eBook FINAL

About the Author
Glenn Mendell grew up in a real estate family. Before buying his first
property at the age of 24, and representing his first client at 27, he
had spent nearly two decades surrounded by real estate people.
Glenn’s father, an educator, started buying real estate in the early
1960’s. He acquired nearly 30 rental properties over a 15 year
period, all on a teacher’s salary. During that time, Glenn was able to
learn about real estate financing, land-lording and real estate agents.
Glenn started his real estate career by doing fixer-upper projects,
eventually building new homes and developing small subdivisions,
while working as a Realtor. Glenn’s uncle was a sales manager for
Coldwell Banker, and early on, Glenn was able to confide in him on
various strategies as an agent.
In 1995, Glenn founded his own brokerage, Fox Real Estate, and
started to hire agents. He later opened several real estate offices, and
dropped the real estate projects to help train and council the agents.
He continues to sell real estate to this day while brokering and
training agents. He has appeared on the local morning show and the
evening news, discussing real estate trends. He has also been
featured and quoted locally and nationally by sources such as the
Associated Press and MSNBC.

Copyright 2014 by Glenn Mendell
All rights reserved.
Published by Glenn Mendell
Danville, CA 94506

Dedicated to my wife Therese for all her years of support,
my father Edward and my uncle Allen, for being excellent mentors.
And, to my daughter Yvette for enduring so many moves.

I would like to acknowledge Saint Mary’s College in Moraga, California.
This great school provided the spark that motivated me to succeed.
I would also like to thank my mother Nancy for all her support.

Chapter 1...............................................................................................1
Your First Sales .........................................................................................1
Choosing Your Brokerage......................................................................2
For Best Results, Be a Full-time Agent..............................................6
Acclimating to Your New Brokerage .................................................8
Teaming with Other Agents...............................................................10
It’s Not Always How Much You Know.............................................11
Stacking Up Against Other Agents...................................................14
Don’t Be a Secret Agent - Market Yourself....................................16
Brochure & List of Benefits................................................................18
Customer Service...................................................................................18
Your Business Plan ...............................................................................19
Growing Your Database ......................................................................21
Database Strategy .................................................................................22
Real Estate School Has Only Just Begun ........................................23
Chapter 2............................................................................................ 26
Prospecting for Clients........................................................................26
Finding a Niche or Edge.......................................................................28
Applicable Real Estate Skills .............................................................30
Common Denominators......................................................................31
Building Relationships with Clients ...............................................32
Personal Handwritten Notes and Envelopes...............................33
Relations with Your Manager & Others.........................................34
Communication Skills..........................................................................34
Keep It Short and Listen......................................................................35
Using Scripts............................................................................................36
Tag Lines...................................................................................................36
Social Styles.............................................................................................37
Finding Your Style.................................................................................38
Being Versatile, Like a Chameleon..................................................39
Finding the Decision Maker...............................................................40
Acquiring Real Estate...........................................................................40
More Ideas to Improve the Odds for Success...............................41

Lead Streams...........................................................................................43
Being Competitive.................................................................................49
Good News, Not Everyone Prospects..............................................49
15 Prospecting Examples ...................................................................51
Follow Up System ..................................................................................57
Sources of Sales......................................................................................58
Leads from Anywhere..........................................................................59
Coaching and Mentors .........................................................................60
Testimonials............................................................................................61
Chapter 3............................................................................................ 63
New Agent Workday.............................................................................63
Be Yourself...............................................................................................65
Priorities ..................................................................................................68
Chapter 4............................................................................................ 73
Lead Sources ...........................................................................................73
Chapter 5............................................................................................ 79
Pace Yourself...........................................................................................79
Prospect, Even with Escrows.............................................................80
Reward Yourself ....................................................................................81
Client Closing Gifts................................................................................82
Gifts from Clients...................................................................................83
Chapter 6............................................................................................ 84
Salesman or Professional?.................................................................84
Believing In What You Sell .................................................................85
Benefits for Clients................................................................................88
When to Fish or Cut Bait .....................................................................89
Ready Clients Versus Project Clients..............................................90
Loan Pre-approval ................................................................................90
Chapter 7............................................................................................ 93
Motivation and Inspiration................................................................93
A Spark of Inspiration..........................................................................94

Chapter 8............................................................................................ 98
Your Client’s Best Interest..................................................................98
Rooting for the Sale ..............................................................................99
Chapter 9..........................................................................................102
Goals.........................................................................................................102
Keep it Simple.......................................................................................102
Habit Goals.............................................................................................104
Summary..........................................................................................107
Settling on a Brokerage.....................................................................107
Let the Self-Marketing Begin...........................................................107
Your First-Year Goals.........................................................................108
Your First-Year Business Plan........................................................108
Prospect, Prospect, Prospect...........................................................109
Acquire Real Estate for Yourself....................................................110
Workweek..............................................................................................110
Thinking Outside of the Box............................................................111
One at a Time........................................................................................112
References.......................................................................................114
Appendix..........................................................................................115
Index..................................................................................................144

Preface
I wish there was a road map when I first started my real estate
career. I was fortunate to have had some sales training and
some real estate experience, but that wasn’t enough. I knew it
was important to be proactive, but I was an aimless wanderer.
Observing other agents and attending real estate seminars
helped, but doing as those agents did only went so far,
especially when it came to prospecting for clients. My easy-
going personality and lack of experience made the work
difficult and unnatural when trying to do it their way.
Occasionally, I found an agent that had a soft-sell approach like
me, but most had years of experience that I couldn’t mimic.
Seminar speakers were often the aggressive types, advocating
cold calls and door knocking. I tried those methods but failed
miserably, probably because my heart wasn’t in it.
I knew prospecting was a huge part of being a successful real
estate agent, especially early on, but I needed some ways that
felt natural. Through trial and error, I found what worked for
me. I‘m glad to have gone to all those seminars and studied all
those agents or I wouldn’t have tried so many things.
Being a real estate professional is about much more than
prospecting, however. You need to be your own marketing
department, administrator, mediator, and negotiator. You also
need to be the glue that keeps the deal together and the shock
absorber that smoothes the ride for your client.

As a new agent, you don’t have repeat business like the veteran
agents do, so you need to start somewhere, and fast. Your sales
pipeline is empty, your expense pipeline is filling up.
Your life experiences, education, beliefs, and sphere of
influence are unique. You need to be you, while sometimes
blending other’s techniques into your ways of doing things. Be
innovative and think outside the box to accelerate your career.
New technology is not always embraced by veteran agents, so
use it to your advantage.
Reading and comprehending the points in this book can help
you move past most new agents. It may also put you on the
heels of veteran agents, and maybe ahead of some as well.

1
Chapter 1
Your First Sales
Imagine yourself as a fisherman. It’s your first day. You just got
your fishing license and you’re venturing out into the nearby
lake. You see other fishermen. Some have really big boats,
barrels of bait, nets and a crew. They are busy catching lots of
fish, and you are instantly in awe.
Like the large boats with lots of bait and activity, there are
large brokerages with lots of listings and inquires. There are
also small brokerages, some being very active. Large or small,
these brokerages are often looking to add more agents, even
new ones. Why? New agents get a sale from time to time, and
sometimes they even become top agents.
The overhead for adding agents isn’t much. Brokerages rarely
pay salaries or offer benefits.
For these reasons, don’t be surprised if you get recruitment
letters from brokerages. You may get overwhelmed with
excitement, especially when meeting their representatives, but
you’ll still need to do your homework. No matter what, don’t
sell yourself short.
Although most agents will have more experience when you
first start, and many will have marketing plans and expensive
cars to dazzle clients, you can still be the chosen one early in
your career. You can please your first clients by working hard,
answering their questions, and returning their emails
promptly. As a proactive and eager emerging agent, you’re

2
ready to do what it takes, and if you encounter a problem, your
brokerage will likely be there to help.
Will there be enough fish to go around? Of course. You just
need to pick a boat and drop your line.
Choosing Your Brokerage
How do you choose? Are you going to judge a book by its
cover? Will you choose the brokerage with the nicest logo, or
the one with the most ads in the newspaper? Are you going to
choose the brokerage that says “We’re #1!”?...Whoops, I forgot!
Several claim that title.
Large brokerages often are more active than small brokerages.
They have a variety of agent styles to learn from and connect
with, and are more likely to have training programs. That said,
they might have desk fees, mandatory meetings and other
commitments and costs to consider. And, their commission
split may be less favorable than that in smaller brokerages.
Small brokerages often have fewer commitments, lower costs
and a higher commission split. You also may have a better
chance of getting one-on-one time with the sales manager or
broker. On the other hand, it’s unlikely that a small brokerage
will have a formal training program. Moreover, there probably
won’t be as much activity or as many open house opportunities
as there will be with a larger brokerage.
The good thing is that you’re a “free agent” and you can leave if
you don’t like where you work, easily joining another firm.
Agents do it all the time.

3
My recommendation is to start big if you can. A well-known
and reputable brokerage can help boost you early in your
career. Remember: people may not know you, but they may
know your brokerage.
When choosing a brokerage it’s crucial to get a feel for the
work environment before deciding. Look for an experienced
and accessible sales manager and some sort of training
program. You can also check with the real estate board and ask
about local brokerages. Driving around town and seeing who
has the most “for sale” signs posted is another way to go.
However, be careful of the behemoth brokerage that doesn’t
have the personnel to help you in times of need.
If you know some agents, ask if you can stop by their office and
see what it’s like. See if it seems like a polished operation. Do
the people seem friendly and professional? Could you see
yourself working there?
If you meet with the manager, you may ask what they do to
help new agents generate leads, and ultimately more sales. Are
there procedures in place to help new agents adapt? For
example, will they mail company announcements to your
sphere of influence, introducing you as a new member of the
firm? Will they run an ad in the newspaper with your photo
announcing that you have joined their brokerage?
What may seem like basic logistical questions should be
considered. For instance, will you have a desk or a place to sit?
Does the brokerage provide marketing materials? Is there a
copier and office equipment available for your use?

4
As you can see, it may be hard for you to choose your
brokerage. In that case, sometimes it’s best to go with a gut
feeling. A brokerage that excites you will bring a positive
attitude to your work, an important ingredient in selling real
estate that your clients will appreciate.
Another vital question: will this be a part-time job, or will it be
your sole source of income?
Some new agents go full-time from the start, then starve and
leave the industry altogether because they had no back-up
income or cash reserves. Other emerging, full-time agents have
a nest egg of funds or a working spouse, and thus have a better
chance of surviving.
Part-timers don’t run the risk of losing all of their money; they
can learn the trade and improve their skills while getting a
paycheck elsewhere. The offset is that the learning curve is
longer and the income is often much less than that generated
by a full-timer.
Keep in mind that not all brokerages will accept part-timers, so
if you start as a part-timer, you may need to look around. A
small brokerage might be the answer in this case.
New agents often go months before making their first sale, so
be prepared financially and be sure to choose the path that’s
right for you. In my case, I chose a path that changed early on,
but the goal of becoming a successful agent remained the same.

5
The Real Story: Starting out
My first real estate position was with a small brokerage. I was a
part-timer, also working as a health club sales manager. It was
the second health club for me, the first went out of business, and I
was starting to see the industry’s low ceiling for success.
An agent (and a member of the club) heard that I had recently
obtained my real estate license and introduced me to his sales
manager. They hired me on the spot. The average age of their
agents must have been 70+, including some former real estate
board presidents. I was in awe, at first. Eventually, though, I
realized that most of the agents were past their prime. They
rarely had homes for sale, they didn’t prospect for new business,
and they were never in the office. Nonetheless, I did what I could
to generate new business, talking real estate with members at
my health club and going to Realtor meetings. A few months
later, a woman that worked next to the club gave me a shot at
selling her home. This ended up being my first sale.
After only a year, the small brokerage went belly up and I had to
look for another. This time, I did some research and went on the
hunt for a prestigious, active brokerage. I got a tip that one of
the brokerages had an outstanding sales manager. He had over
50 producing agents, plus a couple of super heavy hitters selling
one or two homes a week. I met with him and he agreed to take
me in, but in a satellite office run by his assistant manager. I
could still attend the weekly meetings with all his top agents, but
my desk was elsewhere.
Getting my feet wet with the small firm was helpful, I was no
longer a rookie and started strong with the large brokerage.

6
For Best Results, Be a Full-time Agent
After deciding to become a full-time agent, some agents will
start slow, some will start fast, some will pick up steam as they
go and some will get burned out. Whichever it is, going full-
time still gives agents the best chance of succeeding.
My move from being a part-timer to a full-timer seems like
yesterday, even though it was years ago. Still, I’ll never forget
that first day.
The Real Story: Becoming a full-time agent
I had just quit my job at the health club, giving up my steady
paycheck. I was nervous, but had some clients looking to buy, and
a fixer-upper project that was almost ready for market, so I had
some likely reserves coming in.
It was a Monday, and my wife’s birthday. I got to the office at 9
a.m. sharp…..and I didn’t get home until 3 a.m. the following
morning.
No, I was not out celebrating my leap of faith. It just so happened
that one of my buyer-clients decided to make an offer, and not
just any offer—this was an offer on a million dollar home (not as
common in 1988).
Because I had never sold anything remotely close to this price
range, I felt more pressure than ever before. So, I took no chances
and contacted my sales manager. We made the offer and it was
delivered in the afternoon. By dinnertime we received a counter
offer. By early evening we countered back, and by midnight they
countered us again.

7
For the next two hours, my sales manager went back and forth
between my buyers and the sellers, trying to bridge the gap in
price. We were in the listing agent’s office with the sellers and
one of them had even fallen asleep on the couch.
I had been out of the negotiation loop for quite some time, but at
2:30 a.m., something dawned on me. I remembered that the
sellers had said something about our proposed 30-day close of
escrow, and how it might be a struggle for them to get all of their
furniture out in time. My buyers were very anxious to close the
escrow, because they wanted to get estimates and bids for some
remodeling they wanted to do. This would take several weeks
before the work could start.
I chimed in and suggested a free month of rent back for the
sellers, in exchange for a slightly lower price. I also suggested
some freedom for the buyers to get their estimates and bids,
starting right away, with 24-hour notice.
It must have been beginners luck, because it worked, and at 3:00
a.m. the deal was sealed. The escrow was another story. Without
my sales manager’s experience, it would have fallen through for
sure.
Unfortunately, I got so caught up in the negotiation that I failed
to call my wife. I completely missed her birthday.
However, I made up for it. I booked a vacation to Maui using
the proceeds from the sale.

8
Acclimating to Your New Brokerage
Once you’ve chosen your brokerage, the real work begins.
Before you dive in, you’ll need to adapt to your new
environment. Do this by learning the phone system, the copier,
the scanner and anything else that might be important. Find
out who to contact for supplies, and if there is an IT person or
others that can assist you.
In order to bring in your first clients, you’ll need promotional
materials, so make sure that your business cards have been
ordered. Also make sure that your announcements have been
mailed to your sphere of influence, and if they haven’t been,
find someone to assist you and get them sent out as soon as
possible.
While you’re in the office, take some time to identify the
producing agents. Introduce yourself to them, but don’t be a
pest. One way to do this tactfully is to offer your services,
asking if you can help with open houses.
Try to be involved as much as possible. Attend the office
meetings, tour homes with the other agents, and treat each
moment like a valuable learning opportunity.
In order to be successful, you’ll also need to stay organized. Get
a day planner, a writing tablet or another device to help you
structure your daily meetings and keep track of your contacts.
Estimate your upcoming costs and fees as an agent. Your
expenses are likely to exceed your income for a while, so again,
it’s important to be prepared and to keep solid records.

9
Once you get started at the brokerage, you’ll also need to join
the real estate board, and a brokerage staff member should be
able to assist you with this essential step. If not, go directly to
the board. You should get an agent access key, giving you entry
to homes using local key-safes or lockboxes. Next, you need to
get access to the real estate multiple listing service (MLS),
with a username and password supplied by the board. The MLS
provides information on all local properties for sale, sold
properties, properties withdrawn from the market and other
information you will find useful. The general public does not
have access to this information; they can only access a filtered
version. At the same time, you should sign up for access to all
your real estate documents.
Joining the real estate board often includes a membership with
the National Association of Realtors (NAR). You may be
required to join NAR, as real estate boards often require agents
to follow suit with their broker. If the broker is a member of
NAR, then the agents must join as well. It is also common for
agents to join their state’s association of Realtors. In California
for example, it is the California Association of Realtors
(CAR). By joining NAR you become a “Realtor”. Realtor is a
trademark, so the “R” is capitalized. A “real estate salesperson,”
as it might say on your license, is often referred to as an
“agent”. But, an agent that joins NAR is a Realtor. To remain a
Realtor, classes or continuing education are required.
Realtors also have access to resources not offered by your
state’s Department of Real Estate. For instance, in California,
Realtors can call the “CAR attorney hotline” for questions, or go
online for frequently asked questions and other information.
NAR also promotes Realtors with national ads.

10
Teaming with Other Agents
Joining a real estate team as an assistant or as an intern is
another way to begin your career and is an alternative to
starting out as an independent agent. When you join a real
estate team, you can learn while under the wing of an
established agent, meeting new clients at open houses and
fielding calls.
Finding another agent to pair with and forming a duo is yet
another way to launch your career. When you take this route,
you and the other agent work together and split everything.
You can motivate each other, divide the tasks and use the “2 for
1” pitch (2 agents for the price of 1). However, it’s important to
keep in mind that partnerships can be difficult.
The Real Story: Agent partnerships
My first “agent” partnership was with a friend. He had just
obtained his license and was willing to create all of the flyers,
answer the phones, and do the other, more administrative tasks
to free me up so I could talk to more potential buyers and sellers.
It would also allow me to focus on the offers, negotiations and
escrows without dropping the ball on the marketing and
advertising.
This was my 3rd year, so I wasn’t exactly a rookie anymore, but I
was a rookie when it came to partnerships.
Our agreement was a 50/50 split on all our deals. And for a
while it seemed to work. My partner was working hard; we got
some listings and closed some deals. But then it got tricky. I had
a repeat client come back to me, and when I listed and sold his

11
home, my partner wanted half of the profit, even though I
handled everything with this particular client from start to
finish.
My broker eventually approached me and asked if I thought the
partnership was working. I told him I thought it was, with just a
few hiccups here and there. He then asked about our
arrangement and I told him about the 50/50 split. He was
shocked.
So, I thought about it and realized I could get almost anyone to
do the admin for me, for a fraction of what I was paying from
each sale.
I had to sit down with my partner and explain the situation to
him, which was a tough thing to do with a long-time friend. After
several meetings, negotiations, hemming and hawing (mostly
from him), we settled on a new split: 55% for me and 45% for
him. Of course, the partnership didn’t last much longer.
Years later, I teamed up with an agent with similar experience,
female this time, and it worked well. The two of us probably
tripled what we would have done on our own. The male-female
combo was even better than the “2 for 1” proposition— it gave
clients both male and female perspectives. Some prospective
clients connected better with a female agent, and some
connected better with a male agent, so we went with the flow,
increasing our odds of getting the business.
It’s Not Always How Much You Know
In Dale Carnegie’s book, How To Win Friends & Influence
People, he provides some good insight into connecting with

12
others in a positive way: “Become genuinely interested in other
people” (62); “Remember their name” (79); and “Smile” (70)
are some of his suggestions. He also makes the point that one
should “arouse in the person an eager want” (46). This is an
important point to remember when connecting with potential
clients. Being “likeable” to your clients and convincing them—
both through your actions and your words—that you have
their back every step of the way, will arouse in them the desire
to work with you and will create trust.
Although having industry knowledge is necessary, acquiring
clients and being successful is not just about what you know—
it’s also about whom you know and who knows you. Someone
that knows and trusts you may choose you as their Realtor,
even if a veteran agent has “for sale” signs all over town.
If there is hesitation about your experience, your firm’s name
may make the client more comfortable. Introducing them to
your sales manager is another way of calming the client’s
nerves, and is comparable to the common sales technique
where the manager steps in and closes the deal.
Another important fact to remember is that despite their
experiences, veteran agents don’t always know more than you,
either. It’s been years since many veteran agents went to real
estate school, and they may not know all of the latest real
estate laws. So, even though some of them have been in real
estate for a decade or two, they may not be using the latest
disclosures, and may not be as familiar as emerging agents are
with all of the new real estate apps and Internet sites used by
buyers and sellers. Others may not pay attention to market
trends and interest rates, so staying on top of the market may

13
help you stand out. There are also those agents that just don’t
seem to know much at all about real estate. Most of these
agents don’t do as well, but every so often one of them will
succeed, regardless of their lack of industry knowledge.
Spend the extra time to connect with your clients in a genuine
way, and you’ll be on your way to success. And, if you can, go
the extra step to become an authority on the current market by
staying abreast of news and trends. It will be worth it in the
long run and will do wonders for your reputation.
The Real Story: Top agent?
One particular agent always comes to mind when I think of
successful agents that don’t know much about real estate. She
didn’t do well with real estate contracts and she wasn’t very
knowledgeable about the market, but she was always one of the
top agents.
This particular agent owned a boutique in town for many years.
When her business closed, she went into real estate and within a
short time was listing and selling homes all over town. I never
did a transaction with her but the rumor was that she relied on
the other agent to do the paperwork. Usually, both the buyer’s
agent and the seller’s agent are responsible for the paperwork,
but this agent had a way of getting the other agent to draft
everything.
An agent from my office once told me about a transaction he did
with her. He said it was terrible. She never returned his calls and
he had to prepare all of the documents, then chase her down to
get her client’s signatures. So I asked, “How does she get away
with that, and how does she get so many clients?”

14
My colleague said it was a combination of things. First, she
always dressed like a movie star. Potential new clients as well as
agents became putty when she entered the room. Second, a lot of
people knew her from the boutique. Of course, the boutique had
nothing to do with real estate, but she had met so many of the
townspeople over the years that she had an instant connection.
Most of all though, her success could be attributed to a little trick
that got her client’s attention, in a good way.
Her secret was that she always found out and remembered a
personal thing about each client. She would remember their cat’s
name, for instance, or the name of the college their son was
attending, or a particular hobby they enjoyed. Each time she
spoke to a potential client, she opened up her day-timer to see
the personal note next to their name and she always
incorporated that note into her conversations with clients.
She knew people in town, dressed like Dolly Parton and touched
a nerve with people, in a good way, by remembering something
very personal. This worked like a charm and she was very
successful for years to come.
Stacking Up Against Other Agents
The community of real estate agents is diverse. Everything
from the way that agents are paid, agents’ education levels,
what languages they speak and how they started their career
can vary based on the individual.
Per the National Association of Realtors 2014 Member Profile
Report, 68% of agents are compensated through a split
commission arrangement, 17% receive all of the commission,

15
and 4% receive a commission plus a share of profits. 11% of
agents received some other form of compensation (43).
In addition, the report says 83% of Realtors work as
independent contractors (55), 49% pay for their own errors
and omissions insurance, 33% of the brokerage firms pay it,
and only 5% receive health insurance through their firm (57).
In terms of education, the report notes that 50% of Realtors
hold a bachelor's degree or higher (52). Surprisingly— only
6% began their career in real estate (65). Furthermore, the
2014 NAR Member Profile Report cites that the majority of
Realtors had a previous full-time career in management,
business or finance (19%), with the second most common
previous career being in sales and retail (15%) (65). Most have
worked with their current firm for over 5 years (56), 57% are
affiliated with an independent firm, and 38% are with a
franchised brokerage (55). Fifteen percent are fluent in
languages other than English (71). Themedianbusinessexpense
perRealtorwas$6,560in2014(43). And, the median age for
Realtors is currently 56 with only 3% of being under 30 (63).
These figures are important to take note of so that you know
where you stack up within the general populace of agents.
These figures might also help you decide how you want to
arrange your real estate career.
Now that we’ve gone over the different ways that you can
organize and start building your career, we’ll review some
essential skills you’ll need to develop in order to be successful.
Then, it’ll be time to go out and start reeling them in.

16
Don’t Be a Secret Agent - Market Yourself
I once saw a quote from Donald Trump that stated “any
publicity is good publicity.” While I’m not positive this maxim
totally applies to real estate agents, it’s undeniable that being
seen and heard helps business. Unfortunately, real estate
agents are sometimes stereotyped in an unflattering manner.
This means we may have to debunk the stereotype of the
dishonest real estate agent before we can gain a client’s trust.
Merely saying that you are trustworthy and full of integrity
isn’t enough. And while testimonials can help, you first need
some sales under your belt to get them.
So, how do you market yourself and gain clients’ trust as an
emerging agent?
One way is to post your picture and contact information on
property flyers when holding open houses for other agents.
This flyer can then be used again and again, even when the
open house is over.
You can also include these open house flyers in your “brag
book” (as some agents call it), even if you weren’t the listing
agent for the property. Copies of awards and testimonials are
other things you can eventually add to your brag book in hopes
of impressing prospects.
Open house signs with your name on them can help as well.
Putting your phone number on a sign rider might also get you
some calls. Any way you can position yourself so potential
clients are calling you is a good position to be in. When a
potential client makes the first contact, they are less on the

17
defensive, whereas a cold call from you to them may trigger
their defense mechanism and make the conversation more of a
challenge.
Blogs and editorials can also get you on the map. The local real
estate board and the Association of Realtors supply updated
statistics that you can use in your communications. Relay the
information on email blasts and come across as an authority on
the current real estate market.
Another vital marketing component you’ll need to tackle is
setting up your free online pages. Get on Trulia, Zillow,
LinkedIn, Facebook, Yelp and any other sites where you feel
comfortable creating a profile. Create your own personal
website—GoDaddy.com and others have easy website
templates that are inexpensive and easy to create. Having a
lead generation source such as an IDX program (Internet Data
Exchange with MLS listings for the general public) can attract
potential clients to your site, and furthermore, can keep them
coming back. IDX programs also offer email listing alerts,
automatically sending your leads an email every time a new
listing comes up within their parameters. You can be copied on
these alerts as well, so that you know when to follow up.
But marketing yourself is not just about external materials. To
be successful, you need to remember to market yourself daily,
with every communication you make. One small way to do this
is to include your real estate contact information in your email
signature, along with a headshot, a company logo and some
links that can offer more information. A link to your free
LinkedIn page, a short video, or a website are all good things to
include in your email signature. This way, every email that

18
goes out will help you to market yourself. And, if you have a
slogan, put that in there as well. This will help people better
understand who you are as an agent, even if they don’t know
much about you.
You’ll also want to set up your voice mail greeting on your
work phone and/or cell phone. Make it short and upbeat. Smile
as you are speaking and include your name and brokerage;
sometimes just a first name will do if it’s more unique. Just
after your morning coffee or protein shake might be a good
time to do this. A positive attitude is infectious, and you want
to make sure you’re relaying your positivity and confidence to
your clients with every touch point.
Brochure & List of Benefits
Providing a tri-fold brochure to your clients with your photo,
contact information, broker logo and a list of client benefits can
be useful. A printed checklist of duties you plan to perform can
also be effective.
Your broker may supply brochures or you can go to an online
site such as Vista Print. At Vistaprint.com you can design your
own brochure or you can use one of their templates, uploading
photos, logos and text. A brochure or checklist might be used
when a prospect shows interest in your service, and when a
business card is not enough.
Customer Service
In order to be one of the best agents in the game, you’ll need to
offer superior customer service to your clients. Being like the
other agents in your office won’t be enough; instead, the goal is
to differentiate yourself. Since you won’t have an established

19
client base when you first start out, you need to master the art
of satisfying new and prospective clients. While seasoned
agents have industry knowledge on the tips of their tongues
and sales histories to wave about, you don’t, so you’ll need to
beat them by offering better service to your clients.
Of course, the key question is: how?
My advice is to locate comparable sales right away, and convey
them to your clients faster than they expect you to. Another
way is to go the extra mile and perform small acts of kindness
like bringing bottled water when touring properties, returning
phone calls and emails within an hour, etc. The goal, always, is
to make an impact beyond the client’s expectations.
Your Business Plan
You are your own business, and most successful businesses
have a business plan. Setting your yearly goals is a good way to
start forming your plan. To figure out your goals, you’ll need to
ask yourself the right questions. For example, how much
prospecting is needed to achieve your sales goals? If you make
three new connections each day, that’s 15 prospect contacts
within a five-day work week. That amounts to 60 contacts per
month, and over 700 for the year. If you stick to a goal like that,
something is bound to bubble up.
Other important questions are: How many open houses can
you attend or host each month? (Each one could bolster your
average for making new connections.)

20
How many business cards can you pass out each day? Can you
create a Trulia, Zillow, LinkedIn, Yelp, or Facebook account
that promotes you as an agent? How about your own website?
Goals, prospecting, self-marketing and branding should all be
part of your plan. Self-improvement and professional
development can be added as well. Try attending a real estate
seminar, for instance, or buying nicer clothes for client
meetings, or leasing/buying a newer, four-door car for
showing property. Unfortunately, clients sometimes judge
agents by the car they drive.
Joining a social group can also be a part of your business plan.
Increasing your opportunities to interact with others is always
a good thing. Plus, people love to talk about real estate.
I’ve included a few sample business plans in the
appendices of this book, one for full-time agents, one for
part-time agents and one blank business plan. Your
brokerage may also help in preparing a sound business plan.
Another solid resource is Score.org—this site not only has
business plans, it also has business counselors.
One important thing to remember as you form your plan is the
simple fact that business plans can change over time. For
example, an agent in the business 30 years may not set a goal
of three new connections each day. Similarly, after your first
year, you may have upgraded your car, or found another way
of effective prospecting. Make adjustments to your plan as you
go, and adjust your goals, if necessary. As long as you’re
working hard and staying focused, you’ll be on the right path.

21
Growing Your Database
Another part of your business plan should be growing your
database of contacts. This should include friends, family,
former co-workers and vendors you do business with, to name
a few. Insurance agents and accountants are also great people
to include in your contact lists. They often know when people
are buying or selling real estate, and I’ve had referrals from
both. I’ve also received referrals from people that cut my hair.
Barbers or hair stylists, chiropractors and other professionals
that see a steady flow of customers can be good additions to
your database. That’s why it’s important to spread the word
about what you do. Everyone should know you’re in real
estate.
I have my database separated into the following categories, in
this order:
1) Current escrows
2) Clients actively looking to buy or sell
3) Potential new and old clients that may buy or sell
4) Dormant prospects, not looking to buy or sell
5) Closed escrows, separated by year
6) The last page is the entire database. This includes family
members that may use my services or refer me, friends, past
clients, current clients, prospects, vendors, and other people I
know. Most are included on my monthly email blast.
Every two to three months, I do the email blast with recent real
estate statistics or a current market summary. Most will also

22
get Christmas or holiday cards from me, and some are
contacted more regularly than others.
I’m not fancy, and I don’t think you need to be either. The most
important thing with your contacts is to stay organized, via
whatever mode or device works best for you and your personal
work style. I use Excel and simply cut and paste contacts when
I move them from one category to the other, always retaining
all of their information. When an escrow closes, I cut and paste
that line from category one over to category five, as well as
onto my last page of contacts, if they’re not listed there already.
Each line includes the client’s name, contact information,
property address and short notes.
I also highlight the types of contacts in my database in different
colors. Green is “in escrow”, light green is “actively making
offers” or “listed on the market,” while yellow and other colors
separate potential clients, dormant clients, closed escrows, and
my greater, general database of contacts.
Your database can be one of your most valuable assets as an
agent. If you consistently grow your database and stay in touch
with everyone on it, while making adjustments along the way,
your odds for future business will certainly increase.
Database Strategy
As you build your database, in particular the list of clients that
have used your services, you will find that some of your clients
like you more than others. So, I suggest that you also organize
your database strategically, by keeping in mind which clients
are likely to use your services or send referrals in the future.
One way to do this is to rate each client you meet on a scale of

23
1 to 10, with a 1 or a 2 being a client that had a bad experience
working with you. Hopefully there won’t be many of these
clients, but if there are, it’s important to track and remember
who they are, as these clients are unlikely to use you again or
refer you business. The 9’s and 10’s are the ones that love you,
will use you again, and will refer you business.
The majority of clients may fall somewhere in the middle. They
might use you again, or they might not. Your focus should be on
this middle group. Why? Because you need to get them off the
fence. Don’t forget about the 9’s and 10’s, but the fact of the
matter is that the middle group needs more of your attention.
You will need to try harder with them, by staying in contact
frequently. Also, it’s important to be genuine while not being
obvious about the fact that you are worried about their future
business.
If you organize your database in this way, you’ll be better able
to prioritize and strategize your outreach to clients.
Real Estate School Has Only Just Begun
Sure, you may have gone to real estate school, you may have
your license, and you may even have some training. But, in
reality, you only have the key to the ignition. School is never
finished in the world of real estate. In addition to an ever-
changing roadmap, constantly shifting economic conditions,
increased competition and new rules to abide by, you also have
to face the unique, new challenges and opportunities that are
always appearing.
Like an attorney who searches for previous cases to help gain
insight into the current matter at hand, the more business you

24
do, the better your chances of handling challenges. But that
doesn’t mean you’ll always have an answer in your toolkit.
Even the most seasoned agents can be surprised and need to
learn new things.
The Real Story: New opportunities
In my tenth year, a dotcom buyer of mine decided to sell some
company stock to buy an investment property. He wanted to
diversify his financial portfolio in the event his company went
belly up. This had become a new trend, and I conveyed this to
others who had recently acquired company stock. As a result, I
sold a few more homes.
This example is consistent with changes, and new
opportunities I have seen over the years. Some changes have
lead to more clients, and some have made my job easier.
When I first started my real estate career, “dotcom companies”
didn’t exist. In my tenth year, texting didn’t exist. In my
twentieth year, using a cell phone to search for homes was
wishful thinking. The thing is, there will be changes moving
forward and you will need to adapt, and hopefully embrace
these changes to increase your odds for success. It is important
to stick with things that work, but to also keep your eyes and
ears open to new opportunities.

25
My first year as a full-time agent
Town map on the left, maps in my briefcase
and bag of peanuts in my drawer.
Always prospecting, but what a mess I was.

26
Chapter 2
Prospecting for Clients
Now that you’ve started to settle into your brokerage, it’s time
to start the ignition. But, before you start prospecting, you first
need to be realistic about yourself: you need to know what
you’re capable of, and how you’re going to be perceived.
How will you appear to others, especially to potential clients?
Imagine if you were looking to hire an attorney. How would
you feel if one had just passed the bar? What are the odds of
you using that attorney with so many other attorneys offering
more experience? As a new agent, can you accept the potential
hesitation people might have in using your services?
In his book, Million Dollar Habits, Robert J. Ringer speaks to
self-knowledge and says, “The biggest obstacle in forming this
crucial, foundational success habit is that it is uncomfortable.
Truth can often be harsh, and, as human beings, we quite
naturally gravitate toward less pain and more pleasure” (22).
So, to summarize Ringer: you should be realistic about your
expected results. You should stay positive but you need to be
honest with yourself.
Sure, it’s possible you may set the world on fire your first year
as an agent, and hopefully you will. But, for most new agents,
the car is still in the garage, parked and uncertain where to go
to make that first transaction.

27
According to the NAR 2014 Member Profile Report, the typical
agent had 12 transactions in 2012 and in 2013. The typical
agent also did about 1.8 million in volume (“volume” is all the
sale prices added together)(6). Of course, these are national
numbers. In California or New York, 1.8 million could be one or
two sales.
Twelve sales in one year is not bad. That said, top agents may
do twice that, and may sometimes far surpass that figure,
closing 50 to 100+ sales a year, especially with a team of agents
and assistants.
What should your goal be in your first year? This is up to you,
and depends upon the area where you work. Still, the first step
is making your first sale. If you make a sale with a family
member or friend, then maybe your next step can be a sale
with someone you don’t know. It is not uncommon for agents
to do one sale or less in their first six months.
The Real Story: My stats, years 1 through 4
In my first year, I sold three homes. One was a listing where I also
represented the buyer, so that counted as two. And, I purchased a
fixer-upper with a friend, which brought my number to three.
In year two, I became full-time and sold nine homes, plus three
leases. My volume was 3.3 million (Northern California). Year
three was 12 sales for 3.2 million, and year four was 17 sales for
7.3 million.
Had I done a better job staying in touch with my clients, years
five through ten would have been even better.

28
Finding a Niche or Edge
Hard work, hustle, working smart, speaking well and dressing
well will help you, no matter what, and these are things that all
agents should do. Working for a reputable firm also helps.
However, it’s vital to consider what you personally can bring to
the table. Are there any unique benefits you can offer to new
clients? How can you stand out, giving them an “edge” not
offered by other agents?
The answer is neither your integrity nor your work ethic. Most
agents claim these traits as their “edge,” but this is old news.
All agents should have integrity and a solid work ethic, and if
you don’t have these attributes, you should look for another
line of work. These attributes are not an edge. You need to
differentiate yourself.
In order to figure out what you can offer to clients that is
different from what other agents offer, you might ask friends,
family and co-workers what they see as your strong points, and
which of these strong points might appeal to new clients.
Again, you need to be realistic about this, and until you have
clients that give you testimonials, you need to identify your
unique qualities or experience.
You may also ask yourself, “What do I enjoy doing?” Do you like
talking with people? Are you a numbers person? Are you tech
savvy? Are you admired for something?
Go with what you’re good at, and associate yourself with
people that treat you as an equal and/or with admiration. If
you are bad at baseball, don’t join a softball team to meet new

29
clients. If you are good at coordinating events, volunteer at the
local school or church.
Per the NAR 2014 Member Profile Report, the median gross
income for Realtors was $47,700 in 2013, $8,500 for those
with two years experience or less, and $9,400 for those that
work less than 20 hours per week (40). Just being “average”
your first year and making $47,700 could be a challenge,
mostly because new agents don’t have repeat business,
referrals, or a sales history to boast about. New agents have to
work harder and stand out, in a good way.
The Real Story: My distinctive edge
My edge was that I had bought, renovated and sold a couple of
fixer-uppers before getting my real estate license. I made some
money on them and was working on two more when I started at
my first brokerage. The word got out about my success with
fixer-uppers, which got me a few clients.
The other thing I had going was an understanding of “creative”
financing. My father had done some purchases with very little
cash, and taught me how it all worked. This was something that
they didn’t teach in real estate school.
So, most of my first clients were investor types like me, looking
for good deals on homes that needed work. Others had minimal
cash, but cosigners or good paying jobs. My experience with
seller financing, along with the aggressive savings and loans of
that time, helped me put several clients into homes for the first
time.

30
Applicable Real Estate Skills
In addition to finding your edge and niche, you need to know
what skills you bring to the table that can be applied to the
field of real estate. In order to figure this out, you need to
consider your background and education. What experiences
have you had in your life that can relate to real estate or to the
financing of real estate?
Do you have a background in construction, for example, or
have you ever been involved in a remodel or fix-up project?
Do you have a background in finance of any kind? Getting a real
estate license requires some courses in finance or accounting,
so if you already have a finance background or are good with
numbers, this could be a huge asset.
Do you have a background in law? Have you worked for a law
firm, a family practice or studied law in school? If so, you may
feel more comfortable with the legal issues of real estate than
most agents do.
Are you from an area or do you live in a neighborhood where
people know you? Could you target a specific region that you
have knowledge of and can you speak about it with confidence?
How about getting your broker’s license? Some new agents get
their broker’s license early on, and this can bring instant
credibility. Per the NAR 2014 Member Profile Report, Brokers
earned $66,300 in 2013 while sales agents earned $35,000
(48), so this might be a good thing for you to consider at some
point.

31
Common Denominators
Do you speak a language other than English? Do you or did you
work for a large company and if so, are you still in touch with
people there? Are you still in contact with your college or high
school alumni? Are you connected with a group that is not
easily accessible to other agents? Eventually, you will need to
work with clients that have nothing in common with you, but
early on you should use whatever means you have to make
connections and transactions.
If you have no independent networks you can reach out to,
that’s still okay, it just means that you have to be more eager
and able to articulate your passion for the field. Was there an
event that triggered your desire to become a real estate agent?
Telling potential clients why you like real estate, or explaining
your passion for it, can be another way to build business. A
positive attitude is infectious.
The Real Story: Top agents
One of the most successful agents I knew from early in my career
was a former nurse. How does that work?
She was great with people and had an incredible work ethic. She
had a positive attitude, a big smile and a confidence that
everyone found attractive. She was one of the top agents year in
and year out, and I think it was her confidence that gave her
excellent client control. She represented the buyer on the 2nd
home I ever listed, coming in well above all of the other offers. It
was obvious that she picked the price, not her clients, and she got
the offer accepted.

32
Another successful agent I knew also came from the hospital
industry. He found a niche, calling himself the “Condo King.” He
focused only on condos, sending out thousands of mailers every
month or so, using the get-it-done work ethic he learned as a
senior hospital staff member. No one else was claiming to be the
king of lower-end properties. There was probably not much
glamour in being the mobile home queen or prince of fixer-
uppers, but it worked for him and he eventually got clients for
larger homes as well. Today he is a wealthy man.
One of the most prolific agents from early in my career was a
cold calling dynamo. He was from the construction industry, and
rejection did not faze him. In fact, he would often make over a
hundred cold calls a day! He was one of the few agents with
assistants back then, and I often talked to his assistants instead
of with him during the transaction process. This agent was
always out prospecting. Clients that closed escrow with him were
more like a statistic. I am not sure how much repeat business he
got, but between his “numbers-game-cold calls” and the amount
of signs he had everywhere, he was a machine.
Today, more of the top agents use assistants to handle the
transactions, and even the prospecting, but this guy was ahead
of his time.
Building Relationships with Clients
In order to be a top agent, you need to know how to build
relationships. Building a strong relationship with your clients
can lead to years of business from them, their families and
their friends. To build that relationship, you need to start
somewhere. Below are some ideas to get you on the right track.

33
1) Establish rapport—be genuine, be truthful, and be a good
listener.
2) Likeability—make sure they like you.
3) Know what you’re doing—the larger the gap in experience
you have over your client, the better. Preparing yourself by
reviewing recent sales and listings prior to a conversation with
a client can help.
4) Offer good service—don’t be a flake, return calls promptly,
and do what you say you’re going to do.
5) Offer friendly service —smiling is good, even while on the
phone.
6) Low pressure—treat customers the same way you like to be
treated.
7) Keep in touch—with both current and former clients. The
more they remember you, the better the chance they use you
again or send referrals.
And remember, it’s also important to stay in touch with your
clients even after the sale has closed escrow.
Personal Handwritten Notes and Envelopes
A more personal way to communicate with your clients is short
handwritten notes. Emails, texts and voicemails are so
common that written notes stand out.
Envelopes with handwritten addresses are more likely to be
opened by prospects than ones with printed addresses. With so

34
much junk mail coming to our homes these days, it’s the
personalized mail that gets noticed.
Relations with Your Manager & Others
Having a good relationship with your manager can go a long
way. This can lead to extra support and possibly some office
leads.
You also need to treat office staff and other agents with
respect. You are the new kid on the block and you don’t have a
reputation, yet. It’s best not to tarnish it from the outset.
Communication Skills
As a real estate agent, being able to communicate with others is
vital to your success. You often need to communicate
effectively with potential clients, current clients, other agents
and affiliates just to get the job done.
In order to become a good communicator, you need to know
what kind of communicator you are. Are you best at
communicating face to face, by phone, by text or by email?
Eventually, you’ll need to be good at all forms of
communication. Early in your career, you may need to adapt to
your client’s preferred method of communication rather than
sticking with your comfort zone.
The NAR 2014 Member Profile Report says nearly all Realtors
prefer to communicate by e-mail, that telephone is the second
most popular way to communicate and texting is the third
most popular (17). I wonder what the statistic is for face-to-
face communication.

35
If you have a choice of communication style within a given
situation, you should choose to communicate in the way that
you feel most comfortable. I often prefer email, because email
also acts as a record of all exchanges. That way, there is no
confusion. Phone conversations can take too long, especially
with long-winded talkers on the other end. That said, a face-to-
face meeting with a potential new client is always best. You
don’t need to meet face-to-face every time after that, but early
in the relationship, meeting in person can make the client feel
more comfortable. It can also help you understand a client’s
true feelings, as meeting in person enables you to read a
person’s expressions or body language.
Keep It Short and Listen
One key attribute in being a good communicator is to never
talk as things pop into your mind. Instead of speaking without
a filter, make your point and then pause, giving the other party
a chance to digest what you just said and to respond to it.
Remain focused on the subject and don’t go off into tangents.
Look them in the eye during conversations.
Keep your phone calls short. The last thing you want is
someone blathering on the other end of the phone so it’s best
not to reciprocate that action. Instead, express your point and
pause. Let the other individual speak and don’t finish their
sentences. Be patient and be a good listener. To assure your
client that you are listening, you can repeat their main points.
Keep your listing presentations short and concise as well.
Concentrate on covering your points, allowing your seller
opportunities to ask questions, and then quickly move to the
next point. 45 minutes or less would be ideal for a listing

36
presentation, unless the seller has several questions. No more
than an hour for each presentation is a good goal if you plan on
fielding questions.
Using Scripts
Scripts are available for everything from prospecting For Sale
By Owners (FSBOs) to expired listings. There are even scripts
for objections to buying and selling real estate. Ask your sales
manager or a real estate trainer if they can direct you to scripts
for real estate agents.
Doing the scripts over and over can help in conveying your
message as a series of natural thoughts versus a canned
speech. Of course, having more real estate knowledge will
make it easier to ad lib and extend the length of your
conversations beyond the scripts. Better yet, the more
knowledge you have about the market and your subject matter,
the less you will need scripts.
Tag Lines
A few short remarks that sum up your way of doing business
can be effective and easy to use. “My job is to look out for my
client’s best interest,” is one example, or “I advise my buyer
clients to pass, far more often than I do to buy,” could be
another. “Sleep on it and see how you feel in the morning,” is
another tag line I’ve used over the years. These tag lines are
honest, and moreover, they are true to my low-pressure style
as an agent.

37
Social Styles
Don’t worry—I’m not going to dive into psychology here, but I
do think that understanding some personality traits can help in
your dealings with clients, managers, and other agents. It may
also help to understand your own personality type.
There are several ways to analyze social styles. I will use one
with four categories: CRUSADER, DIRECTOR, ANALYTIC, and
ACCOMODATOR.
Crusader
To me, when I imagine the crusader social style, I visualize an
off-road vehicle that goes for its goal whether using the road or
not, sometimes having no regard for things in its path,
including people. The crusader is task and results-oriented,
competitive and possibly impatient.
Director
The director is like a racecar or leader of the pack, hopefully
taking followers in the right direction. The director is often
people-oriented and outgoing. This social style likes to lead or
be recognized, but may not like regimented schedules.
Analytic
The analytic observes all the road signs, finds the destination,
may arrive before some and after others. More task-oriented,
likes to get it right the first time, often prefers a structured
approach, and is not quick at making decisions.

38
Accommodator
The accommodator could be the electric car, making others
happy, but in the rear of the pack. Accommodators are often
people-oriented, team players, rule abiders, and are non-
confrontational. They may also prefer a routine.
Finding Your Style
You may find that you, as well as others, have tendencies from
more than one social style category. This is common. Will
understanding these social styles help your communication
skills? It’s hard to say, but it doesn’t hurt to accept the
differences in others to help in completing the task at hand. For
example, an analytical agent and crusader type agent may
differ in how they plan to handle a shared escrow, but if one is
accepting of the other, within reason, success is more likely to
happen. Getting along versus butting heads is best.
There are also arguments for which social styles are best
suited for real estate. The crusader/off-road vehicle and
director/race car agents may reach more destinations, winning
more clients, as long as they aren’t careless. The analytic
agents may also succeed, especially over time—they just might
start slow. Some people could argue that the accommodator
agents will struggle on their own, but will flourish as part of a
real estate team or a top agent’s assistant.
All of these social styles need to be taken with a grain of salt,
however, and need to be treated almost as stereotypes. The
truth is that plenty of crusader type agents have failed
miserably, and plenty of accommodators have done well.

39
The Real Story: Two social style examples
Recently, I spoke to a newer agent about personality types. He
said he was clearly the analytic type, stating that “clients with
lots of questions liked his style and often used his services, being
detail-oriented.” He shared an example of when he competed
with a “pit bull” type agent (crusader) when trying to get a
listing. The seller was more of the analytic type, so relating to an
analytic agent was preferred in that case.
This analytic type agent also said that if he wasn’t selling real
estate he would probably be a teacher. He said he often finds
himself explaining things in detail. In one of the neighborhoods
where he sells homes, he sees a lot of engineers, and finds that his
personality is a good fit in working with them.
On the other hand, a top manager with a director personality
shared an example with me where he had a client that was very
analytical. The client asked question after question until the
director’s personality kicked in, and he lost his patience. He
politely expressed his concern in working with the client and
ended up recommending a co-worker with a detail-oriented
personality to take over the job. The referral worked, and the
sale went through without a hitch after that.
Being Versatile, Like a Chameleon
Knowing your own personality style is one thing, but adapting
to other people’s personality types is a whole other ballgame.
Not every agent will have this ability, but in order to
communicate effectively with a vast array of personalities,
adjusting to their communication style can go a long way.

40
Clients that talk more slowly or take their time between
thoughts and decisions are likely to relate better to someone
who talks at their speed, or at the very least, with someone
who is patient. Likewise, a detail-oriented client might do best
with an agent who is organized and more analytical. Either
way, being versatile, like a chameleon, can help you to
communicate effectively with clients, ultimately leading to
more sales.
Finding the Decision Maker
The decision to buy or sell between couples is usually a joint
decision. However, it’s rare that the decision is an equal 50/50
split. Usually, it’s one or the other that will communicate more
with you, and make the final decisions. Occasionally, one
member of the couple will use the other as the spokesman, and
in this case, you are indirectly dealing with the primary
decision maker.
Determining early on who the decision maker is, or who has
the final say, can save you lots of time. In some cases, you may
help a younger client on the selection of a home, but you’ll have
to please another party, so be prepared. For example, a parent
offering gift funds may need to give the final blessing on a
purchase.
Acquiring Real Estate
All real estate agents should own real estate, and they should
understand what it’s like to be a buyer and a seller.
Stockbrokers usually own stock, and financial advisors usually
have a portfolio of investments. Per NAR’s 2014 Member
Profile report, 86% of Realtors own their primary residence

41
and 39% have at least one residential investment property
(61).
Would you want to buy stock from a stockbroker that doesn’t
own stock?
Of course, it’s easier to buy stock than real estate, but buying
real estate should be a personal goal for any emerging agent. It
may be years before you buy your own property, but it doesn’t
stop you from looking and staying on top of values. This will
help in understanding the market, and will improve your
ability to talk intelligently with others. Once you own one or
more properties, you’ll see a tangible difference in your
experience and your confidence.
Looking for help in getting your first property may or may not
be an option. Family members may offer some down payment
funds or be willing to cosign on a loan. Friends are another
option, but business and friendship don’t always mix. Going in
on a purchase with someone is another way to go, with you
fulfilling the real estate side of the transaction, and the other
person handling the money side or serving as the contractor.
Seller financing, like I got on my first home, is yet another
possible route to take. Opportunities for leasing with an option
to buy are rare, but they are definitely something to consider.
Either way, owning real estate should be a goal, and if you
already own a property, try for another, and then another.
More Ideas to Improve the Odds for Success
Always have business cards with you and pass them out at
any chance. If you work for a known real estate firm, that can
impress people.

42
Use the name of your brokerage often, giving you a lift in the
eyes of new clients.
Take advantage of the opportunities that come up by being
around productive agents. Offer your services for open houses,
and even for broker tours to get into their good graces. You
may need to prove your worth, but being good to productive
agents will help you in the long run. Getting to know the top
agents may also lead to “spillover” clients. Especially with
new buyers, top agents don’t always have the time for them.
When they have a full plate of clients, top agents may introduce
new leads to someone like you in hopes of splitting the
commission or getting a referral fee.
Additionally, when you get a lead on a potential new listing,
consider one of the top agents as a co-listing agent. Let
them do most of the talking during the presentation, learn from
them, and if you get the listing, learn even more while getting
paid.
Take a top agent out to lunch. Pick their brain in a very
appreciative manner.
Networking. Get out and be around people. Join a health club,
church or organization where you can interact with others.
Like I mentioned previously, pay attention to your strengths
and play to them. Are you good at something or admired for
something? Capitalize on your strengths and use them to your
advantage.

43
The Real Story: Respect carryover
When in my teens I played a lot of racquetball. I was pretty good
and was beating most of the adults. What amazed me was how
well some of the doctors and successful businessmen treated me
at the club. They talked to me with respect and occasional
admiration. Without my racquetball abilities, they probably
would have ignored me.
Once out of college, and now selling real estate part-time while
working at a health club, my racquetball abilities helped me
again. In addition to my managerial position, I was also the club
racquetball pro. I recall one man who took racquetball lessons,
eventually buying his first home through me.
Playing racquetball brought me a lot of respect. Some of the club
members, who looked up to my skill, carried the feeling over to
my real estate abilities. I was far from a seasoned real estate
agent, but some of the members felt comfortable and confident in
me, and I got some early real estate sales because of it.
Lead Streams
From time to time, agents will tap into a source of leads that
can continue to deliver over a period of time. I call these lead
streams.
Although lead streams may not last forever, they function as a
steady source of business that can blossom into repeat clients
and referrals long after the stream has dried up. Knowing the
person in charge of a large company’s relocation division, a
relationship with an active home builder, or an allegiance with
a bank asset manager are examples of lead stream sources.

44
The Real Story: My first lead stream
While working for the health club, I knew when members were
going to cancel their membership. When the reason was
relocation, and they owned a home, I would offer them my
services. Of course, not everyone would look to a club manager as
a candidate to sell their home, but if they didn’t know any other
agents, I had a shot.
Agents can find lead sources that pay off for years to come. One
agent, who wasn’t the friendliest, always had properties for
sale, but I discovered his secret.
The savvy grump
A client of mine lived near a home where the owner had recently
passed away. It was from natural causes while in a nursing
home, but the home had been vacant for a while. My client knew
one of the heirs and got me into the home. To my surprise, the
business card of the grumpy agent was sitting on the kitchen
counter. Immediately, I figured it out: he was tapping into
probate sales. Maybe he even had a connection at the county or
with an attorney, getting him in front of heirs and trustees
before other agents.
I looked up some of his sales, checked the tax records, and sure
enough, that was his angle. I could see that those properties had
gone through probate.

45
Internet FSBO’s (For Sale By Owners)
It was the late 1990’s and the Internet was taking off. It was
becoming a better way to get information and post information
than newspapers and other printed media.
Yahoo displayed homes for sale, at no charge, unlike the
newspapers. Homeowners that were looking to sell could post
information about their home and get more exposure than ever
before. They could reach people worldwide at no cost.
One of my agents tapped into these “online” FSBO’s and started
to offer his services. He made a deal with the sellers that if they
sold their home from an online lead, no commission was due.
Back then, it was rare that a property sold from an online buyer.
It would often sell off the MLS and from an agent bringing the
buyer.
For a number of years, my agent flourished due to this one
source of leads. Other agents started to do the same thing, but he
became a seasoned pro in talking with the online home-sellers.
He knew why they were selling this way, and what to say to earn
their business.
Eventually, the Yahoo open house leads died off, websites with
“For sale by owners” started to pop up, and more agents started
to solicit them. My agent had a good run though, and many of
those sales turned into repeat business years later.

46
Lead Tidbits
If “location, location, and location” are the three most
important things in real estate, then “prospect, prospect, and
prospect” are the three most important things for new agents.
Your broker might disagree and say “disclosure, disclosure,
and disclosure”, but you can’t disclose unless you first have
leads, or clients.
Use whatever connections you have—like we’ve talked about,
this is often friends and family at first. Hopefully, these
networks in your life think highly of you and will become
clients or, at least, a source of referrals.
Prospecting is a numbers game, but there are ways you can
improve your odds. A unique edge or position where you’re
considered a trusted real estate source will not only get you
clients, but clients that listen to you and have confidence in
you.
When competing for listings against veteran agents, the odds
may be against you. But, if you’re working for a large, well-
known brokerage and competing against veteran agents who
work with small firms, you may have a chance.
Working with buyers is a must early in your career. Buyers
may still go to open houses and meet other agents, or buy
direct from listing agents, but they are often easier to come by
than sellers. They flock to open houses, they call on listings and
rarely sign exclusive agreements with other agents. By holding
open houses or doing floor time in the office, buyer leads
usually outnumber seller leads.

47
All of that said, listings are still king, especially in a seller’s
market. In fact, the odds for a sale are often higher with listings
than they are when working with buyer clients, in part because
buyers and their agents are often at the mercy of listing agents
and their sellers. Many of the most successful agents are
“listing agents” (they represent more sellers than buyers), and
it’s commonly said that being a listing agent is best. I agree.
Being a listing agent gives you control. The buyers are coming
to you, there is less driving around looking at homes, and when
your property sells, your seller often becomes a buyer. You can
also interview out-of-area agents and get a referral fee if your
client moves elsewhere.
Working with sellers and getting listings early in your career is
often more difficult. This is one of the reasons why it’s smart to
place more value on buyer clients now than you might later in
your career. Be prepared, however, that when representing
buyers you are essentially chasing listings and it can be a lot of
work. When you find a property your client likes, you plead
your case to the listing agent in hopes your offer will be
accepted. After that, you need to make sure your buyer’s loan
broker does their job, while dealing with property inspections,
the findings, and potential re-negotiations.
The good thing is that someday these buyers may become
sellers. Most of my buyers who bought something moved
within five years. So, if you’re the “selling agent” (representing
the buyer side of the sale) early in your career, you will likely
see repeat business sooner rather than later.

48
Earning equal income to the top agents won’t happen right
away, as much of their income is generated from repeat
business and referrals. Per NAR’s 2014 Member Profile Report,
repeat business accounted for a median 21% in 2013, with
referrals also accounting for 21% of the business (34).
Repeat business and referrals are the best kind of business
because the clients trust you, and will often listen to you. On
the other hand, new clients may question you, especially as a
new agent. New clients are often more work and more time
consuming, but you have no choice. Your early years will be full
of new clients.
The Real Story: Learning by doing
I remember the days of being a new agent— fighting for scraps,
doing leases, door-knocking and floor time, hoping to get lucky. I
was going through the motions, doing what I thought I should be
doing, and wasting a lot of time, doing things that had no chance
of landing new clients. I’m glad I went through it though, trying
different things, following the footsteps of other agents, seeing
what worked for me and what didn’t. It was also an opportunity
to see what worked with my personality and my work ethic.
Making cold calls was not for me, for instance, but I saw it work
for others.
Working with first-time buyers was OK. I had the patience, and
many veteran agents weren’t interested in working with them. I
knew they might be smaller sales and emotional clients and thus
having a higher chance of failure, but I liked keeping busy and
learning from doing.

49
Being Competitive
Being competitive can help. Many agents are competitive and it
drives them to success. But this can also be a dangerous road.
When agents get too caught up in competition, some start
treating clients like statistics, while others can build huge egos.
The Real Story: My carrot
I’ve always been competitive. I played sports growing up and was
always competing at something.
In my third year as an agent, now with the state’s largest real
estate firm, I was fortunate to do a decent number of
transactions. I bought a fixer-upper for myself, so that counted as
a company sale, and bought a fixer-upper condo with a friend,
then sold it that same year, logging two more sales. Along with
some other sales that year, I cracked the company’s top 20% and
got a certificate. I always loved getting trophies as a kid, and this
was pretty special. It definitely fueled my fire.
In year four, I worked even harder and made the top 10%. In
year five, I made the top 3%.
By focusing on that certificate each year, I ended up selling
more homes. It also increased my referrals and repeat
business. Of course, not everyone is competitive, but if you are,
consider a brokerage that ranks its agents by sales numbers.
Good News, Not Everyone Prospects
Years ago, I saw a survey on agent prospecting. It said 63% of
agents spend less than an hour each day prospecting and 17%
don’t prospect at all. It’s hard to say what these statistics are

50
today, as social media has made it easier for agent’s to get their
name out.
That said, would you choose a financial advisor, insurance
agent or attorney by their online ad, or would it help to meet
them in person? You see where I’m going with this. Getting
your name out is important, but that’s only part of it. In
addition to online marketing, you also need to get out there
and go after the business in person, especially early in your
career. At the very least, connecting by phone or email should
increase your chances of face to face opportunities.
The Real Story: Hustling for greatness
In the mid 1960s, my father was looking to buy a rental. He was
using a young real estate agent named John who worked at a
small firm of four agents. My father liked him and always saw
the large number of listings those four agents had in the
newspaper each week. On the next page of the newspaper were
always the listings from the brokerage downtown. They were a
much larger firm, with over 40 agents. The funny thing was, the
large brokerage never seemed to have as many properties for
sale as the four agents at the small firm.
One day my father asked John, “Why are four agents doing more
business than over forty agents?” John’s answered, “Those agents
sit around all day drinking coffee, waiting for potential clients to
walk in. The four of us are hustling, going after the business.”
Eventually, John took his success to the next level by
developing large commercial properties, proving top agents
can soar even higher. Today, he is one of the wealthiest
individuals in the state.

51
15 Prospecting Examples
There are many ways to prospect, but these are some common
types to create new business. You can certainly try them all.
That’s what I did. Eventually, I found it better to be good at
one or two of them versus being average or mediocre at
several. Also noted are common prospecting methods for each,
along with the range in speed for possible results.
1) Personal Farm: Contacting past clients and contacts on a
regular basis. This keeps you in the forefront of their mind so
they contact you when they need real estate help. You also
want them to remember your name when real estate comes up
in their conversations with others.
Method: Mail, email, phone
Result speed: Slow to fast
2) Geographic Farm: Choosing neighborhoods or areas to
hopefully acquire listings. Try to pick an area you know, have
lived in, or have sold a property in. Send postcards to prospects
within this region.
Method: Mail, door knocking, door knob flyers
Result speed: Slow
I currently use Vistaprint.com when sending postcards to a
geographic farm.
3) Open Houses: This is an opportunity to meet buyers face-
to-face, potentially selling them the home you are holding
open, or turning them into a new buyer clients. You can also
meet neighboring homeowners who may sell someday.

52
Method: In person
4) For Sale By Owner: Some “FSBO’s” can be found online,
such as Craigslist, in the newspaper or by seeing an owner’s for
sale sign in front of their home. Stopping by a FSBO and
starting a conversation with the owner can give you better
odds of converting it to a listing than sending a letter or leaving
a phone message. Most will know of other agents, but maybe
you can impress them and establish some rapport while
touring their home.
You can ask to take a quick look of their property, saying you
like to know about all homes for sale in the area. You should
ask if the owner is cooperating with agents (paying a
commission if agents bring a buyer). If the answer is “yes”,
you’re halfway there. If it’s “no”, you may have a steep hill to
climb, although this may scare other soliciting agents away,
giving you a better chance.
If they are cooperating with agents, you can say “why not tell
ALL the agents about your home?” Furthermore, you can
suggest ideas and offer negotiation help that gets them more
money, potentially paying for your listing commission. In
addition, you can lower their liability by providing disclosures.
Method: In person, mail, email, phone

53
FSBO testimonial
5) Friends & Family: Let them know you’re in the real estate
business. You can start by sending all the people you know an
announcement that you have joined a real estate brokerage.
Friends and family can also be a good source of early referrals.
Warning: Mixing business with friends and family
can backfire. They may take advantage of
your relationship or not respect your real
estate abilities.
6) Expired Listings: Contacting property owners that no
longer have their property on the market.

54
7) Networking: Interfacing with other individuals in a social
environment. A church group, school board, health club or
Chamber of Commerce business mixer can all be networking
opportunities. Greater success may occur when you are
respected or admired for something, even if it’s not real estate.
Giving to your community works well for some agents. An
increase in real estate business may take longer to establish,
but if volunteering appeals to you, it can pay off.
Method: In person
8) Your Own Website: Templates for agents are readily
available. Custom sites can be more expensive. IDX (Internet
Data Exchange) lead capture programs can be added, giving
potential clients the ability to search for MLS properties, while
providing you with their contact information.
Method: Internet
Result speed: Slow
9) Business Cards: A must. Give them out any chance you get,
especially if working for a well-known brokerage.
Method: In person, mail
10) Door Knocking: Not for everyone, and not allowed in all
neighborhoods. Some agents do this within a geographic farm.

55
Method: In person, door knob flyers
11) Newspaper & Magazine Ads: Can get expensive, but are
good for branding and sometimes lead calls.
Method: Print material
Result speed: Slow to medium
12) Craigslist: Free online postings for you, your properties
for sale, or for a promotion you are running. Site has become
overloaded so it may be hard to stand out.
Method: Online
13) Zillow, Trulia, Realtor.com, Yelp & Other Sites: Free
online services to display your information. Paid advertising
options as well, but becoming overloaded with other agents.
Method: Online
14) Facebook: Create a free page. Try to drive people to the
site with “Likes” and by providing useful information, blogs,
contests, etc.
Method: Online

56
15) Professionals: Offer a referral exchange to attorneys,
CPA’s, and out of area agents to name a few.
Homes & Land magazine ad
Pricey, but I got extra copies for listing presentations.
More of a branding ad. No homes for sale, so no calls.

57
Not Goal Setting, Not Prospecting,
and Not Following Up
I once read that the most common mistakes veteran agents
claim to make during their careers is not goal setting, not
prospecting and not following up.
Agents don’t always set goals, but with no superior telling you
what to do, an end result is needed. In 1849, gold didn’t just fall
from the sky—the miners had to dig for it. Similarly, just
having your real estate license doesn’t make the phone ring—
you need to prospect first.
Following up is actually a form of prospecting. With repeat
business being such a large part of an agent’s business,
following up with past clients is vital to ensuring future
business and referrals.
Following up on leads is another part of the prospecting
process. Both buyers and sellers are prone to visiting open
houses and contacting listing agents. Each agent they talk to
reduces your odds of keeping them as a client. Other agents
will often solicit prospective buyers and prospective sellers, as
you should be doing.
Follow Up System
There are several programs that can help you stay in touch
with past clients and leads. Past clients should be contacted at
least once a year by mail, maybe with a holiday card. They can
also be part of an ongoing email blast with real estate statistics
or insight, or better yet, send them personal letters or emails
during the year.

58
Staying in touch with leads can vary from one prospect to
another, but a plan to follow up periodically is important. Some
leads may take a break due to holidays or a personal matter.
Follow up with them on specific dates that you’ve set ahead of
time. You can also use a management program or make simple
entries into your day-planner for consistent follow up.
Some leads are not specific about when they will jump back
into the market, so contacting them periodically may suffice.
Try to connect with all types of leads in your email blasts,
unless a lead tells you otherwise.
Sources of Sales
As mentioned earlier, repeat business accounts for a large
number of agent transactions. Of course, as a new agent, you
don’t have many past clients, if any, so you can’t count on this
source quite yet.
As also mentioned, over 20% of agent business comes from
referrals. And, referrals are a wonderful thing. You’re being
endorsed so the trust these referrals have in you is often
greater than that from clients you meet through other means.
In addition to referrals, the online marketplace plays a huge
role in today’s real estate industry. 67% of Realtors said they
had a website in 2013 per NAR’s 2014 Member Profile report
(18). It is unlikely that online marketing will dethrone the
success of repeat business and referrals, but online lead
capturing (such as email listing alert programs) is undoubtedly
a source for acquiring new clients.

59
Lead sources, that result in sales, vary per agent. They also
vary between brokerages and may vary between regions.
Below are the top ten sources of sales for my firm, Fox Real
Estate, going back 20 years: Repeat business and referrals have
been our top two, consistent with the industry.
1) Repeat business
2) Referrals
3) Open houses
4) For Sale by Owners
5) Friends and family
6) Networking/social group
7) Personal sales
8) Renters
9) Internet
10) Real estate signs
Our firm does a low amount of geographic farming. Some
agents are very successful doing geographic farms and ad
campaigns. Large franchises with bigger budgets may offer
these and other marketing programs, rendering different
results.
Leads from Anywhere
If you develop a habit of talking real estate and always having
business cards on hand, new business can strike at any time.
Don’t underestimate the potential of each contact opportunity.

60
The Real Story: A good seat
A few years ago, while sitting on a plane, I was seated next to a
gentleman that was heavily entrenched into his lap top
computer. I didn’t bother him, but near the end of the flight he
finally finished his work and I decided to strike up a
conversation.
I don’t remember exactly how the conversation started, but I did
ask where he was from and he told me that he was in the process
of moving to an area near me. I knew the area and was able to
impress him with some of the pluses and minuses. I also offered
some thoughts on surrounding areas. He mentioned a particular
private school for his daughter, because the public schools were
not that great, but I pointed out that the school rankings in a
nearby town were better, and that if he chose this town he’d have
an easier commute. He had already expressed some frustrations
with his current agent, and sure enough, I got a call from him a
couple weeks later. I ended up selling him a very nice home for
1.1 million in the nearby town I suggested.
Coaching and Mentors
Real estate coaching is available and can be an effective means
of jump-starting your career. That said, before engaging a real
estate coach or coaching program, you may need some sales
training or some completed sales first. Real estate coaches
often prefer to work with agents who are past the basics, who
are up and running, but in need of a boost. There are also
various real estate seminars and courses you might find helpful
as an alternative or in addition to training.

61
Mentors can be a great resource, as well. Your mentor could be
a real estate manager, a trainer or an agent. They can also be
individuals working in other fields.
Our office mentoring program consists of an experienced agent
who surrounds himself with newer agents that work side-by-
side with buyers and sellers. The mentor gets a small override
on the agent’s sales, and the mentees share the leads generated
by the mentor and the rest of the team.
So far, this has worked well. Some mentees have gone out on
their own, while others have chosen to remain with the team.
Testimonials
Like contacts in your database, client testimonials can pay off
for years to come. When a transaction closes, or when a client
is obviously thrilled with your service, suggest that they log
onto your Yelp, Trulia or Zillow page to share their positive
experience. If you get one in writing, not as many online sites
allow manual input of testimonials, but either way, they are
great to have. Try to accumulate as many as you can.

62
My first client testimonial
I had to ask for it. Note the fence painting.
I had no client control.

63
Chapter 3
New Agent Workday
One of the hardest parts of being a new agent is figuring out
the best way to use your time in order to build business.
To avoid wasting time on non-productive tasks and chit-chat,
it’s pivotal to create a balanced workday that involves equal
parts prospecting, marketing and self-education. Each day
should include prospecting, whether it is passing out business
cards or networking. Preparing self-marketing material is also
important, but be sure not to get too caught up in it. Some
agents will spend too much time creating materials and word-
smithing; in fact, I was one of them. Educating yourself is also
important, whether it is studying purchase contracts or touring
homes.
Here are some productive ways to spend your time, some of
which we’ve already discussed, but which are always useful to
reiterate.
With an active brokerage, floor time (taking calls on company
listings or services) might be worth a try. This is an
opportunity to talk to buyers, and occasionally, sellers. If there
is a receptionist screening the calls, this is best. But proceed
with caution. If there is no receptionist, you might end up being
a glorified secretary, dispatching calls and taking messages.
Open houses are a great way to meet buyers face to face, as
well as neighbors, who might sell someday. However, be

64
selective. Pay close attention to where the property is located,
how long it has been on the market, and if it’s priced correctly.
There is nothing worse than sitting in a home on Sunday
afternoon when hardly anyone shows up.
Broker tours are also something to keep in mind. They can be a
good way of meeting new agents and getting a first-hand look
at new inventory. For some agents, though, a broker tour can
become more of a social event or a free meal if food is offered.
Which isn’t necessarily a bad thing.
If you come across something on a broker tour that meets the
criteria of a buyer you’re working with, take a look. Better yet,
take your buyer with you so they can see it before other
buyers.
As you’ll soon find out, once you join a brokerage, office
meetings may be mandatory, and a tour of new office listings
may follow. Meetings can sometimes be a “rah rah” event,
which works for some and not for others. Meetings may also
include introductions to reputable affiliates such as loan
brokers, title officers and inspectors. Having the office agents
tour a potential new listing of yours, and offer feedback, may
be of value someday, so be a team player if you can.
Door knocking, cold calls, newspaper and internet advertising
are just a few of the prospecting methods used by agents. Some
are more costly than others, some are time-consuming and
some have a high rate of rejection. Figure out which ones are
right for you and then split up your time accordingly.
Going to real estate seminars can also be a good use of your
time, if you don’t have any active escrows, as these seminars

eBook FINAL

Recommended

Recommended

More Related Content

Similar to eBook FINAL

Similar to eBook FINAL (20)

eBook FINAL