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Jun 5, 2023

In today’s episode, I’m joined by Debbie De Grote. An accomplished real estate business owner and coach, Debbie has seen market cycles come and go, and learned what it takes to succeed in different conditions. With her partnership with Ben Kinney, she contributes to the success of many agents and teams, and in this conversation she shares what it takes to have staying power, and how to adjust with the market.


Debbie is the co-founder and CEO of Forward Coaching. She began her career in Real Estate at the age of 18 and within a few short years was one of the top agents in the nation, closing over 156 units annually. At the peak of her career Debbie was awarded the Hall of Fame award by Century 21. In fact, Debbie was the first agent in the Century 21 system to achieve this award. In addition to her sales career she also managed a large office, assisted in recruiting efforts, and wrote strategic plans and launched new office locations for two large brokers in the Orange County area. Debbie’s extensive background attracted many opportunities to speak, train and consult with others, which is how she discovered her passion for coaching. Over the last 20 years, Debbie has been considered one of the top Coaches in the Real Estate industry, coaching some of the most elite salespeople and brokers in North America, as well as mortgage, title, escrow, and insurance professionals. She has conducted over 80,000 private coaching calls, hundreds of webinars and live events, and is a sought after speaker at many national conventions.

When the market shifts like it has in the last 9-12 months, many agents find themselves lacking the necessary skills or they discover that those muscles are a little flabby. Without those skills, you’re doomed to leave the industry or forced to supplement your income. 


Negotiating and winning an offer are two very different things, and where we are today greatly favors the former. We’ve gone from a market where we were essentially order takers to a market where excellent negotiation is non-negotiable. Unfortunately, a lot of agents didn’t come into the real estate market where artful, skillful negotiation was required to succeed. Now, they find themselves lacking in a mission critical area of this business. 


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