The NAR Compliant Organized Sales Process for Real Estate Agents: Your Guide to Client Success

In today’s competitive landscape, having a clear roadmap to guide clients through their real estate journey is more important than ever. Not only does it streamline the experience for everyone involved, but it also ensures you’re operating within the guidelines set forth by the National Association of Realtors (NAR).

Now, some of you might be thinking, “Brian, the real estate world already demands a lot of paperwork and procedures. Why add another layer of complexity to a structured process?” 

Believe me, I understand. The difference between running a sales job and a business could be defined in one word: PROCESS. Here’s how it empowers you:

  • Deliver exceptional client service: A well-defined system ensures no detail falls through the cracks, keeping your clients informed and involved throughout the entire process.
  • Boost your efficiency: A structured approach saves you valuable time and mental energy by eliminating guesswork. You’ll know exactly what needs to be done and when.
  • Increase your win rate: When you present a professional and organized approach, you build trust with clients, making them more confident in choosing you as their agent.
  • Stay compliant with NAR regulations: A well-defined process helps you navigate the legal intricacies of real estate transactions, ensuring you adhere to NAR’s Code of Ethics and protect your clients’ best interests.

VIDEO: The NAR Compliant Organized Sales Process for Real Estate Agents

Step 1: Prospecting and Lead Generation

The organized sales process for real estate agents all starts with building your client base. Here, your focus should be on attracting qualified leads who are genuinely interested in buying or selling a property. Remember, real estate is a contact sport! The idea behind the organized sales process for real estate agents is not to hit a home run when you get up to bat. Success is found when you move them base to base from a contact to customer to client  to contract to close. 

There are numerous prospecting strategies you can employ, both online and offline. Here are a few effective tactics to get contacts and build your SOI:

  • Develop a strong online presence: Leverage social media platforms like Facebook, LinkedIn, and Instagram to showcase your expertise and connect with potential clients.
  • Network actively: Attend industry events, join local business groups, and build relationships with other professionals who might have leads for you.
  • Utilize NAR resources: Take advantage of the tools and training offered by the National Association of Realtors to hone your prospecting skills.
  • Real Customer: In order to be considered a customer, you must have a real name, real email, and real phone number. (We’ve all seen Mickey Mouse at (555) 555-5555.)

Step 2: Customer Qualification

Not every lead is a perfect fit. Before diving into the details, take the time to qualify potential clients to ensure you’re aligned in terms of goals, expectations, and timelines.

Here are some key questions to ask during the qualification stage:

  • What type of property are you interested in (buying or selling)?
  • What’s your ideal time frame for the transaction?
  • What’s your budget range?
  • Have you considered working with a mortgage lender?
What we’re basically doing is that we’re finding out their needs and their situation so we can actually act in their best interest. 
 
A client most importantly wants to buy now or sometime in the future and they cannot have a written agreement with another agent. They officially become your client once they sign a contract: your Buyer or Seller Agreement.

Step 3: Client Presentation and Consultation

Once you’ve qualified a lead, it’s time to shine! This is your opportunity to showcase your expertise and build rapport with them. Make that next base hit in the organized sales process for real estate agents by getting them to sign a contract to transition them into being your client. 

During the consultation, consider covering the following:

  • Market overview: Provide insights into the current market trends, including average listing prices, days on market, and overall buyer/seller activity.
  • Your unique value proposition: Explain what sets you apart from other agents and how you’ll specifically help the client achieve their goals.
  • The real estate process: Walk them through the steps involved in buying or selling a property, outlining the timeline and key milestones.
  • Fees and commission structure: Be transparent about your fees and how you get paid.

Now that you’ve presented your value proposition, it’s decision time! If the client feels confident moving forward with you, it’s time to solidify the relationship with a formal agreement.

For buyers, this typically involves a Buyer Broker Agreement, which outlines your responsibilities as their representative in the search for a new property. For sellers, a Listing Agreement is crucial, detailing your obligations in marketing and selling their home. 

  • Team Coaching Program

    $1,000 / month for 12 months

    The Team Real Estate Coaching Program is for smaller teams looking for internal structure, leverage and leadership.

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  • Recruit: Recruiting Real Estate Agents

    $199
    ONLINE COURSES

    Learn to grow your real estate business by targeting, connecting with and ultimately closing on the best recruits around. We'll teach you how to find great candidates, qualify them, and say the right thing at the right time to bring them on board.

    Designed for all learning types

    Video Training

    In-depth professional video training on every module, presented by the author, Brian Icenhower.

    Written Modules

    Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.

    Audiobook

    Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.

    Course curriculum

    Enrollment includes access to the following course materials for 2 years

    Module 1: Your Unique Value Proposition & Recruiting Targets
    • Workbook: Your Unique Value Proposition & Recruiting Targets
    • Video: Your Unique Value Proposition
    • Graphic: DISC Behavioral Assessment
    • Graphic: DISC Profiles
    • Commission Comparison Chart Template
    Module 2: The Recruiting Scoreboard
    • Workbook: The Recruiting Scoreboard
    • Video: The Recruiting Scoreboard
    • Graphic: The Big 3
    • Resource: Sample Weekly Calendar
    • Resource: Sample Recruiter Dashboard
    • Resource: Recruiting Tools
    Module 3: Recruiting with Technology
    • Workbook: Recruiting with Technology
    • Video: Recruiting with Technology
    • Graphic: 10-10-5 Daily Plan
    Module 4: Recruiting Sources
    • Workbook: Recruiting Sources
    • Video: Recruiting Sources
    • Script: Congratulations & Production Report
    • Script: Congratulations on Production
    • Script: Expanding into Your Area
    • Script: New Listing
    • Script: Thank You for Cooperating on Buyer Side
    • Script: Thank You for Cooperating on Listing Side
    • Script: Real Estate School and New Licensees
    Module 5: Setting Recruiting Appointments
    • Workbook: Setting Recruiting Appointments
    • Video: Setting Appointments
    • Script: Let’s Talk About Your Production
    • Script: Provide a Production Report
    • Script: After Closed Transactions #1
    • Script: After Closed Transactions #2
    • Script: When Recruit is Referred by One of Your Own Agents
    • Script: When Recruit is Referred to the Recruiter
    • Script: For a New Brokerage or New Recruiter
    • Script: Looking to Build Relationships
    • Script: Referred by Agent After Transaction
    • Script: Students from Real Estate Licensing School
    • Script: For Rookie Agents in Their First Year
    • Script: For Up-and-Coming Agents
    • Script: Increased Market Presence
    • Script: Invitation to Class or Training Event
    • Script: Invitation to Participate on Agent Panel
    • Script: Confirming Recruiting Appointments
    • Script: Objection Handler – Not interested in moving companies
    • Script: Objection Handlers – I’m too busy #1
    • Script: Objection Handlers – I’m too busy #2
    • Script: Objection Handlers – Happy with current company
    • Script: Objection Handlers – I need to wait until my transactions close
    • Script: Objection Handlers – Let me think about it
    • Recruiting: Scripts E-book
    Module 6: Conducting Recruiting Appointments
    • Workbook: Conducting Recruiting Appointments
    • Podcast Episode 196: Real Estate Recruiting Scripts – Conducting the Appointment
    • Video: Conducting Appointments
    • Script: The Recruiting Process
    Module 7: Setting Follow-Up Appointments
    • Workbook: Setting Follow-Up Appointments
    • Video: Setting Follow-Up Appointments
    • Natural DISC Profile Business Generation Tendencies
    • Script: Attend a Class or Training Event
    • Script: Behavioral Assessment
    • Script: Set a Coaching Appointment
    • Script: Create a Business Plan
    Module 8: Closing Recruits
    • Workbook: Closing recruits
    • Video: Closing Recruits
    • Agent Intake Pipeline
    • Scripts: Closing and Objection-Handling
    • Script: When, Not If
    • Script: They Can’t Say No to Their Own Goals
    • Script: Delay Causes Resentment
    • Script: Commission Split
    • Script: You Need Our Systems
    • Script: Start Transitioning Ahead of Time
    • Script: Can Your Broker Help?
    • Script: Prepping the Broker Conversation
    • Script: Transferring Current Business
    Module 9: Creating a Growth Environment for Recruiting
    • Workbook: Creating a Growth Environment for Recruiting
    • Video: Creating a Growth Environment for Recruiting
    • Graphic: Characteristics of a Growth Environment
    • Graphic: DISC style identification
    • Graphic: SWOT
    • Real Estate Office Brokerage Training Monthly Calendar

    About this course

    • $199.00
    • 82 lessons
    • 5 hours of video content
    Add to Cart

    Immediate Takeaways

    Here is what you can expect to gain from taking this online course.

    • SCRIPTS for recruiting. Congratulations & Production Report Script, Expanding into Your Area Script, New Listing Script, Thank You for Cooperating on Buyer Side Script, Thank You for Cooperating on Listing Side Script, Real Estate School and New Licensees Script, Objection Handlers, and many more
    • RESOURCES to help you recruit effectively. Sample Weekly Calendar, Sample Recruiter Dashboard, Recruiting Tools, Recruiting Scoreboard, Agent Intake Pipeline
    • HELPFUL GRAPHICS to illustrate takeaway points and reinforce learning. DISC Behavioral Assessment, DISC Profiles, The Big 5, 10-10-5 Daily Plan, DISC Style Identification, Characteristics of a Growth Environment, SWOT
    • OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!

    Certification & Designation Upon Completion

    In this ICC online course, you will receive an official designation of "Certified Real Estate Recruiter" or CRER upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.

    Reviews

    "I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations." Jake Rockwell Over 500 Units Sold Annually "I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income." soi audio workbook Dennis Adelpour Luxury Agent - West Los Angeles "When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends." recruit audio workbook Tammi Humphrey #1 Market Share & 100 Million in Annual Sales Volume

    I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations.

    The Seller Lead Conversion Process

    Jake Rockwell

    Over 500 Units Sold Annually

    I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.

    The Seller Lead Conversion Process

    Dennis Adelpour

    Luxury Agent - West Los Angeles

    When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.

    The Seller Lead Conversion Process

    Tammi Humphrey

    #1 Market Share & 100 Million in Annual Sales Volume

    Instructor

    Brian ​Icenhower.

    If your business isn't growing then it's dying.

    To attract agents to your real estate team or brokerage, you must evidence your ability to increase their productivity and help them sell more real estate.

    In his most important work to date, veteran coach and real estate consultant, Brian Icenhower, shares the systems and strategies he used to build some of the fastest growing real estate companies in the United States.

    Recruiting is the single most valuable skillset in real estate and the linchpin of all successful real estate businesses. To exponentially and sustainably increase the net profit of your real estate business, it is essential that you operate a committed and systematic recruitment practice.

    From sourcing recruits and recruiting with technology to setting, conducting, and closing recruiting appointments, this exhaustive course provides invaluable insights and practical instruction for creating a production-centric growth environment that attracts agents to your real estate team or brokerage.

    With our consultative approach, recruits guide agents to a place where they self-discover that the best way to sell more real estate, become more successful, and increase their net income is by joining your team or company.

    We know not everyone learns the same way. For that reason, this course has videos, text modules, and a full audiobook. In addition, the text and audiobook are downloadable so you can keep this information for life, and take it with you wherever you go.

    Recruiting for real estate agents

    Recruiting is the single most valuable skillset in real estate and the linchpin of all successful real estate businesses. To exponentially and sustainably increase the net profit of your real estate business, this course will help you build and operate a committed and systematic recruitment practice. Add to Cart

    Recruiting for Real Estate Agents

    More about this real estate training course

    Talk to a coach

    If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call Team Onboarding Real Estate Coaching See all courses
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Step 4: Pre-Listing/Pre-Buying Activities (Sellers/Buyers)

Once the agreement is signed, the real work begins! This stage involves a series of actions specific to whether you’re working with a buyer or seller. As third base coach, your prepping your client to make it “home” using the organized sales process for real estate agents.

For Sellers:

  • Comparative Market Analysis (CMA): Conduct a thorough CMA to determine the most competitive listing price for your seller’s property.
  • Marketing Strategy Development: Craft a targeted marketing plan to showcase the property to the right audience. This might involve professional photography, virtual tours, social media promotion, and open house events.
  • Home Staging: Help your seller stage their property to maximize its appeal to potential buyers. This could involve decluttering, rearranging furniture, and creating a welcoming atmosphere.

For Buyers:

    • Pre-Approval: Guide your buyer through the pre-approval process with a mortgage lender. This will establish their borrowing power and make them more competitive in the market.
    • Property Search: Leverage your local market expertise to identify properties that match your buyer’s criteria and budget. Utilize MLS (Multiple Listing Service) resources and conduct personalized property tours.
    • Offer Negotiation: When your buyer finds their dream home, you’ll be there to guide them through the offer negotiation process. This involves presenting their offer, strategizing counteroffers, and advocating for your client’s best interests.
Set Expectations: In this unique and changing market, setting appropriate expectations at this point is key. Multiple offers, over asking and other factors addressed at this point can prevent heartache and confusion down the road.
  • Growth Operations Systems

    $199
    ONLINE COURSES

    If your organization isn't growing, then it is dying. Discover Brian Icenhower's powerful and proven strategies and practices for implementing organizational growth.

    Designed for all learning types

    Video Training

    In-depth professional video training on every module, presented by the author, Brian Icenhower.

    Written Modules

    Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.

    Audiobook

    Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.

    Course curriculum

    Enrollment includes access to the following course materials for 2 years

    Component 1: Devise A Viral Goal
    • Workbook: Component 1: Devise A Viral Goal
    • Video: Component 1: Devise a Viral Goal
    • SMART Goals Fillable Form
    • FIVE (Chapter Summaries)
    • FIVE (Spark & Stoke Conversation)
    • Component 1 Quiz
    Component 2: Focus On Activities First
    • Workbook: Component 2: Focus On Activities First
    • Video: Component 2: Focus On Activities First
    • Component 2 Quiz
    Component 3: Cultivate Personal Responsibility With Public Accountability
    • Workbook: Component 3: Cultivate Personal Responsibility With Public Accountability
    • Video: Component 3: Cultivate Personal Responsibility With Public Accountability
    • Prospecting Accountability Chart Fillable Form
    • Component 3 Quiz
    Component 4: Drive Growth With A Dashboard
    • Workbook: Component 4: Drive Growth With A Dashboard
    • Video: Component 4: Drive Growth With A Dashboard
    • Sample Scoreboard Dashboard
    • FIVE (Organizational Dashboard)
    • ICC Dashboard Template
    • Understanding DISC Profiles
    • DISC Behavioral Assessment
    • DISC Style Identification
    • Team Scoreboard Graphic – Template
    • ICC Broker Scoreboard
    • Component 4 Quiz
    Component 5: Huddle Up
    • Workbook: Component 5: Huddle Up
    • Video: Component 5: Huddle Up
    • Solo Agent Annual Business Plan Sample
    • Team Annual Business Plan Sample
    • Blank Annual Business Plan Fillable Form
    • Component 5 Quiz

    About this course

    • $199.00
    • 35 lessons
    • 3 hours of video content
    Add to Cart

    Immediate Takeaways

    Here is what you can expect to gain from taking this online course.

    • THE FIVE-WEEK BOOK CLUB will guide you chapter by chapter with engaging questions and discussion starters.
    • TEMPLATES AND MODELS - DISC Behavioral Assessment, The DISC Behavior Model, DISC Style Identification, Sample Scoreboard Dashboard, Dashboard Template
    • TEAM BUILDING - Team Annual Business Plan Template, How to Hold a Huddle
    • FORMS AND LISTS - SMART Goals Fillable Form, The Transaction Timeline, Prospecting Accountability Chart Fillable Form, The 4 Key Accountability Questions
    • QUIZ at the end of each module to promote retention of information and test your knowledge.
    • OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!

    Certification & Designation Upon Completion

    In this ICC online course, you will receive an official designation of "Certified Growth Systems Expert" or CGSE upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.

    Reviews

    "I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations." Jake Rockwell Over 500 Units Sold Annually "I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income." soi audio workbook Dennis Adelpour Luxury Agent - West Los Angeles "When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends." recruit audio workbook Tammi Humphrey #1 Market Share & 100 Million in Annual Sales Volume

    I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations.

    Google Local Services Ads for REALTORS® – and Additional Online Lead Sources

    Jake Rockwell

    Over 500 Units Sold Annually

    I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.

    Google Local Services Ads for REALTORS® – and Additional Online Lead Sources

    Dennis Adelpour

    Luxury Agent - West Los Angeles

    When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.

    Google Local Services Ads for REALTORS® – and Additional Online Lead Sources

    Tammi Humphrey

    #1 Market Share & 100 Million in Annual Sales Volume

    Instructor

    Brian ​Icenhower.

    I built this course for those real estate agents wanting to move from a mere real estate practice to a systematized real estate business with the control and mastery of your results.

    In today’s world, stagnation is equivalent to death.

    Opportunity is all around but with that comes the opportunity to fail. It may seem discouraging to some, but this idea has driven some of the most successful businesses in the world.

    If your organization isn't growing, then it is dying. Discover my powerful and proven strategies and practices for implementing organizational growth.

    Learn the Growth Operations Systems that work.

    If your organization isn't growing, then it is dying. Discover Brian Icenhower's powerful and proven strategies and practices for implementing organizational growth. Add to Cart

    Growth Operations Systems

    More about this real estate training course

    Talk to a coach

    If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call Team Onboarding Real Estate Coaching See all courses
    Quick ViewCompare
  • Brokerage / Corporate Coaching Program

    $2,000 / month for 12 months

    With the Brokerage / Corporate Real Estate Coaching Program, ICC will help firms set up the most effective and efficient systems for recruiting, agent onboarding, commission & fee structures, agent engagement & retention systems, recruiting, administrative work-flows, transaction management, staff hiring, agent onboarding, productivity training & accountability, financials & budgeting, marketing and much more!

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Step 5: Transaction Management (Offers, Acceptance, Closing)

Once an offer is accepted, the transaction management phase kicks in. This involves a flurry of activity to ensure a smooth closing process. Here are some key areas to focus on:

  • Contract Negotiation: Review and negotiate the final purchase agreement with all parties involved.
  • Inspections and Appraisals: Coordinate home inspections, appraisals, and any necessary repairs.
  • Loan Processing: Stay in close communication with the lender to ensure smooth loan processing and approval.
  • Closing Preparations: Review all closing documents and ensure your client understands the terms and conditions before signing.

“The difference between running a sales job and a business could be defined in one word: PROCESS.”

Rick Fuller

Step 6: Post-Closing Follow-Up

The relationship doesn’t end at closing! Following up with your clients after the sale demonstrates your commitment to their long-term satisfaction. Here are some ways to stay connected:

  • Send a thank-you note: Express your gratitude for their business and offer ongoing support.
  • Provide market updates: Keep them informed about current market trends in their area.
  • Offer referrals: If they know anyone considering buying or selling, let them know you’re happy to help.

By implementing this organized sales process and adhering to NAR compliance, you’ll establish yourself as a trusted advisor and go-to resource for your clients. Remember, a smooth and successful real estate transaction is a win-win for everyone involved. Home runs can be rare but base hits get you in the game.