The Real, Real Estate Principles Of Success

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The key principles to real success in real estate are not tactical.  They are fundamentals attitudes to HOW you approach this as a career.  World-class professional athletes don’t use different tactics than amateurs.  They just perform those tactics at a level amateurs will never attain.  It boils down to your commitment to succeed in these three steps:

  1. Go all in.
  2. Go pro.
  3. Get trained.

The higher the level of commitment in each of these three areas, the greater your success in real estate will be.


Hi there, it’s Kevin Ward, the founder of YESMasters Real Estate Success Training, helping you get more yes’s and more successes in your business and in your life. This training today is for new agents, because when you are getting your license, one of the main courses that you took, because as far as I know, every person in the United States getting their license has to take a course called Real Estate Principles, right? You took Real Estate Principles. In Real Estate Principles they taught you the principles of real estate. I’ve taken them, I’ve done them, I’ve taught them. I’ve taught real estate licensing courses, I’ve been a real estate agent for nearly 20 years, and so I get that. But what you learned in your Real Estate Principles class, to me, is not the real real estate principles. So, in this video I want to talk about the real real estate principles of success.

Let me tell you right up front so you don’t waste your time on this video expecting something different, this video is not about tactics, it’s not a tactical video on, here’s the strategy, here’s the first thing you need to do, the second thing you need to do, the third thing you need to do. That is easy to learn. What’s not easy to learn is how you approach real estate as a career, real estate as a profession, real estate as a business. That’s what this video is about, is how are you going to approach the game of real estate as a real estate agent?

Here’s the reason I think this is important, is that in athletics, let’s take football, in football a professional football player does not use a different type of tactical approach to the game than an amateur. Junior high kids playing football, they throw the ball the same way, they take a hand off the same way, they run the routes the same way. A pro runs the same type of routes, they still take the snap from center. The game doesn’t really change in the tactics. What changes is the way a professional approaches their game.

If you want to succeed in real estate, and I’m assuming you went and got your real estate license because you plan to succeed, you hopefully didn’t plan to fail. I believe the real principles of real estate success are not about tactics. It is about how you approach your business. So in this video I’m going to talk about the three keys to approaching your business in a way that will guarantee your success. Because, in case you had not heard it yet, 70-80% of all real estate agents get out within two years. It’s just like that. 70-80%. They’re not even going to make it past their first renewal of their license. They get in, they fail, they get out. Again, I’m assuming that is not your plan, so it’s not the tactics, it’s the way you approach the game. So I’m going to share with you the three principles, the real principles of real estate success.


Number one, if you want to be successful in real estate, if you’re going to do this, go all in. You’ve got to go all in. A lot of people get their real estate license and they try to dabble their way in, they try to wade in. It’s kind of like if you ever go swimming in a lake or swimming in the ocean and it’s cold and you’re up there, and so what do you do? You try to get in the water real slow. You know what I’m talking about? You just try to wade in. You dip your toe in, you go, “Oh, it’s cold!” And you try to go in real slow. It’s just torturing yourself. If you’ll just jump in, get the shock of being all in over and then you’re in, you’re playing, you’re in the game.

If you’re going to succeed in real estate … When I’m saying “go all in”, what I mean is you have to commit to succeed. You have to make that commitment. When you look at a professional athlete, the biggest difference between them and amateurs is the level of their commitment, they go all in. They don’t go, you know, remember hokey pokey, “Put your left foot in, you put your left foot out.” You’re not in one day and out the next day. You’ve got to be all in.


Number two, once you decide to go all in, to be 100% committed to this as a career, the second thing is you have to go pro. What that simply means is, you approach the business as if it were a true profession. I really liken it to professional athletics, to professional performing arts. That is that real estate is very different than typical jobs where you are paid a salary. Here’s the difference, is that in real estate you get paid for one thing, and that is you get paid for how well you perform. It’s all about performance. Just like if you were playing football or basketball or tennis or swimming, if you’re going to be a pro you’re only going to win if you perform at the highest level. Real estate, you get paid for how well you perform. You don’t get paid for showing up. You get paid when you close on a transaction, when you help a buyer buy a house, you help a seller sell a house, it’s only in your ability to find a client and deliver a result that you get paid.

So the higher level you perform, which means if you perform better and you get more clients because of that, which you will, then you’re going to make more money. So if you want to perform at a higher level you’ve got to treat this like a profession, which means you have to prepare, which means you have to train, which means you have to practice, which means you have to commit to become the best at what you do, because you’re only going to get paid at the level you perform. So you go on a listing presentation, this is your audition, baby, this is your chance. You are now performing in front of a seller, as weird as that seems, you’re performing in front of that seller to win their confidence, to win their trust, to win their belief that you’re the best agent for the job. How well you perform, how well you communicate, how well you can lead them to a decision makes all the difference in the world.


Then the third principle, and all these go together, the third principle is, you’ve got to get trained, you’ve got to get trained. What I mean by that is, you’ve got your real estate license, you went to school, you took your courses, you took your real estate principles, real estate practices, the law of contracts, you learned all of that stuff. You got your license. That equips you and prepares you for being successful in real estate about like passing a driving test and getting your drivers’ license prepares you to be able to be a great driver in rush hour traffic in Los Angeles or New York. It just doesn’t prepare you for it. All it does is it makes you hopefully not dangerous. That’s about all a drivers’ license, getting a license does for you. You’ve got to learn how to drive. Same with real estate. You got your license, if you want to be successful having your license only hopefully gives you enough information to not be dangerous.

But to be great, to be successful, if you want to be successful, not only for your own benefit but for the benefit of the clients that you serve, you’ve got to go all in, you’ve got to go pro, and you’ve got to get training. When I say “get training,” I’m talking about two things I think every real estate agent needs. I know this from my own experience and from working with tens of thousands of agents. Number one is, you need a coach. You want somebody that can train you and help you become the best. And number two, you need a mentor.

The difference between a coach and a mentor, to me, is that a mentor is somebody who is actually with you boots on the ground, going on a listing appointment with you, or actually helping you prepare for your listing presentation, prepare your market analysis. In other words, it hopefully is somebody that’s in your market and in your office, in your company. It may be your broker, it may be your sales manager, it may be another top producing agent in your office that’s actually going to walk you step by step through those first transactions, through that first listing presentation, through that first buyer consultation. That they’re actually mentoring you along the path. A coach trains you on the principles of success, the skills, the strategies, helping you create systems, helping you build the success mindset to go in and be successful.

But just because you got your real estate license doesn’t mean that you are now ready to perform at the highest level. I’m going to tell you this one last thing, and this is not going to make some new agents happy to hear this. But if you got into real estate because you know a few people and you know some people that have houses and have money, and I’m going to get my license so I can help my friends buy or sell houses and make a few commission checks. If you got in to do that, to basically be a sometime agent, an agent that does this every once in a while, I think you should get out.

Because I don’t want you in there trying to represent somebody you know when you don’t really know what you’re doing, when you don’t do this enough to know, what are the issues that can come up in a survey? What are the issues that can come up in an inspection? What are the issues that can come up in the title research? What are those different kind of things to watch out for and be aware of? What are the issues and contracts, contingencies and all of that? You may have heard about that stuff in your licensing school, right? But you’re like, do you know exactly what all the ins and outs are? It’s just like a heart surgeon. Would you want somebody doing heart surgery on you that does three surgeries a year? Or would you rather have somebody that does two or three a day? Because, see, when you do it enough you gain competence, you’re just in the game. The skill that comes from the experience with the training, with the commitment to perform at the highest level, all of that matters.

Here’s what I’m going to tell you, 80% of real estate agents don’t make it, the 20% do make it. Of the 20% that do make it, less than half of them will ever do anything that would approach what we would consider to be success, six figure income, being able to have a life, being able to really be great at what you do. If you want greatness, this is what you do. Here’s what I will promise you, if you will approach your career this way, one, you’re going to be rare air, because most of the agents you’re going to be around, when you go into a real estate office, you’re going to look around at the new agents and you’re going to see they don’t approach real estate this way. They’re afraid, and so they’re like, “I don’t know what to do!” They complain and they gripe, and they show up and they don’t want to have to train, they don’t want to have to work hard. They don’t approach it the same way.

If you were training for the Olympics, would you train for the Olympics the same way you train to become a great listing agent? Well, a pro would. But amateurs don’t. Approach it like a pro, and my guarantee is, while everybody else is out there, they’re complaining, while the masses of agents complain, the masters train, the masters commit to be the best. That can be you. I’m here to help you. I want to help you do this. Make sure you go to and opt-in for some great free training on how to be successful as a new agent, where we get now into some tactical, here are the things you should be doing. This is because I want you to know how you approach the game and how you show up. It, more than anything else will make all the difference in your business. So if you’re going to do this, do it right, play to win, and always expect yes. Yes!

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