Archive for the ‘Rick Brash Inner Circle Trainer’ Category

Every now and then, we just need a little bit of motivation to stimulate our creative juices. Rick’s comments below in this timely article fall into that category this week. What makes you do something? How does a formulated thought get you to change some behaviour? Sometimes, it just takes a pointed directive to get on with something. At Relentless Realtors this week, we felt this article would be a good share to just help push you along. Hope yu enjoy it, hope it makes a difference somewhere, somehow…  -RR
     I went to bed earlier than normal last night, after the Stampeders beat the Tiger-Cats, I was happy and fell asleep. Up at about 4:30, wanting to get this note that I started early Friday morning formulated and finished in my head and then onto the screen, here goes…
    Hi everyone, Happy Saturday, we successfully made it to another great weekend!! Summer is fading here at my house, the smell of Fall is creeping in,  Carol and I jumped on the Goldwing Thursday night at about 8:00 and rode out of the city for dinner. I needed a break, my brain was aching, a change of venue was a well needed respite. We rode out towards the mountains in to a beautiful western sunset over the Rockies – the sky was red and clear, the temperature was perfect and there was distinct smell of Fall in the air as we rode along the Elbow River. It was beautiful. You don’t have to be a rocket scientist to sense the end of Summer and the seasonal change in the air. In our neck of the woods, Western Canada, that seasonal change culminates with the arrival of Old Man Winter, makes me shudder just thinking about it. It’s been a great summer this year, a little wet early on but nice for the past 45 days or so.
    It’s sure great getting to know and work with you all, I hope as the routine of life has returned now that school is back in and vacation season has passed, you’re all busy creating opportunity and becoming adept at lead generation in your business. Whatever you do, DON’T stop, DON’T give up, stay the course…
    Something that’s always fascinated me with our Quantum Leap program is how easy it is to get total and complete strangers (prospects in need) to react because of their base desire to selfishly arm themselves with what they want or think they need. We all do it. Not only is it rewarding to study, understand, and USE the local market trends to our advantage but it’s REALLY COOL to look at those market trends and armed with that knowledge, create an effective marketing campaign that quickly generates activity. Activity in marketing is when the prospective NEW customers see an answer to their queries/worries/wonderings/needs in your marketing and agree to take advantage of the offer they see! If you’re a parent with a school-age youngster, you recently looked for a way to lessen the blow of purchasing all the required school supplies as the kids rolled back in over the past few days. You saw the ads in the paper from Staples, Office Depot, Wal-Mart, Target, Old Navy, etc all promising to lessen the sting of the required expenditures required for the new year. There’s a lesson for all of us in that…
    I’ve been known to stock up my office at this time of the year because all the stuff I need and use regularly is available and probably on sale due to a bulk purchase by the retailer, especially paper, something I go through like crazy. I just peruse the newspaper and the flyers on Thursdays (flyer day here), find the deal that makes the most sense to me (within a reasonable drive of my home office), and go get what I need. Simply, I want what I want with the least amount of driving, stress, and hassle. This proves that I’m a perfect example as to why my Real Estate direct response marketing works as well as it does. Yup, those stationary retailers are able to create a sale WITH ME because of the effectiveness of THEIR marketing efforts/pieces. It flies right in to my reticular activator (every prospect in need has this ticking away in their brain by the way) and I react based on what I NEED!!! My first consideration in the search ISN’T where it is, it’s the fact that I can get it now really easy and plentifully.
    Sound familiar? Think this through in light of your lessons with Craig…I’m a PROSPECT in NEED (as are millions of parents with school age kids this week) and I simply react when I see what I need made available to me. It plants itself in my brain and I go for it. By the way, in my case, I DON’T shop on-line for those supplies, I let the marketing come to me in print form and react when I see what I need. If you think about it, you probably are the same as me, looking for a solution to a need and allowing the marketing to present solutions. (How ,many of you are affected this week by the release of the iPhone 5S – you MUST have seen the pre-order marketing that’s everywhere) Interestingly, over at Staples where I did by 2 boxes of paper, EVERY parent was walking around with a STAPLES FLYER in their hands, not an iPad or a smart phone! Don’t tell me print media isn’t effective anymore, September is Christmas for Staples, no question!!
    So, in that vein, let me ask you, How are YOU doing with the MARKETING facet of your business? C’mon, be honest…How’s the Lead Generation shaping up? Are you taking to heart and using the training, advice, and tools Craig has provided you to excel at this in your world. Are you doing it (working ON your business) every day, every morning, as I’ve suggested? I hope so, especially if you are looking for a better way, a more profitable way to be a Real Estate agent. In our business, settling for average wages – $40-$50,000 / year is UNHEARD of and completely unnecessary. But yet the vast majority of real estate barely earn POVERTY levels! Yes it’s true. It’s scary!! The other day on a WEBINAR, we pulled up the stats for agents in a particular large metro market, and Craig and I were shocked that over 50% of the agents in that HUGE metro market (10,000+ agents) had only done 1 (one) transaction so far this year (2013) and another 20% had done less than 4 deals! That proves what I said earlier so watch out – Poverty earning levels are alive and well in Real Estate!
    Over the years I’ve heard every excuse in the book as to why members can’t/haven’t/won’t get it going to create lead flow into the real estate machine. Yup, heard it all. At the end of that discussion, it’s always the same… ”Rick, I just need some closings, what should I do?” Really? REALLY? Excuses are just that, excuses. You need closings? You need listings? You want buyers-in-waiting? You want MORE clients? Then do something to get them to raise their hands asking YOU for aid. IT’S EASY!!! Guess who creates 99% of the sales in YOUR MARKET?? Real Estate agents with clients! plain and simple! If you need some sales, get some clients, use the tools we’re giving you. Turn things on. NO EXCUSES. get after it with your marketing.

 Free List of Miami Repo’d & Bank Owned Houses

List with pics, details, & addresses

Priced $129K – $198K


free ordering info by calling:

1 800 123-4567  ID#1212

    Look, I know that we all have our idiosyncrasies and habits and personality traits but creating leads from easy-to-understand local trends in sales, listings, and statistical movement is easy, especially when the instruction to do it is right at your fingertips (www.CPCoaching.net). My advice is change the behaviour that’s affecting you. The other day I gave a member some advice to start something new that would cause a ripple effect. I said “Come in to the office early (by now you all know MY definition of early) Saturday morning, paint a wall or two in your office and change the configuration of your desk and office furniture. When you finish Saturday evening, go home, stay away Sunday and then when you return to work Monday morning, it will feel like a new office, a new place to work, a new beginning and new habits can easily be formed.”
    My hopes are that those new habits will include lead gen implementation strategy that feels new yet comfortable through simply following the Franchise Prototype we’re teaching you. I’m looking forward to a discussion with her next week to see if she took my advice.
    Sometimes a push is all it takes. I have ultimate respect for Craig and Catherine Proctor who’ve unselfishly shared with Carol and I a much better way to work and live since I met them back in 2000. I could not be more grateful for all their aid and advice over the years, even knowing that at first I was a royal pain in the a** for Craig. As I went through the Coaching, Graduate, and Platinum programs I commandeered as much of Craig’s time as I could. At every SuperConference I found, sat, and talked with Catherine about Craig’s business. (she’s a system genius by the way) I used to go on the Tuesday intro calls just to get an audience with Craig and ask more and more questions. However, on some occasions I was on the receiving end of a tune up when I complained it wasn’t working the way I wanted it to or if I moaned about not understanding something. Craig has been patient but firm with me over the years dispensing the advice and correct information. He’s never let me down, never lied to me, never asked me to experiment, and thankfully, never told me to buzz off!!
    Take this to heart, you can gain the same mastery as our most successful members, if you apply what your learning and MAKE it work. Just get after it, Just do it, get the marketing out there and watch it work. Look at your numbers, track the results, KNOW what the marketing is actually doing. Don’t settle for one ad, settle for 25 ads and then 25 more. Run lots of them all at once, saturate the area and media sources so you have no choice but to create reaction, then collect the marketing data, look at the reaction to your marketing message, get as many prospects in waiting as possible to call your Hotline and listen to what they say about your marketing message or offer. Use as many media outlets as you can find, take it to the highest level and make things happen.
    Have a great weekend think this all through and next week GENERATE LEADS like a champion…

Read Full Post »

A huge majority of the Inner Circle and Coaching e-mails that come in over the course of a month are ‘marketing’ related. The vast majority of our new members are relatively inexperienced at marketing and creating lead generating campaigns vs. just placating sellers is something that actually is a bit of a challenge. This month, Rick’s post  looks at the practical side of creating opportunity using a marketing strategy. Here at RR we’re all about sharing practical advise and sharing examples that come from our most successful members.

This post does that, it also references the Hotline technology that Rick used for years in his successful business. Our affiliate partner for  that technology is Automated Marketing Solutions. At their office, speak with Amy if you have questions about how to correctly install that tool into Contact them at 800 858-8889. 

We hope you enjoy this installment.   -RR


For our elite coaching members here in Canada, those working one-on-one with Craig and his coaching team, I hope you enjoyed a great Canada Day on July 1! Same goes for our members in the US – Happy fourth of July. The good news is that finally summer is upon us and with it all the great traditions that make us smile. BBQ’s, vacations, summer camp, the lake, the beach, and so much more. At my house, for Canada day, we have a yard full and we BBQ. It was GREAT!!

So over the past few Coaching calls with Craig we’ve earnestly tried to get you to slightly adjust your perspective on many of your day to day activities as a hard working Realtor. A lot of discussion has centered around the marketing and advertising you do and why the format likely needs to change – simply, a strategic marketing campaign should have sole purpose of “GENERATING LEADS”.

We’ve tried to get you to see how this strategy should fit in to your business model to enhance what you are already doing. As an advocate for a marketing based, lead gen strategy, I can’t stress enough how critical it is you implement these ideas sooner rather than later, especially if you are in need of a commission cheque or two and you really need MORE opportunity to sell.

The vast majority of you have been sharing your marketing with us, attending the Ad Clinic WEBINAR SESSION (something we’ve done for almost 20 years) every Friday at 11:00 AM, uploading YOUR marketing pieces along with the results and I commend you for that. Remember, along with teaching you the value of marketing for your leads, we’re also encouraging you to become diligent marketing analysts so you can understand and know your local trends. As you’ve heard Craig and I say – knowing what’s trending locally gives you an edge when preparing a marketing campaign.

So, building on that, for today’s discussion, lets talk marketing…. It’s a great discussion, one I love to lead every chance I get. Now, remember how we’ve discussed how that much desired, multi-layered marketing approach you’re working towards should eventually look? Recall from those discussions that there was more than one idea that we should be pursuing for the sole purpose of generating a lead….well let’s dive in to that just a little more today.

Let’s choose 2 established, well used real estate mediums locally – you decide which two – but for the sake of this exercise, lets choose one that’s off-line and one that’s on-line. But, which two Rick?

Maybe choose the newspaper locally that carries real estate ads but probably NOT your big daily – it’s very likely too big covering an entire state or province or complete population (LA Times, DALLAS Morning News, Toronto Star, etc) and too expensive. Use something smaller, weekly, freely delivered, that gets delivered to the area locally that’s creating the highest turnover in sales.

For the on-line medium, most areas have a locally run classified site that has houses for sale. Often you can use the local newspaper on-line classified site in conjunction with the paper ad. Again, trying to use something used by YOUR local prospects. Craigslist style classifieds are the measuring stick though many LOCAL sites aren’t as badly saturated as Craigslist.

Based on what Craig has been talking to you about, look at them closely and you’ll see what typical Real Estate marketing looks like. Most of it is “listing centric” – in other words, heavy dependence on the features (useless feature dumping) of a house for sale – the NARROW APPEAL approach. As well, you’ll likely bump in to a good share of IMAGE STYLE ads – agents extolling the benefits of calling them – area specialist, awards, top producer, #1, etc. Just so you know, these two styles of marketing will never go away and, interestingly enough, every year we’ll hear the same thing from THOSE agents: “Hey Craig and Rick, I’m really great once I get a client into a negotiation…the problem I have is I don’t have any clients to negotiate for!”

Remember also that you’ve already been engaged in those types of ads, and even though you did some business because of them, it didn’t produce sustainable and repeated opportunity to your business.

Here’s a couple of simple-to-understand but crucial things to include in your ad:

  1. Remember, to get prospects to respond, GIVE THEM EXACTLY WHAT THEY WANT, NEED, OR ARE LOOKING FOR!! This isn’t rocket science, it’s logic and common sense…A buyer wants a deal – give them a deal then tell them how to access a bunch of similar deals.
  2. Make sure your marketing message is relevant to what’s going on. By now you’ve done your market study and you have a really good working knowledge of faster selling price range, real active geo areas,

Let your ad start with a screaming deal for a house for sale…remember the best headlines get the clicks IN to the body of the ad. Look how Kijiji, eBay Classifieds, BackPage, WebCosmo, Craigslist, etc. work with headlines. That’s the first thing a prospect sees, they actually search the headlines for the one that catches their



Now create a simple, short, emotionally charged caption that offers a prospect enough to whet their appetite for the offer you make. A wider appeal is the answer here. Include pictures. Remember, most prospects like to SEE something to make a decision. Stats tell us about 70% of prospects are visually oriented so the pictures help to draw them in to the ad.  Media is usually “visually” oriented, people go to their screens to see pictures and be lured in by how things ‘look’. Off line, with classifieds, display ads, ear-lugs, and editorials, you’ll create more calls in to hotline that you will from the ON-LINE source.


Get ads like this one running in 8 or 10 mediums locally and voila – instant LEADS! If time is on your hands, post like crazy, experiment with a few word changes but TALK TO THE MARKET. It’s listening, and if you offer if, they will ask for it.

How many relevant marketing campaigns can you run? Two? Three? Four? I’m sure we could find a couple of great selling market sectors that would easily deliver up leads if the message simply called out to the movement of sales, listings, and buyer activity, the logical conclusion is participation in the answer gathering activity your provide to prospects through your marketing campaigns.

Coming… Leads from Listings – easy!!  -RB

Read Full Post »

As many of you know, our crop of supportive Relentless Realtors followers comprise some of the coolest people in Real Estate from across North America. Plus, regularily, e-mails and comments from places like Austrailia, England, South Africa, and others continually grace our inboxes…  Getting engaged in many great discussions, all prodded by what’s shared here, is our goal and it’s just an extra if the advice here is of use to you, our loyal readers.  Of course, we encourage communication  anytime, good or bad, compliment or complaint. Continue to bring your questions, your concerns, your contributions, and your directives so we can keep presenting what we believe to be solid and candid advice to hard working, prefessional real estate practitioners anywhere the internet shines a leading light.

In that vein, recently, a good friend of Relentless Realtors, David Thompson from Winnipeg Canada (www.DavidThompson.net) connected with Rick and wanted to share some ideas and techniques he’s used  working with those pesky FSBO’s – you know, those sellers who think selling a house is easy, that professional Realtors are grossly overpaid, and in essence AREN’T worth the fees attached to listing and selling. His success rtate with FSBO type clients is way above normal, way above average.

About David Thompson: Some of you probably already know David from Winnipeg, Mb. Canada as a solid family man and successful agent in what’s been called a “very under-valued city” in Central Canada. He and Rick met in 2001 in Orlando Florida as students at a Real Estate Conference and have been close friends ever since. Together, they’ve traveled the width and breadth of North America as both ardent students and sharing speakers. David is also a recipient of the very coveted, Quantum Leap award. 

David’s career spans more than 20 years and would certainly be the epitome for ANY agent chasing success and sustainability. Always  maximizing the selling conditions of his unique market, David’s tenacity has earned him “Top Producer” status and he’s well known locally. Today, as both a high volume sales agent and, most recently, a private success coach, David continues to extol the value of developing a business mindest through an adpatation of a repeatable systems implentation model. He’ll tell you if you ask, “the best most profitable buinesses anywhere use systems and technolgy to drive their success and there’s absolutely NO reason why we can’t emulate that as Realtors.”

We agree and we salute Davids Relentlesness!! Hope you enjoy this great post



After his capture by police in the 1930s,famous bank robber Willie Sutton was asked why he robbed banks and his answer was “because that’s where the money is”.

If you are an active Realtor and you want to increase your productivity then you want to increase your listing inventory. If you want to increase your listing inventory then you need to create a system to target FSBOS because “that’s where the money is”.

Now <two> very important things to understand before we go any further. Even if you are in a slower “buyers” market you still want listing inventory because no matter what anyone says the “best,ready to act buyers” will come from listing call spin off. I have had plenty of transactions occur off ad call/sign calls from listings that may never have sold but if you average one transaction per listing whether it sells or not that you will never have a cash flow problem (more on how to do that in my next <post>). The second thing to understand which is very crucial is that when I say “target listings” I don’t mean chase after them. Actually I mean the opposite: have them contact you. (read that last sentence again).

Folks it’s called reverse prospecting and it works and has worked for many years and that’s not all….the good news is that it is not market based, it’s human nature based so I don’t want to hear ” that won’t work in my market”. What,you don’t have humans in your market? <please know> I didn’t invent this idea at all, I learned this from studying Craig Proctor’s Quantum Leap System (www.TheProctorProgram.com) for over 10 years plus I have studied the subject of FSBOS for 25 years as an active Realtor and been on for sure thousands of direct contact FSBO appointments so while I don’t know a lot about a lot of subjects this is one I feel qualified to speak about.

The reason I targeted FSBOS in the first place was because when I first started and the Realtors who were giving me “guidance ” explained the way to get business was to either call people randomly out of the phone book and ask for business or to sit in somebody’s house on a Sunday for 3 hours, these just didn’t seem to make sense to me.

I thought why would I cold call people out of the phone book when there were tons of people in my market advertising their homes for sale every single day of the year?  Why would I make 300 random phone calls to find a needle in a haystack when their were people who were standing on their roofs waving a red flag to tell me that they were selling their home and needed my services – they just didn’t know it yet!

And then I realized that these “mentors” in my office did not teach or encourage me about FSBOs because they perceived that there was tons of rejection involved and that many other Realtors were calling these people. Both of those things may be true but the good news is this can be done with zero rejection and can be done in such a way that nobody in your market is doing right now.

The other very cool, and in fact, very powerful thing about the concept of reverse prospecting is that not only does it work like the name implies (prospect contacting you) but it does something even better-it changes the POWER DYNAMIC between you and the FSBO. Every FSBO feels they have the upper hand in this relationship because every eager Realtor in their market is calling them with every pitch in the book. But when they contact you everything changes. You immediately have the upper hand in this relationship and the prospective client has given it to you just by virtue of the action that they have contacted you.

You have created such an effective and compelling reverse prospecting marketing piece that it makes it virtually impossible for them not to pick up the phone or send you an email ASKING YOU for an appointment.

What is this one – two punch that makes these most difficult yet lucrative prospects compelled to contact you instead of the other way around?

Keep following Relentless Realtors for my next <post>  to find out the EXACT answer to my proprietary system that I have developed, tracked, and tested and find out what my “real world” and documented results are and then start implementing it yourself in your market.

It’s simple and it works.

Until next time…..

-David “DT” Thompson  “the Fsbo hunter”

PS… Oh and do you have a system for pre-foreclosure leads yet? I have one of those also in case you have any pre foreclosure situations in your market……..

Read Full Post »