How to Create CUSTOMERS for LIFE

From First Contact to Close

By Real Estate Coach Judy LaDeur

To make it in this business for the long haul – you need to build a referral base. And that process?  Starts with the very first contact. Every person that you meet is a potential client, even if they currently know another agent. I always asked everyone that I met if I can send them my homeowner tips and ideas each month. They rarely say no. A NAR survey showed that 87% of all homeowners surveyed were happy with their agent and would use that agent again IF they could remember their name! That’s sad but true. I would say that 9 out of 10 times that I ask someone that I meet who sold them their home, I get the same response. They were really nice, but just can’t remember who they are. I have found that repetition of marketing materials, combined with personal contact, is the #1 thing that you can do as an agent to not only have those you know do business with you, but it’s also a great source of ongoing referrals.

When I started in the business, many years ago, I was “thrown in” and told to “hit the phones”. No one told me what to say or what to do. That has changed, and today’s agents have more training than ever before. Here’s the million-dollar question: If there is more training today than ever, why are so many agents still struggling to earn a living? Perhaps they are not doing the basics. This is a contact business, and if you are not selling or listing a home, you should be looking for someone who wants to sell or list a home. It’s just that simple!

What does your pipeline look like? Your pipeline consists of the total number of active listings, combined with the number of buyers that you are working with, plus any prospects that you are currently talking to about listing their home or buying a home. You should have 25 people in your pipeline at all times. How many do you have right now? If it’s not at least 25, then it’s time to hit the phones!

Once they are your client, stay in touch weekly, providing reports and feedback to insure that they are happy. Most clients want results. Results require honesty. Is the home priced too high? Does it need staging? Our job is to deliver the “tough news” in a way that they appreciate and understand. I picked up many expired listings, through referrals, and each time it was the same scenario. They needed a price adjustment and staging or decorating. They were always willing to do what was asked, when they knew that it was the key to getting their home sold. If they were not willing to do what was needed to sell their home, I was not the right agent for them.

Happy clients are clients for life if you get the job done and stay in touch after the sale. If you stop chasing all the NEW commissions and focus on building a strong book of business.  If you put each and every customer and contact in a database that you can stay connected to week after week, month after month.

If you’re an agent who wants an easy, comfortable, effective way to stay in touch, visit and sign up for our weekly newsletters, training, social media tips, and agent tools. They weekly newsletters are perfect for staying connected in a way that positions you as a resource people can trust. They are filled with lots of great messages, tips for homeowners, and calls to action. If you’re a broker who wants to help your agents get on the fast track to successfully staying in touch, invite them to do the same. In fact, register in the next 45 days and take advantage of our 4th quarter special! Use promo code 50OFF any agent membership and save 50%!

If you follow these simple steps and you’ll have happy clients from first contact to close, and a source of referrals for life.  You’ll end up with a lot of great new friends too!


There are many agents who take the listing and then don’t communicate with the seller because they have no idea what to say.  Here’s an idea: Contact each of your listings, without fail, every Tuesday.  If there has been absolutely no activity, simply tell them that.  Generally, though, even though nothing has happened with their particular listing, something has happened in the neighborhood.  Whatever it is, tell them and, if appropriate, discuss a price reduction. Studies show that sellers want lots of communication from their agent, so stay in touch and you will see that they are more likely to work with you to get it sold.

Start communicating effectively today!  Register for today with promo code 50OFF and save 50%. 

And if you’re a broker – the same principle for success applies to you.  You’ve got to stay positioned with the agents you are eager to recruit!  Join us today and take advantage of our special offer of 35% off with the promo code PLAN35 any pro membership.  That’s 35% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.    

Agent Success Tips and Scripts to Share

From Real Estate Coach and Speaker Judy LaDeurreal estate coach Judy LaDeur

By Julie Escobar

Caught up with my friend and dynamo speaker Judy LaDeur to find out just some of what is making her new talk, How to Successfully Sell or Acquire a Thriving Real Estate Business, is getting so much attention worldwide.  What we came away with are some very valuable tips and scripts for competing in any market AND creating a salable book of business.  Share these with your agents — and even consider a round-table discussion to light a fire under agents who need to get on track and stay there!

Q:  Judy – we’ve both seen way too many agents leave this business after years and years of hard work with not much to show for it.  The bottom line reason? They spent too much time chasing new business and not enough time building their base.  What are your thoughts? 

A:  You’re right Julie.  One of the first things I tell agents is this: “If your business is not currently set up in a contact database management program, then the answer is probably NO.  To leverage your business and take advantage of this particular program (and have the ability to sell your real estate business at some point in the future) – that is the first thing you must do.  The program you select should have the ability to set up several categories and to place your clients into more than one category. The more categories you have, the more valuable your business will be.

The more people that you know and that you add to your base, the more valuable your business is when you decide to retire, relocate or leave the business for any reason. With regard to your database while you are still selling real estate, the more names you have, the more successful you should be if you work the system properly.  This is a relationship business, and your job is to build and maintain relationships on a daily basis. Your best sources of business in any market are the people you know.

A recent survey showed that 87% of people surveyed reported that they definitely would usetheir agent again, but didn’t because they can’t remember who they are or how to find them!”  Now ask yourself – is that YOU?

Q:  Great advice Judy.  And now’s the perfect time to get all of that data into a database.  I know that you always tell your coaching clients to delegate what they can, and inputting data would be a perfect job for one of the many college kids out of school right now-right?    How often do you recommend agents stay in touch with their sphere and farm?

A:  I’m still a firm believer in direct mail and layering your marketing. (Postcards, newsletters, email, handwritten notes.)  I tell agents to stay in touch 12 times per year with something of value in writing! Something tangible in their hands each month as well as actively engaging folks on your social media as well as personal contact is a winning formula!

12 Times per year send: 

  1. Newsletters that tell of your success and results with homeowner tips
  2. Social Media postings (and ways for them to find you on social media)
  3. Just Listed/ Just Sold postcards to your entire database
  4. Send information on the real estate market in general – neighborhood update postcards are great for this

See your past clients and sphere of influence at least twice per year.

  1. Stop by and visit when you are in the area
  2. Client parties 1-2 times per year
  3. Schedule lunch with clients who are great for referrals and encourage them to invite a friend to join you

Send personal notes 4 times per year.

  1. An update on the value of their home
  2. A thank you note for a referral
  3. Thanks for listing or buying your home with me
  4. Just writing to say hi and to see if you have anyone who could use my services

Talk to your clients at least 3 times per year. Here is a sample script to stay in touch with your clients.

Hi…this is (name) with (company). I hope you and your family are well.  Do you have minute to talk?

Many people are curious about today’s real estate market. I was wondering if I could help you with any real estate questions you might have at this time?

Are you curious about the value of your home or perhaps you might have some questions with regard to what is going on in your neighborhood pertaining to market times, prices, etc.?

Are you looking to sell your home sometime this year?

As you know… I want to be your resource for everything real estate related.  Please call me if you ever have any questions.

Hi (name)…my business is based on referrals from great clients (friends, people) like you. So before I go, can you think of anyone you know who might want to buy or sell a home now or in the near future?

I appreciate your help and if anyone should come to mind please don’t hesitate to call me! Thank you!

Q:  Great stuff Judy – and agents always love scripts!  We appreciate it!  What else should agents know to solidify their success in this competitive market? 

A:  I would tell them to remember the 10% rule.  10% of the number of people in your base of business will give you business or refer business to you every year if you ask for it. So, for a base of 500 people that would be 50 sales/referrals each year. Treat your past clients and centers of influence with respect because they are an asset that will allow your business to grow, and more importantly, will increase the value of your business when it is time to sell it!

Thank you so much Judy!  We are on the same page!  We always share the 3-7-27 rule of marketing with agents.  It takes 3 contacts for folks to remember your name, 7 to put your name with your business, and 27 to brand yourself in their minds.  Most agents stop making contact after 2 ‘touches’ — most transactions happen after 5!  There’s no time like the present to work ON your business not just in it!  

Want to learn more about Judy’s hot topic, How to Successfully Sell or Acquire a Thriving Real Estate Business?  Visit her site today at

Twelve Ways to Use Done for You Tools to Recruit & Retain

As a Profitable Recruitertpr tools

By Real Estate Recruiting Coach Judy LaDeur

Creating is hard right?  But crafting a marketing plan from already done for you tools is not only easy, it’s smart marketing – and savvy time management.  This week, let’s look at twelve powerful ways you can use your Profitable Recruiter Membership tools to recruit the agents you want, brand your company in your marketplace as the one to work for – and do business with, and lighten your daily to do list!

  1. Stay positioned the RIGHT way. The number one thing you can do to recruit your dream team and retain the great agents you have is to stay in front of them at least monthly, if not weekly, with valuable information, inspiration, and a reminder that you are there when they need you.  Our most successful members log into their platform just before the first of every month (or have their admin do this for them) and click on Weekly eNewsletters.  They then copy and paste these weekly eNewsletters into their own email platform (we recommend a platform that allows you to track opens, click through rates, etc.) and then schedule them to go out every Monday morning before 7:00 am.  Not only will you get tons of positive feedback, this week alone, we had several brokers tell us that agents are asking if they can add OTHER agent friends to the weekly campaigns.  You’ll be staying top-of-mind, growing your hit list, and put yourself in the position of being the number one broker to call when those agents are ready to make a move.
  2. Work the challenges.  Each week, we share a challenge and action step that you, the broker and recruiter, can take to further your recruiting goals and grow a stronger business.  The brokers that do, are full speed ahead and on track to surpass their goals.
  3. Pro Members Use Lumpy Letters.  Each month you’ll get these new attention grabbing letters which are meant for the top 10-20% of your recruiting prospect list.  Sent monthly, they not only put you front and center on the radar of those top agents, they will help make you the talk of the real estate town with chatter about how creative you are, how you went the extra step, and how they can’t wait to see what you’ll send next.  They make follow up fun and easy – and they’ll make picking up the phone because the agents are CALLING YOU with a thank you, a welcome relief from cold calls! Top brokers simply copy these (or have their admin copy), order the ‘lumpy’ part of the mail (we offer links so you can find these items easily), and have their admin assistants put them in bubble mailers and send out the first week of every month.
  4. Pro Members Use Seasonal Recruiting Letters.  Each month we add 2-3 seasonal and timely recruiting letters that you can copy and paste onto your letterhead, hand sign, and send to the top 100 prospects on your recruiting list.  We also offer retention letters that you can use to do the same and send or hand deliver to your current agents to make sure they feel special.  There is power in receiving something in the mail in today’s electronic world.  Use it to your advantage.  The first or second week of every month simply copy, print, sign, and send.  (Three of those activities you can even delegate – how cool is that?)
  5. Social Media Tips.  Every month we deliver enough content and ideas to keep you visible (without stressing you out or taking up too much time) as well as strategies to brand you and build a strong, positive online presence.  It’s an easy, breezy way of kicking up your social media without having to reinvent any wheels.  You can even use great tools like to copy and paste some of these into a platform and schedule your posts.
  6. Webinar Invites.  Every month we host TWO webinars.  One for brokers in which we spotlight top recruiters and coaches with timely topics and strategies on what works – and even what doesn’t (common pitfalls) to keep you on track for your recruiting goals.  Secondly, we host an agent webinar with top agents and coaches who deliver powerful strategies to help your agents (and prospects) rise to the top of their field and stay there.  Our top brokers open the invite tab at the first of the month, register for their own webinar, then copy and paste the agent registration link into one email that goes out to all of their existing agents, and a second email inviting all their prospective recruits (use a platform, bcc options, or email individually for confidentiality) to attend.
  7. Blog.  Bookmark the blog for powerful interviews, scripts, dialogues, broker spotlights, etc.
  8. Learn at your own pace.  Click on the Webinars on Demand tab in your platform to watch a wide spectrum of past webinars at your own pace. There are agent and broker webinars here so you can use some as training opportunities for your sales team.  Preview a topic, pick one each month and invite your agents in to watch on demand and workshop what they’ve learned.  This is a GREAT tool if you have an in house trainer.  (Ask us about how to give them access of their own to this popular section of the membership platform.)
  9. Archives.  We archive several months of tools at a time so you can peruse other lumpy letters, eNewsletters and tools if you want to switch things up a little!
  10. Recruiting Scripts for our Pro Members. We add new scripts and dialogues for even the toughest recruiting and prospecting calls and interviews here each month.  Top members print these out and practice, drill, and rehearse so that they are ready for ANYTHING an agent might through their way!
  11. 6 Month and Annual Members access over SEVEN HOURS of audio training for recruiters.  These audio files run the gamut of what brokers face each day and teach you how to master your trade as a broker, recruiter, and business professional.
  12. Help your agents do the same.  Through April 15th, brokers can register for The Profitable Sales Agent for 25% off the membership fee and share THAT content with their agents so they have the vital tools THEY need totpsa newsletter sample stay top of mind, build a strong referral base and sphere and capture the respect, trust, and BUSINESS of the consumers in your community.  In this platform they will get:
  • Weekly eNewsletters designed to be sent to home buyers and sellers complete with DIY home tips, real estate tips, a motivational message, and calls to action
  • Free collateral material and fair trade items such as staging tips, listing tips and more
  • Access to their OWN webinar training spotlighting top agents and coaches each month
  • Agent challenges and weekly action items to keep them motivated and on track
  • Webinars on Demand so they can learn at their own pace
  • Archived tools so they can peruse past success strategies
  • Social Media Tips and Strategies so they can build a strong online presence themselves and connect with their sphere

Creating is hard. Using the tools that others have built for you that will position you for the success and growth that you want for your business?  Is simple and affordable! If you are a Profitable Recruiter Member – make sure you are taking full advantage of your membership platform by following the twelve tips above.  If you want to register YOUR Company for The Profitable Sales Agent and deliver the tools above to them – click here and use Promo Code 25OFF to save 25% on your membership through April 15th

If you are NOT a member of The Profitable Recruiter but would like to start using these powerful done-for-you content training and tools, then register here and you too can use the promo code 25OFF to save 25% on any pro membership.  To access the Audio downloads, register for either the 6 month or annual memberships.  Got questions?  Email us!  We’d love to help!  Make it a great year! 

How to Out-Perform, Out-Edge, and Out-Brand Your Competition

An Interview with Branding Expert and Keynote Speaker Sima DahlHeadshots

By Julie Escobar

Marketing and branding yourself in today’s world is a whole new ball game from what it was even just a few years back.  That’s why we’ve invited Sima Dahl, one of the top speakers in the field of social selling, social networking, and personal branding, to be our guest speaker for this month’s webinar as well as our spotlight expert for the week.

Here’s what we learned…

Q:  Sima – your systems and strategies take social selling and social networking to insanely powerful new levels – can you share how your approach is so different?

A:  For many business owners, consultants and independent agents, there is simply not enough time in the day for all things “social.” That was certainly the case when I started my business nearly eight years ago. With a 20-year track record of success in B2B marketing, I knew that I had to weed through all the hype and drill down to scalable tactics that delivered results.

And what I discovered is that at the business level, social media does not replace effective marketing, nor does it fix an inability to close sales. What it does is amplify what’s working, and that’s powerful. So we start there. Success in any social business endeavor requires laser focus, relevant content, and consistent execution. I advise clients that sell into well-defined target markets to carefully consider just how much “social” is necessary to reach their target market. It’s often less than they think.

But where I pivot from other advisors is that I am a strong proponent of the personal brand as a means to open doors, generate referrals, and attract qualified business. Through intentional networking–both online and off–even the business professionals can achieve heightened visibility and awareness in just 15 minutes a week.

Q:  For real estate pros – like most salespeople – success lies in staying top of mind – can you share your top three ideas for helping them do that across their social platforms?

A:  In my keynotes and workshops I remind people that social networking is an action verb, so first and foremost, you have to actually log in! Too many people create a profile and think their work is done, and that couldn’t be further from the truth.

One you log in, start by updating your status. Status updates will be different depending on what platform you may be on. For example, Facebook updates will be more casual, and LinkedIn more buttoned up. But status updates act as little billboards that remind people who we are and what we do.

Next, use the Thumbs Up liberally. It may sound overly simplistic but when you “like” or comment on someone’s status, your name pops back into his or her brain.

Finally, connect the dots… Just like we do in the offline world, we can leverage social platforms to make introductions, recommendations and referrals. And that is a gift that people don’t soon forget.

Q:  Most agents are at a loss in terms of how to optimize their social profiles – any guidance you can give there?

A:  My advice is to be as specific as possible. Too often I see business owners and sales professionals throw really wide nets, hoping to catch more fish. But people want to know that you specialize in their needs, and their markets. Really be clear about your expertise and your accomplishments.  Choose your keywords and phrases carefully. But put it all out there, this is not the time to play small.

Q:  You have such a strong sense of branding – can you share some insights on how to build a successful brand with our readers?

A:  People buy from people they know, like, and trust. And they refer them too! Realtors are in the people business, and their personal brand is inextricably woven with their business brand. One might argue that the personal brand boosts the business brand rather than the other way around. With that in mind, I coach anyone in professional services to practice what we marketers call “consistent messaging across touch-points.” Consider your entire footprint – online and off. From your sales collateral and business card to your online profiles and email signature, remind me of who you are, what you do, and what makes you special, and remind me often. And stay on point. Just because you tell me once doesn’t mean I remember. Stay visible, stay focused. Be the Chief Marketing Officer of Brand You. That’s where it all starts.

Q:  If our readers want to connect with you – what’s the best way to reach you?

A:  I’m happy to connect wherever they find me! To get an invitation to my launch party for my new website, sign up at In the meantime, here’s the best ways to reach me:  Email: or Phone: 312-884-1888 or or

Awesome Sima. Thank you so much for your time and expertise today.  We so look forward to your sharing with our members in depth in our hour long power session on Monday, November 23rd, from 2:00 PM – 3:00 PM EST.   You share social insights like no one I’ve ever heard before and your strategies are actually ones that people can wrap their heads around, and more importantly – take action on! 

Profitable Recruiter Members, please login to your platform (or check your emails) today to get yourselves and your agents signed up for this powerfully important webinar.  Everyone in your organization contributes or detracts from your digital footprint — you’ll want to invite your whole team to listen in and not miss a minute. 

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter.  Take advantage of our special winter offer!  From now until January 2nd, make any Profitable Recruiter Pro Membership part of your 2016 business plan, and take 35% off with the promo code PLAN35 — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 35% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training, more than 30 webinars on demand, scripts, letters, social media tools and more!  What are you waiting for? Register today and write it off as a tax deduction! 

Leading a Team and Leveraging Your Strengths

A Spotlight on Top Agent Nikki JamesNikki James Head Shot

By Coach Judy LaDeur

Recently we hosted a webinar with our gracious guest and top agent and team leader Nikki James.  Her insights and ideas were not only spot on for our industry – they were creative, collaborative, and a big part of why she’s taking her team to the top.

Here are some insights from our interview:

Q:  Nikki, you started your real estate career in San Diego as an assistant for a top producing RE/MAX Agent in 2009.  Today, you are leading a highly productive team at RE/MAX Gold. That’s quite the transition, congratulations on your success!  What was it that first made you think, “Hey, I can do this!”?

A:  My husband has been in the Real Estate business for 13 years and he always told me how much I’d love it and how it really suited my personality. I was finishing up my business degree at San Diego State and decided to start studying for my license during my last semester as a “back up plan”. Very soon after graduation, much to my husband’s credit, I realized I did not want to work for anyone else.  I decided to start as an assistant so I could ensure some cash flow while I learned the business. Things were a lot different in the market back in 2010 and I was scared! The majority of transactions were distressed sales and/or investors purchasing with all cash. Neither of which I had much experience with.  I realized after about a year in that role, that I was now the one putting out fires, talking with and meeting his clients, and handling his day to day business. It gave me the confidence to venture out on my own and not feel inexperienced while consulting clients that were my parent’s age on their real estate decisions! Even before I closed my very first transaction on my own, I had assisted on hundreds of other deals and was able to anticipate any hurdles to come. I’m very grateful I started when I did and learned the business during some tough times because when things started to shift, I did not take those easy transactions for granted.

Q:  Today, you have a very successful four-member team, whose production will be about 25 million for 2015. That’s amazing! What does it take to run a team, and more importantly, a successful team?

A:  Frankly, it takes money. Like any business, it takes startup capital. We had to work hard to get to a point to be able to invest back in our business.  Once we got to that point, we made sure to take baby steps. Adding one team member at a time until we made sure we had enough business to sustain that member. We are about quality, not quantity. I’d rather stay at our size and have everyone double their business next year than add more people and have less time or resources to give to each member. I truly only feel successful when my team members individually feel successful and satisfied in their business. It’s always my number one priority.

Q:  Can you tell us about your team and the role each one plays?

A:  As we all know, there are many different ways to structure team.  I’ve seen many agents in our industry have very specific “roles” such as TC, Buyer’s Agents, Listing Agents, Admins, etc. Our philosophy is a bit different.  I give my team members the freedom to have their own identities as independent agents and not be overshadowed by a team leader’s “team name.” I’ve found that most agents get into this business because they are entrepreneurial at heart which means agents want the freedom to brand themselves and not work for “someone else.” We don’t have a team name for that very reason.  We work closely with each of our team members to help them brand themselves and create their own identity and book of business. I’m trying to create an environment that lasts, and that my team members don’t feel like they need to have an exit strategy one day. We feel that giving our agents full autonomy and behind the scenes support and additional business, they won’t need to go anywhere!

Q: I understand that you place a lot of focus on lead generation and retention activities. Can you share some of those with us please?

A:  Of course. Part of our value proposition is that we invest pretty heavily in marketing that drives a significant amount of business that we distribute to our team. A few of the platforms we advertise on include:,, we have a niche condo website we run here for the Sacramento Region that has been very fruitful called Because internet leads are different than traditional clients, we focused on initially training each of our team members on how to connect with, qualify and convert these leads to clients pretty effectively. The internet lead is typically in the very beginning stages of their home search and possibly may even be years out from making a move. We cultivate long term relationships with these clients, putting them on a drip system and staying front of mind so that when they are ready to make a move, they will have no doubts on who to call.

Q:  You are also doing Detailed tracking of all business for all team members, which demonstrates value. Can you tell us about that please?

A:  Yes, we use a lead tracking system that allows us to account for every single lead and client we work with, where it is in the buying cycle and track where it came from. The system is advanced enough to alert each agent on when to follow up with the lead, based on the amount of contacts it’s received. Once the lead moves through the system and ultimately closes on a home with our agent, the system is able to calculate conversion ratios as well. It’s a very helpful, organized tool and database to make sure no one falls through the crack and you know exactly how well you are doing at the end of the year.

Q:  How important is value proposition as a team leader, and what do you do to instill that value to you team on a regular basis?  

A:  It’s everything! If there is no value added, you won’t keep team members very long! I am in contact with every one of my team members almost every day, if not every other day, for various reasons. If I don’t hear from a member for a few days, I make it a point to reach out via text or phone call to simply connect and ask if I can assist them in any way. I help a lot with the transaction coordination of our team’s files, so I am constantly behind the scenes assisting my agents. In addition, we try and have quarterly one-on-ones to keep an open line of communication and are always looking for ways to improve their experience on our team.

Q:  If you had to describe your leadership style in a few words, what would it be?

A:  Because we don’t have admins, TCs, or assistants at this time, I would say I’m more of a resource and support type of leader to my team.

Q:  Do you use social media in your business, and if so, how?

A:  Yes. I use it as an extension of my database, not to directly advertise on. I use it as a tool to engage my sphere, my colleagues, my past clients, to stay relevant in the industry news, and to share cute pics of my baby. I’ve learned from client feedback that they love seeing some of my personal life and frankly, most people these days are burnt out on constant ads/business posts on the social media arena. We are more relationship centered and make sure all our followers know what we do and how to reach out if they’d like our help.

Q:  You also have a strong referral-based business, which requires pop-by’s, calls, letters, etc. What have you found works best with regard to receiving referrals and leads from friends, family and past clients?

A:  It seems to be all in the details! As soon as I close on a home, I fill my calender up with reminder’s to follow up on their month anniversary, 6 months, 1 year and every year afterwards. This follow up just says, “How are you loving your home, neighborhood? Need anything from us? I’m here for you, YOUR REALTOR”. Believe it or not, many of my young clients that I help purchase a home don’t know that I actually list homes as well. I make it a point to let them know when/if they ever decide to sell, I would love to represent them again.

Q:  If one of our readers is thinking of building a team, what advice would you give them?

A:  Most importantly, make sure you are hiring the right people. You want to make sure their work ethic, communication style, personalities mesh well with yours or that you have a full understanding of how to connect with them BEFORE you make the investment in adding them to your team. Secondly, I would say make sure you have enough business to share with them! You can have all the awesome people in the world on your team but if you aren’t adding value or adding fuel to their business, they will likely start to look elsewhere.

Q:  Are there any activities that you have found that work well to “jump start” a real Estate career for any new agents who are listening. Something that would give them quick results?

A:  Write a letter and make phone calls to your entire sphere of influence, family, extended family, church family, letting them know you are in the business and would love to help them achieve their real estate goals! Talk to everyone you come into contact with about the industry. I can’t tell you how many business cars I’ve handed out in the line at the grocery store. If people don’t know you need and want their business, they’ll assume you don’t!

Q:  Nikki, is there anything that you would like to add before we end and let everyone know where they can find you when they have referrals in the Sacramento area?

A:  I’d just like to say thank you so much for having me and thank you to my amazing team for partnering with me. We always love referrals! My website is email is

Thank you so much Nikki – you’re an incredible asset to our industry and we so appreciate your willingness to share.  We invite all our readers to reach out to you and your team with their referrals – and we’re excited to watch your team continue to succeed!  To listen to Nikki’s entire interview log in to your Profitable Recruiter platform today and check it out in our webinars on demand!

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter.  Take advantage of our special offer of 30% off with the promo code 30OFF any pro membership.  That’s 30% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.    

Is It Time to Start Building Your Team?

Where to Start and Whyphotodune-5689425-team-xs

By Real Estate Coach Judy LaDeur

You may be at a crossroad in your real estate career and not even realize it. Many agents struggle with the lack organization or working too many hours a day before they cave in. Some agents burn out and leave the business, while others take it to the next level. Where are you?

Building a team takes time. It is essential that you take your time in hiring the right people. There is an old adage that goes, Slow to Hire, Fast to Fire.  In my experience, truer words were never spoken. I have learned the hard way that it is best to fire an unproductive team member fast.

First, profile the position so you know what type of person you need to fill it.  Potential hires should ALWAYS take a DISC Profile or a similar personality profile.  Overlay the new hire prospect profile with the job profile to determine the likelihood of success. A common mistake within the industry is that we hire the first warm body that comes along or we hire a family member to fill in the gap. It is delaying the inevitable and will only frustrate you as you try to build your business.

Team building should ALWAYS start with the team’s infrastructure. You need to determine how many hours you are spending on administrative duties. If it’s more than two hours a day, you need help immediately. It is not unusual to think that hiring and training will take too much of our precious time. But keep in mind that if you don’t have an assistant, then you are the assistant.  First, create the full job description. Think about tasks that drag you down, identify them by listing what tasks take away precious time from your money producing activities. Write down the personal attributes that would best suit this position. Design a job description around these needs. This will streamline your interviewing process.

For every one hour of training you provide to someone, you will save ten hours in completing those same tasks. When considering the support you need, determine if you need a licensed or unlicensed assistant. Building a strong staff foundation is critical to the success of expanding your business or improving your quality of life. Working smarter always allows greater opportunities.  Maintaining a strong database will also help lead to your greater success.  There are many good options out there.

Are you letting inquiries and potential buyers slip through the cracks? This is another common indicator that you need to grow a team. AFTER hiring support staff, the next step would be to hire a buyers’ agent to handle your overflow. This will provide a greater return on your marketing investment and allow you more flexibility to manage your business. Once you’ve done this, you have the freedom to manage your business.

Avoid common mistakes by first gaining a bit of knowledge about team building and team management.  Hiring, firing, compensation options, team structure, job duties, referral business, goals, planning, accountability, and team marketing strategies are just a few of the areas that need to be addressed before building a team.



One of the most effective ways to manage your time and your day is to change your voice mail message every day and let people know your schedule.  While we tend to let our phones run our lives, an hour or two out of the loop won’t ever really kill a deal.

Your message can be something like this: “Hello and thanks for calling.  This is Judy LaDeur with XYZ Realty and today is October 22nd.  I am out of the office on appointments all day, but feel free to leave a message here in my voicemail.  I will return calls at 11:30 this morning and again at 4:00 this afternoon.

No matter who is calling, they know exactly what the deal is and what to expect.  There is nothing worse though, than forgetting to update the message daily!

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter. And if you HAVEN’T put systems in place to ALWAYS have the tools you need to grow your team with less headaches and more results – consider joining The Profitable Recruiter today.  From now until February 5th make any Profitable Recruiter Pro Membership part of your 2016 business plan, and take 25% off with the promo code 25OFF— PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 35% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – AND includes the SEVEN HOURS of recruiting audio training, more than 30 webinars on demand, scripts, letters, social media tools and more!  What are you waiting for? Register today and hit the ground running for next year! 

Hiring Second Year Agents

A Smart Spring Recruiting StrategyJumping Idea

by Real Estate Recruiting Coach Judy LaDeur

Are you looking to get a jump start on your recruiting? Then call the agents who are most likely to move. Statistics show that most agents who go on to become top producers, will make a move 12-24 months into their real estate career. Why? Most agents do not know what to look for when they are starting their career. They are excited that so many brokers are offering them positions. They might pick the one who they like the best, or the one who makes them the best offer. But not all brokers carry through on their promises, and what agents find out really fast, is that there are some really important criteria that determine how successful they can be as an agent. What is the strength of the name of the broker in their area, what are their listing tools which will allow them to compete for listings, what is the commitment of the other  agents in the company to be successful and to work together as a team? The best agents figure out that when they have the right tools, environment and systems, it’s much easier to have a successful career. It’s for that reason, that many agents will make a move soon after they finish their first year in real estate. Check with your board or state to see if you can get a list of all agents who started their real estate career since January 2014. These agents are the most likely to make a move, and the best news is that statistically speaking, they will stay with you an average of seven years if they are happy. Maybe even longer!

Here’s a great recruiting letter you can customize and send to these potential recruits: 


 Dear (First Name),

Our records indicate that you are fairly new to the business. How is your real estate career progressing?

Did you know that a NAR survey of top producers indicated that approximately 87% of all agents surveyed made their first move 12-24 months after getting into real estate? Have you made your first move?

If yes, then statistically speaking, you’re on your way to becoming a top producer. Most agents who go on to become top producers will make another move at some point in their real estate career, so we would like to give you some info about (your company name) now so that when that time comes, you will know enough about us to know if we are a good option for you.

If you have not made a move, are you making the kind of money that you thought you would make when you got into the real estate business? What type of personalized coaching, mentoring and training have you received?

If you knew that you could take your career to the next level and make the kind of money that you hoped you could make by making a move to (your company name) would you make the move?

Let’s get together and see if you can!

Warm regards,

Your Name, Title

This is just one of many recruiting letters, scripts, tools, newsletters, training and special offers you’ll find in The Profitable Recruiter Systems.  Each month our members receive 4-5 weekly newsletters, broker challenges and step-by-step action items, 2-3 recruiting letters, 2-3 lumpy letters, social media posts and strategies, 1-3 retention tools, 1-3 new scripts, a powerful training webinar with top talented brokers, agents, and coaches and more.  We deliver all the tools you need to grow the business and agent team you really want.  

And for a very limited time ONLY, I am offering my Profitable Recruiter Audio Training System (a $297 value) to every broker who registers for a six month or one year pro membership to The Profitable Recruiter.  In this audio training package, you’ll have more than SEVEN HOURS of recruiting tools, scripts, dialogues, role-playing, and foundation builders.

Register today for the six-month or one-year Profitable Recruiter pro memberships and we’ll send you the link and password information to start listening to Judy’s incredible training tools right away. 

Got questions?  Email us for answers!  Good luck and happy Recruiting! 


The True Value of Agent-to-Agent Referrals

An Interview with Top Agent Keith GroganKeith Grogan

By Julie Escobar

Networking in our business is a powerful thing – not only to continuously grow as a professional, but for the ability to connect with some very cool people.  I was fortunate in the last week to touch base with one of my favorite agents to follow online Keith Grogan.  He recently shared some valuable tips for agents about the real importance of nurturing those valuable agent-to-agent referral relationships – and how many agents fall short.  It was timely and on-point, and he was gracious enough to sit down for an interview to share his experience.  Here’s an excerpt from our interview:

Q:  First of all Keith – thanks so much for taking your time to share with our readers!  Can you tell us a little about yourself? 

A:  I spent twenty-four years in sales management with consumer product companies, managing both regional and national sales forces with a constant focus on team building. When I grew weary of spending all of my time on the road, I sought a second career, one that would require little or no airplane travel.  After serious consideration, I found that real estate would provide the most opportunity and I loved the concept of being in control of my income knowing that the harder that I worked, the more that I would make. What a great concept! Sixteen years ago, I partnered with one of Atlanta’s premier agents, Marsha Sell, who is now in her 43rd year of selling Atlanta real estate. We have a team that support our efforts and we cover Atlanta and the northern suburbs.

Q:  Your recent online advice to agents on why it’s SO important to build a strong referral network was on point — and so timely.  Can you share your thoughts on that with us?

A:  My business partner began building her network throughout the country years ago when most agents were only looking for ways to gain more exposure for their listings. Our referral base has enabled us to avoid the peaks and valleys that many agents experience because we have a good flow of referrals coming in throughout the year.

I see many, many agents who are so focused on the short term and get so wrapped up in each transaction and making sure that they get paid that they simply never consider the referral potential nor are they adept at knowing how and when to ask for referrals.

Q:  Too often agents are unresponsive, or unreliable when it comes to managing referrals and leads that come their way — can you share how you feel they are missing a big component of their business by doing this?  

A:  Over the past year, I have had the opportunity to place more outgoing referrals than in any year in the past ten years and I have been absolutely shocked at how difficult it is to place most of these referrals. In a huge percentage of the cases, it was nearly impossible to even reach the agent. More shocking to me was that, once I did reach the agents, most of them sounded as if they weren’t too sure that they wanted to take a referral at the time. I guess that they just had all the business that they wanted!

Of the referrals that were placed last year, I only received updates throughout the process from two or three agents. If you are trusting a client, a friend, or a family member with an agent in another area, you would think that just common courtesy would dictate that they would at least update the referring agent on date of contact, date of first meeting, time frame for purchase/listing, progress reports, purchase notification, and confirmation of closing. To me, that seems very basic but, sadly, that is not being done.

When I find an agent who is enthusiastic about a referral and who communicates effectively, I look for opportunities to give more referrals to that agent.

Q:  You have a LOT of social media fans for your terrific sense of humor and terrific posts.  You shared with me why you made the shift to humor – can you share that with the readers? 

A:  I had volumes of inspirational and motivational quotes and cartoons that I accumulated and used often during my years in sales management. In my early days on social media, I posted only inspirational, motivational, and informational posts. When the market changed a few years ago, I realized that most of my Realtor friends throughout the country were trying to stay afloat in uncharted waters and nobody was having much fun. I decided to shift the focus of my posts and, since that time, my goal is to bring a smile to at least one Realtor’s face every day.

Q:  I’d say you succeed in that goal every day Keith!  Now, if you had to give your best piece of advice to a new or experienced agent in today’s market – what would it be?

A:  Build your database, maintain your database, and work your database. The longer that you are in this business, the more of your business will come from your database. When you work your database and communicate properly with your database and sphere of influence, you can reach a point where you find that you are getting more clients, more listings, and making more money and you will find that you are working less to secure new business.

Q:  How can readers connect with you? 

A:  Keith Grogan, The Sell Team, Coldwell Banker Residential Brokerage,

Awesome stuff Keith – thank you so much for your insights and ideas.  You are a terrific example of professionalism and high standards in our business – and one heck of a funny guy to follow!  If you haven’t connected yet with Keith, follow his Facebook page today.  He’s always on point!  While you’re at it, be sure to connect with us there as well!

Being a PROFITABLE SALES AGENT means doing things sometimes in unexpected ways.  It means staying in touch.  It means developing those powerful relationships with other agents that will earn you a great reputation – and bottom line referrals.  Want to learn more about being a strong agent?  Stay tuned right here and become a Profitable Agent Member Today! Join in the month of February and take 50% off your membership with the coupon code 50OFF!