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Breakthrough Ideas for Greater Real Estate Success!


Vangie Berry, REALTOR
Vangie Berry,

"How To Get up to 17 Referrals PER MONTH
In Your Real Estate Practice..."

I discovered a new & unusual marketing tool that's bringing 82% of my clients by referral -- without asking. I even know agents who get up to 17 referrals in a single month using it. If you'd like to eliminate the stress of prospecting and build a stable, predictable income, I'll send you a FREE "Referral Success Kit" including a sample of this tool...

10 Ways to Build a Money-Making Email List

Do you have an email list of clients, friends and acquaintances with whom you make contact on a regular basis?

One of the most effective ways to increase sales is to build an email list and have a regular, value-oriented contact program. How profitable can an email (or even offline database) be for you?

Do the simple math: If you grew a list of 300 homeowners who, on average, own their homes for 6 years each, then 50 transactions will come from that group each and every year – not including referrals they could send you.

Question: Who will get those 50 transactions?

Answer: The agent who’s made regular, welcomed contact with information they’ll value and use… the agent who’s demonstrated their professionalism, competence and follow-through… the agent who’s built the deepest relationship.

In my Free course, “The Ultimate Real Estate Success Secret™” (enroll for free at I call this your “Personal Market Share™”. So how do you build an email list? Same way you eat an elephant… one bite at a time. Here are 10 easy ways to get you started…

1. Design Your Site or Landing Pages Around Capturing Visitor Contact Information. First and foremost, if your site isn’t designed to motivate visitors to volunteer their contact information, all other efforts will be in vain. How do you get people to give you their information? By offering them access to something of value in their eyes… something that appeals to their self-interests. You can start with a simple “sign-in” book. Or better yet, offer access to special consumer reports revealing helpful tips on buying, selling and financing. Or you could offer to send them your Free Service For Life!™ newsletter each month ( Or you could even create a “squeeze page” where a visitor must give you their contact information to receive their information or make a public search on MLS.

Important Note: Remember, if you don’t have (at minimum) a monthly contact program – with contact that’s helpful and welcomed by them – chances are they’ll forget about you, and your list will be worthless. There’s a marketing axiom that says, “for every month that you neglect to contact your list, you lose 10% of them”. Ten months of no contact, and you’re starting from scratch.

2. Get The Organic SEO (Search Engine Optimization) Basics Down. The most valuable way to drive traffic to your site (and thus capture visitor information) is by having a high ranking with your “preferred words” with major search engines. This includes focusing on your page title, meta tags, key words in your header language, 1st paragraph key words, and putting raw informational content on your site. Your site(s) and any content you create on them should be regularly submitted to the major search engines and key directories. Some agents can handle this task themselves, while others hire specialized SEO companies to do the work for them. Search your local online directories for SEO companies in your area.

3. Make Sure Your Website Address is Everywhere. Put it on your letterhead, advertising, listing signs, listing info tube flyers,stationery, listing sign-in area and around your open houses, business cards, home and personal brochures, your car sign (if you use one), the return address of every email and on everything you pass out to clients (coffee mugs, key chains, free reports, etc.).

4. Give People a REASON to Visit Your Site – If you simply put your web URL everywhere, don’t be surprised if no one visits. No one acts without a self-serving reason, and no one will visit your site without a meaningful reason for doing so. Reveal the benefit of visiting your site along with your web address. Want some examples? OK, how about: “Find Your Perfect Home by Searching The MLS at []. Or, “Free Home Seller Consumer Reports at []. Or, “Learn 40 Ways to Get Top Dollar For Your Home at [].” When they get to your site, you can then capture their contact information.

5. Use a Benefit-Rich URL, or Special URL for Each Listing You Take. Benefit-rich URLs do 2 things: 1) they imply a reason why someone may want to visit, and 2) they are generally easier to remember. Want a few examples? How about: [], [], and [] (NOTE: These URLs are examples only). Some agents actually register their listing home address as the URL (for example, []). The site is dedicated to giving specific information about the listing, but also offers special reports and MLS access once a visitor registers and provides contact info.

6. Submit Articles about Real Estate to Local Publications. What most agents don’t understand is this: Media publications and outlets are starving for content. You’re an expert in real estate, aren’t you? Then it would be a snap to create simple 250 or 500 word articles about buying or selling and submit them to local publications: community magazines, newspapers and news outlets. Make sure your web site is on everything, including your author bio.

7. Place a Promotional Signature on All Your Emails. Every email you send should have signature language that drives people to your site (or, better yet, a link to your site). List out all the reasons why someone should visit your site, then craft a simple, short paragraph for your email signature. Here’s sample language you could use: “Helpful Resources For Buyers and Sellers: Get Free consumer reports on buying, selling and financing, search the MLS, get a Free valuation of Your Home and More at [].

8. Create Reciprocal Promotions with Compatible Businesses. One of the most powerful ways to generate traffic to your site, and create a strong client surge, is to create promotions through suppliers and compatible businesses. Simply ask yourself, “what suppliers do I know who already have a strong relationship with clients who could be mine?” List those suppliers/contacts, then approach them with a proposal to promote each others’ business. For example, you may find a remodeler who sends a simple email to his/her list that offers resources from your site, and vice versa. You can even create reciprocal links to each others’ sites. It’s very easy to do once you get started.

9. Submit Online and Offline Press Releases. Anytime the news reports a trend or event in real estate, you have an opportunity to generate huge publicity and traffic to your site. Simply tie a selection of resources at your site (such as consumer reports) as news to your press release, or write a brief article tied to the current news trend, and include your web site URL.

10. Buy a Banner or Text Ad in a Community Email Publication. More and more local publications are now offering their news and content online. And if the audience they target is the same as yours, you now have an opportunity to create targeted banner and text ads in those publications. Simply create a short banner or text ad (with a valuable offer), then have a link that terminates to your site. It’s that simple.

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5 Simple Strategies For Getting Your Videos Watched and Shared

Don’t forget to leave me your comments at the
bottom after you’re done reading this article…

Video is the hottest thing on the web and unless you’ve been living under a rock, chances are you have already experimented with posting a video to YouTube, Facebook or via Twitter.

The challenge is not getting your videos on line … it’s actually to get people to play them and more importantly, share them!

Here is a simple, 5-Step, time-tested formula that I share with my coaching clients.

Step 1: Introduce Your Topic

By letting the viewer know what to expect you are allowing them to decide whether this is something they want to watch or not. It also says – Hey, I respect your valuable time.

If it’s a topic they are interested in, there is a higher likelihood they will actually watch your video to the very end.

Within that introduction also introduce yourself, your brand and your URL – here’s what I mean:

Hi this is Michael Krisa aka That Interview Guy from and in this episode I’m going to share a simple 5 part formula for getting your videos watched and shared.”

Now you know who I am, where to find me for more information and what I’m going to be sharing in the video … Simple Right?

Step 2: Deliver On The Promise

You told your viewer upfront what you were going to deliver in terms of the topic so make sure you do just that.

All too often when the video record light starts blinking, the person in front of the camera forgets what they we supposed to say.

Subsequently verbal diarrhea kicks in and they ramble on about nothing.

Be succinct, to the point and prepared.

 Step 3: Have Fun Doing It!

If you can be entertaining, energetic and show that you are actually enjoying what you do, your viewer will be engaged and again, more likely to watch your entire video.

Would you want to listen to someone that looks/sounds like they just caught the bouquet at a funeral?

Neither does your viewer … Have fun, SMILE … it’s contagious!

Step 4: Summarize What You Told Them

After you have delivered your message, summarize it so that it really sticks.

If you find one night you can’t sleep start cruising some of the infomercial channels and you’ll see this in action.

They pitch a product, tell you what it will do for, how to get it and then repeat that process over and over.

They do it because it works!

Step 5: The Call To Action

This last step is without a doubt the most overlooked step in the process.

If you delivered a great, compelling video – one that answered some burning question that the viewer had or demonstrated a solution they were looking for or it was just something they enjoyed watching, then you have earned the right to ask for something in return.

According to Dr. Robert Cialdini the leading authority on influence and author of “The Psychology of Persuasion”, we are hotwired to return a kindness we have received.

He calls this The Law of Reciprocity.

Tell your viewer to visit your web site, request a special report, pick up the phone and call you … and to share the video with their friends, post a comment to Facebook , Tweet the thing for the world to see.

I think you get the idea, just remember whatever that desired action is, you have the perfect opportunity to ask and you have earned the right to do so.

Remember the old saying … Ask and yea shall receive!

So there you have it … 1) Introduce Your Topic, 2) Deliver On The Promise 3) Have Fun Doing It 4) Summarize What You Told Them 5) Call To Action.

Now the rest is up to you … Lights, Camera Action … let’s see your videos.


About Michael Krisa: With over 400 interviews to his credit, Michael has become recognized as “That Interview Guy” and has become the Trusted Voice For Real Estate Professionals. His passion for video marketing also makes him a sought after speaker and trainer.

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The Worlds-Greatest Success Secret

Don’t forget to leave me your comments at the
bottom after you’re done reading this article…

The other day I was having a phone conversation with a business acquaintance. I told him I was about to write an article for our community.

He asked me what I was going to write about. I told him I didn’t have a specific topic picked yet.

So he piped-up and asked, “Well, what do you feel like writing about?

And that’s when it hit me.

See, the truth is…I didn’t “feel” like writing about anything. I didn’t feel like doing any work. And the honest-to-goodness truth is…I never “feel” like working.

Right then I discovered a revelation that differentiates the most successful and productive people from the “wannabe’s” in our society.

Most people believe they need some motivating force or driving inspiration in order to accomplish an important goal or task.

But I have a very different philosophy. Actually, it’s not a “philosophy.”

It’s is a time-tested, hardened and proven fact that separates those who achieve amazing success, live productive lives, make huge amounts of money, and enjoy the true richness of life itself…from everyone else.

And it’s this…

Inspiration Does Not Create Action,
ACTION Creates Inspiration

Most people have the formula backwards. They think that, as soon as they get inspired or motivated, they’ll go head-long into action.

Yet the opposite is actually true.

See, I don’t wait for “inspiration” to show up. If I did, I’d still be waiting. Instead, I MAKE myself start taking action. Because long ago, I realized…

The First 10 Minutes Of ANY Task Are
The Most Difficult. After That, It’s Gravy

I also realized long ago that the best and worst thing about being self-employed was the same thing: I’m my own boss.

And as a boss, I’m never going to get anything done from myself or my employees without some kind of structure, organization and accountability.

And neither are you because…like it or not…you’re self-employed too. As your own boss, you won’t get much productivity from yourself without structure, organization and accountability.

Let’s take, for example, the process of calling 100 of your power list members just to check-in or make sure they’re receiving your Service For Life!® real estate newsletter (a simple exercise, by the way, that has proven to yield hundreds of thousands of dollars in referrals, etc., but that’s another story for another time).

If you need to make 100 calls, and you know each call will take you, on average, 6 minutes, then you need to make an accountability of 600 minutes to get the task done.

That’s 10 hours, or about a day-and-a-half. See, if you don’t actually set that goal, and establish some kind of accountability, it’s going to take you 40 hours…and maybe longer (or never at all)…until you “feel” like calling those people.

If you’ve been a member of our community for a while, you’ve seen some amazing marketing ideas, business-building techniques and helpful advice from me and other members over the years.

But the difference between those who actually see results (incredible results!) and those who just collect a “library of potential” will come down to a simple “Planning and Executing Technique” that involves 3 simple parts.

And because (above and beyond anything else) I want you to achieve great results in your business and life, I’d like to share with you a powerful process for achieving any size goal you ever desire.

Here are the 3 parts…

1. How Well You DEFINE What Your Business, Life, etc., Will Look Like “When It’s Done.”

2. How Well You ORGANIZE and PRIORITIZE The Shortest, Most Direct Route To Accomplishment

3. Your COMMITMENT To “Focused” Implementation

Let’s look at each one of these parts individually…

DEFINING Your End Target:

Talking about focus on “getting things done” is worthless if you don’t know WHAT needs to be accomplished.

One of the most frequently asked questions I receive from agents who get our 3-Steps system is, “Where do I begin?

Knowing the answer to this question is essential, and frequently I can’t answer it because it’s different for each person. Why?

Because each person has different goals for their business and life.

The best place to start is to ask two questions:

The first is, “What am I committed to achieve in my practice, life, etc.?” What specifically do you want to happen?

The second is, “What is the MOST IMPORTANT thing (or few things) I can do reach that goal?

Talking about focus and accomplishment is meaningless if you don’t know what to focus on…what’s important. If you’re having trouble deciding what you need to do first, it’s probably because you aren’t clear about where you want to go – your goals.

Once you know exactly what kind of business or life you want, it becomes infinitely easier to make DECISIONS between the various options and activities to get there.


Once you’ve determined “specifically” what you want from your business or life, the next step is to focus on getting pre-determined, USEFUL things done – emphasis on “done” every single day.

I want to introduce you to a remarkable technological breakthrough. No it’s not a calendar, computer, organizer, software, smartphone or the endless parade of tools and gimmicks out there.

In fact, you only need to invest about 25 cents for this tool. It’s a little wooden stick with lead in the middle. There’s no cord. No recharging. No software. No battery needed. No uploads or downloads. No support required, except for a sharpener.

Yes, it’s called a pencil. Here’s what I do to transform this simple instrument into a powerful success tool…

At the end of each year (usually November or so), I decide exactly what I want to accomplish in my business for the next year.

I first make a strategic assessment of where we are, what markets we want to pursue, where the opportunity exists, what threats are looming, what the competition is doing, new product opportunities, etc.

I call this an Opportunity Analysis. I’m looking for the opportunity in my business to grow, but this could easily apply to personal goals as well.

Once I’ve gathered my information, I then take out a sheet of paper and make a list of only 4 to 6 Major Outcomes I want to have happen, say, within the next year (you can use whatever time frame you want).

They may be new products, new revenue streams, or entirely new businesses I want to create. Or they may be improvements or advancements I want to make with existing products, etc.

Anyway, I make the list of 4 to 6 Major Outcomes (I also assign revenue or profit goals to them as well, so I can see the payoff to my efforts).

Then, I take that list, and I take ONE sheet of paper for EACH Major Outcome – so I’ll have 4 to 6 sheets now.

At the top of each sheet, I write down the name of the project, task or product to be accomplished.

Then I ask myself, “What needs to be completed to make this major outcome come about?

Again, I make the list. Then I prioritize the list.

I now have 4 to 6 sheets of paper, each with the major outcome at the top, and a list of all the things I need to accomplish to bring it about. Depending on the complexity of the prioritized tasks I’ve listed out, I will next do something else.

I take each one of those 4 to 6 sheets of paper with the prioritized tasks, and I make a list of what needs to be accomplished for EACH ONE of the prioritized tasks on each sheet.

I call these Minor Outcomes.

So, in essence, I am breaking down each of the major goals into prioritized tasks. Then I break down each one of the prioritized tasks into sub-tasks, and on and on.

Do you see what I’m doing here?

I’m Taking A Seemingly IMPOSSIBLE Goal And
Breaking It Down Into A Simple, Easy-To-Accomplish
ROADMAP To Success!

Remember the old riddle, “How do you eat an elephant?”

The answer: One bite at a time!

You can actually take a complex business, and break it down, further and further, and assign a time line, thereby breaking it into weekly or even daily manageable tasks.

I break my prioritized tasks into monthly goals, then weekly goals. Then, every Monday I make a LIST of what needs to be accomplished that week.

Now, rather than becoming overwhelmed with a seemingly insurmountable goal, I have a simple, easy-to-achieve plan.

Do you see the power in this simple little exercise?

Heck, you can use this process for ANYTHING in your life. Going on a trip? Use this technique. Remodeling your home? Use this technique. Building a real estate practice?

OK… you got the point. Oh…by the way, here’s another little secret about all this (speaking about “effectiveness”):

Your Income Will Increase Proportionately To The
Percentage Of Your Time Shifted From All Other
Activities Combined…To MARKETING!

Make a note. Measure yourself. Become accountable for results.

Marketing creates results; everything else is a cost or overhead to be managed.

OK, a quick review: You’ve determined your overall objective.

Then, you’ve taken your high-tech pencil out and made a prioritized ROAD MAP of Major and Minor Outcomes to be accomplished (you can even break it down into weekly or monthly or daily outcomes).

But we’re not finished.

There’s ONE MORE thing you need to know as part of our 3-Step technique for accomplishing more in a week than most people get done in 3 months.

Actually it’s at least as important as any of the other steps. I make…


There are 2 road blocks you will encounter during this process.

The first is distractions created by YOU. And the second is distractions created by OUTSIDE FORCES.

Let’s talk about OUTSIDE FORCES first. Outside forces will steal your goals like a thief in the night. They are usually created by people, but not always: phone calls, emails, faxes, personal interruptions, the overflowing toilet, and more. And they are deadly.

The only way to manage these interruptions is…

Get Yourself A Stun-Gun And
Threaten Anyone Who Comes Near!

Yes, this includes clients too.

YOU are your most important asset to be managed. If you want to know the secret to time management, it’s this:

MAKE AN APPOINTMENT with yourself (1 hour,
2 hours, 3 hours a day) to get the most
pressing things DONE each day.

And NO ONE will steal your time away from YOU! Not Oprah. Not your broker. Not your pestering client. No one!

Focus On THE LIST!

I turn my phone off. Shut the computer down (unless I’m writing, like now). Forget about the 7 email accounts we manage with messages from people who “insist” someone respond to their email within 15 seconds because “I sent it by email…where are you??”

I focus on my task list. Whatever “new things” happen today has to be sorted through after today’s list is done, and put on tomorrow’s task list, next week’s list, or someone else’s list, or no one’s list.

But today…today’s already booked.

Now, let’s talk about the second distraction: YOU.

In fact, this conversation brings us full-circle to where we began at the beginning of this article.

It’s all about the “feel like doing” thing.

Truth is, much of the time you won’t “feel” like doing anything – let’s be honest about it.

BUT…mature, successful individuals FOCUS (that word again!) on desired results, not necessarily desirable, enjoyable or easy activities.

Immature, struggling people focus on the acceptable activities and sacrifice results in favor of less taxing, easy or comfortable tasks.

But if you’ve created your plan as I mentioned above…and you have a strong, emotional picture of the PAY-OFF of your efforts, it becomes easier to break through these personal barriers.

Successful People Set Pleasing GOALS
Failures Set Pleasing TASKS

Successful people control their time and limit or eliminate distractions from themselves and others. It’s your choice.

And if you want to know one more tip for how I manage my time, I use a simple personal formula:

If it will help me get closer to my goals…or make more
money…or will PRODUCE something rather than
CONSUME me or my time…I will deal with it.

If not, it goes on tomorrow’s list. Or no list at all.

If you let yourself be bossed around by all this stuff, you’ll never be rich…and you’ll never be truly free.

Of all the systems I could share with you…of all the marketing and business-building ideas we’ll cover over the next few years…none of it will do any good unless you have structure, organization and accountability to GET IT DONE.

What did you think of this article?

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Top Producer Secret To Getting The Most Listings (strategy 10 of 10)

This is the tenth strategy in our series on the 10 Ways
Top Agents Get Listings (see strategy # 9 by clicking here).


Today is a great day for you. Why do I say that?

Because today I’m going to give you the easiest, most powerful marketing secret (a 100% proven system) for getting more listings and buyers. You’ll be able to grow your production to any level you desire.

It’s so simple a 7-year-old could learn it. It works so fast, you’ll be seeing serious results within 2 to 6 months. Best of all, it’ll work in any area, for any agent – AND it will keep working for as long as you practice real estate.

So let’s get started…

I’ve often said that the most profitable strategies are usually the simplest. This one I can explain to you in 3 simple steps.

Step #1:

Lock your Target in the Crosshairs

I know it sounds trite and cliché, but if you don’t know specifically what you want to achieve, then you’re committed to achieving nothing! So here’s what I want you to do…

Write down the Gross Commission Income you want to achieve in the next 12 months as a result of applying this system. Just do it – this is important. As an example, let’s say you want to make $300,000 GCI.

Next, write down the average commission you make for each transaction you close. For example, if your average close is $250,000, then a co-broker of 3% means you make $7,500 for every deal.

Now remember, this is GROSS Commission. If you want to figure your net, look at last year’s “net” as a percentage of gross and do the math accordingly. To keep things simple, I’m just going to deal with your gross.

Now do the math. If you want to make $300,000 GCI, and your average commission is $7,500, then you need to sell 40 homes, right? ($300,000 divided by $7,500 = 40).

OK, hold that number in your head – in this case you want to sell 40 homes.

Step #2:

Build Your Personal Real Estate Market

You’re now going to build the most valuable asset of your entire practice – I call it your “power list”.

What’s a power list? It’s a list of people who know you or know of you in a positive light: your friends, family, acquaintances, suppliers, strategic alliances, and (most importantly) your past clients and (yes, even…) your prospects.

Why do you want to create this list? I could give you 40 great reasons, but here’s one that should get your “AH-HA!!” juices flowing…

The NAR report, “Profile of Buyers and Sellers” reveals that 71% (nearly ¾) of all real estate transactions are achieved because the client either 1) already had an existing relationship with the agent (knew them or knew of them in a positive light) OR, 2) the client was referred to the agent from a trusted source.

71% come from just one source: Relationship!

Most agents spend their time prospecting in areas with the LOWEST potential for success, completely neglecting the areas with the highest potential. Go to the NAR and get the report and you’ll be shocked: 1% come from cold prospecting, 3% from sign calls, 7% from the internet (yes, only 7%!!), etc., etc.

Yet 71% come from THIS source. Does this give you an idea of where you want to be spending your time, energy and money for maximum success?

OK…so how do you build a house list?

It’s easier than you think.  Check out The 3-STEPS ULTIMATE™ Real Estate Success System by clicking here and I give you ELEVEN easy, ingenious ways to grow your power list. Just go to the site and download (and read) the system, you’ll be thrilled you did.

Now…at this point, you might be asking yourself, “How BIG of a list do I need to build?”

Good question. I have agents who’ve built their list to over 500 people their first year following my methods (and made big $6-Figure incomes in the process). So let’s figure out how big YOUR list needs to be.

Do you remember back in Step #1 you wrote down the # of homes you needed to sell to reach your target? In our example it was 40 homes.

Take that number and MULTIPLY it by the average length of home-ownership in your area.

For example, nationally, the average time of home ownership is about 6 years. Your local board or MLS may have the number for your local area, but it’s probably a similar number.

OK, so take your number from Step #1 and multiply it by the average home ownership time. In our example, take 40 homes and multiply it by 6 and you get 240.

This means that, if you build a list of 240 people, 40 of them will sell their home (on average) every year. And remember, this is only direct sales – it does NOT include the referrals they could be sending you.

QUESTION: Who’s going to get those deals?

Let’s face it, you won’t get all those deals. Some will go FSBO. Some will go to “uncle Harry.” And some will go to another agent who’s just lucky to be there at the time.

BUT…the person who’ll get the lion’s share is the agent with the deepest relationship with the homeowner…the agent who’s provided on-going value, who’s demonstrated their competence and professionalism…the agent whose NAME comes first when they think “real estate” (before any other agent). I call this…

Your Personal Market Share™

Personal Market Share™ is the answer to the question: “When people think of real estate, how likely are they to think of YOUR name FIRST, selecting YOU without question and before any other agent comes to mind?”

In other words, they’ve already made up their mind about you (not just “top of mind,” but much, much deeper).

OK…so we need to adjust the number of people in your house list to account for your Personal Market Share™.

(By the way, in your first year you’ll estimate your Personal Market Share™, but in future years you’ll know exactly how many deals came from your House List. I also want you to understand an important dynamic happening here…)

It’s very easy to do – simply DIVIDE your list number from above by your “estimated” Personal Market Share™.

Now, if you’re an “average” agent who does nothing to nurture their House List and is clueless about “back-end marketing,” your Personal Market Share™ is going to be incredibly LOW – probably around 10 to 20%.

Divide your list size (240 in our example) by 20% (I’m being generous) and it turns out you need 1,200 people in your list to get 40 deals from them.

Holy Cow, that’s a lot of people!!

BUT…if you’re an agent who follows my guidance coming up in Step #3, your Personal Market Share™ could be as high as 80%. So work the math: 240 divided by 80% (.80) is only 300 homeowners.

Do you see the difference here?

The HIGHER your Personal Market Share™, the FEWER people you need in your house list…the LESS MONEY you spend nurturing the relationship, and the MORE MONEY you “NET” with every transaction – that’s money you put into your pocket!

Here’s the simple analysis we just went through, so you can do this for your own practice…

  1. Enter your Target Transactions: (Example: 40)
  2. Enter Average Home Ownership Time: (Example: 6 years)
  3. Multiply #1 x #2 to get House List Size: (40 x 6 = 240)
  4. Enter Your Estimated Personal Market Share™: (Example: 80%)
  5. Divide #3 by #4 to get Total House List Size Required: (Example: 240/.8 = 300)

So how do you maximize your Personal Market Share™ to 80% or higher? You follow my advice in Step #3…

Step #3:

Create a Systemized Relationship-Nurturing System

Did you notice that I said “Relationship Nurturing” and not “stay-in-contact” system? There’s a good reason for it…

Nothing differentiates you over any other agent than having a deep, nurturing relationship with your House List. Problem is, most agents completely underestimate the depth and type of contact required to nurture a relationship to the point where you become the stand-out choice. They’re “missing the boat” entirely.

So here are 4 elements for creating a “Systemized Relationship Nurturing System”…

#1: Consistent contact is essential. You must commit to making contact every 21 to 30 days. Why? Because for every 30 days you neglect your House List you lose 10% of them.

This is where most agents blow it. They think that sending out pumpkin seeds every 6 months, or a calendar at the end of the year, or some kind of recipe card every quarter is going to move the heavens in their direction.

Imagine meeting your “soul mate” in life, and following a magical date you said, “How about if I call you in 3 months?” You can’t expect much to happen, can you??

Let’s get serious about this. You need to commit to EVERY month making deep, nurturing, welcomed contact.

And the very best kind of contact is either in person, or by direct mail. Yes, I said direct mail – but pay attention, because this is completely different than what you’ve been taught and what most agents do.

#2: Get your contact delivered and opened.

Answer me honestly: What do you do when you get Junk Mail?

You probably answered that you trash it, right?

Then why do you think people handle YOUR mail any other way?

If you want to get your mail delivered, opened and read, you must make it look PERSONAL – like a birthday card from Aunt Mildred.

#3: Create a Captivating Cover Letter. Your contact will consist of a mailing – a short cover letter with something else that’s seen as valuable and engaging to your reader.

Let’s talk about the cover letter first…

First impressions are lasting – so you don’t want to be some kind of “form letter.” You want something that’s going to capture attention and motivate someone to read what you sent.

The first paragraph should open with something that will capture attention and be personal – or you can say something in a headline. For example, “Can You Believe There Are Only 129 More Shopping Days Till Halloween? Or, “Did You Know That Dolphins Sleep with One Eye Open?”

You want your headline/opener to capture attention, but be relevant. I write the cover letters for our Service For Life!® direct-response newsletter, and the headline usually refers to an article in the issue.

You can see a sample by clicking here.

Next, reveal something personal about yourself or your family. Then, to gain credibility, give an interesting statistic about the real estate market to demonstrate your knowledge about the industry. You can say something like, “According to the Phoenix MLS, 854 homes came on the market, while 625 have sold.” Then write a little about what this means to consumers.

Your final paragraph will refer your reader to your enclosure – something of value: a newsletter, an article reprint, etc.

Finally, you want to personally sign your letter and write a quick personal note – you can also put a P.S. in the letter saying something that will make them smile.

#4: Create a Valuable, Engaging, and Action-Motivating Insert

Whatever you include with your mailing, it must make a huge impact on your reader. People are busy and don’t want to be bothered with junk mail or blatant pitches. So you need to get under their “advertising radar” and engage them.

There are 5 things your insert/content needs to do:

  • First, it needs to be welcoming and perceived as valuable. I recommend using a newsletter with valuable “how-to” consumer articles and resources, such as Service For Life!® ( – see a sample by clicking on the links at the very BOTTOM of the web site home page.
  • Second, it needs to involve and engage the reader. This is done with valuable content as well as involvement devices, such as trivia questions, crossword puzzles, or even humor.
  • Third, it must demonstrate your competence as a real estate professional. So you should also include a short article on topics related to real estate.
  • Fourth, it must bond the reader to you in a very personal way. I like to make the newsletter “look” very personal – as if it came right off your own personal computer. I also use very unique psychological methods such as client recognition, client appreciation, new client welcoming and other techniques.
  • Finally, it must motivate some kind of action on behalf of the reader. Throughout our newsletters we offer special consumer reports about buying or selling, offers for a Maximum Home Value Audit, offers for customized lists of homes for sale perfectly matching their criteria, etc.

If you don’t motivate your reader to ACT in your behalf, your contact will be wasted (along with your money). And no one will act without a self-serving, almost irresistible REASON for acting – an OFFER.

Here’s What Could Happen When You Use this System…

The NAR reports that a “contact” system should take at least 12 months to start working. Our system has been able to cut that time in half – and in some cases we’ve had agents get as many as 8 transactions on their first issue.

If you’re a new agent, or you’ve never cultivated your House List in the past, you need to be persistent to build your Personal Market Share™. Here’s what’s most likely to happen:

Month 1-5 – Not much will happen unless you’ve been working your list in the past and have accumulated some Personal Market Share™ (but things are happening behind the scenes, so keep going).

Month 3-8 – You’ll start to hear people talking to you about your contact, and you’ll probably get a deal or two – enough to finance your contact system for the next year or two. You’re starting to make traction, keep it up.

Month 6-12 – You’ll start generating consistent transactions from your House List: new transactions, referrals, word of mouth and repeat business.

Remember that Personal Market Share™ (and responsiveness) increases over time and cumulative contact – so BE PERSISTENT. This is why I say this strategy is not for “instant gratification” agents, but for agents who are serious about building a real, sustainable business.

And the good news is, once your Power List starts spinning off clients, it continues for as long as you cultivate it.

If you want to learn more about this system, go to and learn how to send this out in 30-minutes a month.

It’ll be the smartest thing you do for your real estate success.


The strategy above is called the Monthly Direct Response Newsletter™ System and is the easiest way to maximize your referral, word of mouth, and repeat business.

Action Steps

• Use a different type of monthly mailing (mail, email, and social media) to get more listings from referrals, word of mouth, and repeat business

• Go to and learn how to send this out in 30-minutes a month

Would you like a ready to use tool you can send every month to
get more listings from referrals?  Click here…


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