Table of Contents
Introduction 14
Chapter 1 Top-Producer Traits 17
What Is a Top Producer? 17
Reverse Engineering Success 18
Top-Producer Qualities 19
Your Standards Determine Your Success 26
Top-Producer Standards 28
Raising Your Standards with Clients 32
Raising Your Standards in Negotiating 33
Raising Your Standards in Communication 34
Chapter 2 Funnel Progression (Tool One): Finding People 37
Sales Funnel 39
Keys to Successful Lead Generation 40
Goal of the Contact 42
Sample Phone Call Script 47
Chapter 3 Funnel Progression (Tool Two): Converting Clients 50
Improve Your Close Rate through Preparation 53
Chapter 4 Funnel Progression (Tool Three): The Psychology Needed to Get in Contract 72
Psychological Concepts to Help Your Business 75
The Trusted Guide 79
The "Big Why" 81
Going Three Levels Deep 85
The Pendulum of Fear and Greed 87
FOMO 89
Chapter 5 Funnel Progression (Tool Four): The Knowledge to Close the Deal 93
Practical Knowledge Application: Anticipating Problems Before They Occur 95
Buyer's Remorse 102
Strategies for Listing Agents 104
What Top-Producing Agents Do 110
Completing the Closing Circuit 115
Chapter 6 Common Problems with Each Tool 120
Common Problems with Lead Generation 121
Common Problems with Appointments/Presentations 125
Common Problems with Psychology 130
Common Problems with Knowledge 132
Chapter 7 Strategic Planning 135
Empowerment through Planning 135
The Importance of Vision 136
Reverse Engineering 136
GPS 1:3:5 137
4-1-1 139
33 Touches 140
Daily Plan 141
Lead versus Lag Measures 142
PLAN 144
Hourglass Theory 145
Chapter 8 Social Media 151
Stats on Social Media Usage 152
Social Media Content 153
Using Social Media as a CRM 160
Marketing Listings 161
Triggering Interest 164
Finding Balance 169
Chapter 9 Finding Help 172
Ways to Scale 174
When You'll Need Help 177
How to Find Help 183
Win-Win Propositions 188
How to Ensure Mutual Growth 192
Path to Progress 194
Chapter 10 Listing Like a Pro 202
The Skills You'll Need 204
Determining List Price 207
The Listing Process 213
Nailing the Presentation 219
Focus on Listings 227
Chapter 11 The Buy/Sell Combo 230
Why You Want Both Sides 231
The Buy/Sell Pitch 232
Running the Numbers 235
The Roadmap 239
The Four Methods of the Buy/Sell Combo 242
Synergy 245
Finding Clients for the Buy/Sell Combo 246
Chapter 12 Negotiation Strategies 249
The Power of Tension 250
The Tension Formula 251
Agents Creating Win-Win Solutions 253
Getting Your Point Across Effectively 256
Baseline Adjustment 257
Using the Spectrum 258
The Triangle Theory 260
Prizing 263
The Tier System 267
Chapter 13 Understanding Financing 270
How the Mortgage Market Works 272
Different Loan Products 276
Preapproval Process 278
Explaining the Costs of Borrowing to Your Clients 280
Foreclosure Process 283
Common Pitfalls 285
Finance Hacks 291
Chapter 14 Working with Investors 299
Why Work with Investors 300
What Investors Want: ONFIRE Agents 301
The Language of Investors 304
Running the Numbers 309
House Hacking 312
Pitfalls of Working with Investors 315
Leveraging Your Real Estate Investment Knowledge to Close More Deals 319
Build Your Wealth through Real Estate Ownership 320
Chapter 15 Momentum 324
Progression Models 325
Domino Theory 327
Rules of Momentum 328
Vicious and Virtuous Cycles 332
Flows and Cycles 333
Skill Set Bleed-Over and Momentum 335
Momentum and Business Growth 337
Investing in Real Estate to Improve Your Business 337
Buyer/Listing Skill Set Bleed-Over 338
Conclusion 343
