Table  of  Contents  

What  is  Business  Coaching?  ..................................................................................................................  4  
Asking  for  Help  ............................................................................................................................................  4  
Rapport  –  the  Key  to  Building  Trust  &  Influence  .........................................................................  4  
Rapport  is  established  by  matching  &  mirroring  ....................................................................  5  
Master  these  Key  Coaching  Skills  ........................................................................................................  6  
Ask  Effective  Questions  ......................................................................................................................  6  
Active  Listening  and  Observation  ..................................................................................................  7  
Verbal  Techniques  of  Active  Listening  .........................................................................................  8  
Non-­‐Verbal  Techniques  of  Active  Listening  ..............................................................................  8  
Provide  insightful  feedback,  guidance,  and  advice  .................................................................  8  
Empowerment  through  accountability  .......................................................................................  9  
Coaching  Agreement,  Setting  Expectations  and  Accountability  ............................................  9  
Coaching  Resources  ...............................................................................................................................  10  
Coaching  Resources  –  What  to  Expect  ......................................................................................  11  
Coaching  Resources    -­‐  Draft  Coach  Agreement  .....................................................................  12  
Recommended  Reading  List  ...............................................................................................................  13  
Business  Development  /  Real  Estate  /  Productivity  ......................................................  13  
Personal  Growth  ............................................................................................................................  13  
Neuro  Linguistic  Programming  (NLP)  .................................................................................  14  
Conducting  the  Coach  Intake  Session  –  Real  Estate  Business  Assessment  ....................  14  
Handling  Resistance  and  Challenges  during  Coaching  ......................................................  14  
Begin  with  the  End  in  Mind:  Creating  a  Saleable  Asset  &  Exit  Strategy  ..........................  15  
Coaching  the  Primary  Real  Estate  Business  Systems  ..............................................................  16  
Coach  Tip  ...............................................................................................................................................  16  
The  E-­‐Myth  Revisited  by  Michael  Gerber  .....................................................................................  17  
Basic  E-­‐Myth  Concepts  and  Principles  ......................................................................................  17  
Business  Plan  &  Goals  ...........................................................................................................................  18  
Creating  Your  Unique  Value  Proposition  ......................................................................................  20  
Personal  Marketing/Branding  ..........................................................................................................  20  
Past  Client/Referral  System  ...............................................................................................................  20  

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Listing  System  ..........................................................................................................................................  26  

Buyer  System  ............................................................................................................................................  26  
Escrow  System  .........................................................................................................................................  26  
Social  Media  Marketing  &  Internet  Strategy  ...............................................................................  27  
Social  Media  Strategies  ....................................................................................................................  27  
Listing  Portals  ......................................................................................................................................  29  
Steps  for  Internet  Success  ..............................................................................................................  30  
Lead  Generation  Systems  ....................................................................................................................  34  
Hiring  an  Assistant  .................................................................................................................................  37  
Coaching  Approach  to  Attracting  (Recruiting)  Agents  ...........................................................  38  
Phone  call  for  Co-­‐op  agents  ...........................................................................................................  38  
Cold  call  to  specific  agent  and  office  ..........................................................................................  38  
Experienced  Agent  Interview  Questions  .................................................................................  39  
 
   

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What  is  Business  Coaching?  

Business  coaching  is  the  process  of  engaging  in  regular,  structured  conversation  
with  an  individual  or  team  whereby  the  primary  goal  is  to  enhance  the  “client’s”  
awareness  and  behavior  so  as  to  achieve  business  outcomes  for  both  the  client  and  
their  organization.  

Business  coaching  empowers  the  client  to  understand  and  take  responsibility  for  
their  role  in  achieving  business  success,  and  to  enhance  that  role  in  ways  that  are  
measurable  and  sustainable.  The  coaching  process  may  take  different  forms  (e.g.,  
individual  or  team  coaching)  and  involve  different  goals  (e.g.,  problem  solving,  
implementing  effective  business  systems,  increasing  business  and  profitability,  
career  and  exit  strategy,  leadership/executive  development,  creation  of  high-­‐
performing  teams).  

Asking  for  Help  

 
You  can’t  help  (coach)  someone  who  hasn’t  first  asked  for  help!    You  must  decide  in  
the  initial  meeting  if  the  agent  is  coachable  and  committed  to  the  coaching  and  
accountability  process.    Effectively  using  the  skills  and  suggestions  outlined  below  
will  assist  you  in  making  that  determination.  
 
Coaching  helps  the  one  asking  for  help  by:  
• Identifying  and  maximizing  business  ideas  and  opportunities  
• Gaining  clarity  and  more  self-­‐awareness  
• Setting  obtainable  goals  and  outcomes  
• Increasing  productivity  and  performance  
• Staying  focused  and  keeping  on  track  
• Enjoying  the  journey  to  success  and  results!  

Rapport  –  the  Key  to  Building  Trust  &  Influence  

Rapport  is  a  process  of  building  a  sustaining  relationship  of  mutual  trust,  harmony  
and  understanding.  It  is  essentially  meeting  individuals  in  their  model  of  the  world.    
This  happens  through  matching  the  accessing  cues  from  words,  eye  movements  and  
body  language.  

Rapport  is  achieved  when  two  people  can  see  the  other  person's  viewpoint,  
appreciate  each  other's  feelings,  and  be  on  the  same  wavelength.  We  all  have  

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different  maps  of  reality  –  ways  in  which  we  perceive  the  world  –  and  we  tend  to  
really  trust  people  who  look  at  the  world  the  way  we  do.  

If  we  feel  understood,  we  give  people  our  trust  and  open  up  to  them  more  easily.    
Taking  the  other  person's  perceptual  position  will  help  you  achieve  rapport  and  
build  trust.  

To  create  rapport,  it  is  important  to  mirror,  match,  and  pace  the  person  or  persons  
with  whom  you  are  communicating.    In  order  to  do  so,  it  is  important  for  you  to  
open  your  sensory  channels.  You  can  train  yourself  to  build  and  refine  this  skill.    

Opening  your  sensory  channels  provides  you  with  the  ability  to  see,  hear,  and  sense  
external  changes  (minimal  cues,  both  verbal  and  nonverbal)  presented  by  
individuals  with  whom  you  are  communicating.                              

 
Rapport  is  established  by  matching  &  mirroring  
 
Physiology    55%  
–  Posture  
–  Gesture  
–  Facial  expression  &  blinking  
–  Breathing  
 
Tonality    38%  
–  Tone  (pitch)    
–  Tempo  (speed)    
–  Timbre  (quality)  
–  Volume  (loudness)  
 
Words    7%  
–  Predicates  (visual,  auditory,  kinesthetic)  
–  Key  words  
–  Common  experiences  &  associations  
–  Content  chunks  (big  picture  or  detailed  people)    
 
 

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Master  these  Key  Coaching  Skills  

 

Ask  Effective  Questions  

 
“Questions  Attract  –  Statements  Repel”  
 
Benefits  of  asking  versus  telling:  
 
1. Establishing  rapport:  don't  try  to  impress  people  with  your  ideas,  rather  
establish  rapport  and  trust  by  eliciting  ideas  from  them  and  thus  expressing  
how  much  you  care  about  them    
2. Better  listening,  deeper  understanding:  all  too  often,  while  you  are  
talking,  your  prospect  is  not  listening  but  thinking  about  what  he/she  is  
going  to  say.  When  you  ask  questions,  you  make  your  prospect  think  in  the  
direction  you  propose.    
3. Higher  motivation,  better  follow-­‐up:  the  right  answer  will  not  be  imposed  
by  you,  it  will  be  found  and  owned  by  your  client,  who  will  be  more  
motivated  to  follow  it  up  
 

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Types  of  Questions  

• Open:  Question  does  not  invite  any  particular  answer,  but  opens  up  
discussion  or  elicit  a  wide  range  of  answers  for  creative  problem  solving.    
• Closed:  Question  is  specific  and  must  be  answered  with  a  yes  or  no,  or  with  
details  as  appropriate.    
• Fact-­‐Finding:  Question  is  aimed  at  getting  information  on  a  particular  
subject.    
• Follow-­‐Up:  Question  is  intended  to  get  more  information  or  to  elicit  an  
opinion.    
• Feedback:  Question  is  aimed  at  finding  the  difference  that  makes  the  
difference.  
 

Active  Listening  and  Observation  

 
Active  listening  is  a  communication  technique  used  in  coaching,  training  and  conflict  
resolution,  which  requires  the  listener  to  effectively  reflect  back  what  they  hear  to  
the  speaker,  to  confirm  understanding  of  both  parties.  
 
Keys  to  active  listening  include:  
 
• Listen  for  ideas,  not  facts  –  ask  yourself  what  do  they  mean    
• Judge  content,  not  delivery,  i.e.  what  they  say,  not  how  they  say  it    
• Listen  optimistically  –  don't  lose  interest  straight  away    
• Do  not  jump  to  conclusions    
• Be  flexible,  adjust  your  note-­‐taking  to  the  speaker    
• Concentrate  –  don't  start  dreaming  –  and  keep  eye  contact    
• Do  not  think  ahead  of  the  speaker  –  Avoid  the  tendency  to  think  about  what  
you  will  say  after  they  stop  talking    
• Work  at  listening  –  be  alert  and  alive    
• Limit  the  time  you  speak    
• Keep  emotions  under  control  when  listening    
• Open  your  mind  –  practice  accepting  new  information    
• Relax  physically,  get  comfortable;  breathe  slowly  and  deeply    
 
 

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Verbal  Techniques  of  Active  Listening  

• Repeat  key  words  as  an  encouragement  and  confirmation  that  you  have  heard  
and  understood.    
 
• Paraphrase:  Briefly  play  back  what  has  been  said  but  in  your  own  words  to  
confirm  you’re  listening  and  check  your  understanding.    
 
• Encourage:  Use  simple  phrases  to  encourage.  'Go  on,'  'And  then  what?'    
 
• Ask  for  clarification:  Stop  the  speaker  when  you  lose  the  thread  of  the  argument  
or  not  understand  and  ask  for  clarification.    
 
• Express  sympathy:  Reflect  the  speaker's  feelings;  show  that  you  understand  them  
without  necessarily  agreeing  with  them.    
 
• Summarize  the  main  points  and  any  discussions  taken  at  the  end  of  a  topic.  This  is  
more  than  paraphrasing  as  you  are  providing  a  summary  of  a  section.    

Non-­‐Verbal  Techniques  of  Active  Listening  

• Send  open  body  language  signals:  Use  nods  and  smiles  to  signal  encouragement  
or  agreement.  Have  a  relaxed  body  posture.  Lean  forward  slightly  but  do  not  
invade  the  speaker's  personal  space.    
 
• Use  the  right  amount  of  eye  contact:    Avoiding  eye  contact  suggests  you  are  
uninterested.  Staring  is  threatening.  Focus  around  the  area  between  their  eyes  and  
bridge  of  the  nose.  
 
• Listen  to  emotions:  Listen  to  the  tone  and  how  things  are  said,  not  just  what  is  
said.    The  tone  conveys  more  message  than  words.  
 
• Use  silence:  Allow  the  speaker  time  to  think.  Let  him  or  her  end  the  silence  most  
times.    This  also  prevents  you  from  rushing  in  with  inappropriate  reactions  just  to  
fill  the  silence.    
 

Provide  insightful  feedback,  guidance,  and  advice  

 
Feedback  is  more  likely  to  be  acted  on  when:  
• Strong  relationship  of  trust  and  goodwill  exists  between  you  and  the  
receiver.    
• It  is  given  with  passion  (from  the  heart),  as  from  one  loving  friend  to  another  
–  someone  who  cares  a  lot  about  you  and  the  organization  in  which  you  
work.    
• It  is  asked  for  by  the  recipient  or  offered  and  only  given  if  the  other  assents.    

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• The  timing  is  right.  As  immediate  as  possible  but  when  the  other  feels  
receptive.    
• The  balance  is  right,  i.e.  much  more  appreciation  is  given  than  criticism.  
• The  form  is  right,  i.e.  it  is  phrased  in  a  non-­‐evaluative  way  –  concise,  accurate  
and  descriptive.  
 

Empowerment  through  accountability    

 
In  this  stage  of  the  coaching  process,  the  coach’s  intention  is  to  gain  commitment  to  
action.  Coach  and  client  select  the  most  appropriate  options,  commit  to  action,  
define  the  action  plan,  the  next  steps  and  a  timeframe  for  their  objectives  and  
identify  how  to  overcome  any  obstacles.  
 

Coaching  Agreement,  Setting  Expectations  and  

Accountability    
 
It  is  imperative  that  you  set  clear  expectations  with  the  agent  you  are  coaching  from  
the  beginning.      The  best  time  to  explain  your  coaching  process,  any  guidelines  and  
discuss  what  they  can  expect  from  you  and  what  you  expect  from  them  in  during  the  
initial  coaching  intake  session.  
 
Coaching  Agreement.      If  you  choose  to  use  a  formal  coaching  agreement,  take  a  
look  at  the  “Coaching  Resources”  on  the  following  pages  for  some  content  you  could  
revise  to  suit  your  needs.  
 
Accountability.    One  of  the  coach’s  primary  roles  is  to  hold  the  client  responsible  
and  accountable.    The  client  is  responsible  for  their  actions  and  results.  
 
The  International  Coach  Federation  (ICF)  defines  coaching  as  partnering  with  
clients  in  a  thought-­‐provoking  and  creative  process  that  inspires  them  to  maximize  
their  personal  and  professional  potential,  which  is  particularly  important  in  today’s  
uncertain  and  complex  environment.  Coaches  honor  the  client  as  the  expert  in  his  or  
her  life  and  work  and  believe  every  client  is  creative,  resourceful  and  whole.    
Standing  on  this  foundation,  the  coach's  responsibility  is  to:  
• Discover,  clarify,  and  align  with  what  the  client  wants  to  achieve  
• Encourage  client  self-­‐discovery  
• Elicit  client-­‐generated  solutions  and  strategies  
• Hold  the  client  responsible  and  accountable  

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Coaching  Resources    
There  is  no  failure….only  feedback!  
How  do  you  react  when,  in  your  opinion,  things  go  wrong?  Do  you:  
• persist  in  doing  the  same  thing  over  and  over  until,  if  ever,  you  get  it  
right?  or    
• think  it  over  and  decide  what  you  can  do  differently  for  a  better  result  
next  time?    
Don't  wait  for  others  to  change  –  start  change  with  yourself.  If  what  you're  
doing  isn't  working,  do  something  different.  Learning  from  feedback  means  that  
you  are  more  likely  to  be  flexible  rather  than  rigid  in  your  dealings  with  yourself  
and  others.  
 
Three  Guiding  Principles  for  Constructing  Your  Success  
Being  creatures  of  pattern  and  habit,  we  unknowingly  achieve  success  and  
construct  our  failures.  Taken  together,  the  three  NLP  guiding  principles  –  
1. failure  is  not  an  accident  
2. feedback  is  the  foundation  of  success;  and  
3. success  has  a  structure  
–  can  help  you  change  old  habits  of  thinking  and  your  success  rate.  Once  you  
have  taken  these  three  guiding  principles  on  board,  you  will  have  at  hand  a  
valuable  source  of  information  -­‐  an  effective  prescription  for  exactly  the  
progress  you  desire.  These  three  principles  make  it  possible  to  turn  what  we  
used  to  think  of  as  setbacks  into  success,  get  the  feedback  we  need  in  order  to  
know  what  to  do  next,  and  figure  out  the  key  factors  we  need  to  get  right  if  we  
are  to  succeed.  
 

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Coaching  Resources  –  What  to  Expect  

 
Business  coaching  is  proven  to  work  when  there  are  two  factors  present:    
 
1. You  are  willing  to  make  changes  in  your  professional  or  personal  life,  and    
2. There  is  a  gap  between  where  you  are  now  and  where  you  want  to  be.    
 
That  is  all  that  is  necessary  for  the  coach  and  client  to  solve  professional  or  
personal  challenges,  turn  a  business  around,  and/or  design  and  implement  a  plan  
of  action.    
 
Through  an  interactive  and  developmental  process,  I  will  help  you  pursue  
strategies  and  solutions  designed  to  move  you  towards  the  rapid  and  satisfying  
attainment  of  your  professional  and  personal  goals.    
 
I  respect,  acknowledge,  and  protect  the  vulnerability  and  confidentiality  of  each  
client,  while  constructively  holding  clients  to  high  standards  of  self-­‐responsibility  
and  self-­‐accountability.    
 
What  to  Expect  From  Your  Coach  
   
• Honesty  -­‐  an  accurate  reflection  of  where  you  are  in  the  process.  
• Encouragement  -­‐  reminding  you  of  your  own  power.  
• Challenge  -­‐  an  invitation  to  realize  your  highest  self.  
• Understanding  -­‐  the  foundation  to  every  relationship.  
• Follow-­‐up  and  Accountability  -­‐  tracking  success  through  action  steps  
 
 
 
 
 
 
 
 
 
 
 
 

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Coaching  Resources    -­‐  Draft  Coach  Agreement  

I,  _______________________________  take  full  responsibility  for  all  actions  that  I  take  as  a  
result  of  coaching.    
 
I  agree  to:    
 
*  Take  action  daily  toward  my  goals  
*  Be  present  and  prepared  for  my  coaching  sessions  
*  Be  honest  about  my  challenges  and  what  I  want  to  achieve  
*  Generate  my  own  solutions  
*  Speak  up  immediately  if  anything  bothers  me  about  my  coaching  
*  Strongly  request  what  I  need  for  coaching  to  be  effective  for  me  
 
The  coach  undertakes:  
 
1.  I  will  not  solve  your  problems.  
2.  I  will  work  to  help  you  make  the  changes  that  you  choose.  
3.  I  will  help  you  develop  the  skills  you  wish  to  master.  
4.  I  will  treat  you  with  respect  and  consideration.  
5.  I  will  regularly  review  your  progress.    
6.  I  will  not  disclose  information  about  you.  
 
The  client  undertakes:  
 
1.  I  take  full  responsibility  for  my  results  and  resolving  my  own  problems.  
2.  I  will  be  punctual  for  sessions  and  give  notice  of  cancellation.  
3.  I  will  complete  assigned  exercises  and  action  items.  
4.  I  will  show  up  to  my  coach  session  with  an  open  mind  and  prepared  –      
mentally  and  physically.  
5.  I  will  talk  openly  and  honestly  about  any  challenges  I  may  be  facing.  
6.  If  I  do  not  complete  my  work  or  cancel/no-­‐show  appointments,  my  coaching  
may  be  terminated.  
 
 
 
 
 
 

12  
 
  

Recommended  Reading  List  

Business  Development  /  Real  Estate  /  Productivity  
 
eMyth  Revisited             Michael  Gerber  
 
Eat  That  Frog             Brian  Tracy  
 
Getting  Things  Done:           David  Allen  
The  Art  of  Stress-­‐Free  Productivity      
 
Millionaire  Real  Estate  Agent       Gary  Keller,  Dave  Jenks,  Jay  
Papasan  
 
The  ONE  Thing           Gary  Keller,  Jay  Papasan  
 
The  Power  of  Full  Engagement       Jim  Loehr,  Tony  Schwartz  
 
The  22  Immutable  Laws  of  Marketing     Al  Ries,  Jack  Trout  
 
Peoplework:           Chris  Smith,  Austin  Allison,  Chong-­‐You  
How  to  run  a  people-­‐first  business  in  a  digital-­‐first  world  
 
Good  to  Great           Jim  Collins  
 

Personal  Growth    
 
Think  and  Grow  Rich         Napoleon  Hill  
 
Awaken  The  Giant  Within/Unlimited  Power   Anthony  Robbins  
DISC  Profile     http://www.tonyrobbins.com/disc-­‐profile/    
 
Man’s  Search  for  Ultimate  Meaning     Viktor  Frankl  
 
Loving  What  Is:             Byron  Katie    
Four  Questions  That  Can  Change  Your  Life  
 
The  Four  Agreements         Don  Miguel  Ruiz  
 
The  Power  of  Now           Eckhart  Tolle.  

13  
 
  

Neuro  Linguistic  Programming  (NLP)  

Products:  CD,  Books,  DVD       https://www.tadjames.com/  

 
NLP  Training           http://www.nlpcoaching.com/    

Get  the  Life  You  Want       Richard  Bandler  

Conducting  the  Coach  Intake  Session  –  Real  Estate  

Business  Assessment  
 
The  primary  objectives  in  the  initial  coaching  session  are:  
 
1. Discover  and  assess  where  the  agent  currently  stands  in  regards  to  their  
business  systems  and  their  production    
 
2. Have  the  agent  decide  on  initial  priorities  –  which  systems  to  work  on  first  
 
3. Set  the  expectations  of  coaching  with  you  and  explain  the  process  
 
4. Gain  agreement  and  commitment  to  the  coaching    process  
 
 
 

Handling  Resistance  and  Challenges  during  Coaching  

 
Most  people  are  uncomfortable  with  change  –  getting  out  of  comfort  zone    
 
Resistance  –  objection  handling  
 
Problems  –  Procrastination  -­‐  Excuses  
 
 
 
 

14  
 
  

Begin  with  the  End  in  Mind:  Creating  a  Saleable  Asset  &  
Exit  Strategy  
 
The  primary  focus  of  the  coaching  we  want  to  deliver  with  real  estate  professionals  
is  how  to  set-­‐up,  operate  and  ultimately  exit  from  their  successful  real  estate  
business.    It  will  amaze  you  how  many  top-­‐producing  agents  are  unbelievable  
rainmakers  and  not  always  the  best  at  managing  their  finances,  setting  up  and  
utilizing  effective  systems  and  running  their  business  like  a  business.  
As  an  industry,  training  is  primarily  focused  on  basic  sales  skills,  prospecting  and  
how  to  generate  and  convert  those  leads  or  build  referral  business.    Of  course,  all  
these  skills  are  critical  to  a  successful  real  estate  career.    What’s  missing  is  effective  
training  and  coaching  on  the  basic  and  advanced  business  /  financial  structure  and  
systems  that  any  successful  organization  uses  on  a  daily  basis.      
Use  the  5  page  Real  Estate  Business  Systems  -­‐  Coach  Intake  Form  to  conduct  the  
initial  discovery  session.    
 
 

15  
 
  

 Coaching  the  Primary  Real  Estate  Business  Systems  

 
After  you  have  completed  the  initial  Coach  Intake  Form,  reviewed  the  status  of  
current  business  systems  and  production  and  established  the  priorities  with  the  
agent,  you  are  ready  to  start  conducting  follow-­‐up  coaching  sessions.  
 
It  is  highly  recommended  to  always  start  with  the  Business  Plan  &  Goals.    You  will  
find  that,  most  agents  don’t  actually  have  a  written  plan  or  goals!    Everything  will  
naturally  build  from  assisting  the  agent  with  developing  clarity  around  their  goals  
and  the  target  areas  for  business  generation.  
 
Your  coaching  sessions  should  always  result  in  a  commitment  from  the  agent  to  
complete  3-­‐5  specific  action  items  towards  whatever  priority  or  system  you  are  
working  on  with  them.      
 
In  each  of  the  major  real  estate  business  systems  below,  you  will  find  
Prep/Homework  tasks,  if  applicable  followed  by  In  Session    coaching  notes  to  assist    
you  with  guiding  the  agent  to  set-­‐up  the  applicable  business  system.      
 
Generally,  you  will  be  covering  a  lot  of  the  same  material,  recommendations  and  
action  items  with  the  agents  you  coach.    Of  course,  each  agent  has  individual  needs,  
goals,  strengths  and  weaknesses  that  will  require  you  to  modify  and  customize  your  
approach.  
 
 
 
 

Coach  Tip  
Use  these  real  estate  business  sytem  notes  as  the  basis  for  a  document  you  
customize  and  expand  upon  based  on  your  unique  experience  and  
recommendations.    This  base  systems  document  will  allow  you  to  easily  “cut  and  
paste”  then  modify  for  the  specific  needs  of  the  agent  in  your  Action  
Plan/Follow-­‐up/  Accountability.        

16  
 
  

The  E-­‐Myth  Revisited  by  Michael  Gerber  

 
Coach  Resources:  Book  Summary;  Audio  Files  of  the  Book  
 
The  E-­‐Myth,  or  Entrepreneurial  Myth,  says  that  most  new  businesses  are  not  started  
by  entrepreneurs  who  set  out  to  build  a  strong  business  but  by  technicians  who  
enjoy  the  hands-­‐on  work  themselves.  Because  of  that  natural  bias,  most  business  
owners  focus  on  working  in  their  business  when  really  they  should  be  working  on  
their  business.  
 
There  is,  however,  a  simple  and  effective  way  to  offset  the  E-­‐Myth  tendency.  Instead  
of  looking  at  the  business  as  a  one-­‐off  operation,  the  owner  should  consider  the  
business  to  be  a  prototype  for  a  large  number  of  franchises  that  will  be  added  at  a  
later  stage.  By  adopting  that  mindset,  the  business  owner  will  not  only  participate  in  
the  business  as  a  technician  but  will  also  act  as  a  manager  (putting  systems  in  place  
and  controls)  and  as  an  entrepreneur  (having  a  vision  of  how  the  business  can  
create  sustainable  added-­‐value  for  all  key  stakeholders).  
A  business  that  is  built  and  managed  by  someone  who  combines  the  approach  of  the  
technician,  the  manager  and  the entrepreneur  will  have  a  far  greater  chance  of  
future  success  than  one  guided  by  someone  thinking  like  a  technician  alone.  
 
 
 

Basic  E-­‐Myth  Concepts  and  Principles  

 
The  key  principles  which  form  the  foundation  for  the  E-­‐Myth  approach  to  business  
are:  
1. Most  new  businesses  are  started  by  technicians  –  people  who  are  skilled  at  
what  they  enjoy  doing,  and  who  figure  they’d  rather  work  for  themselves  
than  for  someone  else.  
2. Almost  all  new  business  owners  assume  that  because  they  understand  the  
technical  work  of  the  business,  they  understand  how  a  technical  business  
works.  In  reality,  these  are  two  completely  different  issues,  and  blurring  the  
distinction  between  the  two  is  a  fatal  error.  
3. Building  a  business  actually  takes  three  unique  skill  sets:  
a. The  entrepreneur  -­‐-­‐  supplies  the  vision.  
b. The  manager  -­‐-­‐  supplies  order  and  systems.  
c. The  technician  -­‐-­‐  supplies  the  output.  
4. Most  businesses  go  through  three  phases  of  growth:  
a. Infancy  -­‐-­‐  when  the  technician  is  to  the  fore.  

17  
 
  

b. Expansion  -­‐-­‐  when  better  management  skills  are  required.  

c. Maturity  -­‐-­‐  an  entrepreneurial  perspective  is  needed.  
 

Business  Plan  &  Goals  

 
Prep/Homework:    
o Read  or  listen  to  the  audio  book  The  E-­‐Myth  Revisited  
o Give  them  the  Real  Estate  Business  Plan  &  Goals  Packet  to  complete  
o Or…Instruct  them  to  download  the  Business  Plan  docs  &  Spreadsheet  on  
MYROG  Library  
o Watch  the  Tutorial  on  Library  for  completing  Business  Plan  
o Give  them  the  UVP  Booklet  to  complete  
 
In  Session:  
o Review  of  the  Business  Plan  /  Goals  –  all  of  the  supporting  documents  in  the  
package  
 
o Why  Write  Down  Your  Goals  (Outcomes)?  
o To  clarify  what  it  is  you  truly  desire.    Writing  down  your  goals  
forces  you  to  select  something  specific  and  decide  what  you  want  and  
when  you  want  to  attain  it.  
o To  motivate  and  inspire  you  to  take  action.  Writing  your  goals  
down  is  only  the  first  step.    It  is  also  important  to  review  them  
regularly  which  encourages  you  to  take  the  next  most  important  
action  toward  your  goal.  
o To  help  you  overcome  resistance.  Every  meaningful  intention,  
dream,  or  goal  encounters  resistance.  From  the  moment  you  set  a  
goal,  you  will  begin  to  feel  it.    Resist  the  temptation  to  focus  on  that  
resistance  and  instead  focus  on  what  you  want  to  accomplish.  
o To  enable  you  to  see—and  celebrate—your  success  and  
progress.    Written  goals  are  like  mile-­‐markers  on  a  highway.  They  
enable  you  to  see  how  far  you  have  come  and  how  far  you  need  to  go.  
They  also  provide  an  opportunity  for  celebration  when  you  attain  
them.  

o Identify  clear,  concise,  SMART  goals  and  know  your  WHY  for  each  of  them.  
Specific/Simple    
Measurable/Meaningful  to  you    

18  
 
  

Attainable/As  if  Now/All  areas  of  your  life    

Realistic/Responsible    
Timeframe/Toward  what  you  want  
 
o Keys  to  an  Achievable  Outcome  –  see  document  in  business  planning  
packet  
 
o Create  Action  Plans  –  break  the  goal  down  into  steps  and  next  actions.    Take  
action  every  day!  

A  basic  mantra  or  affirmation  for  your  consideration  and  real  estate  success  
could  simply  be:  

“I  make  one  qualified  appointment  daily!”    

 
Create  an  Action  Plan  that  works  for  you  –  it  may  consist  of  some  of  the  
following  activities:  

o Make  ______  contacts  daily  

o Send  ______  personal  notes  weekly  
o Add  _______  people  to  your  database  weekly  or  monthly  
o Contact  _____  FSBOs  weekly  
o Contact  ______  Expireds  weekly  
o Hold  ______  effective  open  houses  weekly/  monthly  
o Mail  or  email  to  your  SOI/Past  clients  valuable  market  information  
monthly  
o Mail  or  email  to  your  designated  farm  of  ______    properties  monthly  
o Door  knock/  door  drop  _________  houses  monthly  
o Take  ____  past  client  to  lunch  monthly  
o Network  with  ____  business  to  business  referrals  monthly  
o Hand  out  5-­‐10  business  cards,  5  days/week  and  actively  ask  for  
business  or  for  permission  to  add  them  to  your  database  
 
o Based  on  desired  target  markets  and  sources  of  business  –  commit  to  the  
best  income-­‐producing  tactics  and  strategies  to  implement  for  lead  
generation  and  increased  production  
 
o Measure  and  track  your  progress  –  you  can’t  improve  what  you  don’t  
measure.  
 
o Celebrate  your  successes  along  the  way  –  make  any  necessary  course  
corrections.  

19  
 
  

Creating  Your  Unique  Value  Proposition  

 
Prep/Homework:    
• Bring  in  any  materials  related  to  mission,  vision,  core  values  or  UVP  
• Complete  the  VMV  and  UVP  workbook  
 
In  Session:  
• Review  the  workbook  pages  with  the  agent  
• Provide  feedback  and  coaching  as  needed  to  fine-­‐tune  
 
 

Personal  Marketing/Branding  
 
Prep/Homework:  Bring  in  all  marketing  materials  to  coaching  session  
 
In  Session:  
o Review  of  all  current  marketing  materials  
o Define  Marketing  Budget  
§ Hire  qualified  graphic  designer    
o Develop  cohesive  marketing  materials  across  all  platforms  
§ Print  
§ Online  
§ Personal  Marketing  Materials  
 
 

Past  Client/Referral  System  

 
Prep/Homework:  Bring  in  any  materials  currently  sending  to  past  clients  or  as  
referral  thank  you  
 
In  Session:  
• Define  what  specific  actions  steps  agent  needs  to  take  to  implement  an  
effective  referral  and  past  client  follow-­‐up  system.  
 

20  
 
  

There  are  3  basic  reasons  why  many  agents  fail  to  conquer  the  most  important  real  
estate  system  to  implement  –  your  Sphere  of  Influence  (SOI)  and  Past  Client  Referral  
System.  
 
1. They  never  decide  on  a  contact  management  or  software  solution.  
2. If  they  have  a  solution,  they  don’t  enter  the  contacts,  sort  and  
categorize  them.  
3. They  over-­‐analyze  or  never  decide  what  to  do  or  send  out  each  
month  –  thus,  ultimately  doing  nothing  for  months  on  end.  
 
So,  let’s  break  it  down  step-­‐by-­‐step,  get  this  critical  system  in  place  and  generating  
business  and  referrals  immediately.    The  key  to  implementing  this  system  is  to  
commit  to  the  process  and  set  a  deadline  to  complete  each  action  step,  one  at  a  time.      
   
Action  Step  1  -­‐  Create  your  list  of  past  clients  and  sphere  of  influence.      
If  you  have  started  a  list  or  have  it  scattered  in  2  or  3  places  (MLS  client,  Outlook,  
other  email  program,  scraps  of  paper,  transaction  folders,  etc.)  get  it  all  together  in  
one  place.    Make  sure  you  have  all  the  vital  information  on  your  contacts  –  names,  
address,  emails,  phone  numbers,  IM  names  or  other  social  networking  contact  info.    
Try  these  two  tools  to  help  you  with  creating  or  adding  to  your  SOI  list:  
o Discover  Your  Sphere  
o Do  You  Know?  
Set  deadline  for  completion:  __________  
 
Action  Step  2  -­‐  Decide  on  a  contact  management  /real  estate  transaction  
system.    You  can  choose  a  program  like  Outlook  to  get  started  and  always  upgrade  
to  a  more  comprehensive,  real  estate-­‐specific  program.    The  important  thing  is  to  
choose  something  and  just  get  started!    When  researching  and  deciding  on  the  right  
Customer  Relationship  Management  software  for  you…  consider  these  features  to  
compare…  
 
Accessibility  (Mobile  access,  cloud-­‐based,  desktop)  
Ease  of  use  
Price  (One  time  cost  vs.  monthly  subscription)  
Import/Export  capability  
Auto  drip  email  campaigns  
Transaction  management  
Listing  management  
Contact/Client  management  
 
• REST  –  Real  Estate  Success  Tracker    (www.GetRESTnow.com  )    ($399  for  
single  user  license)  

21  
 
  

o http://www.realestatesuccesstools.com  
o Easy  to  use,  more  intuitive,  not  as  complicated  as  many  programs.      
o Single  and  multi-­‐user  options  available.    You  install  REST  on  your  
desktop/laptop  but  you  can  also  remotely  access  from  your  PDA  or  
another  computer.  
o REST_Assured,  hosted  option  for  $34.98/mth  
 
• Top  Producer,  http://www/topproducer.com  ($  39.95/mth)  
Top  Producer  is  a  cloud-­‐based  CRM  (Customer  Relationship  Management),  
real  estate  transaction  management  system.      
 
• Realty  Juggler,    http://www.realtyjuggler.com      ($99/yr      Free  90  day  trial)  
Cloud-­‐based  CRM,  transaction  management,  mobile  access,  real  estate  letters  
and  flyers,  activity/task  plans,  team  support  
 
• Wise  Agent,  http://wiseagent.com/    ($24.95/mth  –  30  day  free  trial)  
Cloud-­‐based  CRM,  contact  and  transaction  management,  drip  marketing,  
document  storage,  marketing  tools  
 
• Real  Estate  Website  –  Back  Office  may  have  a  CRM  component  
 
 
 
Email  newsletters  and  email  list  management  options:  
If  you  chose  this  route  for  email  marketing,  be  aware  your  list  must  be  opt-­‐in  
 
• Constant  Contact    http://www.constantcontact.com    
 
• Mail  Chimp    http://mailchimp.com    
 
• Aweber    http://www.aweber.com    
 
• Happy  Grasshopper    https://happygrasshopper.com/    
 
Research  the  solutions  and  make  a  decision.    Set  deadline  for  purchase,  installation  
and  familiarization/training:  _____________  
 
 
Action  Step  3  -­‐  Input  all  contact  information  into  selected  program.      
Set  aside  a  few  hours  and  get  this  task  done!    If  you  aren’t  going  to  get  to  this  task  
any  time  soon  -­‐  hire  someone  to  get  this  job  done  for  you.    Computer-­‐savvy  people  
(teenagers,  family  members,  your  colleagues’  family  members,  agents  in  your  office,  

22  
 
  

local  high  school  or  community  college  students)  are  everywhere  –  find  someone  
and  hire  them  for  this  project.      
 
Set  your  deadline:  ________________  
 
Action  Step  4  -­‐  Sort  and  categorize  your  database.    Optimally,  complete  this  step  
simultaneously  with  the  data  entry  of  Step  3.    I  recommend  using  the  technique  
taught  by  Brian  Buffini  (www.buffiniandcompany.com  )to  sort  your  database:    
o A+  Multiple  transactions  or  multiple  referrals    
o A  Referred  at  least  one  client    
o B  Haven’t  referred  yet  –  probably  will  when  you  remind  them/show  them  
how    
o C  You  know  them/just  met  them  –  haven’t  sold  them  a  home  yet    
o D  Delete  -­‐  Not  going  to  mail  to  them  
 
You  can  also  group  your  database  by  other  specific  categories  or  contact  types  
(sellers,  buyers,  farm,  past  clients,  newsletter,  prospects,  vendors,  B2B,  etc).  
 
 
Action  Step  5  -­‐  Create  an  Introduction  or  Reconnect  letter  with  a  deadline  to  
mail  out.  
 
• Write  an  introduction  or  reconnect  letter:  Download  ConfessionLetter.doc  -­‐  
Brian  Buffini  calls  it  a  “confession”  letter.  
• If  you  are  a  New  Agent,  ask  your  broker  for  an  endorsement  letter  from  your  
Broker  –  company.    The  concept  here  is  the  SOI  member  knows  that  the  
agent  is  new  and  may  not  have  a  high  level  of  confidence  in  their  ability  or  
experience  yet.      The  letter  reassures  the  potential  client  that  not  only  do  you  
get  the  agent  but  a  team  of  professionals  and  support  staff.  
• The  letter  should  outline  what  the  recipient  can  expect  from  this  point  
forward;  what  services  you  provide;  your  client  appreciation  program;  local  
market  updates;  annual  market  analysis  of  their  property;  business  to  
business  resources  to  name  some  possibilities.    
 
Bonus  Action  Step:    Call  the  people  in  your  database  and  ask  this  qualifying  and  
sorting  question  (Mayor  Campaign  from  Brian  Buffini  program):  
 
“Oh  by  the  way,  if  you  were  buying  or  selling  a  home  or  had  a  friend  or  family  member  
who  was,  am  I  the  Realtor  you  would  refer  them  to?”  
 
“Who  is  the  next  person  you  know  who  is  interested  in  investing  in  real  estate?    …could  
benefit  from  a  foreclosure  alternatives  consultation?  

23  
 
  

 
This  one  extra  step  will  help  you  immediately  sort  your  database  and  the  major  side  
benefit…you  will  more  than  likely  generate  business  either  directly  or  by  referral  
from  the  activity  of  all  the  calls  you  make.  
 
Action  Step  6  -­‐  Decide  on  what  you  are  going  to  mail  or  email  each  month.    This  
is  the  step  many  agents  get  stuck  on.    They  can’t  decide  on  what  to  send  or  
procrastinate  about  it  or  waste  time  creating  their  own  newsletter  or  mailout.    Here  
are  some  suggestions  to  get  you  started.    Just  pick  one  and  do  it.    You  can  always  
modify  and  refine  later.  
 
o Current  Market  Data.      
o Local  or  State  REALTOR  Association  
§ GLVAR  has  a  Consumer  Newsletter  
§ CAR  has  Client  Direct  –  online  newsletter  
o Most  local  Title  Companies  provide  excellent  market  condition  
reports.    This  is  the  information  people  are  most  interested  in  –  what  
is  happening  in  your  local  market.    Be  the  provider  of  that  
information!  
o Altos  Research    http://www.altosresearch.com  
o Market  Snapshot    http://www.topproducer.com/products/market-­‐
snapshot.aspx  
 
o Referral  Systems  
o Brian  Buffini    http://buffiniandcompany.com/    
o Joe  Stumpf    http://www.byreferralonly.com    
 
o Other  Resources  
o Lowe’s  REALTOR  Benefits  
https://www.lowesrealtorbenefits.com/Default.aspx  
o NAR  House  Logic    http://members.houselogic.com/start/    
o Send  Out  Cards    https://www.sendoutcards.com/  
o XpressDocs    http://www.xpressdocs.com/    
o Prospects  Plus    http://www.prospectsplus.com/    
o eNeighborhoods    http://www.eneighborhoods.com/    
o Personal  Marketing  Company  http://www.tpmco.com    
o Real  Estate  Marketing  Products    http://www.reamark.com/    
o Realty  Times  http://realtytimes.com/    
o TMA  Farmnet  http://www.tmafarmnet.com/    
o Quantum  Marketing  http://quantumdigital.com/real-­‐estate-­‐
marketing-­‐printing    
   

24  
 
  

Action  Step  7  –  Systemize  it!    This  is  the  final  step  and  a  key  to  the  overall  success  
of  the  system.    It  simply  means  deciding  on  a  day  or  week  of  the  month  that  you  will  
actually  prepare  and  send  out  your  monthly  mailer  or  email.    Schedule  it.    Place  it  on  
a  visible  calendar  and  make  it  happen.    Hire  someone  to  get  this  task  complete  for  
you  if  you  don’t  want  to  do  it  yourself.  
 
SOI  /  Referral  System  –  Build  your  Database  Tips  
 
Build  a  habit  of  sending  personal  notes  
o Commit  to  a  certain  number  of  personal,  hand-­‐written  notes  daily  
o Write  the  note  in  the  moment  –  when  the  reason  for  sending  the  note  occurs  
o Have  a  supply  of  blank  note  cards  and  envelopes  with  you  –  in  your  car  –  at  
home  –  in  the  office.  
o Ideas  for  personal  notes:  
o Open  house  visitors  
o After  client  contact  (call  or  visit)  
o Co-­‐op  agent  on  a  transaction  
o Business  vendors  and  partners  
 
Reward  Referrals  
o Key  is  to  have  the  item  available/on-­‐hand  (Gift  card/movie  tickets)  and  send  
a  personal  note  immediately  after  receiving  the  referral  
o Consider  having  a  perishable  item  (i.e.  flowers,  cookies)  sent  to  the  referring  
client’s  workplace  
 
Commit  to  adding  5  people  a  week  to  your  database.      
o 10  business  cards  5  days  a  week  (Everywhere  –  standing  in  line,  restaurants,  
interacting  with  businesses  daily,    
o Open  Houses  
o Active  prospecting  
o Networking  and  business  events  
o Get  involved  in  community  events  or  groups  
 
Other  SOI  ideas:  
o Design  client  profile  sheet  (to  gather  key  info)  to  be  used  at  escrow  
closing    
o Annual  HUD-­‐1  (January)    
o Home  Anniversary  card    
o Annual  CMA  –  Nov/Dec    
o Mail  Just  Listed/Just  Solds  (Success  Mailer)  
o Send  to  your  SOI  every  time  you  list  or  sell  a  property  
o Send  one  monthly  with  all  your  Listings,  Pendings,  Solds    

25  
 
  

Listing  System  
 
Prep/Homework:  Bring  in  all  any  seller-­‐related  
 
In  Session:  
o Provide  guidance  and  instruction  on  refining  and/or  developing:  
• Seller  Lead  Form    
• Seller  Intake/Consultation  Form  
• Pre-­‐Listing  Package  or  Video  
• Customized  Listing  Presentation  
o Shows  them  how  to  “price  their  home  to  sell?”  
o Differentiates  you  from  your  competition?  
o Demonstrates  how  you  add  value  to  your  seller?    What  is  your  
“Wow!?”  
o Shows  at  least  5  things  that  you  and  your  company  do  for  the  
seller  that  your  competitors  don’t  
• Seller  Marketing  /  Service  Commitment  
• Seller  follow-­‐up  program  

Buyer  System  
 
Prep/Homework:  Bring  in  all  any  buyer-­‐related  
 
In  Session:  
o Provide  guidance  and  instruction  on  refining  and/or  developing:  
• Buyer  Info  sheet  (Wants/Needs/Qualifier)  
• Buyer  Intake/Consultation  Form  
• Buyer  Service  Agreement  
• Buyer  follow-­‐up  program  
 

Escrow  System  
 
Prep/Homework:  Bring  in  any  escrow-­‐related  materials,  checklists,  etc  
 
In  Session:  
 
• Is  the  agent  leveraging  the  company  transaction  coordinator?  

26  
 
  

• Escrow  flow  chart  (dry-­‐erase  board/online  version)  

• Define  each  step  of  the  escrow  process    
• Client  Follow-­‐up  during  escrow  
 

Social  Media  Marketing  &  Internet  Strategy  

 
Prep/Homework:      
• Provide  links  to  existing  websites,  blogs,  social  networks  
• Complete  the  Questions  section  of  the  Real  Estate  Social  Media  &    
Online  Reputation  Management  Resource  Guide  
• Watch  “You  Are  Being  Googled”  Webinar  and  implement  specific  strategies  
 
In  Session:    
• Review  and  provide  feedback  on  existing  sites.    
• Based  on  agents  desired  outcomes  for  Internet  and  Social  Media,  provide  
guidance  on  implementing  system  

Social  Media  Strategies  

Considerations  for  Online  Personal  Branding  

¨ Should  you  separate  business  &  personal  lives?    

¨ Does  your  offline  personality  match  your  online  brand?  
¨ Does  your  online  content  match  your  brand?  
¨ Does  your  brand  relate  to  your  audience?  

 
Social  Profile  Tips  
 
¨ Be  consistent  with  your  User  Name  
¨ Use  a  professional  photo  (head  shot)  
¨ For  Listing  Portals  –  Use  same  email  you  use  for  MLS  
¨ Create  a  Word  Doc  with  all  the  common  profile  content  (use  your  
completed  LinkedIn  profile)  
¨ Get  testimonials  and  recommendations  

What  to  post,  share,  upload?      

What  do  you  like,  share,  retweet  ?  

• Entertaining,  funny,  inspirational,  motivational  messages  

27  
 
  

• Photos  and  images  

• Ask  questions  
• Educational/informative  
• Minimize  real  estate  promotion  
• Market  updates,  newsworthy  real  estate  content  
• Local  news  
• Lifestyle  content  

 
Facebook    
 
Daily  5  
1. Check-­‐in/status  updates  
2. Comment  on  a  post  
3. Send  Direct  message  
4. Share  good  content  from  your  newsfeed  
5. Post  a  link,  photo,  video  
 
Post  as  your  page  not  profile    
 
Paid  options:    Boost  a  post  from  your  page;  ADS  

Hootsuite  or  TweetDeck  to  manage  and  schedule  posts  

Other  Social  Sites  to  Consider:  

 
• LinkedIn  
 
• Twitter  
 
• Google+  
 
• Intagram  
 
• YouTube  
 
• Pinterest  
 
 

28  
 
  

Listing  Portals  
 
Setup  Your  FREE  Profiles  on  key  Listing  Portal  Sites  
 
Zillow.com  
Trulia.com  
Realtor.com  (http://solutioncenter.realtor.com)  
Homes.com  
 

Cultivate  Leads  for  Free  

• 100%  complete  profile  with  excellent  photo  

• Get  testimonials  and  ratings  from  clients  
• All  of  the  main  real  estate  portals  have  Q&A  area  to  answer  consumer  
questions  
• Leverage  the  free  tools  (blogs,  widgets  for  your  website  or  blog)  
 

Paid  Advertising  

Zillow  Premier  Agent  http://www.zillow.com/advertising/agent-­‐advertising/    

• price  varies  by  zip  code  for  buyer  leads  

• Premier  Gold  and  Silver  –  to  feature  listings,  agent  website  

 
Trulia.com  http://www.trulia.com/truliapro    
• Plans  start  at  @  $29.99/mth  
 
Homes.com    http://connect.homes.com/agents/    

Local  Ads.    High  visibility  banner  ads  target  your  local  market  area  for  
•
maximum  exposure  and  lead  generation  and  conversion.    
• Buyer  Connect.  Target  buyers  in  your  local  zip  codes,  and  receive  fresh  
buyer  inquiries  directly  in  your  Lead  Manager.  
 
Realtor.com  http://solutioncenter.realtor.com/ControlPanel/Login.aspx  
 

29  
 
  

 
 
 

Steps  for  Internet  Success  

 
A  successful  Website  Marketing  Plan  must  have:  
 
• Compelling  reason  (s)  for  prospects  to  contact  you  over  other  agents  
• Benefits  and  value  for  prospects  
• Excellent  Calls  to  Action  (CTAs)  
• Lead  capture  and  follow-­‐up  capability  
• Measurement  and  tracking  functionality  
 
1. Create  &  maintain  a  great  “destination”  Web  or  Blog  site  
 
• Customer-­‐centric  not  Agent-­‐centric  
o People  don’t  want  to  be  sold,  they  want  information  –  HOME  
SEARCH  
o Internet  =  immediate  access  and  information    
o Mobile  Ready  and  Responsive  –  Your  website  should  display  well  
across  all  devices  (PC,  Tablets,  Smart  phones)  
o Offer  what  the  consumer  wants  
§ Easy  &  accessible  Search  for  listings  (IDX)  
§ Lots  of  Photos  &  virtual  /  video  tour  
§ Reports,  local  market  data  
§ Neighborhood,  community,  school  information  
§ Lifestyle  search  –  walk  score,  amenities  
§ Foreclosure,  short  sale,  loan  modification  information  
 
30  
 
  

• Compelling  content    
o In  addition  to  the  list  above,  consider  adding:  
§ Buyer/Seller  process  &  tips  
§ Relocation  info,  guides  
§ Testimonials  
§ Your  niche,  target  markets,  specialties  
 
• Good  domain  name  (Your  name  vs.  keyword  terms)  
o Older  domain  name  better  
o Your  Name  if  goal  is  to  brand  you  
o Niche  keywords  for  better  SEO  and  focusing  on  your  
niche/area/target  market  
 
2. Effective  Lead  Generation  &  Lead  Capture  
 
• Calls  to  Action  that  lead  to  capturing  prospect  info  
o IDX  search  –  allow  access  to  a  point  and  then  a  sign-­‐up  form  
o Property  Watch  –  email  alerts  –  allows  the  consumer  to  receive  the  
listing  information  they  want  when  it  becomes  available  
o Free  reports  –  consumer  completes  a  contact  form  to  receive  the  
report  or  offer  
o Free  Relocation  Guide  
o Free  Home  Market  Valuation  
• Offline  Marketing  Plan  
o Energize  Your  Database  to  Search  for  Homes  -­‐  Import  or  add  your  
SOI,  past  client  database  and  send  them  a  welcome  email  
 
o Add  contacts  daily  –  use  your  website  to  close  prospects  for  their  
information  and  set  them  up  as  a  User  on  your  site  for  full  access  
§ Open  Houses  
§ Ad  &  Sign  Calls  
 
o Change  Your  Voice  Mail  message  to  include  a  CTA  to  visit  your  site  
and  Search  homes  for  sale  
 
o Add  a  compelling  call  to  action  on  everything:  
§ Business  cards  
§ Letterhead  
§ Marketing  Flyers  
§ Email  signature  
§ Postcards  
§ Print  advertising  

31  
 
  

§ Car  signs  
§ Yard  &  Open  House  signs  
 
• Online  Marketing  Plan  
 
o Build  your  Profiles  (which  includes  a  link  to  your  website  and  
other  social  media  sites):  
§ Realtor.com    http://solutioncenter.realtor.com    
§ Trulia.com  
§ Zillow.com  
§ Homes.com  
§ Google  Local  (Places)  
§ ActiveRain.com    (Blogging  &  Networking)  
§ Real  Estate  Directories    
 
o Social  Media  Sites  –  Add  links  to  your  main  website  on:  
§ LinkedIn.com  
§ Facebook.com  
§ Google  +  
§ YouTube.com  –  for  video  tours  &  consumer  videos  
§ Twitter.com    
§ Instagram.com  
§ Pinterest.com  
 
o Paid  Advertising  Options  
§ Realtor.com  
§ Trulia  Pro  
§ Zillow  Première  Agent  
§ Homes.com  
§ Facebook  Ads  
§ Craigslist  Ads  
§ Local  online  magazine  &  newspapers  
 
§ Pay  Per  Click  (PPC)  –  Google  Ad  Words  
 
o Strategic  Linking  –  Build  Your  Back  Links  
§ Comment  on  other  blogs  (you  can  add  a  link  back  to  your  
website)  
§ Business  partners  and  vendors  –  reciprocal  links  
 
o Search  Engine  Optimization  
§ Optimizing  your  website  and  pages  for  search  engines  

32  
 
  

• Title  tags  (Use  Targeted  Keywords/Phrases)  

• Keywords  &  Description  
• Keyword  research  Tool  
https://adwords.google.com/select/KeywordToolE
xternal  
 
§ Write  quality  content  that  matches  your  selected  keywords  
§ Submit  Your  site  to  directories  and  search  engines  
§ Consider  websites  using  blog  platform  or  adding  a  blog  to  
maximize  SEO  
• SEO  Tips  
• http://searchengineland.com/21-­‐essential-­‐seo-­‐tips-­‐
techniques-­‐11580  
• http://www.seobook.com/  
• http://www.seomoz.org/    
 
 
3. Convert  the  Lead  
 
• Connect    
o Immediate  response  (less  than  15  mins)  increases  your  chances  of  
converting  that  lead  –  text  and  email  alerts  for  leads  
o Make  the  call  ASAP  when  you  have  a  contact  number  
o Initial  welcome  emailed  out  
o Get  the  prospect  searching  on  your  website  and  off  the  other  sites!  
 
• Cultivate  
o Automated,  drip  email  campaigns  
o Setup  Specific  Property  Searches  (MLS  or  your  site)  
o CTAs  in  the  email  (Search  properties  now!)  
o Phone  calls  =  qualify,  build  rapport  
 
• Close  
o Use  the  visitor  search  profile  information  
o Refine  searches  –  use  property  watch  
o Close  for  appointments      
 
• Build  Referrals    
o Client  for  life  email  campaigns  –  Ask  for  referral  CTA  
§ eNewsletters  
§ Holiday  –  seasonal  emails  
§ Market  condition  reports  

33  
 
  

Lead  Generation  Systems  

 
Prep/Homework:  Bring  in  any  current  lead  generation  material,  systems  
 
In  Session:  
 
 
Build  a  Solid  Referral  System:  Your  Sphere  of  Influence  (your  database  –  past  
clients)  

For  most  real  estate  agents,  the  number  one  source  of  leads  and  clients  is  
referrals.  But  how  can  you  influence  how  many  referrals  you  get?  

• Ask  for  referrals.    Don’t  assume  that  people  will  automatically  think  to  refer  
you–to  get  maximum  referrals,  you  need  to  ASK  FOR  THEM.  It’s  always  a  good  
idea  to  set  the  stage  early  in  a  relationship,  by  casually  mentioning  the  
importance  of  referrals  to  your  business,  or  commenting  on  a  referral  you  just  
received.  Then  when  the  time  is  right,  come  right  out  and  ask  for  it.    

“Who  is  the  next  person  you  know…  “Who  do  you  know…  
Referral  language  after  your  email  signature  

• Reward  the  referral,  not  the  deal.  You  want  to  encourage  your  friends,  family  
and  clients  to  refer  people  to  you  –  but  whether  or  not  the  referral  actually  ends  
up  buying  or  selling  a  home  isn’t  your  referral’s  job,  that’s  your  job.  So  get  into  
the  habit  of  saying  thank  you  at  the  time  the  referral  happens,  not  at  the  
time  they  sign  a  contract.  Mail  a  hand-­‐written  note  and  Starbucks  gift  card,  
tickets  to  the  movies,  restaurant  gift  card    
 
• Create  Raving  Fans.    Client  lunches.    Client  appreciation  party  or  event.    Cross-­‐
promote  businesses  or  services.  Create  a  WOW  experience  when  working  with  
your  clients.    Go  the  extra  mile.    Exceed  their  expectations.  
 
• Select  and  use  an  excellent  client  relationship  manager  (CRM)    
o Top  Producer  
o Realty  Juggler  
o Wise  Agent  
o Contactually  
o Real  Estate  Success  Tracker  (GetRestNow.com)  
 
• Develop  a  network  of  REALTORS  who  can  refer  leads  to  you.    Our  world  has  
shrunk  considerably  in  the  last  5  years  and  it’s  now  easy  to  connect  and  develop  
34  
 
  

relationships  with  REALTORS  outside  of  your  city,  state  or  province,  and  even  
your  country.  A  great  way  to  connect  with  other  agents  is  via  Facebook  and  
LinkedIn  groups,  ActiveRain.com,  Twitter.  
 
• Work  the  Leads  you  Already  Have.    Going  back  and  re-­‐contacting  cold  leads  
can  be  a  great  way  to  revive  your  relationship  with  them.  Admit  it…you  have  
some  people  you’ve  been  ignoring.  
 
• Make  Talking  to  Leads  a  Priority  in  Your  Day.    It’s  not  just  about  contacting  5,  
10  or  15  people  every  day.  It’s  about  making  relationship-­‐building  a  priority:  
literally  setting  aside  a  few  hours  to  make  phone  calls,  return  e-­‐mails  and  send  
hand-­‐written  cards  –  EVERY  single  day.  
 
• Stop  Thinking  of  Leads  as  Leads  and  Start  Thinking  of  Them  as  People.      
Leads  aren’t  just  names  in  a  spreadsheet,  they  are  real  people.  Treat  them  how  
you’d  be  wanted  to  treated.  If  you  hate  getting  cold  calls,  then  don’t  cold  call.  If  
you  hate  getting  spam  e-­‐mail,  then  stop  spamming  people.  If  you  hate  getting  a  
birthday  card  from  the  insurance  agent  you  haven’t  spoken  to  in  5  years,  don’t  
send  cards  to  people  you  don’t  have  a  real  relationship  with.  At  the  end  of  the  
day,  you  need  to  be  true  to  yourself  and  your  brand.  And  being  you  and  being  
authentic  will  make  people  want  to  work  with  you.  

http://www.thesociableagent.com/25-­‐lead-­‐generation-­‐ideas-­‐to-­‐start-­‐2013-­‐right/  

 
Open  Houses  –  see  separate  Open  House  document  
 
Farming  (geographical;  niche;  professional)  
 
Door  Knocking    
In  conjunction  with  Farming  
Renters    
 
Expireds  and  FSBOs  
 
Short  Sales    Target  market  NOD  and  default  lists  
 
Marketing  (offline)  –  targeted  mailers;  Just  Listed/Just  Sold  postcards  
 
Purchase  leads  (MarketLeader.com;  HomeGain.com;  TheRedx.com;  
HouseValues.com;  TigerLead.com;  mostlikelytolist.com;  Zurple.com)  
 

35  
 
  

Networking  (Join  groups;  attorneys;  accountants;  other  business  professionals)  

Optimize  your  Listing  Advertising  -­‐  Leverage  all  the  listing  tools  and  portals  
available:  

• Listhub  
• Featured/enhanced  listings  on  Trulia,  Zillow,  Homes,  Realtor.com  
• Single  property  website  
• Craigslist  

Mobile  Real  Estate  App    

ALL  LEADS,  RealtyONEGroup  or  not,  go  directly  to  the  agent.  

Visit  www.RealtyONEGroup.com/myApp  to  learn  more  

A  PDF  version  of  the  webinar  is  attached.  Please  encourage  your  agents  to  attend  
the  weekly  webinars  hosted  by  Smarter  Agent.  home.smarteragent.com/webinar  

Pay-­‐Per-­‐Click  Ads  

Pay-­‐per-­‐click  ads  (ads  that  appear  online  that  you  only  pay  for  when  someone  clicks  
on  it)  provide  an  easy  traffic  source  to  your  website.    Google  ads.  True,  only  30%  of  

36  
 
  

internet  users  click  on  Google  ads,  but  that’s  better  than  not  generating  any  traffic  
from  Google  yourself.    Facebook,  LinkedIn  and  Twitter  also  have  advertising  
options.    

Video  Marketing  
And  with  the  innovations  in  mobile  tablet  and  smartphone  cameras,  real  estate  
agents  can  easily  –  and  inexpensively  –  create  videos.    Create  a  YouTube  channel  as  
the  hub  for  your  video  content.  Then  populate  your  other  online  locations  –  website,  
blog,  social  networks  –  with  your  real  estate  videos.  Make  sure  you  always  include  
your  contact  information  in  your  videos,  and  when  possible,  link  back  to  a  lead-­‐
capturing  form.  Using  online  video  as  real  estate  lead  generation  tool  is  an  easy  and  
smart  way  to  find  new  buyers  and  sellers  in  today’s  real  estate  market.  

Video  Content  Ideas:  

• Client  Testimonials  
• Evergreen  content  on  the  home  buying  and  selling  process    
• Video  tours  of  listings  
• Neighborhood  tours  
• Lifestyle  content  
• Market  updates  
 
 

Hiring  an  Assistant  

 
• Leverage  company  TC  first  
• When  is  agent  ready  for  an  assistant?  
• How  to  recruit,  interview,  assess  and  hire  
• HR  considerations,  payroll  
• Job  description,  duties  and  delegation  
   

37  
 
  

Coaching  Approach  to  Attracting  (Recruiting)  Agents  

 

Phone  call  for  Co-­‐op  agents  

 
Hi  this  is  _________________  with  Realty  One  Group,  have  I  caught  you  at  a  bad  time,  do  
you  have  a  few  seconds?  Good,  I  just  wanted  to  call  and  congratulate  you  on  the  
closing  of  _______________.  
 
_________  (Our  agent  )  really  thought  highly  of  you  and  enjoyed  working  with  you.  
He/she  thought  you  would  be  a  great  asset  to  our  team.  We  value  __________opinion  
on  recognizing  another  great  agent  and  I  would  love  to  be  able  to  speak  with  about  
why  our  agents  are  able  to  make  more  money  by  working  smarter.  I  know  that  
you're  not  thinking  about  making  a  move  right  now,  but  as  a  good  business  
man/woman,  wouldn’t  you  agree  that  it's  always  good  to  know  what  your  options  
are  out  there  in  the  market  place?  
 
Good,  If  I  could  show  you  a  few  systems  or  techniques  that  would  increase  your  
business,  all  that  I  would  ask  is  if  you  ever  did  think  about  making  a  move,  you  
would  consider  us  first-­‐-­‐would  that  be  fair?  
 
Good,  when  could  we  get  together  for  20  or  30  minutes,  would  tomorrow  or  the  
next  day  be  better?      
 

Cold  call  to  specific  agent  and  office  

 
Hi,  my  name  is  _______________  and  I've  been  speaking  (or  meeting)  with  a  few  agents  
in  your  office  about  how  they  can  take  their  business  to  the  next  level.  I  know  that  
you're  not  thinking  about  making  a  move  right  now,  correct?  But  I'm  sure  as  a  good  
businessman/woman,  you  know  it's  always  a  good  business  practice  to  know  what  
your  options  are  in  the  market  place-­‐right?        
 
Agent  response-­‐-­‐I'm  happy  where  I'm  at.  
 
I  understand  and  I  really  respect  that,  but  as  a  good  businessman/woman,  if  I  could  
show  you  some  competitive  tips  that  would  generate  more  revenue  for  you  and  that  
would  increase  your  business  right  now  whether  you  were  with  us  or  stayed  where  
you're  at-­‐-­‐would  that  be  worth  your  time?  
 
Once  again,  I'm  not  asking  you  to  make  a  move-­‐-­‐just  in  the  future  if  you  ever  decided  
to,  that  you  would  consider  us  first-­‐-­‐is  that  fair?  

38  
 
  

Great  would  tomorrow  at  10am...  

 

Experienced  Agent  Interview  Questions  

 
Thank  you  _________________  for  taking  your  valuable  time  and  coming  today  to  meet  
with  me,  I'd  like  to  take  this  opportunity  to  learn  a  little  bit  about  each  other.  My  
goal  today  is  to  find  out  by  the  end  of  our  meeting  if  we  can  help  each  other.    I  would  
love  to  know  a  little  more  about  your  business  and  find  out  what  is  important  to  
you.  Would  that  be  okay?  
 
Good  let’s  get  started,  if  you  don't  mind,  I'm  going  to  take  a  few  notes,  and  ask  you  a  
couple  of  real  quick  questions.  
 
1.  How  long  have  you  been  in  the  business?  
2.  What  was  your  income  (GCI)  last  year?  
3.  What  is  your  projected  GCI  for  this  year?    
2.  Why  did  you  go  into  Real  Estate?  
3.  What  do  you  see  as  the  biggest  challenge  in  your  business  today?  
4.  How  are  you  dealing  with  those  challenges?  
5.  How  is  your  current  Broker  helping  you  deal  with  those  challenges?  
6.  What  do  you  like  best  about  your  office?  
7.  What  do  you  like  least?  
8.  Are  you  on  track  for  your  income  goal?  
9.  Why  is  reaching  your  goal  important  to  you?  
10.  What  support  systems  or  coaching  does  your  current  company  offer  you  that  
you  use?  
11.  What  are  you  going  to  do  differently  to  get  different  results?  

Ok,  good,  let  me  tell  you  a  little  bit  about  our  company  and  how  I  think  we  can  
support  and  help  your  business  grow.      

off  script....  find  at  least  one  or  two  benefits  that  you  can  offer,  ask  them  if  they  see  
value,  and  quantify  conservatively  how  many  additional  transactions  they  see  doing  in  
the  next  12  months  

39  
 
  

Closing  dialogues:  

Those  10  transactions  based  on  your  average  sales  price  of  _________  would  give  you  
and  additional  $$$_________  this  year.  You  can't  afford  not  to  join  our  team,  it  sounds  
like  it's  costing  you  money  by  not  being  here-­‐-­‐wouldn't  you  agree?  

Tell  me____  what  do  we  need  to  do  to  have  you  join  our  family?  
 

"I'm  not  ready"  

I  understand,  I  wouldn't  want  you  to  do  something  you're  not  ready  for.  Tell  me,  if  
you  were  ready,  what  would  have  to  happen  for  you  to  make  the  move  now?  

 
 
"I  have  too  much  business"  
That's  exactly  why  we  are  actively  recruiting  you-­‐you're  a  successful  agent.  So  
knowing  that  in  the  long  run  you  will  drive  more  revenue  and  keep  more  money  in  
your  pocket,  wouldn't  you  agree  that  there  is  never  going  to  be  a  perfect  time  to  
make  a  move?    
 
In  fact,  most  agents  actually  slow  down  their  business  before  they  make  a  move  -­‐  
potentially  costing  themselves  thousands  of  dollars.  Why  don't  we  put  together  a  
transition  plan  for  marketing  so  that  you  can  hit  the  floor  running  when  you  come  
aboard-­‐-­‐possibly  do  even  more  business  by  picking  up  extra  transactions?  
Shall  we  set  an  appointment  for  tomorrow  to  get  started?  
 
 

40