Years ago, when I started in Real Estate I did what most new agents do...I took the classes, did floor time, open houses, got my name out there...etc...etc...etc...  

Well, I soon found that I needed to learn from the "experts" and so I looked at who was selling the most in my area. There are several stand outs and there is one person in particular that I was curious about.  

If you met Jack (name, description is changed for this discussion), you would find that he is not the typical stereotype agent. He is a loner, not very personable and not a fancy dresser. He is always on the phone and rarely has time for chit-chat with other agents (unless you are asking about a listing, then he will give you about 30 seconds...).  

If Jack were selling new cars, he would be in the poor house (my opinion). So how is it that he is so successful at selling Real Estate? This question took a lot more probing than to just ask the question.

Of course I tried to talk with Jack, be he had no time for me. I was just another rookie. So I asked around.... I heard a lot of wild stories (most I will not repeat). Things like, he is ruthless and do not get on his bad side....over time I got more and more curious about this phenomenon.  

I then looked at his sales (in our MLS)... This was the first big clue. It told me where he listed and sold homes. It also told me that he often represented both sides of the transaction (dual-agent).  

But is still did not make any sense to me, how he did so much business in this small town.   Well over time, the answer revealed itself...

One day I met Jack's wife. She is pleasant, well dressed and just a joy to talk too. She knows everyone in town and is very well connected. After talking with her for a few minutes I realized Jack's secret was his spouse!  

Strange way for a business to work, but most people can not (and out of admiration) would not say no to Jack's wife, and of course she refers everyone to her husband.  

If I could just get my wife to do my "personal marketing", I could sell 30 million a year, just like Jack!