20: What Separates The Top 5% of Real Estate Agents From Everyone Else – Brian Icenhower

audio interview arrow


Brian Icenhower is an amazing real estate trainer, manager, agent, and more.  He shares what separates the top 5% of real estate agents from everyone else.

brian icenhower real estate coachProfile

Guest:  Brian Icenhower

Market: Kansas City

Steal His Ideas:

  • Top agents consistently lead generate every day
  • Timeblock your day and don’t let yourself be disturbed
  • If you want buyers, get listings
  • An administrative assistant is a great first person to hire in your business


It’s the very rare agent that consistently and proactively lead generates for even 1 or 2 hours a day.  But it’s these agents that make up the vast majority of all real estate sales.

Avoid the real estate roller coaster by generating leads each day.  Don’t just transact the business you have and then start all over with the lead generating once you’re through.  Instead, block time to do something each day that gets you closer to having a new client.

There are two ways to work in real estate:

  1. live in the same place for years and years where everyone knows you
  2. for everyone else, you need to timeblock your day to get new leads (usually, do this in the mornings)

If you’re working more than 65+ hours a week and you’re not closing 45+ transactions, you probably either have a time management problem or you’re working with a ton of buyers and few sellers.  You can handle 4X as many listing sides than buyer sides at the same time.  So, top producers are always on the listing side.

So as to not “bother” the general public when you’re prospecting, always tie the reason you’re contacting them into providing them some type of value.

When marketing a listing, try and tie your activities in with opportunities for you to get business at the same time.  For example, when calling neighbors of a listing, make part of your conversation about if they are looking to buy or sell anytime soon.

If you’re looking for business right now, the easiest and first thing you can do is gather everyone you know and put them in one place where you can easily access their info to contact them regularly.  Constantly be building this referral base of people.

The best use of an agent’s time to get the quickest conversions is by calling for-sale-by-owners and expired listings.  That’s because you know they want to sell their home right now.

Scripts are important.  Top agents know that, whether you use someone else’s scripts or your own, you’ll eventually start saying the same things that you know will work.

Every agent can benefit from having a website and other online marketing materials.  When potential customers come to check you out online before they hire you, they want to see a reputable and professional online presence.  However, the core to all your activities starts with proactively contacting people.

When you consistently do not have time to prospect for new business, that’s about the time to hire someone to help you out.  Typically, this will happen when you reach about $6 million a year.  The person you hire should be an administrative assistant, not a buyer’s agent.  This person can actually help you make more money than when you’re by yourself because you have more time to do more important revenue-generating activities.

brian icenhower real estate interview

Lightning Round

What’s the worst marketing you’ve done that others should avoid:  Broker open houses

What keeps you motivated:  Be of service to people

You’ve got 30 days and $1000, what do you do:  Preview properties, knock doors around listings, buy a subscription to a database of FSBO and expireds and start calling people

How You Can Do What He’s Done

Here are the only things a top-producing agent should be doing:

  • generating leads
  • negotiating contracts
  • going on listing appointments
  • showing property
  • (everything else should be done by an administrative assistant)


Find additional commentary on this topic at Brian’s site, The Real Estate Trainer.

Cole Realty Resource

Real Estate Scripts


Mojo Call Dialer

Vulcan 7


6: The Plan For Zero To $70 Million In 2 Years: Robert Gawel

audio interview arrow




“Show up.”  That’s the summary for how to succeed in real estate, according to Robert.  His approach is simple, straightforward, and it works.  Going from zero to $70 million in sales in 2 years is pretty good proof that what he does can have a major impact on a person’s success.

Robert Gawel, real estate agentProfile

Agent:  Robert Gawel

Market: Clearwater, Florida

Steal His Ideas:

  • “Show up”
  • Be coachable and get with a good mentor
  • Be willing to do the work
  • Invest in yourself
  • Be on the phones by 9am
  • Don’t call FSBOs to get listings; call them to get to first base (see below for explanation)
  • Don’t hit the snooze button – you’ll be denying yourself of the time you’ve been given
  • The fastest way to get people to trust you is to add value to their lives.  Mathematically, show people how you can save them money.


Robert has had the opportunity to be an agent, manager, trainer, mentor, and business owner.  He currently owns his own brokerage as well as his own coaching and training program, the Real Estate Academi.

He feels that getting professional coaching right away can make a huge difference in your career both short and long-term.  Plus, once you have the knowledge of what to do, then you have to go and do it!

At the foundation of everything is a plan of attack with very specific systems.  Like any business, your real estate business must have systems in place and a schedule.

A schedule is important because we all have the same amount of time and you need to maximize every second.  Time-block appointments and activities so that you can do the same things at the same times every day and week.

On Mondays, he calls For-sale-by-owners from about 9am to 10am.  And, out of the “top 10” FSBOs he contacts, about half answer the phone and half of those turn into in-person appointments.  So, by the first hour of the week, Robert has at least a handful of “listing” appointments to go on already for that week.

During these appointments, his goal is not necessarily to turn them into clients on the first visit.  Although that would be nice, his first step is simply to get to first base and have a meaningful conversation.

In other words,  take the “Money Ball Approach:”

  • First base = Know you
  • Second base = Like you
  • Third base = Trust you
  • Home Base = Do business with you

Here are the three things you want when visiting a FSBO:

  1. First and last name of owner
  2. Their phone #
  3. Their email address
  4. (and you already have their property address)

From here, you can stay in contact with people after building rapport utilizing the FROG acronym:  family, recreation, occupation, goals.

Lightning Round

What’s the worst marketing you’ve done that others should avoid:  “Image ads” in various types of print media.

What keeps you motivated:   All the opportunities that are around you.

You’ve got 30 days and $1000, what do you do:  Get an expired/fsbo service with quality leads.  Then, go out and meet people.

How You Can Do What He’s Done

Be on a mission to solve other peoples’ problems and add value to their lives.  By doing so, your life will get better.  This is a business where you learn by doing.  Just show up, do something, and keep learning as you go.


Robert’s brokerage, Alexa Realty

Real Estate Academi

The RedX FSBO Leads