If you're questioning whether Realtor Ralph Roberts' business philosophy really works, you can find out for a mere $3,000. The Warren, MI-based broker has invited Realtors to "shadow" his daily activities since he opened his firm in 1990.

Roberts' shadowing program attracts a mixed bag of people from other industries, and one-day visitors have included franchise Realtors as well as independents. Joe Hafner, vice president of public relations and marketing, believes that the success of Robert's shadowing program reflects a trend that's been recently impacting the real estate industry. "Instead of traditional real estate agents fighting for the same business, we're seeing top realtors forming informal alliances for sharing ideas and information about how they operate."

The shadowing program begins with a letter and questionaire to each prospective shadower so that the one-day event can be structured to each individual's needs.

In the welcome letter, shadowers are asked to gather every piece of marketing material used in the last two years to list and sell houses including marketing items; forms; checklists; yard sign (or photo); personal marketing pieces; letterhead; business cards; brand names of personal organizer and any personal software; a list of ten goals you wish to move closer to attaining after spending the day with Roberts and his team; a few key areas you wish to focus upon; and a list of what you feel are your strengths and weaknesses.

Among the questions Realtors are asked in the questionaire are:

• What was your commissions goal for this year?
• What was your unit sales goal for this year?
• How many listings did you take last year?
• How many listings did you sell last year?
• Do you charge a processing fee for buyers?
• Do you charge a processing fee for sellers?
• What areas of real estate do you work? Listings? Foreclosures? Buyers? Property management? Cash buys? Rentals? Land Contracts? Private Investment? Mortgages? Closings? New Construction? Bank REO's? Title?
• What is your average sales price?
• What is the average sales price in your market?

Roberts' shadowing program has expanded to include the other professionals in his organization. If a Realtor wants to learn how to bring buyers' agents into his/her firm, he/she would spend a large chunk of the day observing Roberts' buyers' agents in action, and spend time with the firm's sales manager who oversees the buyers' agents. In addition, other departments are open for information-sharing.

Roberts observes that the questionnaire helps to discover a Realtor's true weakness. "Some agents are very good at setting up appointments for closings, but are weak on the follow through. We try to uncover those problems."

Roberts also warns other brokers and agents that while what he does may look easy, "It took 20 years to make it look this easy."

Practicing what he preaches, Roberts shadows at least five people a year and has made one-day field trips to more than 100 people around the country. "When I'm on vacation or in a different part of the country on business, I try to find the top insurance person or the top car dealer or the top real estate person. I call them and tell them that I've heard they're so good at what they do that I'd like to come and see them in action."

For the most part, Roberts finds that people are very open and willing to share their success. Even if he has to pay $2,000 to $3,000 as a shadow fee, Roberts believes what he learns is worth the money.

PART I: Ralph Roberts' Key to Success

Published: June 12, 1998

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