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 A neighborhood water fight left a lasting impression on Rudy Licona, VP and High Desert manager for Land America/Southland Title in
Victorville, CA.
"I lived in L.A. and my neighbor, Joe Lauterio, was a wonderful role model," states Licona. "He was a fireman who worked part time for Parks and Recreation and reached out to the neighbor kids, organizing group activities like the water fight. Joe taught us how to make wooden toys, go karts and even a tree house," he adds.
Rudy's family was also an early influence. "My Dad was a printer by trade and worked long, hard hours. My brothers are also printers. He used to take us to work with him," says Licona, "he took great pride in his work and had honesty and integrity. I guess it rubbed off on us."
Rudy started his career in the banking industry in 1979 and worked his way up from behind the scenes to front office duties, such as calling on title and escrow companies. "I guess that's why I value support people, since I started out in that area," he asserts. He decided to move over to the title side in 1994, initially working with Commonwealth Title. Four years ago he moved to Southland Title, where he currently works.
Who were his professional influences? "It's kind of hard to narrow down," he replies, "I had so many wonderful bosses who taught me how to treat people, basically applying the 'Golden Rule'." Upon additional consideration, he mentions two people he has worked with. "One was George W. Schnarre (a TT&T contributor), whom I worked with at Southland before he relocated. He is one of the most positive people I have ever met." Another is Lee Selter, who was a county manager for Commerce and Southland. "He was a great manager who - depending on the person - functioned as a grandfather, father or brother, sometimes a counselor. etc. He taught me that managing means having to wear different hats," Rudy explains.
Any other influences? "This comes from my Southland orientation," he replies. "They have a novel philosophy: unlike most companies who say the customer is number one, Southland believes that their associates are number one. In other words, if you treat your associates well, there will be low turnover. This in turn will help you get and keep your best customers."
Rudy's office uses Economic Focus and the Hot Sheet marketing tools from Focus Publications to send to their clients. "It is relevant information that keeps clients abreast of ever-changing markets, construction stats, interest rates and more," he says. How have the Focus tools helped? "Focus Publications sets you apart from the competition. It provides something of value to help people grow and stay informed. I get calls and emails from my clients, thanking me for sending 'such great articles'," he adds.
Any additional advice on how to achieve success? "The key is to develop good internal working relationships . . . take care of the inside people as they are instrumental to your success," he concludes.
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