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Step 5: “Market to Sources.” Leavenworth recommends disbanding the shotgun approach to marketing, where you are just throwing money to get your face out there and attracting anyone who will come, and instead knowing where your business will come from, which saves money, energy and is much less confusing in the scheme of things.

Reflecting on a favorite quote to sum up her steps, “Choice, not chance, determines our destiny,” Leavenworth says this is where one should take business to heart.

The FORD Principal

During a Q&A at the conclusion of the webinar, Leavenworth offered some recommendations when calling sources on the phone. “The whole call should revolve around the person you are calling and not you,” she says. “Ask open-ended questions. Tell them you were showing houses in their area, and thought of them—that’s how you can bring up real estate. Humans are very reciprocal, and if you ask them about their job, they will most likely ask you.” She supported this concept through the “The FORD Principal,” a guide for helping agents ask the right questions during conversations with clients and prospective clients.

The FORD acronym stands for:

Family (How is your daughter doing in college?)
Occupation (What’s new at your job?)
Recreation (What are you planning for fun this weekend?)

Find out what D stands for, and how to create your goals based on these five steps by visiting the blog dedicated to real estate professionals.

Also, join as it presents more informative webinars in the new year, beginning with Katie Lance, CEO and owner of Katie Lance Consulting, who will reveal

“How to Leverage Photo-Driven Social Platforms for Your Business” on Wednesday, Jan. 22; and “Gary V.” (Gary Vaynerchuk), co-founder of VaynerMedia, who will deliver “How to Tell Your Story in a Noisy Social Media World” on Wednesday, Feb. 19.

Patty McNease is the Director of Marketing for


Realtor® University Happenings: The course, “A Consumer Advocate Approach to Real Estate & Mortgages” has been created to help you go from “real estate agent” to “Real Estate Professional.” Find out more here.