Susie, an agent working for a small mid-western firm, wished she had fired her new buyers. After showing them the first home on her list, they suddenly revealed that they had already made an offer on another home the day before! The same was true for Darrin, an agent in Florida, when he learned that the man he was showing homes to had successfully sued two other real estate agents.

So how do you know when it is time to fire a client? Is it a gut instinct, a line in the sand, or a specific violation of your moral or ethical code? No -- most top producers agree that the firing line is far simpler, and it starts with establishing your ideal client model.

Think about this for a moment. What exactly is your ideal client? Marketing experts, when setting out to sell a new product or service, often begin their campaigns by asking themselves this very question. Because by building their model client they can better focus their efforts, and reject, or "fire" ideas that won't attract their ideal customer.

The same is true for top-producing real estate professionals. They establish their ideal client picture, and then set out to attract model clients. Does this always work? Nothing always works, but it can help to establish your minimum acceptable standards when selecting a new buyer to represent.

Some items to consider when establishing your own standards:

1. Readiness -- Are the buyers ready to make a home purchase in the immediate or near future. One question that can often reveal this:

   "If we found the perfect home during our search do you feel ready to move forward, or would you rather wait until a better time?"

2. Ability -- Some buyers are very ready, but not able to purchase a home. To ensure that you are working with qualified buyers some top producers require that their clients are pre-approved or even fully approved for a loan before they begin showing them homes. A great script to encourage buyers to start the loan process early is this:

   "There are two reasons why I encourage buyers to apply for a loan early, the first is peace of mind. It's nice to know exactly what you can afford to buy before you begin shopping, but second and more important is the fact that in today's multiple-offer environment, many sellers won't even consider your offer unless they know you are preapproved for a loan."

3. Willingness -- Even buyers who seem ready to buy a home, and are qualified to do so may sometimes drag their feet, or have unrealistic expectations about the buying process. Wise agents then often educate their buyers about the sometimes harsh market realities.

   "Before we begin looking at homes I just want to fill you in on the market, and specifically what's happening at the price point were searching in. There are three key numbers to be concerned with -- average days on market, the difference between list price and sales price, and the average sales price. Let's take a look."

I know what you're thinking. What happens after you have determined that you have a buyer who does not meet your high standards?

You are now going to employ the most powerful word in your sales vocabulary. This is the word "no." Don't be afraid to say no thanks to unqualified, unmotivated, or unready buyers.

Of course a more tactful way of saying this would be to say, "Thanks, but not yet." This means that in all likelihood these same buyers may become an ideal client in the future. So let's see the actual firing line in action:

"You know, in talking with you today, I know that I would enjoy working with you, but at this point it seems that you need to before we start the process of finding your dream home. In the meantime, I can certainly stay in touch, and keep you updated on the market place, and then when you're ready, let's get back together."

Wise agents understand that it is simply impossible to work with every buyer that they come into contact with, so to improve their odds of success they match their ideal client model against each new client.

Remember your time is only valuable unless you value it. To take control of your business and your career, follow the lead of elite agents by establishing your ideal client, and when appropriate, begin using the firing line.

Published: July 13, 2005

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Jim Remley is a speaker, author, and consultant. He is also an active real estate broker in Southern Oregon where he owns a network of six offices. Jim won the Rookie Instructor of the Year award in 2001 from Realty-U, the largest network of real estate educators in the nation. He was the winner of the 2002 Pacesetter Award, and nominated for the Real Estate Instructor of the Year Award during the first quarter of 2003. To learn more about Jim, please visit ProPerformer.com or e-mail him at .