Bernice L. Ross, Ph.D.

"I've heard Bernice speak several times before. The session she did for us today I got over $100,000 of new ideas for our business."
~ Rich La Rue
President Realty Executives Southern California

"When Bernice speaks the industry listens."
~ Donna Lee
Unique Global Estates

"I received my license in Jan 2005 and found myself at a very slow start. The me, me, me attitude this business presents was very difficult to weed my way through. (I’m from the South, we just don’t act that way.) When I began to question, is really when I began to have trouble. I decided to hang on thinking if I could just get past two years it would reveal itself. Well, that didn’t happen and life always throws us what we ask for, doesn’t it? (Bernice breaking her arm!)
 
I am finally starting writing down goals of what I needed to have happen and what I would do if it did. I knew I needed a coach, but it is very expensive. Just about that time,  Dilbeck introduced us to you at the rollout of our new technology. When I saw you, I knew someone had heard me. I found a way to pay for it regardless of my situation.
 
You adapted our system within your coaching, and I have never experienced someone doing that. You always have to adapt to their methodology. Your  “Give to Get” system and way of thinking really hit home with me about going back to my roots of who I am and how I was raised. I was already involved with two escrows when joining your class and gained a lease again from my previous client, and from that gained 2 more qualified leads that I just completed finding that new lead a house today.
 
It works if you stop trying to reinvent the wheel and get out of your own way. Thank you so much for coming to Dilbeck and spending the time to stay committed even with such a small turnout. It was well worth your effort and greatly appreciated. I look forward to my new success and I love the 17% statement for full commissions, it is truly powerful!"
~ Stefanie Y,
Realtor

Browse Bernice's speaking topics designed to enhance your skills, build on your strengths, conquer challenges, and increase your profits. For more information on sponsoring a seminar or class contact us.

1. BAK2BSX: Make Your Business Climb in 2008/2009 NEW
2. Build a Successful On-line Business for Less than $2.00 per day NEW
3. Coach Your Office to Increased Profitability NEW
4. Don't Call Them Wealthy: Secrets to Working with Affluent Clients
5. Get Balanced or Get Crazy!
6. Hot Scripts and Strategies for 2008
7. How to Create and Sell a Saleable Real Estate Business
8. Ready, Set, Go— Negotiate Your Way to More Real Estate Dough™! NEW
9. Stay on Top Tomorrow with Today's Top Trends
10. Tweet and Twhirl Your Way to Social Networking Success NEW
11. Unleash the Best Kept Secrets of Stellar Real Estate Success NEW
12. Waging War on Real Estate's Discounters
    (Earning Full Commissions in a Competitive Environment)
13. Why Didn't You Just Text Me? -Nine Secrets for Bridging the Generational Communication Gap

1. BAK2BSX: Make Your Business Climb in 2008/2009

Today’s “new” real estate environment requires an entirely different skills set. Good old fashioned prospecting, negotiation skills, and superb service are not only back in style—they’re a necessity! This session will provide you with the best of the “tried and true” for 2008/2009 as well as innovative ways to blend traditional approaches with a 21st Century twist.

Your audience will learn how to:

1. Increase their rate of return from their marketing and prospecting efforts by modifying traditional lead generation strategies to match the wants and needs of today’s consumers. 
2. Convert more leads into closed sales using “give to get” and multisensory marketing. 
3. Integrate the most effective traditional real estate strategies with new technologies to supercharge their sales.

Session Outline

1. Don’t drink the Wall Street Kool-Aid—how to maintain a positive mindset
2. Why “Hunt ‘em, tell ‘em, and sell ‘em” is Dead—What today’s buyers and sellers really want and expect.
   a.  How marketing to Gen X and Gen Y is different from marketing to Boomers and Traditionalists.
   b. The “tried and true” as well as the “tired and repulsive”
   
3. How to get your sellers to personally introduce you to 25 of their closest friends
4. An entirely new approach to building a referral network
5. The number one secret for writing effective ad copy
6. Make your business card into a listing tool
7. Get your buyer’s off the fence and under contract
8. Three secret strategies to make your listings stand out
9. Powerful negotiation dialogues
   a.  Five reasons why it’s important to present your offers in person
   b. Know your numbers: inventory turns
   c.  Know your numbers: interest rate buy-downs vs. price reductions
   d. Body language—what they’re really saying

This session may be presented in a 90 minute, 120 minute, or 180 minute format.

Results: Improved traditional and web marketing exposure, higher lead conversion, as well as increased customer satisfaction and loyalty. Bernice’s presentation will show you how to integrate your traditional and web marketing efforts in order to create the maximum possible return for your marketing dollars. This session also shows participants how to tap into unconscious anchors that govern the sales process.

Designed for: Broker/owners, managers, and experienced real estate agents. The broker/owner presentation demonstrates how to capitalize on the latest trends to increase office profitability and improve recruiting. The agent presentation focuses on how to market more effectively on the web, create better customer satisfaction, and increase profitability. Both versions will help participants to identify key strategies to implement for 2008/2009.

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2. Build a Successful On-line Business for Less than $2.00 per day

Budget tight? No problem! In this fast paced, cutting edge technology session you will learn the secrets of creating a successful on-line real estate business for less than $2.00 per day! If you’re not marketing your listings on over 40 different websites, at least fifteen different video channels, “linking in,” and tracking where your leads originate as well as how many convert, this session will show you how. You’ll learn how to capitalize on viral marketing, make your website super sticky, and become the “Mayor” of your own zip code. Best of all, you don’t need to be a geek to do any of this. It’s as easy as “point and click.”

Learning Objectives: Participants in this session will learn:

A.How to implement the latest technological advances into their business including syndication strategies, blogging, and social networking.

B. How to generate and convert web leads—effortlessly!

C. How to leverage Web 2.0 for business development and efficient customer service.

This session may be presented in a 90 minute, 120 minute, or 180 minute format.

Results: By learning how to identify and implement technological innovations, participants will reduce their marketing costs, improve customer satisfaction, and increase their bottom line. This fast-paced presentation provides specific strategies that will provide participants with a significant competitive advantage in 2009 and beyond.

Designed for: Broker/owners, managers, and experienced real estate agents. The broker/owner presentation demonstrates how to capitalize on the latest trends to increase office profitability and improve recruiting. The agent presentation focuses on how to market more effectively on the web, create better customer satisfaction, and increase profitability. Both versions will help participants to identify key strategies to implement for 2008.

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3. Coach Your Office to Increased Profitability

What do agents want today when you try to recruit them?  EVERYTHING!  The market is slow, budgets are tight and many agents are exiting the business.  This session gives you concrete, inexpensive steps that you can take to provide your agents with cutting-edge technology, plenty of leads, while simultaneously building your profitability.

Your audience will learn:                     

1. Traditional and Internet marketing strategies to increase your profitability
2. Five recruiting strategies to attract more high quality, productive agents
3. Pricing strategies to help your agents cope with a changing market
4. The best stealth strategy to recruit Gen X and Gen Y agents to your office
5. A simple coaching model to improve profitability

Session Outline  (Topics may change to fit time parameters)

1. The profile of real estate success
2. Recruit to what’s missing: diversity needs, demographics of your area, price ranges
3. Hot recruiting niches
4. Discard strength-weakness model in favor or strength-strength model.
5. Replace the old centric models of real estate with the collaborative approach Gen Y demands.
6. Managing and retaining across the generations
7. Post closing survey—customer experience, retention mechanism, and risk management tool
8. Getting more bang for your advertising buck—multisensory marketing plus the secrets to writing great ad copy
9. Tech tools to increase profitability and attract the best young talent
   a.  Market on over 40 different websites
   b. Video marketing on 15 different video sites
   c. Dot-mobile marketing
   d. Voice to text and click to call technology
   e. Blogging made simple
10. Two stealth strategies to reach Gen X and Gen Y recruits
11. The power of social networking
12. Analyze analytics
13. A simple six step coaching model to help your agents become more effective and more profitable

Designed for Broker owners and managers, this session may be presented in a 90 minute, 120 minute, or 180 minute format.

Results: Your agents will be more effective as well as more profitable once they identify their strengths and eliminate non-revenue producing activities. This fast-paced presentation provides proven recruiting and retention strategies that will provide you with a significant competitive advantage in 2009 and beyond.

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4. Don't Call Them Wealthy: Secrets to Working with Affluent Clients

Ninety-two percent of today’s millionaire’s are self made—don’t call them “wealthy’—they call themselves “successful” members of the middle class. If you represent the top 10 percent of clients in your market area, this session will unlock the best kept secrets you need to know to represent the most affluent real estate clients in your market.

Don’t call today’s millionaires “wealthy’—they’re “successful” members of the middle class. This session unlocks the 12 best kept secrets you need to know to represent the most affluent clients in your market.

Designed for: Broker/owners, managers, and experienced real estate agents.

Goal: To assist participants in doing a better job of providing the utmost in customer service to their clients not only in the luxury price range, but in all other price ranges as well.

Learning objectives: Participants in this session will:

1. Be able to integrate the four pillars upon which luxury branding and marketing rely.
2. Tap into the unconscious buying triggers that motivate buyers in all price ranges.
3. Market more effectively to international clients based upon their “culture code.”

Session Outline:

1. Dream-weaving: You’re not in the real estate business.
2. You attract who you are: how the Attraction Principle plays out in the luxury market.
3. “It pays to be seen in the right places.”
   a. The four pillars of branding your real estate business.
   b. Making the connection and keeping it strong.
4. How to avoid the one mistake that will kill your luxury business in a heartbeat.
5. Why Miami rather than Beverly Hills? When knowledge of the local inventory is not enough.
6. Unlocking the luxury buying code: secrets from the Fortune 100’s leading marketing guru, Clotaire Rapaille.
7. Shark aquariums and James Bond rooms: what today’s buyers really want.
   a. Multi-sensory marketing.
8. The Russians Are Coming: Tapping the buying codes from other cultures.
9. Never make another referral again: the proper etiquette for introducing your best clients to the best service providers.
10. Discreetly marketed properties—it’s all about your network.
11. Strategies for Slaying the Dragon in the Deal: when product inventory and market statistics are critical.
12. All you have to do is to move your clothes—providing the ultimate real estate customer experience.

Length: This session may be presented as 90, 120, or 180 minutes.

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5. Get Balanced or Get Crazy!

Training shows agents what to do and how to do it. Coaching removes the blocks that keep them from doing it. This interactive session shows agents how to attract high quality clients, how to create more time and money in their lives, and how small changes today can create huge results tomorrow.

During this session participants will experience:

1. How to create more time and simplify their busy schedule.
2. The high cost both physically and emotionally of running on adrenaline as well as how to break this costly habit.
3. Hold off “Psychic vampires” (i.e. clients, friends, and business associates who waste your valuable time and drain your energy) with your own brand of “garlic”.
4. Don’t jog—laugh! Easy self care strategies to help you feel and look great!
5. How to create reserves in all areas of your life, including financial, mental, spiritual, and emotional.

While many people promote themselves as a coach, few of them have been formally trained. Even fewer hold designations. Bernice is one of a handful of coaches who holds the Master Certified Coach designation from the International Coach Federation. Experience what it’s like to be coached by one of the best in the business!

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6. Hot Scripts and Strategies for 2008

Background: Many agents today have never experienced a normal or slow market. The strong sellers’ markets of the last few years have allowed agents to survive without developing strong marketing or negotiation skills. Today we face a “real market” requiring “real Realtor®” skills. Consumers have become increasingly demanding, expecting instantaneous response to their inquiries. In an environment where half the Internet leads go unanswered, it’s imperative that we make the shift to match the changing needs of today’s consumer. To succeed, agents must master the scripts, dialogues, and strategies that combine traditional marketing approaches with today’s technological innovations.

Results: Improved traditional and web marketing exposure, higher lead conversion, as well as increased customer satisfaction and loyalty. Bernice’s presentation will show you how to integrate your traditional and web marketing efforts in order to create the maximum possible return for your marketing dollars. This session also shows participants how to tap into unconscious anchors that govern the sales process.

Designed for: Broker/owners, managers, plus new and experienced real estate agents.

Your audience will learn:

1. Inexpensive marketing and prospecting strategies that really work.
2. Ten strategies to improve your business now.
3. How to apply unconscious marketing and closing techniques that making closing clients a snap.
4. Proven listing presentation, buyer interview, and prospecting scripts that will help you thrive and prosper in any market.
5. Short sales strategies for slow markets.

Purpose: To provide you with the skills and resources you need today to and make your profits soar tomorrow.

Special Features: Hot Scripts & Strategies for 2008 is a fast paced, cutting-edge program that will help participants market more effectively, convert more leads into signed business, and dramatically improve agent and managerial communication skills. It can be presented in a 90 minute, half-day, or full day format.

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7. How to Create and Sell a Saleable Real Estate Business

(1.5 to 3 hours)

How will you close the biggest deal of your career—your transition from active agent to retiree? If you want a smooth "closing" that will net you money for years to come, attend this session to learn what to do now to maximize your future retirement income. Topics include how to brand your current business, how to strengthen, document, and transfer your book of business, and strategies for producing income even though you are retired.

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8.

3. Unleash the Best Kept Secrets of Stellar Real Estate Success

Have you ever wondered how some people seem to achieve sales success with such ease? The secret is not in their sales techniques, their websites, or even their behavioral style. In fact, stellar success has its roots in another place entirely. If you’re ready to make it to the top, this session will show you how to remove the blocks to your success and make your business soar beyond your wildest dreams. 

What your audience will learn:

1. The #1 secret for attracting high quality business effortlessly
2. How to expand their reach to serve more customers and hence, increase their income
3. How to create an on-line presence that attracts rather than repels web visitors
4. Six proven principles that attract high quality clients
5. The five “laws” of stratospheric success and how to implement them in your business

This session may be presented in a 90 minute, 120 minute, or 180 minute format.

Designed for: Broker/owners, managers, plus new and experienced real estate agents.

Results: Participants will uncover factors that block their success as well as learning proven strategies that will improve both their business and the quality of the clients they attract.

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4. Tweet and Twhirl Your Way to Social Networking Success

Are you tired of dealing with spam? Do you forget to check your email? Do you want to reach more Gen X and Gen Y clients? Does joining in the on-line conversation intimidate you? If you answered “yes” to any of these questions, social networking is a simple way to connect with clients across the street or around the world. If you’re ready to take your business to an entirely new level, don’t miss this fast paced session that will show you how to Tweet and Twhirl your way to social networking success.

Your audience will learn:

1. Easy ways for novice social networkers to get started including participating in real estate specific social networks such as ActiveRain, RealTown, Trulia Voices, and Zillow.
2. How to create an effective on-line social networking persona—it’s about how much you contribute to the community.
3. Easy ways to do profile marketing
4. Strategies to make blogging simple
5. Why Facebook and Twitter knock the socks off of email (No spam anyone?)
6. How to Link up on LinkedIn
7. The dot-mobile revolution—strategies for taking part and designing your web marketing materials to address this new demand.
8. Friend feed and Yoono.com—how to organize social networking activities in one simple place.

This session may be presented in a 90 minute, 120 minute, or 180 minute format.

Designed for: Broker/owners, managers, plus new and experienced real estate agents.

Results: Social networking will be the primary lead generation source in the very near future. Those who embrace this approach will spend less on client acquisition, establish higher degrees of trust because of the transparent nature of social networking, and increase their bottom line. This fast-paced presentation provides specific strategies that will provide participants with a significant competitive advantage in 2009 and beyond

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2. Why Didn't You Just Text Me? -Nine Secrets for Bridging the Generational Communication Gap

For the first time in history, the age of our clients influences how we will communicate with them. This is especially challenging for the real estate industry where the median age of Realtors® is 52 and the median age of first time buyers is 32. This session unlocks the secrets of communicating across the generations.

Agent version: focuses on how to communicate more effectively with clients.

Manager/Broker/Owner version focuses on how to work with and recruit agents from different generations.

This session may be delivered as 75 minutes, 90 minutes, 120 minutes, or 180 minutes.

Learning Objectives: Participants in this session will learn:      

A. How to improve their personal communication skills based upon technological expertise and generational differences.

B. Strategies to be more effective with all clients, no matter what their age.

C. How to implement the latest technological trends into their business including syndication strategies, blogging, and social networking.

D. How to convert more web leads by responding more quickly to website inquiries.  

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4. Stay on Top Tomorrow with Today’s Top Trends

Background: From Blogging to Zillow, today’s rapidly changing real estate environment continues to challenge both agents and brokers alike. What changes should you implement? Where are your advertising dollars best spent? What are the economic, demographic, and digital trends that will influence your business in 2007? More importantly, what is your strategy for selecting the unique combination of innovations best suited to your personal business model? How can you use these trends to create a competitive advantage?

Results: By learning how to identify and implement the critical trends covered in this presentation, participants will reduce their marketing costs, improve customer satisfaction, and increase their bottom line. This fast-paced presentation provides specific strategies that will provide participants with a significant competitive advantage in 2007.  

Designed for: Broker/owners, managers, and experienced real estate agents. The broker/owner presentation demonstrates how to capitalize on the latest trends to increase office profitability and improve recruiting. The agent presentation focuses on how to market more effectively on the web, create better customer satisfaction, and increase profitability. Both versions will help participants to identify key strategies to implement for 2007.

Session Outline (to be adjusted to fit the specific audience and for length):

I. Economic Trends

A. The demise of the real estate ATM machine and the high cost to consumers.
B. How to turn the foreclosure market into an income stream for your business.
C. The Real Estate Futures Market: Equity Insurance, not just title insurance.

II. Demographic Trends

A. The changing face of the 21st Century real estate consumer.
B. The Great Divide: The Generational Communication Gap.
C. The Boomer effect: Boon or boomerang?
D. New advertising venues to reach the younger consumer: Are Second Life, YouTube, and MySpace the wave of the future?

III. The Digital Lifestyle

A. Crackberries and Lappies: When technology substitutes for connection.
B. Time compression—is going virtual the answer?

IV.  Web 2.0 What it means to your real estate business in 2007

A. Lead conversion, not just lead generation: incubation vs. right now business.
B. Niche and guerilla marketing: more important than ever.
C. Capitalizing on the Long Tail of Search—mashups, vertical search, pay-per-click, and the gateway to all things real estate.
D. Transparency: your secret information isn’t secret anymore.
E. Citizen journalism & user generated content: Why blogging may be the smartest move for your business in 2007.
F. RSS & Vista: what these new tools mean for real estate advertising.

V. Real estate trends

A. Increased consolidation: what to expect in terms of both brokerage and technology.
B. The latest “alternative” business models: More sharks in the water.
C. Is Zillow the death knell for the MLS?
D. European real estate models: a glimpse of U.S. real estate tomorrow?
E. The paperless transaction; reduced transaction costs, improved risk management, & higher agent and client retention.
F. Advertising on the web—over 20 websites to post your listings for free.
G. When “free” may be too expensive.

Special Features: This jam-packed session shows you how to take specific steps to capitalize on the trends today that will create a strong competitive advantage for you tomorrow. The material may be presented in a 90 minute, 120 minute, or 180 minute format.

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6. Waging War on Real Estate's Discounters
   (Earning Full Commissions in a Competitive Environment)

The media and the so-called alternative business models have hammered the point that commission is the only factor to consider when hiring a real estate agent. The strong market of the past few years has allowed these models to prosper at the cost of the full service model. Nevertheless, only 15 percent of consumers choose their broker based upon the commission rate. Five percent want and will pay for premium service. The other 80 percent want value, which is a combination of both commission and service. The issue facing full service brokerages is how to educate sellers about the benefits of using a full service brokerage. Research collected from across the country consistently shows the same pattern: a skilled real estate broker who charges a full commission normally nets the seller more money than using a broker who discounts.  

Results: More listings taken at a full commission, increased profitability, better market exposure for your inventory, increased referrals, and improved customer retention. If you’re tired of having to defend your commission at every turn, Bernice’s presentation will show you how to reclaim your power and start earning the full commissions you deserve.

Designed for: Broker/owners, managers, plus new and experienced real estate agents.

Your audience will learn:

• The key strategies for earning full commissions from Bernice’s book, Waging War on Real Estate’s Discounters.
• How to create a Premium Marketing Plan that uses technology, competitor reconnaissance, and guerilla marketing strategies to differentiate their services from the competition and thereby convert their clientele into raving fans.
• Over 25 ways for agents to create their personal “unique selling proposition” that will assist them in overcoming both discount and traditional brokerage competitors.
• Proven scripts and dialogues to overcome the discount objection.

Purpose: To help full service agents who charge a full commission create a unique selling proposition that net sellers the highest price possible in the shortest amount of time.  

Special Features: Waging War on Real Estate’s Discounters (Alternative Title: Earning the Commissions You Deserve in a Competitive Environment) is a fast paced program packed with proven scripts and strategies to help agents earn the full commissions they deserve. Participants will walk away with over 25 strategies to make their marketing plan unique. This session can be presented in a 90 minute, half-day, or full day format.

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For more information on sponsoring a class email us.

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