Step up to full service.

At a recent national sales meeting, the sales director appeared center stage, reached into his pocket and threw a handful of coins into the audience.

As they scrambled to get the coins, the director yelled "Stop. Those are pennies. I am going to teach you how to make real money."

Real estates, regardless of size, to be profitable and grow in today's highly competitive world, must become full service, one-stop shop operations.

Full service plays an important role in the operation of all segments of real estate, residential, commercial, management, to expedite co-op/condo sales, and construction.

Be prepared to assist your clients beyond the normal call of duty. How well versed are you on environmental issues ... water, mold, lead, "dust" to name a few?

Help clients maximize their investment for their own active use or portfolio through a thorough evaluation process including search and financial availability.

A potential client inquires about vacant land--this is the time to dig for information. Are you financially qualified? If not pre-qualified, provide this client with sources. What will they do with the property? What are their requirements--utilities, zoning, will there be environmental problems down the line with the proposed use, would tax abatements or deferment be useful?

The first in-depth meeting with key associates present (never alone) is the opportunity to present your menu of available services. Discuss location, size, build, rent, finances, environmental issues, due diligence of any acquisition, and coordinate formation and writing the contract, regardless of who you represent, buyer or seller.

Technology plays an essential role in any modern real estate firm. With full service, well-trained human talent is essential.

An associate must utilize all available technology, use common sense in dealing with people, try to anticipate the client's needs, and look ahead to the next step or consequences of the current level of a transaction.

As a real estate professional you are the catalyst. The key to full service is being knowledgeable without being the expert, to be able to recommend where your client may find answers.

Your client must feel on solid ground, this will result in qualified clients, quicker transactions, strong marketing tools, future recommendations, and a solid, profitable operation in step with today's real estate market.

Today's clients expect full one-stop service. Yes, it becomes tricky when you are co-broking, but jump the manmade hurdles to attain success, then buyer and seller will be profitably happy.