Being stealthy and secretive are great skills -- if you happen to be James Bond.

Not so, however, if you're a real estate professional.

Yet, far too many people in our business are what I call "Secret Agents." Rather than getting out there and effectively promoting themselves, they're lying in wait for business to come to them, shortchanging or ignoring completely the time-proven business practices that separate the wannabees from the top producers.

I'm talking, of course, about business development. Most people, regrettably, enter the real estate business not fully appreciating the critical importance of making business development their top priority. Sure, they enjoy the service side of the business -- listing and selling homes -- but they're not comfortable with the prospecting side and thus pretend for the most part that it doesn't exist.

According to the NAR, 84 percent of real estate agents enter the real estate business with no sales background. No sales background or experience in sales means that they probably don't know what it means to be what I call a "visible agent."

In order to be successful in real estate, you must build and then maintain a solid pipeline of prospects that over time can yield a steady six-figure income. But this requires letting as many people as possible know that you are anything but a "Secret Agent." Simply put, you've got to make some noise out there.

During recent interviews with top agents across the United States (those who closed 150 to 300 transactions per year), I asked them, "What did you do to achieve this level of success?" Most said they simply worked hard.

I truly believe that most agents work hard, but that those who separate themselves from the pack work more effectively and efficiently than others. Above and beyond working hard, the most noteworthy remark that every one of these superstars mentioned to me was that they treat real estate as their business; as their livelihood. They turn a laser focus to the task of generating new business; they do not take a haphazard approach to their career.

In other words, these folks take their profession and their careers very, very seriously, in part by taking advantage of the wonderful technology that is constantly being designed and enhanced with the success of real estate professionals in mind.

Following are just a few painless ways that you can capture, cultivate and convert prospects to become a successful agent:

1. Find a customer relationship management (CRM) e-system that will help you organize your business so that you can develop a pipeline of prospects. Many of us meet people very easily; in fact, the opportunity to meet and help others achieve their dreams is a key factor in many agents' decision to enter this field in the first place. And we may even obtain prospects' names and phone numbers. It is what we do with those contacts after meeting them that makes the difference in our success or failure over time.

2. Ask every prospect -- every single one -- for their e-mail address. Don't be shy about this; most people rely on e-mail so much these days, they don't think twice when asked to provide their e-mail address. That way you have an efficient way to stay in touch. Offer them a benefit in return -- "I have a great e-newsletter with market trends and homeowner tips that I would be happy to send you periodically."

3. Include your photo and contact information on all communications. Don't forget to include your website URL and e-mail address. Most people (let's hope) won't call you at 11 p.m., but, just like you, they often are online at that time. The easier you make it for them to communicate with you, the more responses you will receive.

4. Be sure to set up your e-mail communications so that the majority of it goes out automatically. That way you won't burn precious time on the details until prospects are ready to buy or sell. Systematize your prospecting so you can personalize your transactions. This will keep your name in front of potentially thousands of prospects at a time -- automatically. When they are ready to make their move, you will be the agent of choice.

By doing these things regularly, you will develop a reputation as the real estate expert in your area. You will become their trusted real estate resource by consistently and automatically staying in touch with a large pipeline of prospects. That's the way to close more transactions … and there's nothing "secret" about it.

Published: August 3, 2005

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Claudia Wicks is Director of Real Estate Training and Content for HouseValues Inc. Her blog, AgentCEO.com, offers agents and brokers tips gleaned from her decades of real estate industry experience. Claudia is a licensed real estate broker in the state of Washington, where she has worked for the last 28 years as an agent, broker/manager and Director of Training for Coldwell Banker and John L. Scott. Learn more about HouseValues at AgentSuccessNetwork.com or call toll-free 866-952-5042.