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In an era of ever-expanding choices, being successful in the real estate business takes more than courtesy and kindness. It takes more than professionalism. Yet many brokers and agents are still selling with a simple arsenal of service, value and good products. These can earn you the trust of your customers, but they will not keep them loyal. Smart consumers have wandering eyes, continually searching for better deals.

What's more, other brokers who are striving to climb the ladder are also taking steps to increase their level of service. Your toughest competitors are soaking up the same tips, the same bestsellers and the same merchandise. And as a result, yesterday's advice is today's standard of business.

Once your competition maintains the same standard of selling as you, you must raise your standard in order to keep your customers loyal. That's where many salespeople go wrong. They expect that what won their clients' trust yesterday will keep them loyal today. It's a fatal mistake I call "stagnating."

What usually happens when you make the mistake of stagnating is that the winds of change blow the competition ahead and leave you ducking for cover.

You see, many things change in the sales industry on a regular basis and if you don't adjust your selling strategy, you will end up stuck in the mud.

To avoid the stink of a stagnant real estate career, you must learn to grow with change. Here are four steps that will help you accomplish this feat:

1. Study your product like a consumer. Read the magazines, newsletters and books that provide survey results and guides about homes in your area. Take a look at what, why, when and where they are telling your customers to buy. Then do some shopping yourself to determine how your competitors are positioning your product.

2. Survey your clients regularly. When you do this, you stay abreast of any changes in their individual needs. You will have in your hands specific information to help you cater to individual desires.

3. Play the market. Every salesperson should own at least one of what he sells. Immerse yourself in the buying process as much as financially possible.

4. Survey yourself annually.

At the end of every day, what will determine whether home buyers are singing your praises is the way you've stacked up against competition. The important thing is that you remain on the forefront.

TODD DUNCAN FOUNDER AND CEO THE DUNCAN GROUP