Resources · Articles
Read. Implement. Repeat.
Practical articles for independent agents — written to be used, not just read. Newest first below. If you’re working on one specific part of your business, the eight Edges are further down the page.
The Latest
Fresh thinking for the market you’re working in right now.
New articles, most recent first.
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The Listing Call I Still Think About
The Listing Call I Still Think About Field Notes Markets have moods, and consumers follow them. I learned that in Tucson and saw it again when Alaska buyers went quiet. The call came from a client I had helped buy a house less than a year earlier. She was ready to sell, and she wanted…
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I’m Nurturing My Database Every Month. Why Isn’t It Producing Business?
I’m Nurturing My Database Every Month. Why Isn’t It Producing Business? Cornerstone The word means to nourish. Most CRM campaigns only remind — and the four groups in your data bank each need something different. Your nurture campaigns are running. The emails go out on schedule, the holiday card lands on time, the birthday message…
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Your Stale Listing Is New to Someone
The Turn Days on market measures your clock, not the buyer’s. Someone who started looking this week has never seen that house. Somewhere around day 30, a listing picks up a label: stale. The market has seen it. Every buyer who was going to want it has already looked and passed, and every week from…
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Why No One Responds to Your CRM Campaigns
Why No One Responds to Your CRM Campaigns Cornerstone Give every contact in your databank five campaigns running at once, each built on local knowledge only a licensed professional has. You have hundreds of people in your CRM. Maybe thousands. The campaigns are running, the emails go out on schedule, the texts fire on day…
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The Internet Did Not Replace Real Estate Agents
The Internet Did Not Replace Real Estate Agents The Turn It ended the agent’s control of information, and handed the solo agent more ways to be found than any generation before her. For thirty years, every new piece of technology has arrived with the same forecast attached. The website was going to replace the real…
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Why Deals Fall Apart After the Home Inspection
Why Deals Fall Apart After the Home Inspection Cornerstone The report doesn’t end the deal. The surprise does, and a listing agent can move that surprise to the listing appointment. Most deals that die during the inspection period don’t die over the house. They die in the four days after the report lands. You know…
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Clients Don’t Owe You Loyalty
Clients Don’t Owe You Loyalty The Turn Loyalty isn’t a retention campaign that starts after closing. It’s a verdict the client reaches while you’re doing the work they hired you for. Most of the industry treats client loyalty as a marketing problem. Win the client, add them to the database, and protect the relationship with…
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How to Build a Real Estate Email List People Actually Want to Be On
How to Build a Real Estate Email List People Actually Want to Be On Cornerstone An email address is an exchange. Offer something the right person wants, and permission — and the conversations that close transactions — follow. Everyone tells you to build your email list. Almost nobody tells you why anyone would want to…
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Follow-Up Is a Reason, Not a Reminder
Follow-Up Is a Reason, Not a Reminder The Turn The agent who keeps checking in is losing to the agent who gives people something worth replying to. The standard advice on follow-up is persistence. Every lead gets a cadence, and every touch moves them one step closer to a decision. Call on day one, text…
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Working on one specific thing?
Every article files under one of the eight Edges. Pick the part of your business you want to strengthen and read only what applies to it.
Business Edge™
Systems, planning, and the numbers that tell you what to do next — with your Quiet Team™ carrying the follow-up.
Read articles →Market Edge™
Reading the five signals that move your market, and explaining the Decision Gap Market™ your clients are standing in.
Read articles →Niche Edge™
Choosing a niche and walking the Known Path™ until your market knows your name.
Read articles →Brand Edge™
One clear identity, recognized at every touchpoint in your Recognition Circle™.
Read articles →Marketing Edge™
Visibility on a rhythm one agent can sustain — the Five Seats™ approach.
Read articles →Listing Edge™
Winning listings and working every one as inventory that returns five ways.
Read articles →Buyer Edge™
Building confident buyers step by step across the Decision Bridge™.
Read articles →Referral Edge™
Staying connected so the 5 Referral Gears™ keep turning.
Read articles →Don’t come looking — let it come to you
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