inspect the property. The inspector will formulate a report showing anything wrong with the property. Once the buyer receives that report, they will decide whether to move forward with the purchase, request repairs, or get a credit and change the offer price.

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Addendums

On the sellers' side, they will receive the request and either agree to it, reject it, or negotiate. If anything is changed, such as a decrease in sales price or an agreement to fix or repair something, both parties must put it in writing and sign it. This document will be called an "Addendum" to the contract and can be acquired from your broker.

Survey

After the buyer hires an inspector, they must hire a surveyor to formulate another report showing the property lines. More negotiations may be made if the property line is not what was reflected on the listing. It may be that the neighbor's fence is impeding the subject property line or vice versa. If any changes are made during a negotiation, all parties must sign another addendum.

Appraisal

If a buyer uses a lender to secure the funds for the purchase, they must hire an appraiser to show the lender that the property is worth close to the buyer's offer. Cash buyers may also want an appraisal but may skip this part. Sometimes, a lender will provide their own appraiser, surveyor, or inspector. If this is the case, the buyer won't have to hire the ones provided. If the property doesn't appraise at an amount the buyer or lender is comfortable with, they may choose to back out. The contract usually has inspection, survey, appraisal, and financing contingencies that allow the buyer to back out of the deal within specific time frames. If the buyer backs out during the process, they will have to sign another document provided by your broker.

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Now that all these parts are complete and both parties have chosen to move forward, the buyer must solidify their loan. You must make sure that the buyer is doing whatever is necessary on time, as with a real estate deal, "time is of the essence."

Back to the Sellers' side

Let's back up a bit to touch on the sellers' side of the inspection period. When your seller receives a repair or credit request and agrees to it, they will have a specific time to complete the requested repairs. This is sometimes difficult as "time is of the essence," and they may be unable to hire a contractor or complete the repair in time for closing. Many times, if a repair is done, it must be done by a licensed contractor, and proof that it was completed must be given to the buyer. The buyer will also be able to inspect the repair and decide whether to move forward or back out. Sometimes, a seller will pay for a repair only to find out the buyer disapproves. This results in a loss of money and time and negatively affects your relationship with your seller. The best way to handle a repair request is for the seller to offer the buyer a credit. This lowers the selling price but makes the buyer bear the repair out of their own pocket after closing. Most of the time, a buyer may not have the money available to pay for a hefty repair after closing. This is your time to shine as an agent. Negotiate and close this deal.

Financing

Before closing, the buyer will have to secure the loan if they're not paying cash for the property. The lender often doesn't even pull the file until closing day. On closing day, you may find out that the lender's underwriter needs more information from the buyer before releasing the funds. This will result in another

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addendum extending the closing date.

Don't panic! This is typical and should be expressed to both the buyer and seller upon signing the contract. To be safe, let them both know that it's typical for the closing day to be extended at least one week beyond the closing date. On the sellers' side, the title company may need an extension for the seller to take care of title issues. This is also typical. There may be an outstanding lien that needs to be addressed, an issue with the deed, or a problem with the legal address. Give your sellers a heads-up on these potential issues upon signing the contract. If all these moving parts work together correctly, with your help, you've managed to close the deal. Both sides will sigh with relief, as you will after you receive your paycheck. The process is exhaustive but crucial to having a successful real estate business. If this process scares you or makes you take a second look at jumping into the real estate business waters', I suggest you find another career. I didn't want to sugar-coat the process, so I placed it at the beginning of the book. Push comes to shove, and you'll pass this book on to someone else who's ready for the journey. However, if you're prepared for the challenge, continue reading. I'm sure this book will help you be the best agent you can be.

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CHAPTER 1 The Problem

As an entrepreneur, I've had the privilege of pioneering several businesses throughout my life, and I'm sure I'll pioneer many more. You must count the cost before you build a house, have a child, or start a business. Unfortunately, too many people never stop to figure out what it will cost to do either, or anything for that matter. At the writing of this book, there are roughly 400,000 children in foster care in the United States, and the biggest reason why children are given up for adoption is, you guessed it, parents with low incomes not being able to afford to raise a child. In marriages, there are many statistics concerning how many end up in divorce; it varies by race, nationality, country, state, etc... However, the reasons why they fail won't differ very much; the top three reasons are incompatibility, infidelity, and, you guessed it, finances. But it doesn't end there, so let's proceed to business. Why does one agent toil away without much success while another enjoys a thriving business? Is it just luck? We talk about luck as though it is a kind of living force that chooses some people and ignores others. When you think about it, it's kind of silly to believe some force we can't even define decides who gets to be successful. Is success based on talent, then? That's another word we use a lot without really understanding it. Is talent some mysterious quality people are "just born with?" And how does it affect success? We all know artists and performers who seem to have talent — whatever that is — but aren't successful. 1

More and more, researchers and thinkers are increasingly discovering that success has more to do with preparation and opportunity than with mystical forces such as luck or talent. And here's the thing: preparation and opportunity are things you can control. You can learn them, practice them, and use them over and over to build a successful business. The Real Estate Industry is the most significant business in the world. Understand that owning a piece of Earth and passing that down for generations to come has been humanity's most profound desire since the beginning of time. Even the bible, one of the oldest books in the world, most of which was written over two thousand years ago, seems to show a constant theme of land acquisition. The book of Genesis says God gave Adam dominion over the Earth and put him in his garden called paradise ( Eden ) . Later, it reads that God made a covenant with Abram, giving him land near the river in Egypt (talk about location); in the book of Exodus, God promised Moses land that flowed with milk and honey, and in the New Testament, Jesus himself says "Blessed are the meek for they shall inherit the earth " (Mathew 5:5). Now that's a pretty good inheritance if you ask me. From ancient Babylon to the Egyptians. From the Roman Empire to early medieval England, it has always been about acquiring land. Some had it, and some didn't: the ones who didn't have any wanted some, and those who had some wanted more. Wars were fought, tears fell, and blood was shed—all for possessing the land. Andrew Carnegie said, "90% of all millionaires became so through owning real estate," and you just entered this business. You don't want to think about business failure when you start a business. But it's a part of reality, and if you want your business

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