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The 12 SkillsEvery business has fundamental skills that must be mastered in order toachieve long lasting success.  Real estate is no different. Once you learn andmaster these skills you can confidently create a thriving real estate businessin any market.  

George Q. Morris George Q. Morris (CEO & Founder)

In my 25 years in this business, I've been a top producing agent and theowner/broker of one of the top real estate companies in the world. Currently,we have four of the top teams in the US and three of the top agents in theworld for our brand.  

In this workbook, we will identify the specific skills that world-class agentsand high performance  teams are using to win the real estate game. 

The reason I want to share this with you is so you can MODEL what worksand apply it to YOUR business.   Once you master these skills, you will nolonger worry about what the market is doing, because you will have theknowledge to succeed in any economic climate. 

The 12 Fundamental Skills Every Agent Must Master To Become A TopProducer

How important are these skills?  When you learn them you will have...

More leadsMore appointmentsMore salesMore stabilityMore income

Be sure to schedule your FREE Strategy Session with one of our experts.

Let's get started!

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"Excellence is achievedby the mastery of the

fundamentals"

Vince Lombardi

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Skill #1: Lead GenerationThis is all about how you succeed instantly in the game of real estate. Every agent should have at least 2-4 lead sources. Figure out whichones best suit your business and your goals.  Your environment, yourenergy, and the actions you take daily will determine your leadgeneration success. 

Rank lead generation skill on a scale of 1-10.  1 being the lowest and 10 thehighest.  

What two new lead sources would you like to add to your business? (Write youranswers below.) 

What are your best lead sources currently? 

What are 3 actions you can take to increase your lead generation skills? 

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1-10Rank Yourself:

Source 1:  Source 2: 

Current Sources:

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1.

2.

3.

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Skill #2: Setting AppointmentsSo much of this business hinges on your ability to set appointments. If you can’t set appointments, it’s almost impossible to win andsucceed at real estate. There are two beliefs you must have to masterthis skill.  First, you must believe you are the best agent for the job.Second, that you can and will set appointments daily. 

Rank your skill at setting appointments on a scale of 1-10.  (1 being the lowestand 10 the highest.) 

How many appointments do you need to set per week/month to reach yourgoals?

What is your closed transaction goal for the year? 

What 3 actions can you take to increase your appointment setting skills? 

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1-10Rank yourself:

Per Week:  Per Month: 

Transactions: 

1. 

2.

3.

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Skill #3: Lead Follow UpSo much money can be earned in this part of your business.  The firststep is to define what is a lead for your business. How motivated arethey? What's their time-frame? Next, how often are you calling themand what are you saying?  When you call your leads, bring value tothe conversation, ask great questions, and always end with a call toaction. Do that and you will succeed at lead follow up.

Rank your skill at lead follow up on a scale of 1-10.  (1 being the lowest and 10the highest.) 

What are your two biggest reasons for not following up with your leads?

Qualify what defines a lead for your business. 

What 3 actions can you take to increase your lead follow up skills? 

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1-10Rank yourself:

Reason 1:  Reason 2: 

Definition: 

1.

2.

3.

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Skill #4: Pre-Qualfying This is one of the most important skills you have in your arsenal.  Pre-qualifying is a critical component to your success as a great agent.Your time is so valuable, it’s the one commodity you can not get back. Commit to asking 100% of your pre-qualifying questions 100% of thetime. This is the secret weapon that will allow you to save time, bebetter prepared, and get more agreements signed. 

Rank your skill at pre-qualifying on a scale of 1-10.  (1 being the lowest and 10the highest.) 

What are your two biggest reasons for not pre-qualifying your appointments?

Do you have a set of questions that you ask every buyer and seller before anappointment? 

What 3 actions can you take to increase your pre-qualifying up skills? 

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1-10Rank yourself:

Reason 1:  Reason 2: 

Yes | No 

1.

2.

3.

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Skill #5: Presenting 

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Do you have a presentation that is uniquely yours?  Do you really ownthe words that you speak? There are three elements that all greatpresentations have.  When your presentation is designed to discoverthe client’s needs, wants and expectations, you will sign significantlymore contracts with far less friction.   

Rank your presention skills on a scale of 1-10.  (1 being the lowest and 10 thehighest.) 

What are two objections that you have the most difficult time overcoming duringyour presentations?

Do you have a written seller and buyer presentation? 

What 3 actions can you take to increase your presentation skills? 

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1-10Rank yourself:

Objection 1:  Objection 2: 

Yes | No 

1.

2.

3.

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Skill #6: Handling Objections

Handling objections begins with a fundamental belief that you arethe best agent for the job. Next, you need to understand thedifference between an objection and a condition. An objection canbe resolved, a condition can't.  Here's an simple question to help youidentify the objection, "What would have to happen for us to worktogether?"  

Rank your objection handling skills on a scale of 1-10.  (1 being the lowest and10 the highest.) 

What 2 objections do you have the most difficult time overcoming?

Have you written out different ways to handle each objection? 

What 3 actions can you take to increase your objection handling skills? 

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1-10Rank yourself:

Objection 1:  Objection 2: 

Yes | No 

1.

2.

3.

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Skill #7: Closing

How good of a closer are you? Do you close consistently? Do you justhint at the close? Or do you turn the close over to the client by askingsomething like, “What would you like to do?”  That’s not really closing.You don’t need 20 ‘tricky closes.” You only need to identify 2-3methods of asking for business that you are comfortable using. Thenuse them every time. Do this and you will become a great closer!  

Rank your closing skills on a scale of 1-10.  (1 being the lowest and 10 thehighest.) 

What are two reasons you are uncomfortable closing for the sale?

Have you written and practiced any of your closes? 

What 3 actions can you take to increase your closing skills? 

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1-10Rank yourself:

Reason 1:  Reasons 2: 

Yes | No 

1.

2.

3.

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Skill #8: Transitional Statements

When you are trying to discover the client's needs, wants andexpecations it's easy to get off track.  Using transitional statements ishow you get your sales call or presentation headed back in the rightdirection. Learn basic transitional statements like, "As important asthat is...Let's switch gears for a moment..." These statements allow youto return to the purpose of your conversation without friction. 

Rank your skills at using transitional statements on a scale of 1-10.  (1 being thelowest and 10 the highest.) 

What are two reasons you struggle with staying on track during your sales callsand presentations?

Do you have a transitional statements that you routinely use? 

What actions can you take to increase your skills at using transitionalstatements? 

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1-10Rank yourself:

Reason 1:  Reasons 2: 

Yes | No 

1.

2.

3.

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Skill #9: Negotiation

What helps you be effective as a negotiator is knowledge. The firstrule of negotiation: find out what’s most important to your client.Second rule: find out what’s most important to the other party.  Thirdrule: don’t get hung up over small issues that are inconsequential.Stay focused on the ultimate goal and you'll become an effectivenegotiator! 

Rank your negotiation skills on a scale of 1-10.  (1 being the lowest and 10 thehighest.) 

What are two situations where you struggle with negotiating?

Do you find yourself cutting your commissions when negotiating with a seller orbuyer? 

What 3 actions can you take to increase your negotiation skills? 

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1-10Rank yourself:

Situation 1:  Situation 2: 

Yes | No 

1.

2.

3.

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Skill #10: Pricing Strategy

Knowing how to price a listing correctly and having a pricing strategyis a fundamental skill.  You need to communicate your pricingstrategy and set expectations at the time you take the listing.Communication is critical to this process.  Talk with your seller weeklyabout the following: showing feedback, what you're doing to get thehome sold, and what you're going to do next. If it becomesnecessary to reduce the price according to your strategy, it becomesmuch easier!

Rank your skills at pricing listings and getting price reductions on a scale of 1-10.  (1 being the lowest and 10 the highest.) 

What are two objections you struggle with when it comes pricing your listingsand getting price reductions?

Do you find yourself avoiding having the price reduction conversation with aseller? 

What are 3 actions you can take to increase your pricing skills? 

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1-10Rank yourself:

Objection 1:  Objection 2: 

Yes | No 

1.

2.

3.

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Skill #11: Pattern Interrupts & LevelShifts These skills allow you to change the direction of a sales conversation. They also help you diffuse a tense or angry situation. You can 'breaktheir pattern' and redirect the focus of the conversation to what theyreally want.  Example: "I don't want to pay a commission."  You canlevel shift to, "It sounds like you need to make as much money aspossible on the sale of your home. Is that right?"  This opens the doorto having a productive conversation instead of a combative one.   

Rank your skills at pattern interrupts & level shifts on a scale of 1-10.  (1 beingthe lowest and 10 the highest.) 

What are two scenarios that sometimes lead to conflict with a lead or client?

Do you have a pattern interrupts and level shifts that you use in your salesconversations? 

What are 3 actions you can take to increase your skills in these areas? 

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1-10Rank yourself:

Senario 1:  Senario 2: 

Yes | No 

1.

2.

3.

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Skill #12: Working With Buyers

The key to great leadership is helping people feel safe.  Make sureyour buyers understand their rights of inspection and appraisal. Oncebuyers feel safe, they are willing to write offers. Show homes only afterthey have been fully qualified by the lender and have signed a buyer-broker agreement. Don’t show more than 5 homes at a time and don’tbe afraid to ask this question, “Are you prepared to write an offerwhen we find the right home?”

Rank your skills at working with buyers on a scale of 1-10.  (1 being the lowestand 10 the highest.) 

What are two reasons you hesitate to get an agency agreement signed with yourBuyers?

Do you have a conversation about how they will know when it's time to write anoffer? 

What are 3 actions you can take to increase your skills at working with buyers? 

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1-10Rank yourself:

Reason 1:  Reason 2: 

Yes | No 

1.

2.

3.

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Your 12 Skills Report Card

SCHEDULE A FREE STRATEGY SESSION HERE!

This report card lets you identify the areas where you canimprove. The great news is that raising your score in any skillwill directly impact your effectiveness and your income.  Youshould strive to be at least an 8 or above in all categories.  

12 Fundamental Skills Score1-10

Lead Generation

Setting Appointments

Lead Follow Up

Pre-Qualifying

Presenting

Handling Objections

Closing

Transitional Staements

Negotiation

Pricing Strategy

Pattern Interrupts & Level Shitfs

Working With Buyers

Your Total Score

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Watch This Short Video! 

Schedule Your Free Strategy Session Here

Congratulations!  I am so excited that you’vedownloaded this workbook.  I believe that it'sa step in the direction of building yourdreams, your career and your real estatebusiness.  

This is a defining moment, but there’s stillmore work to do. I've created 12 videos towalk you through each of the 12 skills.  This isthe time to step up and master your skill sets,your mindset and your discipline. 

Start by scheduling your free strategy sessionbelow. 

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What if you could close just 1

extra deal per month?

Book A FREE Strategy Session!

This is where it all starts.  Schedule your FREEstrategy session! We will take a look at your business,identify what is holding you back, and help you with a

strategy.   

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