Tune in to The Main Event this Saturday morning at 9:30 on AM590

Tune in to The Main Event this Saturday morning at 9:30 on AM590 with host Ed Hoffman as he discusses national, regional and local current events, as well as trends in the local real estate market. Ed delivers intelligent radio with unique, witty and irreverent flair.

This week’s show focuses on real estate, why Inland Empire buyers should consider purchasing a new home and how Ed has been successful in business. With the economy turning around, now is one of the best times to purchase a new home or refinance the one you already have.

Prior to becoming one of the most successful mortgage lenders in the Inland Empire, Ed was an insurance agent; as to why Ed began selling insurance, he says, “I got into business and real estate to help people save money.” Selling insurance began as a part time endeavor, before it became a full time occupation – but eventually, Ed transitioned into home loans and refinancing, which are now his specialty and his true occupational passion.

Ed will also reflect on his rookie beginning, and what he learned during his first two years in the real estate industry. He also references homeowners who are in need of lending but don’t qualify based off their credit score, and offers them some words of encouragement. “Instead of looking at someone’s credit score and laughing at them, I look at their credit score and say, “Gee. This is someone who has experienced life.” Maybe they’re going through a divorce, or a business problem, or they lost their job. You have to show the underwriter that although this person has gone through a financial challenge, they’ve made steps to get out of that struggle, they’ve recovered from it and it won’t happen again. It’s all about packaging and presentation.”

It takes a special kind of lender to package and present a buyer that way. “Every time I made a miracle happen and I was able to get someone into a home that no one else could, I made sure that everyone knew about it,” he said. “I stuck my chest out, painted a big “S” on it and said ‘I’m super lender, baby!’” He wants local buyers to know that all these years later, he is still that “super lender” – so no matter what challenges they face as buyers in today’s market, they can still contact him to request a home loan consultation.

Ed also explains his business model, pointing to the good people who have joined his team at Wholesale Capital Corporation in order to learn the home loan business. Instead of hiring experience loan officers, he teaches the loan business to people who sound moral character and ethics, people who are compassionate and empathetic. “The loan part is the easy part,” Ed says. “The people skills are the hard part. Not everyone has it.”

He explains the true meaning behind the loan business. “The trick is to listen to your clients. They’ll tell you what they’re looking for and what you need to do to close the deal.” Ed places great emphasis on listening to the client’s concerns, so that one can better understand the client’s situation. It’s a lesson that transcends the mortgage business; in reality, this principle can apply to all businesses.

Catch Ed Hoffman, host of The Main Event, on air this Saturday at 9:30 a.m. with encore presentations at 9 p.m., and Sunday at 4 p.m. Follow him on Twitter @EdHoffman, and like him on Facebook by searching The Main Event AM590.