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RISMEDIA, October 21, 2009—Most real estate agents do not focus on creating assets within their businesses. They simply focus their time and attention on trying to sell homes to generate income. This is fine, but it’s not the best long-term strategy for your business because it forces you to continually sell, month after month. You have zero leverage. 

A better strategy to consider would be to focus your time and attention on creating what I refer to as “sales assets.” A sales asset is a sales tool that can be used to generate sales without your day-to-day physical involvement. My very first sales asset was a sales letter that compelled prospects to apply to become one of my clients. Once the sales letter was written and tested, it could be relied upon to deliver a certain number of new clients each and every month. This sales letter transformed my business. The best part about the sales letter was that it wasn’t dependent upon me or didn’t require any of my time. I simply hired a part-time high school student for a few hours a day to mail the sales letters and client applications magically appeared in our fax machine. These client applications were given to my agents, who then met with the prospect, signed them to an exclusive agreement and then sold them a home. 

The next sales asset I created for my business was a free class presentation that compelled attendees to become our clients. This included all the marketing to get a prospect to register and attend the class, as well as the actual presentation for the class. The class presentation was designed to motivate the attendees to become our clients. In other words, it was a tool to convert prospects into signed clients. 

This was a lot of work, but the work had a large payoff because once perfected, it was another sales asset for my business. I personally taught the first few classes and worked the bugs out of the system. Then, after the sales asset was providing predictable results, I delegated the class to one of my agents. 

At this point, my business had two powerful sales assets that could be significantly leveraged. As an example, if I wanted more clients, I could simply run more lead-generation advertisements that would put more compelling sales letters into play. Or I could schedule and market additional free classes that would be taught by my agents. 

Both of these assets operated without my direct involvement. My responsibility was to generate leads and then make sure the sales assets delivered the expected results. My agents worked with our clients and I was able to enjoy complete control over my schedule. 

The reason is because I focused on creating sales assets instead of selling homes. Your role shouldn’t be to sign clients or sell homes. Your role should be focused on creating and leveraging sales assets for your business. It’s far more profitable to build sales assets for your business than it is for you to sell homes yourself. 

These assets give you the ability to create new clients (income) at will. They can be engineered to provide a consistent flow of new clients from week-to-week, eliminating the roller coaster income we’ve all experienced. More importantly, sales assets give you complete control over your time because they