Sales first, relationships second: Let's get our priorities straight

Far too much of the industry's resources are dedicated to marketing and branding instead of how to be good at sales
  • Real estate is a sales business more than anything.
  • A letter from the bank proves only that the person is financially capable. It's not a personality analysis. Don't let people waste your time.

The reason top producers are top producers is because they focused on sales first and relationships second. The relationships happen after closing. That doesn’t mean they’re hard-nosed, callous dealmakers. It means they know how to tell a client “no.”