S.E.C. Education Foundation
This interview was conducted
with Jim Brondino, a long time member of the Society
of Exchange Counselors. Jim teaches several courses
for the S.E.C. Education Foundation and has been recognized
nationally as one of the nations leading real estate
educators. He provides his perspective on the state
of creative real estate education today and the importance
of counseling and equity marketing in assisting clients
in achieving their objectives.
Thanks for chatting with us, Jim. Tell the Observer readers
about your teaching background.
I obtained my BA degree and Master's in Teaching with an
emphasis in history from the University of Redlands. I have
taught at the high school, Community College and University
levels. Currently, as requested I conduct seminars to real
estate professional organizations and marketing groups,
as well as through the auspices of the Education Foundation
of the S.E.C.
Teaching has been a rich and rewarding experience for me.
Over the past 30 years, I have been privileged to conduct
numerous professional seminars for CCIM, RLI, NCE and various
Board of Realtor Investment groups on a national and international
It's clear that you have been teaching the principles of
counseling and equity marketing for a long time. Is there
one particular aspect of client counseling that you encourage
your students to incorporate into their business practice?
There are actually three aspects of the counseling process
that merit incorporation into one's business practice. They
- Question structure
- A genuine concern for the client without compromising
one's own principles.
I have heard you talk many times about the importance of
understanding the difference between clients "needs
vs. wants" and how counseling a client can help them
achieve the benefits they seek. Can you elaborate for us?
The difference between a "want" and a "need"
is the action, or lack thereof, taken toward the desired
result. If there is no action initiated or taken by the
client toward addressing a solution to their circumstances
or motivation, it is only a "want." On the other
hand, if the client exhibits a cooperative spirit, produces
requested documentation, demonstrates a broad acceptance
level as to solutions presented and is willing to contribute
their skills, talents, and resources to the transaction
making process, they are taking action that demonstrates
Because "benefits" come in the form of pride,
pleasure, profits or some sort of relief, once the client
has been given the opportunity to express themselves through
the proper "counseling" process, they will recognize
more clearly the benefits available to them when they are
You teach a course called "Counseling for Action."
Please tell our readers a little bit about the course and
what they can expect to learn in the two days they spend
Essentially, the seminar demonstrates the processes of
how to interact with a client to obtain relevant information
to understand how best to assist them in achieving their
realistic goals and objectives. Just as important, the seminar
provides the methods to employ that assess whether it is
in the best interest of the agent to accept the responsibilities
associated with the employment agreement or listing. Because
counseling is the process of revealing one's self unto one's
self, the seminar is directed at addressing how best to
achieve this result. The seminar is interactive. The participants
are guided through various role-playing activities that
support the course narrative.
You teach another course for the S.E.C. Education Foundation
on "Equity Marketing." Tell Observer readers about
what "equity marketing" is and how they can benefit
from this course.
Basically, equity marketing is a cornucopia approach rather
than a myopic approach to the transaction-making process.
The course was developed as a result of attending marketing
meetings and sessions throughout the years. After witnessing
what was useful versus what was not so useful in being productive
at these events we put this specific course together. We
discuss the philosophy and the important elements of equity
marketing versus the traditional buy/sell market place,
and how pursuing this philosophy enhances one's ability
to derive more income.
The course also addresses the responsibilities of the presenter,
the moderator and the audience; and how this interplay can
be useful and productive during and after the event. Writing
meaningful transaction proposals (mini-forms), structuring
effective and informative packages, understanding the role
of the presenter, the moderator and the participants, and
how to effectively present the results produced at the meeting
to the client are part of the presentation. The objective
of the course is to create a productive marketing environment
by understanding the key elements that contribute to that
Jim, you've obviously enjoyed a great career both as a
broker and a teacher. What are you doing these days and
how can our readers benefit by perhaps doing business with
you? What web site can we visit, and what e-mail address
can our readers use to contact you?
Currently, I work with a select group of clients and manage
their portfolios, including purchasing properties, exchanging,
dispositions, refinancing, whatever is needed to best meet
that individual's specific needs. I am also affiliated with
a public real estate company, Secured Diversified Investment,
Ltd, (SDI, Ltd,). SDI acquires income-producing properties
and looks for "opportunity" properties nationwide.
We are pleased to have such inventory presented to us. You
will find us accommodating, receptive and creative in structuring
transactions that provide the benefits sought by your client
while producing satisfactory results for us. The web site
for SDI, Ltd. is sdiltd.net.
On occasion and as requested, I conduct either the Counseling
for Action or Methods of Marketing and Moderating seminars.
The Certified Moderator seminar is a specialty seminar conducted
that is exclusively dedicated to enhancing moderating skills
at our marketing sessions and events.
My personal web site is www.brondino.com
and my email address is Brondino@aol.com.
I am happy to hear from anyone who wants to contact me.
Thank you for the opportunity to respond to your questions.
Observer: Thanks for
your time, Jim
Additional information on education courses presented by
Jim Brondino can be found on the web site of the S.E.C. Education
or by contacting Jim directly.