Bernice L. Ross, Ph.D.,
and Byron Van Arsdale, the owners of, have been leaders in delivering real estate training, consulting, and coaching services since the company was founded in 1997. Bernice’s new and experienced agent sales training programs have been adopted by the Alabama, California, Scottsdale, and Texas Association of REALTORS® plus many of the major national real estate brands.

Whether you a new or experienced agent, manager, or a company or association executive, has the expertise to help you achieve the results you and your organization want.

Bernice L. Ross, Ph.D. and CEO

Nationally syndicated columnist, author, trainer, and speaker, Bernice Ross couples her expertise as a Master Certified Coach with over 35 years of sales and leadership experience. With over 1,300 articles in publications such as Inman NewsBanker Tradesman, The Swanepoel Trends Report, seven books, plus numerous association and trade publications, Inman News called Bernice, “America’s top real estate coach” and included her on the list of “The 25 Best Real Estate Coaches in the Business.

During her tenure as Executive Director of Training, Bernice’s new and experienced agent training programs led the 4,000 agent Jon Douglas Company to become the top producing company per agent in the United States. Her training programs continue to be the most comprehensive and cutting-edge on and offline real estate sales training available today.

Bernice is also a national speaker. Her past events include speaking at the National Association of Realtors, Real Estate Connect (including being the main stage moderator,) over 20 state association conventions, plus numerous company events both inside and outside the U.S.

Since 2007, Bernice’s Annual Awesome Females in Real Estate Conference has brought together real estate’s leading women to help them meet the exclusive challenges they face as industry leaders. In 2017, she was also one of the original co-founders of the California Association of Realtors WomanUP! initiative designed to place more women in senior leadership positions in real estate and author of their first white paper addressing how to tackle this difficult issue.

In addition to being a nationally recognized expert in the field of real estate, Bernice’s latest book co-authored with her husband Byron Van Arsdale, Lead Great Virtual Meetings: The Steps You Need to Succeed (April 2021) provides the first proven leadership model (The Six Principle Model) addressing what is required to be an effective leader on EVERY type of virtual meeting.

Bernice also holds the rank of Professor Emeritus of Psychology from Los Angeles Pierce College plus serving as an adjunct professor at the University of Southern California Graduate School of Education preparing Educational Psychology doctoral students for their first qualifying exams.

Byron Van Arsdale, Chief Operating Officer and Head Coach, 

Byron Van Arsdale, a Master Certified Coach, former broker-owner, and a communication specialist, has been coaching business and real estate sales professionals since 1991. He is a graduate of Coach University and holds the highest professional coaching designation in the business coaching industry, Master Certified Coach. From 1997 – 2005, he served on the faculty of Coach University mentoring over 2,000 new and experienced coaches.

In addition to being an international speaker, he has created a simple leadership model that dramatically improves the confidence and effectiveness of business people in both face-to-face and virtual meeting environments. An internationally recognized speaker, he is the author of No More Lame Conference Calls, as well as six Audio CD training programs: 6 Principles of Powerful Conference Calls, Executive Conference Call Leadership, 16 Secrets to a Great Conference Call, 6 Principles of Learner Driven Teleclasses, 21 Ways to Screw Up a Teleclass, and 19 Best Practices of Teleclass Leadership.

Byron’s coaching, training, and consulting clients include, IBM, Kaiser Permanente, the Los Angeles Community College District, Motorola, and numerous other companies and public sector organizations. His Six Principle Model of Leadership is a proven method for leading and conducting effective virtual meetings within any organization.

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