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The gifts of giving with love to others with return to you a hundred fold. Thank you for a new level of life. Terry Murphy, Real Estate Speaker


Leveraging Mundane Activities July 14th, 2014 | Posted in Other Interests

When I coach, we set up consistent, inexpensive lead generation activities for sellers. Some require a complete overhaul, and some require only small tweaks. 

Do you look for the small tweaks? You know, tweaks like those easy-to-include, natural moves taken within a mundane (but necessary) real estate activity. I have devised hundreds of these “tweaks” over the years. Proven and tested, each produces a new client when implemented. 

You have to be smart in this business while trying to get it done well – all within 50 hours a week. This is why efficiency is so important. 

Here are a few of the hundreds of small tweaks that don’t add much to time or overhead but will produce big results: 

  1. On a counseling call with a potential seller, ask if there are any other real estate needs to be marketed along with the home. Add to your listing checklist. 
  2. On a new listing, send a notice to your database prior to it hitting the MLS. The recipient can easily forward to their friends, family, and/or co-workers. This can easily provide more double-ended transactions while also providing necessary interaction with your database. Add to listing checklist.
  3. Send a letter to 2-year and newer expireds around your new listing touting that your marketing can produce more than one buyer. Add to your listing checklist.
  4. Have an “Ask (YOUR NAME)” feature on your website where the question and answer can be distributed through social media.
  5. Send a letter to small demographic owners like owners of a duplex, tri-plex, or four-plex. Explain that you have buyers taking advantage of the preferential government financing offered for small investment properties and investors looking for these small investment properties to fund their self-directed IRAs.
  6. Call closing clients. Let them know that the hardest thing you have to do is to replace great clients like them. Ask who from their family, friends and co-workers are thinking of buying or selling. Add to listing checklist.
  7. Solicit the co-op agent to come over to your office, if you are with an office that has a plan where you benefit from recruitment. Add to closing checklist. 

I could go on forever. I promise, after 40 coaching sessions with me, we will have efficient systems that make you one of the top agents in your region or franchise. Yes, you’ll still have a life, too! 

For more details or coaching testimonials, email me – or call the office at 800.792.5837. 

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email, or chat with us online at


Help Your Lender Plan a Walter Sanford Event June 10th, 2014 | Posted in General Real Estate

You could have a seminar in your town where I could train you and your assistants! In addition to yourself, another who would benefit from such a seminar would be your lender. 

For years, I teamed up with my lender and suggested activities for him to make more money. One of those ideas was to bring in top real estate training talent. Each time, the lender received kudos from the attendees and earned more potential clients. You, the agent benefits from attending a seminar in his/her hometown rather than traveling across the continent. 

Below is a great action plan to share with your favorite lender so he or she can plan a great real estate event. 

Here is an action plan to help a lender form a “things to do list,” while planning a real estate seminar. Our goal is not only to have the most successful real estate seminar your area has ever seen but also to produce more business for you! Top real estate agents love Sanford Systems seminars. This is the action plan that we recommend and has proven to be successful for others across North America.

1.       Call executive officers of all real estate boards involved in the area. Let the officers know your plans to hold an exclusive seminar. Let them know that you will be bringing in a well-known speaker. Ask for their participation and feedback on the date, location, and marketing techniques. They love helping to bring even more value to their REALTOR® members.

a.      Real estate boards may market a seminar for free, if they get credit as a service provider to their members. The marketing techniques used by most real estate boards to promote a seminar are as follows:

1)       Broadcast email

2)       Inclusion on board’s website

3)       Direct mail

4)       Inclusion on various social media outlets

5)       Announcements at all board meetings

6)       Announcements at all board functions

7)       Stage time for you at board event

b.      They may also provide a short list of all top producers, brokers, and managers in that board so a special promotion program can be aimed at those “high yield” agents through your company. This special promotion may include:

1)       VIP mailings (invitations)

2)       VIP seating

3)       Direct phone calls and visits from your individual loan officers (great for business building)

4)       Direct phone calls and visits from your management (also great for business)

5)       Email drip system

6)       Social media effort

2.       Solidify a date with a local hotel or another reputable meeting facility.   

3.       Solidify the date and time with Sanford Systems. Ask to make an appointment with Walter to discuss a custom-designed topic for the area, market, and demographic. 

4.       Prepare marketing materials that include a great promotion for the real estate boards to use, flyers for loan officers, and other sponsors to hand out and mail. A one-page information sheet is great. Personal invitations are wonderful touch, too. Don’t forget tickets with a value on them! Can you be a 5-minute speaker at a few of the top offices? I can provide the high-value talking points for you. 

5.       Think about additional sponsors who would not cause dilution of the sales message of your firm but would help defray costs and promote marketing to fill the room.

6.       Include me in a conference call with all loan officers. In this call, it would be good to discuss the marketing options, techniques to form alliances with top producing real estate agents, and follow-up procedures after the seminar to make it most profitable. I will also help your loan officers overcome any objections they may receive and propose methods for getting the top real estate agents’ assistants there, too!

7.       Sanford Systems will develop a pre-event email for the attendees to maximize attendance. We will provide ideas for follow-up so the lessons of the seminar are not quickly forgotten and relationships with your firm are built.

8.       I can record an audio promotion on your IVR system or a video for web and email that can utilized in various marketing efforts.

9.       Check and approve facilities…once again. The date of the seminar should be confirmed with the facility. The facility should easily handle the expected number of attendees figuring a 20% no-show rate. The facility should be clean, have plenty of parking, be air conditioned, and have audio-visual requirements that allow the attendees to see 10-point print from the back of the room via a projector. It would be very nice to have a house system CD player to play motivational music before and after the seminar.

10.     Prepare for a last minute telemarketing blitz. This will remind everyone of the seminar, ask everyone to recommit his/her attendance, and remind him/her to bring his/her assistant and/or friend to the seminar. If he/she cannot make it, ask for their ticket to be returned so that it may be given to someone else. This builds perceived value!

11.     Design your presence at the seminar. This could be a trade show booth or you could prepare handouts including items that differentiate your company and provide value. Also, provide note-taking material and even a possible discount certificate for their next loan. It would be great for you to have a short talk on the benefits of your company, to handle my introduction, and to give a short promotion of any other sponsors. I will promote your value proposition throughout my presentation as well.

12.     The best attended seminars are from 9AM to 12PM. The real estate agents are less likely to be “entrenched” in putting out fires in the morning.

You should expect 200 to 600 agents in metropolitan markets. I can get commitments from 60-70% of the room for a loan directed to you in the next 30 days. Your loan officer’s fear of approaching top producers will be diminished because I will clear the way. I will get the agent’s “OK” on each of those commitments to meet with you in writing on the back of their cards.

Let us help you arrange, coordinate, and plan this profitable, relationship-building event. Call us today at 1.800.792.5837.

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email, or chat with us online at

New Starts and My Clients Are Getting Their Part May 15th, 2014 | Posted in General Real Estate

As some trends die, others are born.  Short sales and REOs are in their last days, and we need some inventory!

Builders have been hurt.  They are being careful, and the banks are not backing them like the “old days.”  We are seeing the “stirrings” with small and medium-sized builders. 

The builders will need contact (call, letter, email, or personal visit) to remind them that you are their friend and colleague in this business.  It is always easier to talk to with a potential client when you are delivering value.  You feel better, and they listen better. 

The reason our clients are so successful is that they have the best value propositions to the best seller demographics.  Builders are no different.  Offer value that eliminates the competition and causes the builders to talk about you, their new agent, at the golf course, at business dinners, etc.

Begin putting together your local, small and medium builder list.  I would recommend starting with a letter explaining the value that your builder services offer and your promise of future contacts. 

Here are the value propositions that will separate you from other agents:

1.  Provide free evaluation of elevations and floor plans. Because after the last 8 years, you know what sells.

2.  Offer daily MLS reports of all newly-listed land, lots, and acreage listings. The builder will get the new listings at the same time as every agent in town to keep them ahead of the competition.

3.  Give guaranteed first notice of any new land that you (or your office) lists, prior to it hitting the MLS.

4.  Inclusion of builders in your secret property search. If the builder is able to tell you their needs, you can do the following:  

A.      Contact owners who match their request from the tax records (call and write).  

B.      Check all old expireds for matching property and contact the old sellers to see if there is interest in selling.  

C.      Post their needs anonymously on your site looking for land owners with properties that match their needs.  

D.      Contact agents known to deal in the type of land you are looking for and “put in an order.”  

E.       Research and contact any for sale by owner sellers who may hold what you are looking for.  

F.       Watch notice of defaults and foreclosures.

5.  Provide a 20% stipend.  When you sell your listing from an individual(s) who is purchasing a property from the builder, you provide a 20% stipend back to the builder when you complete both sides of the transaction.

6.  Take future limited partnerships.  When you list multiple properties from a builder, offer to take commissions earned in limited partnerships on future builds.  This preserves the cash flow of our builder clients.

7.  Feature the builder and their projects on your website along with a link to request a quote on a new home.

8.  Offer advance notice to your buyers of any projects the builder may contemplate with the goal of having the builder’s product sold prior to it being finished.  

Get your list together, and send the builder(s) a letter with the above values included.  Call to follow up on what they might like to receive.  The relationship will be started, and you will discover their goals/needs that they want to accomplish over the next few months.  Be the first to capture this evolving demographic!

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email, or chat with us online at



Listing Presentation Styles April 10th, 2014 | Posted in General Real Estate

How do the pros do it — take listings quickly and have high “sign-through” rates?  There are so many strange opinions, but we’re sticking to the facts.  We only want to show the procedures that lead to a fast turn-around and terms that are saleable with a happy client.

1.       In making the appointment, the only items open for discussion are the following:

A.      Why they are selling

B.       How they heard of you

C.      What do they think is the price

D.      When they want to start marketing

E.       Who else they are interviewing to sell their home

F.       Ask to be the last one interviewed

G.      Ask what is their criteria for hiring their next agent

H.      Ask that all decision makers be present

I.        Ask for an agreeable location, date, and time for the meeting

All other items (like commission and marketing procedures) should be left for the presentation.

2.       Be ready to make the presentation in one visit.  If you have to go back and figure out the price, you don’t know your market.  Take enough comps with you to determine the price.

3.       With much of your marketing having to do with online services such as,,, and — it would be smart to be able to show them that information.  Crowding around your laptop or tablet does not work well.  Having two screens, a projector, or meeting at your office where they can see the “operation” and have their own screen is the future. 

4.       The agent who wins is the agent who knows the most about the seller.  Thirty questions before a meeting is not too many.  A few of these questions are mentioned in point number one above. 

5.       Third-party endorsements are wonderful.  My coaching clients’ lenders get the answers from the questions (like the ones in point number one) emailed to them.  Then the lender emails the potential seller with an endorsement of the agent and how they participate on the “team” to achieve the client’s goals. 

6.       Send pre-list documents that are full of value and easy to complete prior to a presentation.  These documents can be on your website then obtained with a special code.  They can also be emailed or mailed, too.  These forms that ask the seller to outline what they love about their home and choosing from a list of anxiety causing situations that they want to avoid.  These documents show that you care plus you will learn even more about the seller (read point number four again). 

7.       Close with these points. (A.)  Show them how you take the features and benefits of their home to the world. (B.) Solve any anxiety they may have.  (C.) Meet their criteria for hiring an agent.  (D.) Ask to be the one to solve their goal of (core motivation for sale).

 8.       Don’t leave until they sign or tell you why they are not signing.

 9.       Have options for them. If they want to paint and clean, let them know that you can install a custom sign that promotes a showing date. Interested parties would call you to be placed on the list to see the property at the allotted time. They have to sign a marketing agreement for this to happen.

10.     Stay longer to fight for your commission, if needed.  Hint: Most likely, it is not the commission that they are worried about so how do you increase net proceeds?

11.     Know who you are competing against.  Have their stats and be the last presenter.

12.     Have solutions for their needs.  If they are going to buy, bring the IDX submission sheet.  If they are going to move, have the agent you want them to use.  If they need service vendors, have them be a phone call away.

13.     Don’t take an overpriced listing in a non-appreciating market with an under-motivated seller.  It is okay to take an overpriced listing (10% or less above market), if the client has a real motivation to move.

14.     Understand that buying before selling seldom costs your client less. 

15.     If you did not get the listing signed at the first meeting, make another appointment. Have a system where you call them once a week with something of value. Do this until they ask you to stop. If the value is good, they won’t ask you to stop, unless they weren’t really sellers in the first place.  

16.     Set up everything to maximize your chances of a double-ended transaction.

17.     If another agent comes in behind you and you find out about it at the first appointment, make another appointment before they make a final decision.

18.     If the “other decision maker” does not show, try to arrange a conference call.  If the other decision maker is not available for a call, make another appointment. 

19.     Dress to look the part.

20.     Remember, you cannot lose things you did not have. 

When you master these suggestions, you will be able to -

A.     Learn more about the seller’s needs

B.     Differentiate yourself from the competition

C.     Make a faster presentation that will be fine-tuned to achieve the seller’s goals

D.     Achieve a one-stop signature more often. 

It seems that you’ve enjoyed the “freebies” that we’ve provided recently.  Email us with the name and contact information of someone who hires speakers for real estate events in your area; should your lead turn into an event this year or the next, we will send you $1000 in the best real estate products made for top producing, mega-agents.  Be sure to include your full contact information, too so we’ll know where to send the systems when the time comes!

Walter Sanford has been designing and implementing real estate systems for 30 years.  One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry.  Do what works, do what is proven.  Hire Walter Sanford.  Call our office at 800.792.5837, email, or chat with us online at

Do You Plan for Trends? March 10th, 2014 | Posted in General Real Estate

In 2005, we, the real estate community, saw interest only loans with no money down.  We knew the banks were going to own a lot of property.  I started systems that built relationships with banks so our clients would be in first place when short sale and REO listings would be considered. 

Now, the market is hot in some areas and getting hotter in others.  One of the many trends in this environment is the growing “for sale by owner” inventory. The FSBOs still don’t have a ton of equity but are sure they don’t need a REALTOR®.  Each of my coaching clients is great in re-educating FSBOs on the fact that they probably can net the same with one of our customized marketing plans, but the indoctrination always works better with a relationship.

Once a week, my clients absorb the new FSBOs from every local source.  A faster way to accumulate that same information is to subscribe to Landvoices’ fine product.  They do a great job of finding every FSBO in your area and delivering it to your inbox with all pertinent information.  Call them at 888.678.0905.  Be sure to tell them you got their name from me for a special discount. 

The first week, they call and explain that they show their buyers “secret property” that other agents do not show by using a buyer-brokerage agreement.  They ask the FSBO seller to help fill-in their information sheet with details not provided by the FSBO’s ad or Landvoice.  They also ask questions about motivation and expected closing dates.  The FSBO might ask about commission, which is easily explained by the fact that the buyer-brokerage agreement calls for the buyer to pay the commission if the seller does not.  The FSBO will, most likely, gleefully help you complete your spreadsheet questions. 

Before you get off the phone, let the FSBO know that you will be sending some free value offers and calling to follow up on a weekly basis as you try to match their property to your buyer database. You follow this process for 20 weeks. 

The results are four-fold:

  1. You impress your buyers by showing them “secret inventory” (I have 12 other secret property sources) 
  2. You increase your chances of a double-ended transaction.
  3. The FSBO may eventually become your listing.   
  4.  There is less rejection from the FSBO.


This is a true, multiple source of income from one exertion of energy system.  It’s what we specialize in at Sanford Systems. 

With this system, you have more knowledge about the property and the seller; additionally, you are possibly showing the property.  Don’t forget that you are also sending the FSBO value and following up every week so that you do not wear out your welcome.  You will even have your lender call with a third-party endorsement and provide more offers of value.

You’ll need the spreadsheet and the 20 weeks of letters/emails for you to customize for your business.  We have (nearly) perfected them over the years of using them, but I am sure there are some services that you don’t want to or can’t offer so feel free to customize.  Email us with the contact person (and his/her contact information) who is most likely to hire a speaker for a big real estate event in your area.  We will send you the spreadsheet and the emails — all for free. 

I can’t wait to see you at one of my seminars in your town!

Walter Sanford has been designing and implementing real estate systems for 30 years.  One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry.  Do what works, do what is proven.  Hire Walter Sanford.  Call our office at 800.792.5837, email, or chat with us online at



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