Monday, December 18, 2017


Master Marketing Tips for January! (edit/delete)

January Master Marketing Tips!

There’s never been a better time to make EVERY opportunity count in your market! Make this year THE year that you walk the walk of the top producers! How? Simple.  Stay in CONSISTENT touch with your sphere of influence and grow that  book of business this month and every month!

3-7-27 Agent Branding System – SOI EditionTM: Growing your business has never been easier.
Our new system allows you to not just take care of the VIPs currently in your sphere of influence, but calculate how many more customers you need to realize your annual goals. Once we can help you better understand how many people you need in your SOI, we will then work with you to expand your book of business and effectively realize your goals!

Find out how many people you NEED to have in your SOI Today! Try our handy online calculator at


Set it and FORGET it! Wouldn’t it be great to schedule all of your monthly marketing NOW and not have to worry about it for the next six months to a year? Wouldn’t it be even better if you could take advantage of a pay-as-you-go system of mailing? Never stick another stamp, sort another mailing, or fight with postcard printing again!

Choose from one of this month’s FEATURED campaigns:

Holiday Series
Make sure your clients remember you this month and all year around with these cleverly crafted messages of warm wishes and holiday cheer! Remember the people in your book of business – and they’ll remember YOU – with referrals, business and lifetime loyalty.

Inspiration Series
Inspire your clients with these beautifully designed motivating messages each and every month. You’ll lift their spirits and make them remember you! Now THAT’S inspirational!

Recruiting Experienced Agents Series
Target the top producers and consistent earners in your market with this high-impact, high-results series of 23 direct response postcards. Send these once a month to those key recruiting prospects you need to take your team to the next level. With them you can spotlight the leadership, tools, technology, training, office culture and more that makes your organization the place to be for successful, savvy experienced agents.

Tax Credit Series
With just SIX months left for this limited-time offer of a $7500 tax credit for new homeowners, don’t miss a single opportunity to become the go-to agent in your market! Send this powerful series of six direct response postcards to the renters in your area every 3-4 weeks.
This offer ends June 30, 2009 – so get
started TODAY!

Start FILLING in that Pipeline!
Data mine today for new prospects that interest you! From move-up market candidates to local CPAs, now is the best time to find the best buyers and sellers in your market and start a drip campaign to make YOURS the name they call for their real estate questions or needs! At just 8¢ per record, you can’t afford NOT to!

FREE WEBINARS:  Kick start your 2009 with powerful FREE training designed to help you ignite your momentum and build your business!  Click on the links below to pre-register.

Putting the “Influence” into Your Sphere
How to automate your marketing, grow your book of business and realize your New Year’s Goals! ProspectsPLUS! President Jim Morton walks you through the powerful step-by-step process of building your business foundation through consistency, strategy and systems.
January 15, 2009, 1:00 pm ET

How to Automatically Attract the Right Agents for YOUR Organization
From the brand new to the very experienced, learn how to find the right recruiting formula for your team. ProspectsPLUS! President Jim Morton shares the systems, solutions and NOW market strategies top recruiters implement to find, attract and recruit the best matched candidates for their companies.
January 22, 2009, 1:00 pm ET

AUTOMATE and Own the FSBO Market in YOUR Area
Get on the fast track for making your name the one to call for area FSBOs this year.
Join ProspectsPLUS! President Jim Morton as he shares the tips, tools and systems for branding yourself as the leading authority for FSBOs in your market. Learn about automation, exclusivity and powerful new solutions that can and will exponentially
grow your business in 2009.
January 29, 2009, 1:00 pm ET

Agent-to-Agent Advice

We’re GIVING AWAY PRIZES! Brokers and agents who are willing to share their stories and strategies for success will be entered in our monthly contest for Agent-to-Agent Advice! So step right up! Tell us what YOU’RE doing to grow your business, target new niche markets or build your referral network! Email Julie today with your story, and you could be a WINNER!

January’s Agent in the Spotlight:
J.B. Washburn, McDonald Group, GMAC
“I use both ProspectsPLUS! and RecruitingPLUS! In fact, a large part of my business plan is built around a 27-part drip email campaign that I have crafted by dropping your wonderful recruiting flyers into my email system! My assistant gathers the email addresses and just loads them into the system! This has helped me to effectively recruit more than eighteen agents in the last two years!

I back those emails up by sending many of the flyers to the local real estate schools, sending the postcards and consistently staying in touch!
Thanks ProspectsPLUS!”

Thank you, J.B.! What about you? How can you help agents and brokers across North America have a better 2009? Send your ideas in today!

Join our agent-to-agent forum to share your story, success strategy or tip of the day, and you, too, could be a winner! Click Here to submit your entry.

With innovation, automation and full service in mind, industry leader ProspectsPLUS! launches its all new power-packed website for agents and brokers. 

“There’s never been a more important time for real estate professionals to have intuitive, creative and cost-effective tools and resources at their fingertips,” shared Director of Corporate Marketing, Julie Escobar. “Dollars, time and energy are all at a premium for agents and brokers in today’s market.  We’re thrilled to offer the kind of smart, streamlined solutions they need to build a better business, increase their productivity and really act as a partner they can turn to when reaching for their goals this year.” 

Here are just SOME of the exciting new resources they offer:

•  AUTOMATED Marketing:  Just the thing to streamline your marketing this year, our new site allows you to take a “set-it-and-forget-it” approach to your postcard marketing!  Schedule your campaigns for the year while taking advantage of the ease and convenience of a “pay as you go” system!  Choose from a wide variety of beautifully designed campaigns, add your lists, place your order and you’re all set!  We’ll even email you three days before your mailings are sent just in case you need to make changes to your list!  Simple, fast, efficient and now AUTOMATED!  Does it get any easier? 

•  Database Management:  You can now securely manage all of your customer lists online!  Upload your list; add one or more names at a time, delete, merge, segment and more!  It’s perfect for managing your sphere of influence, niche or business-to-business marketing and more! Need help?  We’re just a phone call away! 

•  Simple Web-to-Print Postcards: NOW with the ability to send just ONE postcard, any of our postcards can be ordered and out the door in just 48 hours!  Our scenic series is perfect for announcing an open house, a new listing, a price reduction and more!  Our holiday series is a great way to say hello once or schedule all year.  It’s never been easier or more cost effective to stay in touch with the VIPs in your sphere of influence! 

•  BusinessBASETM:  Helping you understand WHO should be in your book of business and how to manage and keep them is all defined in our popular BusinessBASETM system.  Download your FREE copy today!

•  Master Marketing ScheduleTM  Join us for the ALL NEW interactive, online version of our strategic planner.  We’ve made this tremendous tool convenient for every member of our new site.  It spells out at least two marketing ideas per week with over eight categories to choose from each month.  You’ll also find helpful hints, tips and top producer techniques!  There’s even a way to subscribe to our RSS feed so that real time tips are streamed to your news reader!

• Data Mining Made Simple:  Search for the buyers and sellers you need with our comprehensive national database that houses more than 120 million consumer records and more than 17 million business records! This system makes finding the right buyers, sellers, investors and more point and click easy!

FREE Webinars-on-Demand available on a wide range of topics from product implementation to tough market strategies, you can watch these valuable training webinars when and where it’s convenient for you 24/7!  Check them out today!  In fact, join us for this month’s LIVE Webinars: 

»» January 15, 2009, 1:00 pm ET – Putting the “Influence” into Your Sphere:   How to automate your marketing, grow your book of business and realize your New Year’s Goals.  ProspectsPLUS! President Jim Morton walks you through the powerful step-by-step process of building your business foundation through consistency, strategy and systems.

»» January 22, 2009, 1:00 pm ET – How to Automatically Attract the Right Agents for YOUR Organization: From the brand new to the very experienced, learn how to find the right recruiting formula for your team. ProspectsPLUS! President Jim Morton shares the systems, solutions and NOW market strategies top recruiters implement to find, attract and recruit the best matched candidates for their companies. 

 »» January 29, 2009, 1:00 pm ET – AUTOMATE and Own the FSBO Market in YOUR Area:  Get on the fast track for making your name the one to call for area FSBOs this year.  Join ProspectsPLUS! President Jim Morton as he shares the tips, tools and systems for branding yourself as the leading authority for FSBOs in your market.  Learn about automation, exclusivity and powerful new solutions that can and will exponentially grow your business in 2009.

•  Newsletter Archive:  Tap into past issues, our read our blog for a long list of helpful articles designed to help you build your business, and prosper in this new year! 

•  FREE Sign Up!  Register today for your FREE account and receive 100 free leads, tap into all of our valuable resources and become eligible for future discounts, free offers, specials and more! It’s never been easier or more important to put the right systems and solutions for your success into your hands!  Join us! 

These tools are just the start.  New features, products and services will be added each month, including upcoming integration options that will allow you AUTOMATE your FSBO and EXPIRED marketing!  Exclusivity, special industry integration, effective branding and area FSBOs are just around the corner!  Don’t MISS OUT!

Visit or call Julie Escobar at 866.405.3641 to tap into today’s best resource for cutting edge technology and marketing solutions!

Eleven industry experts share their insights on the “must-have” leadership skills in today’s market

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

“In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” This Eric Hoffer quote succinctly illustrates the importance of changing with and adapting to our ever-shifting industry.

To that end, we looked to some very learned industry experts who also happen to be some of our favorite “learners” (and teachers) to explore their best advice for brokers and managers in today’s challenging times.

Here is what our special guests—Floyd Wickman, Mr. Interview™-Michael Krisa, Bill Barrett, Darryl Davis, Carol Johnson, Mr. Internet®-Michael Russer, Matthew Ferry, Walter Sanford, Dave Beson, Claudia Wicks and Judy Ladeur—had to say about keeping agents motivated during these trying times:

1. Industry icon Floyd Wickman: My best advice for management today? Start with accountability. If there’s ever been a time to raise standards, it’s now. If there’s ever been a time when an owner should say, “In order to work on our team, in our family, we have basic requirements,” it’s now. I’m reminded of a broker who once said, “My people wouldn’t live up to my standards, so I lowered them.” That’s the opposite of what needs to be done.

Second, insist that your people do the basics. Any broker who does a quick analysis of his or her agents by asking, “How many prospective buyers, sellers or lookers have you been face-to-face with in the past two weeks?” will likely be shocked at the answer. Agents say they’re hungry, but are they doing what they need to do to move ahead? The solution is to get face-to-face with their customers. So many are face-to-face with the mirror, each other and their families right now—but the real answer is to see the people and get out there with customers.

Next, work as a team. “Teamwork makes the dream work,” as they say. It creates synergy, and if there was ever a time when we needed synergy, it’s now. I’m on a quest to show brokers how to convert their office of individuals into ONE TEAM. We’re seeing some pretty powerful results because of it, so we know that it works.

2. Mr. Interview™, Michael Krisa: Now is NOT the time to cut back on training and marketing. Seek out the gurus with proven track records who know how to make agents succeed in tough times, and bring them in for webinars, seminars, etc. In tough times, agents are looking for leadership. Brokers and managers have to step up and fill those shoes or risk losing their agents to brokers who can.

3. Real estate and trends expert Bill Barrett: Brokers need to motivate their salespeople now more than ever. Bring in speakers, offer training and give them the best techniques in the industry. Practical ideas and real-world solutions are critical. Help them discover the best ideas on the market to move their listings. The typical reaction to tough markets is to STOP–marketing, working, everything. The ones who are making the impact and capturing the market share are the ones still investing in their marketing.

4. Noted speaker Darryl Davis: You need to show confidence in the upswing of the market. There’s an old adage that says if you’re on the front lines and the enemy is shooting at you, don’t turn to the platoon and say, “What do we do?” Agents need four things right now: leadership, consistency, confidence and a plan! I recommend every 30, 60 or 90 days, have your agents focus on niche activity that forces them to be proactive rather than reactive. Next, create a family or team atmosphere, which minimizes the backstabbing and bickering.

5. Recruiting pioneer Carol Johnson: Communication and leadership are essential. Agents are desperate for guidance and leadership as to how to proceed in the market. Productivity is key–keep them focused on market potential and strengths in their area. Do the things that will give them immediate production so that they are set to come out ahead of competition when the market makes a turn.

Add extra classes, tools and meetings; your agents will win, the others will lose. Programs like Floyd Wickman’s that really put a target in front of people and help them move in the direction of that target are great. Tools like the ones from ProspectsPLUS! are essential, as well.

6. Mr. Internet®, Michael Russer: Well, I have a little different take. I suggest that brokers only work with certain agents, of which I believe there are three types:
• Cool Cats – Coachable agents who see challenges and opportunities – These are the ONLY agents to work with and represent about 5% to 10% of the market.
• Tom Cats – Agents who aren’t really in business. They go from transaction to transaction, which is much like a prison that happens to pay a commission.
• Fat Cats – These guys have been in the business forever and have that “don’t bother me” attitude. So you don’t and shouldn’t.
Find the Cool Cats who are making their successes visible, and you’ll see the Tom Cats who want to become one of them. Set your standards very high, and create an elite core group of agents that’s committed and poised to make it through tough times.

7. Industry coach Matthew Ferry: The dictionary defines motivation as “provided with an incentive for action.” This means that the person taking the action doesn’t really want to do it. That’s why they need to be motivated. I prefer to work with inspiration defined as “imbued with the spirit to do something.” The best thing a broker can do today is help each agent discover his or her purpose and insert it back into his or her real estate career. This will inspire them to take “right action” and get back in the game. When people are inspired, they don’t need encouragement, they just take powerful action. I call this inspired action.

8. Real estate expert Walter Sanford: Quit waiting for the market to change; have your agents change instead. They need to know how to walk away from under-motivated buyers and sellers. They need to write tighter contracts, close transactions faster and know which business to walk away from. In most cases, they also need to triple their listing inventory to generate the same activity that they had in 2006.

9. Industry icon Dave Beson: Tighten your belt, then tighten your belt again. Cut costs, and focus on profitable activities. Focus on the ones who want to work and who want to win. Get the “tigers” in the office, even if there are just two of them, to come in or to meet somewhere where you can share ideas. Bring treats, pour coffee, and have a fun hour. Then ask each of the tigers to nominate one person from the office who they think should be at the meeting. Make sure those people are invited next week. Go out of your way to get one or two people to join in. Have these meetings, say, at 2:30 on Thursday. Get noticed.

10. Speaker and trainer Claudia Wicks: Provide needed training: negotiating skills, prospecting skills, contracts, financing options and, most important, training on internet marketing and tech tools. According to NAR, 84% of consumers are going online to search for property. This is the time for agents to learn, while they unfortunately are not as busy as they would like to be. It is a chance for them to practice and prepare to handle the Gen X and Y consumers. John Tuccillo predicted at the NAR convention in Las Vegas last November that there will be a tsunami of Gen X and Y buyers beginning in 2010. We already see it happening; make sure your agents are ready!

11. Recruiting guru Judy LaDeur: It all starts at the top. Your agents will follow your example, so find something positive to feed them each week. Show the productive ones that they are in the top 10% of agents nationwide, or whatever the correct number would be for your staff. Right now, 80% of agents are doing very little or no business, which means that the productive ones are among the top percentile of agents in the nation. Create a great press release for agents to use in the local paper or in a letter to their sphere of influence. Bottom line: If your agents are discouraged and worried, take a look in the mirror, do a check-up from the neck up, and see if there is something that you could be doing to change the attitude and motivation in your office.

Thanks to all of our exceptional panelists for some great advice and insight on how leaders can take their companies and their agents’ careers to the next level, regardless of the market. Their willingness to help us reach out to the thousands of real estate professionals seeking solutions to today’s challenges is priceless on a number of levels.

Keep an eye out for the other three parts of this series: Just Two Things…; The Smartest Thing You Can do to Build Your Business; and Motivated—Me? Our generous experts shared more than 20 pages of insight, inspiration and information on these vital topics. Visit our blog, visit our site at, or email me directly to learn more about this timely series.

ProspectsPLUS! provides the tools and information you need to find and implement the strategies necessary to propel your production in any market. Visit our blog at, or discover the many solutions offered online at Julie can be reached at or (866) 405-3641.

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

There’s an old Girl Scout campfire song that begins with, “Make new friends but keep the old; one is silver and the other gold.” That tune came to mind as I sat down to write this month’s article. Why? Simply because I know many agents who are so busy chasing “new” business that they forget the customers who got them to where they are. While I agree that looking after new or “silver” clients is a great idea, there is no measure for the career longevity of consistently building a strong “golden” sphere of influence.

Did you know that the average 20-year value of a client is more than $93,000 for most agents? It’s funny how, even knowing that, so many bright, successful salespeople ignore past customers. I spoke to a ProspectsPLUS! client two weeks ago who-by most agents’ standards-is doing very well in what many consider a tough market. We were talking about her strategy for working with move-up market candidates, and I told her how proud I was of everything that she was accomplishing and then asked her, “How are you managing your BusinessBASETM?” Her answer was that, unfortunately, she wasn’t. Here was an agent who had been working with affluent homebuyers with the ability to move up into their dream homes despite a tough economy for the past year, yet she had not put the one system of our program in place that would help her keep those customers for life. We helped get her on track, but her story is not unique. How many of you have been so caught up working IN your business that you’ve bypassed the crucial step of working ON your business?

There’s no time like the present to adopt another Scout motto: Be prepared. Our markets are changing rapidly and, according to the experts I’ve talked to, many areas should start seeing significant changes beginning in the spring. So taking the month of December to get your proverbial “ducks in a row” just makes sense. What do you say we make a New Year’s resolution a month early-so we’re PREPARED for whatever comes our way in 2009!

Make a list, and check it twice! Take a tip from Santa this year and use some downtime to compile a list of customers and prospects past and present. Use whatever contact-management system you’re comfortable with, and jump in! You’ll be surprised at how the list grows once you start including friends, old classmates, business associates, your doctors, attorneys, CPAs, sports team members and neighbors. Visit to download our free BusinessBASETM, which includes a list of the 250 people who should be in your sphere of influence and guidance on how to start compiling the information you need to keep them not only as customers, but also as a referral base that will position you to weather any market.

Not sure how many people you need in your sphere to realize your 2009 goals? That’s not uncommon, so we’ve made it simple to figure out. Visit to calculate your number based on your financial goals and average commission. This handy calculator is based on National Association of REALTOR® statistics that tell us top agents receive roughly 66% of their business from their sphere of influence and, when contacted at least monthly, one in 12 people in their sphere should result in a transaction every year.

Divide and conquer! Once you’ve got a handle on who’s on your list (no small feat, but well worth the effort), you can begin to segment your list so that you can market to those VIPs appropriately! In other words, you wouldn’t say the same thing to an investor that you would a first-time homebuyer candidate, right? Your marketing shouldn’t, either. By segmenting your list, you can be sure to send the message that best matches the mindset of your customer. For example, monthly postcards are a nice touch for friends and family. Newsletters are a great way to stay in contact with both your sphere and your geographic farm. Builders might like to hear how you can help them move standing inventory, while CPAs might love to hear how you can provide smart services for their clients looking to save when tax time comes next year!

Here are some examples of list segments to consider:

  • friends and family
  • business associates
  • neighbors
  • professional contacts (doctors, lawyers, CPAs)
  • geographic farm
  • buyer prospects
  • seller prospects
  • referral agents
  • corporate marketing contacts (we’ll get back to this one!)

Create your strategic plan. Notice that I said “strategic.” Not just plan, not business plan, not “shot in the dark.” The professionals who will win both short- and long-term in this business utilize smart strategies, solutions and systems to streamline their business and manage their time. The new online version of our Master Marketing Schedule, which helps you map out at least two campaign ideas per week, with more than eight categories to choose from each month, is just weeks away! Email me for more information on this great tool!

Your plan should map out at least three to six months in advance to avoid getting caught up working IN your business rather than ON your business. Your strategic plan should include the “send-call-see” system in BusinessBASETM.

Next, set up an old fashioned alphabetical “tickler” file so that you remember to contact each client in your database. Send them something every month. Call them every two months. See them every three months. It might sound overwhelming, but if you break it down and just do a letter or two a day, it’s really not a lot when you consider the return. Top agents block out their hour or two a day without fail and, because of this, feel those inevitable market changes significantly less; in fact, many are reporting record years! The “see” portion of the equation can even be done in semi-annual or quarterly client events or appreciation parties. You can accomplish a lot without spending a lot if done right!

Get to it! Go ahead… and make new friends but keep the old! Add one person every business day of your year, and you’ll grow your business by leaps and bounds. Target one new niche market this year, and become the best in the world at it. It’s hard to be the number one agent in your market area, but it’s not hard to be number one with a targeted segment! Stay in touch this month and every month with solutions that allow you to set the dial, then go do what you do best!

As we close out 2008, I challenge you to look at the opportunity to stay in consistent contact with all of the people in your life not as a burden, but as a blessing. The rewards will be extraordinary, in terms of both career success and personal growth. There really is no such thing as a self-made man or woman, is there? There are many people to care for along the way. We’re here if you need us!

Learn how our new Personal Marketing Consultant can help you get ready for the new year by emailing Find your copy of BusinessBASETM at, click on ProspectsPLUS! and then BusinessBASETM.

88623260Eleven experts share their smartest survival strategies for today’s market

By Julie Escobar

“The smart ones ask when they don’t know. And sometimes when they do.” Consider these wise words from Malcolm Forbes, a man who clearly knows a thing or two about surviving financial storms.

Isn’t that what we’re supposed to do when we don’t know, are facing adversity or are in over our heads? Heck, isn’t that even what we’re supposed to do to get ahead of the curve during tough times and be positioned for greatness when the tide starts to turn? 

I think so, so I did. I asked: “What’s the SMARTEST thing agents can do to build their business in today’s market?” Fortunately for all of us, 11 of the top minds in the industry answered.

Here is what our special guests—Floyd Wickman, Mr. Interview™-Michael Krisa, Bill Barrett, Darryl Davis, Carol Johnson, Mr. Internet®-Michael Russer, Matthew Ferry, Walter Sanford, Dave Beson, Claudia Wicks and Judy LaDeur—had to say about the smartest thing you can do to build your business now.

1. Industry icon Floyd Wickman: Well, I believe that’s a three-part formula. First, work each week (we could stop there and increase production by 38%)… on bringing in saleable listings. That means getting face to face with a seller for a listing or price reduction. Next, get all buyers and lookers into the office to be qualified, and sell them on the benefits of the office like you never have before. Last, sell in-house inventory first!

2. Mr. Interview™, Michael Krisa: My best advice? First, don’t panic! Look around your town/city/state, and identify the agents who are making the deals. Ask yourself what they are doing to adapt and how you can emulate them. Don’t reinvent the wheel; take momentum from the ones already in forward motion.

3. Industry icon Dave Beson: Focus on filling the prospect pipeline and improving your presentation so that when you get in front of a “live one,” you will win! If you aren’t pre-planning your day and including an hour or more of prospecting by phone, in person, by letter, by email, by postcard and follow up, then you’re missing the boat. I tell my audiences, “You have to be a missionary for real estate.”

The easiest thing to do is to tell a success story—just one—about a couple who kept their house or a family that WAS ABLE TO BUY because of your help. If you need to share a story with someone in the office, that’s okay. I have a letter that I suggest agents send out to everyone they know. It’s cool to follow up by phone, too, even if it’s just to leave a voice mail! Here it is:

Dear Bob and Mary,

I just reviewed my business for the year and found an amazing surprise: More than 61% of my business was past customers, referrals and repeat business.

Sure, it’s been a challenging time in real estate, but where would I be without the support of important people like you and your friends? Many thanks for telling your friends about me, and me about them.

Be sure to let me know if there is anything I can do to help you or a friend.

All the best,

Your Name

Get in touch, and stay in touch–consistently. That’s key.

4. Real estate and trends expert Bill Barrett: DO NOT CUT BACK ON YOUR BUDGET! Keep in touch with your past customers—meaning ALL of your past buyers and sellers—on a monthly basis. Superstars get 80% to 90% of their business from past customers through continuous prospecting and marketing. Consider that we’re still on track to sell four million re-sales nationwide this year. Who’s going to sell them? Certainly not the ones who “give up.” Stay in the game.

5. Noted speaker Darryl Davis: I believe the best thing about this market is that we will see a flood of buyers coming out. Sellers who were waiting in the wings to sell their houses and buyers who were sitting in the wings waiting for rock bottom all will start to move as we see our market start to inch up. Remember: The agent with the most listings WINS! If I were to gamble, I would say things will be on the upswing starting this spring. So prepare for the surge of buyers by building your listing inventory NOW!

6. Recruiting pioneer Carol Johnson: Stay in constant communication with your book of business, customer base and centers of influence. There is a market–people are buying and selling! This is a good time to make a change. It’s also a great time to develop new niche markets. Property condition is paramount right now—properties need to be in good condition, and prices have to be right. Make your listings the most compelling properties on the market!

7. Mr. Internet®, Michael Russer: I would have to say, launch your e-team. E-team members specialize and differentiate themselves by targeting a niche. 90% of agents don’t do this, which forces them to compete with everyone. Specialists know that they must always effectively answer the question, “What’s in it for me?” for every client.

8. Industry coach Matthew Ferry: For agents, I would say that they need to find that faith they had in themselves before. I’m doing a webinar for all of my clients that includes a six-point action plan to help them find the courage and strength to make 2009 their best year yet. It takes honesty—about finances, about whether this industry is the right industry, and about resentment and anger. These mindsets and energies have a very damaging effect on productivity. People know what to do, they just don’t do it. They don’t do it because of hidden negativity in their mindsets. This must be discovered and removed.

For brokers, I would have to tell them to get to the heart of each agent’s passion and purpose. Most people are focused on what doesn’t work about life right now and, consequently, draw from that energy to make decisions. This is very detrimental and will pull you further into a mental breakdown. The key is to discover the future you are committed to and get focused on that. Everyone is operating in relation to the future they are present to. If you are in despair, then you are present to a bleak future. If you are empowered, then you are present to a future that you are looking forward to. Today’s action is a function of the future.

9. Real estate expert Walter Sanford: Short and simple: “Triple (at least) your current listing inventory.” This positions you to win when the market turns.

10. Speaker and trainer Claudia Wicks: Learn online marketing and how to use the technology tools consumers are using. You need to have an online presence and, of course, develop a database of prospects. Establish relationships with more prospects than ever before. Collect email addresses; use tech tools to stay in touch automatically until they are ready to buy and/or sell, and stay in touch with past clients.

According to NAR, many agents have been in the business seven years or less. They have never known this type of market. They do not know what to do to generate business. Agents who have developed a large database of prospects, however, are not struggling. They have a steady stream of business. In this market, you need to get down to basics and build your business. That means generating prospects. You can do it by talking to everyone you know and asking for business by networking and letting everyone know it is a great time to buy. You also can do it by creating an online presence and branding yourself by marketing your own web site, blogging, joining social networks, and responding immediately to online requests for info.
Show up every day, and start working. Stay motivated by doing something nice for someone else, by talking to past clients, and by watching how you talk to yourself and not listening or “buying into” all of the negative talk. You can do it by believing in yourself.

Brokers and managers, the smartest thing YOU can do is provide training and encourage new skill building for your agents. Keep them engaged in productive activities such as networking opportunities, open houses involving the entire office or office tour of homes, or showing them how to market their listings online. I’d also suggest having “call nights” where they call past clients to stay in touch. Also provide them with valuable information such as:
• which price ranges are selling, list price to sales price, days on market
• how to handle issues that arise at closing
• how to work with appraisers to help ascertain value
• what type of financing is available
• good news at the office such as new listings, sales and price reductions
• short sale help
• foreclosure information
• how to get a price reduction
• how to help get a listing in good condition or staged 

11.  Recruiting guru Judy LaDeur: Agents, DO NOT read the newspapers, and please turn the TV off! Agents are glued to TVs and reading papers like never before, just looking for the gloom and doom. I say, “Ignore the press!” There are opportunities in every market, and the agents who are finding them are having a great year in real estate! This is a great time for apartment renters to buy homes. It also is a great time for sellers in a starter price range to move up to their dream home. Price homes correctly, and stage them well. Homes are still selling! If you have listings that are not priced and staged correctly, get rid of them!

Brokers and managers, I’d tell you to first trim the fat! That means look at your costs, and see where you can cut back. You also should look at your agents, and trim a few of those as well. Most brokers right now are carrying agents who need to be out of the business. Those agents drain your office resources and staff.

I’d also tell you that there has never been a better time to recruit! Many agents are unhappy and looking for options. The brokers and recruiters we’re coaching right now are having record-breaking recruiting years because they pick up the phone every day and talk to agents. In this market, if you are not recruiting, you will not survive!

And the last bit of advice is the same advice that I gave the agents. DO NOT read the newspapers, and turn the TV off! We are coaching several brokers who have doubled the size of their office this year by ignoring the press. If anything really bad happens, you will know about it soon enough. All of your friends who are glued to the TV will call and tell you what is going on! So stay focused, and keep moving forward!

Thanks to all of our extraordinary panelists for their extraordinary answers! When it comes to “asking” for help, you’ll find this “dream team” of experts to be a resource you can turn to and rely on every time.

Keep an eye out for the other three parts of this series: Just Two Things…; Leadership Lessons From the Top; and Motivated—Me? Our generous experts shared more than 20 pages of insight, inspiration and information on these vital topics. Visit our blog, visit our site at, or email me directly to learn more about this timely series.

ProspectsPLUS! provides the tools and information you need to find and implement the strategies necessary to propel your production in any market. Visit our blog at, or discover the many solutions offered online at Julie can be reached at or (866) 405-3641.

Panelist Resources: Floyd Wickman –; Michael Krisa –; Dave Beson –; Bill Barrett –; Darryl Davis –; Carol Johnson –; Michael Russer –; Matthew Ferry –; Walter Sanford –; Claudia Wicks –; Judy LaDeur –