The Purpose of the Foundations of Real Estate Success Program
As a John L. Scott broker, you're part of one of the most respected, productive, and professional real estate networks in the industry
Every day, you’re faced with important decisions that shape the success of your business. The Foundations of Real Estate Success program is here to guide you through those early steps. This resource is designed to support your growth, offering foundational tools, strategies, and insights to help you build a thriving real estate career
Please keep in mind: Foundations of Real Estate Success is meant to be a reference guide its suggestions are key elements of your real estate education and professional development
Confidential
For Use by John L. Scott Brokers Only. These materials are the confidential property of John L Scott Real Estate They are provided as internal resources and may contain proprietary information and trade secrets In the event your affiliation with John L Scott ends, all materials must be returned to the company immediately.
Trademarks and Regulations
When communicating your affiliation with John L Scott Real Estate whether in person, online, or through marketing materials please refer to the John L Scott Brand Standards
Guide to ensure proper and consistent use of our name, logo, and other brand assets.
If you're engaging in cold calling, be sure to comply with all applicable regulations, including the National Do Not Call Registry and any relevant state-specific registries
Additionally, federal and state laws prohibit calling consumers before 8 a.m. or after 9 p.m., so be mindful of the appropriate timing when making outreach calls.
Disclaimer
This publication is intended to provide general information on the topics discussed and is for educational purposes only. It is provided with the understanding that neither the author nor John L Scott Real Estate is offering legal, accounting, or other professional advice
If legal or professional assistance is needed, please consult with a qualified expert. While every effort has been made to ensure the accuracy and usefulness of this material, no guarantee can be made regarding its proper application, and John L Scott Real Estate assumes no liability for its use or interpretation
YOUR LAUNCHPAD TO A THRIVING CAREER
The Foundations of Real Estate Success is a signature
education program exclusively offered through John L Scott
CONGRATULATIONS ON TAKING THE LEAP!
As an independent business owner, you're in control of your income
and expenses. At John L. Scott Real
Estate, we’re here to support you with the tools, environment, and
guidance you need to build a profitable and successful business
WHAT YOU’LL LEARN IN THIS MODULE
Real Estate This intensive, hands-on course is designed to equip you with the tools, habits, and mindset needed to jumpstart your career and achieve early success in real estate. Taught by your dedicated Mentor Team, the program
is tailored to support your individual growth and progress.
In addition to scheduled classes, the program includes:
Practical homework assignments
Collaborative meetings with industry professionals
Goal-setting exercises and habit-building strategies to foster long-term success
This module focuses on what it takes to succeed in the early stages of your career with John L. Scott. You’ll learn how to set meaningful goals, establish productive habits, and begin operating like a business owner.
TRANSITIONING INTO YOUR NEW CAREER
If you’re coming from a structured school or work environment, shifting into the independent contractor role of a real estate broker can be a major adjustment While you now have the freedom to create your own schedule, that flexibility comes with the responsibility of self-discipline especially when it comes to prospecting for new business
DISCIPLINE DRIVES SUCCESS
As you generate more leads and begin handling transactions, your schedule will naturally fill up. However, never lose sight of the fact that consistent prospecting is what fuels your business a
NEED SUPPORT? WE’RE HERE TO HELP.
If you ever find yourself asking, “What should I be doing right now?”
ffice
T
for your first three months:
Attend all scheduled sessions
during the first 4-6 weeks of your affiliation
Complete all assigned homework and honor your appointments with other real estate professionals Maintain a professional appearance whether you’re in the office, meeting with clients, or networking
within the real estate community
Demonstrate courtesy and collaboration when working with fellow John L. Scott brokers and staff.
Participate in at least one MLS Broker Tour each month to familiarize yourself with local neighborhoods and property values.
Attend weekly business meetings hosted by your John L Scott office
Meet weekly with your mentor for accountability sessions during your first year in the business
Track your progress daily using the Daily Activity Scorecard and submit it to your mentor each week
Stay on track by completing all items listed on the enclosed onboarding checklists in a timely manner.
Your consistency and engagement in these activities will set the tone for a strong, successful career
IMPORTANT REMINDERS
You’ll have a 90-day consultation with your
Manager to review your progress and solidify
your business plan
While you may complete this guide within 4
to 8 weeks, your training and mentorship
will continue well beyond supporting your
growth every step of the way
During this time, you'll be actively listing and
selling real estate full-time. With your
management team’s guidance, you’ll be
ready to start working with buyers and sellers
as early as week one.
Weekly training sessions are essential, and
should only be missed for the following
reasons: a planned vacation, illness, writing
an offer, or taking a listing Plan accordingly
and schedule showings or inspections around
these appointments.
Following completion of Foundations of Real Estate Success, register to attend Activator and complete all classes.
STEP 1
Weeks 4 - 6
STEP 2
First Year
STEP 3
Never ends
Completing
Foundations of Real
Estate Success.
Activator classes,
weekly accountability
with your Manager.
Participate in programs &
services and JLS coaching,
accountability, classes and
JLS Institute.
MINIMUM PRODUCTION GUIDELINES
At John L. Scott Real Estate, we recognize that
every broker’s journey is unique While learning
curves and personal goals may vary, the following
production benchmarks are provided as a general framework to help guide your early success.
These are minimum expectations, and many
brokers will exceed them early on. If you find yourself falling short, we encourage you to connect with your Office Manager to create a personalized action plan for growth
FIRST 180 DAYS
You should have at least 3 transactions in escrow or closed within your first six months.
FIRST YEAR
By the end of your first year, aim to achieve a
minimum of $35,000 in Gross Commission
Income (GCI) typically the result of 3-4 closed transactions.
FIRST 18 MONTHS
Within 18 months, your goal should be at least
$50,000 in GCI, or approximately 6 closed transactions
TO GIVE YOU SOME
PERSPECTIVE
The average John L Scott broker
closes approximately 20 transactions
...
per year, earning around $144,000 in
commission
Brokers with less than three years in
the business typically close about 14
transactions annually, with an average
commission of $78,000.
Production usually increases year over
year as newer brokers gain experience
and build their business
FIRST TWO YEARS
By the end of year two, you should be on track to close 10 transactions, resulting in a
minimum of $90,000 in GCI.
AFTER TWO YEARS
Starting in year three, brokers should target a
minimum of $100,000 in GCI annually, which
averages to 8 transactions per year This is typically when you begin seeing consistent
repeat and referral business if you've
consistently nurtured your Personal Network
through effective marketing and client care
BUILDING YOUR PERSONAL NETWORK
Personal Network.
WHERE TO START
Don't overthink it Grab a notepad or
consciousness approach Begin with:
Immediate family
Close friends
Social Media
Past and current coworkers
Neighbors
Social and community groups
Rather than asking yourself “Who do I know?”,
cks e
WHAT TO RECORD FOR EACH CONTACT
:
Full Name
Mailing Address
Phone Number(s)
Email Address
Spouse/Partner Name (if applicable)
START WITH THE PEOPLE WHO KNOW YOU BEST
Begin at home reach out to your personal network and let them know you’re now
Potential clients are already within your circle
people w
Past Employment
Hobbies
School/College
Coffee Shops
Church/Temple
Sporting Events
Gym
Professional Organizations
Volunteer Organizations
Favorite Restaurants
Grocery Store
Doctors/Dentists
Attorney
CPA
Social Media
Cell Phone Contacts
Building and Engaging Your Personal Network
By now, you should be well on your way to building your Personal Network list the cornerstone of your real estate business at John L Scott This is a living list that will evolve throughout your career. You’ll continue adding new contacts and, occasionally, removing others to keep it accurate and relevant.
Let’s take the next step.
If you already have 100 or more contacts, it’s time to start reaching out and nurturing those relationships Start where you are Use what you have Take action Momentum doesn’t just happen you create it. Begin by contacting the people on your list and organizing them for future marketing efforts.
How to Categorize Your Contacts
Organizing your network helps tailor your communication and focus your energy where it matters most:
A Clients: Your biggest advocates those most likely to refer you These are people you’d invite to your birthday party (and they’d
invite you to theirs). You know them well.
B Clients: Likely to refer you if asked or guided You know their names and some
details about them think acquaintances
you’d chat with at the grocery store.
C Clients: Casual acquaintances You may not
know much about them now, but with time
and effort, they could become strong
contacts
D Clients: Not relevant to your business
These can be removed from your database
Managing Your Personal Network
There are several ways to track and maintain your contact list:
No list yet? Start by entering what you
know directly into your John L Scott
Engage account
Already using a database? You can import your contacts into Excel first [link to import
template or resource]
Need help importing into Engage? Our
marketing department can assist with
uploading your contacts directly.
We recommend beginning with a simple Excel
spreadsheet. Once you’ve collected at least 30
names, you’ll be ready to import your list into
Engage and start using it for targeted
marketing and outreach
Engage: Your Contact Management Hub
Engage is John L Scott Real Estate’s powerful contact management system, designed to help brokers organize, track, and nurture rela
tform With customizable fields, streamlined communication tools, and insights into client interactions, Engage empow
c
it
At John L. Sc
the people you know and grow your business as a result
Here’s how to get started:
Contact the Marketing Department to enroll in Elevate Connections (our internal CRM system), which automatically sends branded, high-quality mailers to your Personal Network each month
Attend our marketing and social media workshops, where you’ll learn how to leverage platforms like Instagram, Facebook, and LinkedIn to stay visible and relevant to your audience. Participate in the “100 Days of Greatness” training series by Buffini & Company, which offers proven strategies for staying top-of-mind and turning your network into a steady stream of referrals
Your Personal Network is your greatest asset Engage and our marketing tools help you stay connected, stay consistent, and stay in business
IN A SHORT TIME...
You’ll begin to see how consistent action leads directly to results The more you engage in these activities, the more opportunities you’ll create This list isn’t just for today it’s a foundation you’ll carry with you throughout your entire real estate career
Over time, these practices will become second nature. You’ll instinctively know what steps to take and how to measure your progress
That said, always keep a written tracker to stay focused and accountable. This proven formula has helped countless John L Scott brokers succeed there’s no need to reinvent what already works
YOUR PROSPECTING SUCCESS FORMULA
Consistent prospecting is the key to growing a sustainable and thriving real estate business. Follow this proven formula to build momentum and maintain a steady flow of opportunities:
Daily Activities
Write and mail 5 personal notes to people in your network. Engage in 5 face-to-face conversations each day to build relationships and uncover real estate needs
Weekly Activities
Block at least 2 hours per working day for focused lead generation Treat this as a non-negotiable appointment with yourself.
Tour active listings to stay informed and confident when speaking with clients about current inventory
Stay market-savvy so you can clearly explain trends, pricing, and conditions to potential buyers and sellers.
Host an open house to meet new prospects and showcase your market presence.
Track Your Progress and Stay Consistent
Tracking your daily progress is essential to your success in real estate. The number of contacts you make leads to appointments and appointments lead to listings and pending sales. These pendings and listings serve as indicators of your projected closed transactions, which ultimately determine your gross earned income
Why Prospecting Matters
Prospecting is the ongoing process of connecting with people who may have a current or future real estate need. It’s one of the most critical activities you can do and it should be part of your daily routine.
Remember, prospecting isn’t just about finding people who are ready to buy or sell today It’s about building relationships and staying top of mind so that when the time comes, they turn to you Most people are happy to talk about real estate you just have to start the conversation.
Sources of Income and Your Business Model to Guide You
Identify and categorize your prospects to align with your business strategy. For example:
For Sale By Owner (FSBO)
Expired Listings
Past Clients & Referrals
Open House Leads
Your Personal Network
Develop lists to call, stay consistent with your outreach, and use the tools provided by John L. Scott Real
Estate to support your efforts Success is built through daily discipline and intentional conversations
Getting Started: What to Expect
As you begin your journey with John L Scott Real Estate, it’s important to plan ahead
financially Once you have a sale pending in escrow, it may take 30 to 45 days or longer for the transaction to close and for commissions to be paid Because of this delay, we recommend having 4 to 6 months of living expenses
build momentum in your business
During this early stage, you’ll likely be contacted by
Keep Growing Your Personal Network
One of the most effective ways to build a successful real estate business is by continually expanding your Personal Network Let people know you’re a real estate broker not by being pushy, but by being present and visible. Whether you're in line at the grocery store, chatting with a barista, or waiting at the post office, every interaction is a chance to connect and grow your sphere Make everyday moments productive
Your long-term goal is to generate the majority of your business through referrals and repeat clients and that starts with building meaningful relationships now
Broker Success Expectations
To support your growth and align with your business plan, the following are expectations for all new brokers:
Make daily contacts to meet your production goals, as outlined in your plan.
Track and submit your activity using the Daily Activity Tracker submit it weekly to your management team
Host two or more open houses each month to increase visibility and lead opportunities.
Have at least one pending sale within your first 90 days of affiliation
Input your entire Personal Network into Engage within 30 days of joining John L
Scott Real Estate.
Stay consistent, stay visible, and stay connected this is how successful careers are built
ACCOUNTABILITY DRIVES SUCCESS
commit to following all of it, not just parts.
From Busy to Productive: Ma
Success in real e
Time is one of your most valuable assets, and managing it effectively allows you to:
Reduce stress Work more efficiently
Focus on your highest-priority tasks
Maintain a healthy balance between work and personal life
Many brokers spend hours trying to “get organized, ” but never actually get to what matters While organization is important, over-planning can become a form of creative avoidance. Don’t use planning as an excuse to delay action the most successful brokers are the ones who take action consistently.
Set a routine:
Start each workday at the same time
Review your to-do list each morning
End your day by checking off completed tasks and setting priorities for tomorrow
Allow flexibility, but not at the cost of client service or productivity
Your clients should always feel like a priority. Prompt communication and thoughtful follow-through
build trust and long-term relationships
HANDLING INTERRUPTIONS & STAYING FOCUSED
R
eal estate comes with unplanned interruptions, often urgent. When one arises:
1 Pause and evaluate your current schedule
2 Make necessary adjustments
3 Address the urgent issue
4 Return to your planned activities as soon as possible
Avoid falling into the habit of venting or letting distractions derail your day. Stay intentional with your time you’re running a business, not just filling hours.
The ABCs of Planning Priorities
Effective time management starts with prioritizing your tasks Use the A, B, C, D system:
A Tasks – Directly lead to income (e g , listing appointments, buyer consultations)
B Tasks – Support your A tasks (e.g., prospecting, lead follow-up)
C Tasks – Necessary but not urgent (e g , filing, organizing)
D Tasks – Time fillers or low-priority items
Without completing your B tasks, you won’t generate A-level opportunities. Balancing all four categories keeps you productive, focus
Take your business seriously track your actions, manage your time with purpose, and follow through. Success will follow.
THE ABCD TIME MANAGEMENT SYSTEM
Prioritize your daily activities for maximum productivity and business growth.
A. PRIME TIME – Lead Conversion / Income-Produ
These are your highest-value tasks directly tied to generating income.
Conducting listing consultations
Writing and presenting offers
Showing homes to qualified, motivated buyers
B. PROSPECTING TIME – Lead Generation / Business Development
These activities fuel your pipeline and lead to future income.
Calling, emailing, and following up with leads
Sending handwritten notes
Scheduling face-to-face meetings
Staying in touch with your Personal Network
Creating and executing marketing campaigns
C. SUPPORT TIME – Client Care / Business Operations
These tasks keep your business organized and professional
Managing transaction paperwork and admin tasks
Previewing properties and staying informed on inventory
Attending training, accountability sessions, masterminds, and skill-building activities
D. PERSONAL TIME – Recharge and Rebalance
Protect this time to avoid burnout and stay fulfilled
Time with family and friends
Faith, hobbies, sports, and self-care
Vacations and rest days
Balance is key. Prioritize your A and B tasks to drive results, support them with C activities, and
protect your D time to maintain long-term success
FOUNDATIONS OF SUCESS: PLANNING, PRIORITIES
E
ssential
, AND PROFESSIONALISM
Steps for Effective Planning
Planning with intention helps you stay focused, organized, and on track toward your income goals
Create and commit to a consistent work schedule
Set a clear annual income goal, then break it down:
# of Contacts → # of Appointments → # of Transactions → Projected Income
Prioritize income-producing activities first.
Return all calls, prioritizing by urgency and importance.
Batch similar tasks together to maximize efficiency.
Delegate when possible to stay focused on high-priority actions
Review your plan twice daily at the start and end of each workday
Break large projects into smaller, manageable tasks, assign deadlines, and check off
completed items
Eliminate low-payoff activities that don’t support your business goals.
Five Core Steps to Build Your Business
1.Use your Outlook calendar and contact system to organize your schedule and database.
2 Follow up consistently on high-quality leads
3 Focus on your “A” prospects those most likely to take action
4 Develop strong communication skills to build trust and close deals
5 Master the art of negotiation to create win-win outcomes for your clients.
Presenting Yourself as a Real Estate Professional
Professionalism starts with appearance, and first impressions matter. Whether you're in the office, showing homes, or out in the community, always present yourself as a John L Scott Real
Estate professional
Wear your name badge at all times it helps spark conversations and reinforces your brand.
Dress in clean, neat, and occasion-appropriate attire. Even when not with clients, your colleagues and community are watching
Business Casual Guidelines:
Women: Slacks or skirt, blouse, and a sweater or jacket.
Men: Slacks (e g , chinos), collared shirt, and a sweater or blazer
Showing Properties?
Consider location and weather If you're showing rural homes or acreage, wear rugged shoes or boots and dress for the terrain. Jeans may be appropriate for certain property types use your best judgment.
Out in Public?
Even while running errands, grabbing coffee, or attending local events your name badge makes you visible Maintain a polished appearance People will associate your presentation with your professionalism
Consistency in your planning, client care, and personal presentation will help build your reputation and your real estate business for years to come
YOUR JOHN L. SCOTT REAL ESTATE TEAM
DAN FREGGIARO
Office Leader danf@johnlscott.com
TAYLOR PROCTO
Listing & Transactio tproctor@johnlscott com
MICHELLE MESSINGER
Operations Manager michellem@johnlscott com
TRISTINE BOND
Marketing Services Representative tristineb@johnlscott com
At John L Scott, our entire staff is committed to supporting your success While each team member has a specific role within the organ
thrive.
We take great pride in fostering a team that is not only knowledgeable and resourceful, but also caring, respectful, and eager to help Our outstanding staff treats every broker with professionalism and kindness and we expect the same level of respect and courtesy in return. You’ll quickly discover that our office culture is built on collaboration, respect, and having fun while doing great work.
If you’re ever unsure of who to ask for help, simply connect with our Front Desk Receptionist they will promptly direct you to the right person.
Working Alongside Fellow JLS Brokers
At John L Scott, you have the opportunity to work with some of the most experienced and respected professionals in our industry As a REALTOR®, you’ve already been introduced to the ethical standards outlined by the National Association of REALTORS®.
At JLS, we take these standards even further We uphold a strong sense of professional courtesy and cooperation especially when it comes to client relationships.
If you become aware that a lead may already have an established relationship with another JLS broker, please follow these steps:
1 Pause all communication with the lead immediately.
2 Notify your Manager and provide any relevant contact or Engage information
3 Work with your Manager as they coordinate with the other broker to reach a fair resolution 4. Honor the final decision and uphold the integrity of our office and brand.
In Your First 90 Days at JLS
To build a strong foundation for your business, you’re expected to take the following action steps:
Understand and commit to the production expectations for your first 90 days
Meet key industry professionals (escrow officers, mortgage lenders, insurance agents, and inspectors) to begin building your trusted vendor team.
Practice your scripts using the resources provided in the JLS Institute.
Apply what you’ve learned take immediate action to implement new skills and strategies
Repeat all of the above consistently to build momentum and create lasting success
At John L. Scott Real Estate, we’re not just building businesses we’re building careers and communities Welcome to the team We’re excited to grow with you!
