The 12 Step Commercial Real Estate Basic Broker Program

I was on the phone recently with one of my clients who is considering hiring a junior leasing representative to help out with his business (it’s exploding!) and we decided to come up with a task list of duties. Upon its completion I sent it to a few other clients who raved about it. I decided not to keep it a secret and share it with my readers.

Set 12 Month Goals – Setting goals is necessary because it sets the stage for what needs to happen over the next 12 months. Having goals makes it easier to take action steps that support your goals. Making choices about what work should and shouldn’t be. Make sure your goals are specific, measurable and timed. Develop a 90 day plans with day-by-day actions steps that support your annual goals. Then, make sure you have blocked out time each day to complete the tasks. If you follow your plan without cheating success is yours.
Manage Your Time – Now that you have goals you must manage your time properly in order to be able to complete everything. The 6 keys to effectively managing time are: attitude, goal setting/planning, prioritizing, scheduling, managing interruptions, and delegation. If you have a firm grip on these 6 strategies and you are blocking time for necessary activities, delegating what you don’t do well or can pay someone else to do and managing interruptions all while remembering to plan each day – your income will soar. Guaranteed.
Be Organized – Are you organized? Do you know where everything is? Do you have files set up where all of your paperwork is kept? Folders in your desktop? Do you know what needs to happen everyday with giving it too much thought? Whoever tells you in spite of the mess on their desk they know where everything is – don’t believe it? IT IS IMPOSSIBLE! Don’t fall into this trap – take the times needed to get and stay organized once and for all. In order to stay organized, new habits need to be created – start today.
Coldcall – as much as I write about other (and possibly better) methods, nothing replaces old-fashioned cold calling. Have a script ready before making any calls, tweak as it as needed. Choose a Specific number of calls to make each day and stick to it. Begin with between 5-10, make it a habit. Refer to various sources for gathering names to call: in-house directories, subscription directories, online searches, CoStar, Loopnet, even your own personal database. Knock on doors; knock on every door within the competing area of your property. Leave a brochure and business card. Be friendly and professional. Add each name to your personal database and keep track of whom you have called, when you have called and the result.
Develop a Tickler System – The only way to keep track of what needs to happen and when is to have a tickler system set up. A tickler system is a system that keeps track of what follow up is required and when. You can keep this information electronically or manually – just know what to do, who to call, and when!
Have Meetings – I have a client who is fond of telling me his number 1 goal is to get meetings. He knows that if he is able to have a face-to-face meeting with prospects he has a high probability of at least getting to the next step of turning the prospect into a client. In other words he has a high conversion rate of getting new clients as a result of meetings he has set up. Of course this requires you have a strong lead generation system in place so that you have prospects to set meetings up with. But…that’s another topic.
Qualify Your Prospect – This is a key for time management. Prepare a list of 5 basic qualifying questions that will allow you to discern who to work with and who not to. DO NOT MEET WITH UNQUALIFIED PROSPECTS. You will never win with these people today (however, learn to determine who can be a client tomorrow).
Drive Markets – Drive each market in your territory and really know it – be an expert. Do not go onto the next market until you have finished the first and so on. And don’t forget that you have to make the follow up calls and obtain any additional informational information you need as a result of driving. Follow up is key in order to have this activity fully pay off!
In Person Coldcalling – Knock on doors – every door in your market. Have conversations; leave brochures and business cards (maybe even a PayDay candy bar). Be friendly and professional.
Update Comps for your area quarterly – This is a no-brainer. Information is King. Don’t get caught with your pants down by not knowing the information.
Marketing/Prospecting – Marketing is everything you do to promote you, your company, your product or your client. Be professional at ALL times – Dress well, carry crisp new business cards, produce materials that you are proud of and have no mistakes. Do what you say you are going to do. – Lead generation – Establish a marketing schedule. Touch each prospect 1 – 2 times per month. It takes hearing or seeing your name 5-9 times before they feel they know you. Remember people buy from those they know, like and trust. – Have at least 3 lead generation activities per week. Keep up with your prospecting even when you are busy. This prevents the up and down cycles many agents experience by having a steady flow of clients. – Marketing Pieces – develop good, strong direct response promotional pieces. Write about 3 FREE REPORTS to hand out.
Be Technologically Savvy – Know how to develop a website and what should be on one. Know how to send email blasts, fax and voice broadcasts. Technology is a fact of life today; you must be on top of it (or hire someone who is).
Bonus: Follow Up – This is where most fall short! I don’t have to tell you how to do this – just do it. Create a system with a checklist and STICK TO IT. Don’t let things fall through the cracks.

Cindy Spivack, CEO and President of Cindy Spivack International, Inc., teaches Commercial Real Estate Professionals 7 Key Strategies for building an enormously successful commercial real estate business in 12 months or less. For free how-to-articles and powerful lead generation and time management tips go to Cindy’s websites at and or email her at

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