IN FOCUS: Reverse Prospecting

Part One: Systems are the savior

Jan 04, 2018

Two years before becoming RE/MAX’s top agent worldwide, Craig Proctor was a college drop-out hating life as a realtor. A fortuitous trip to Los Angeles made all the difference.

All real estate agents eventually get slapped in the face with the same harsh reality: hard work and your sparkling personality will not be enough to take you to the top. A 70-hour week requires an admirable amount of stamina, but there’s little left to admire if most of that time is spent in client-chasing, wheel-spinning frustration. Charisma might keep a potential client in the office for a few extra minutes, but it’s a flimsy foundation to build a business on.

Great real estate agents are the product of the systems they implement. It’s a lesson Craig Proctor, founder of Craig Proctor Coaching, learned following his first miserable year as a RE/MAX agent.

“I was copying other agents, making the same mistakes everyone makes – knocking on doors, doing open houses – and I was failing and hating it like everyone else,” he says.

Proctor admits to stumbling his way into real state as a last resort. A university and college drop-out, he was mopping up messes at a Toronto hospital when he decided to follow his father’s footsteps and become an agent – a move Proctor Senior, who had watched his son’s extended flailing, strongly cautioned against.

Proctor was about to become a statistic, one of the more than 80% of real estate agents who don’t make it through their first year. Desperate for a lifeline, he signed up for a conference on direct response marketing and boarded a flight to Los Angeles.

“I had to figure out marketing,” Proctor says, “but not the marketing that most agents do.”

Within a year of his return – in only his second year as an agent – Proctor made over a million dollars in commissions. The year after that, he racked up over $3 million and became RE/MAX’s number one agent worldwide. He would stay among the company’s top three sales reps worldwide for the next 15 years.

Agents from across North America began flying to tiny Newmarket, Ontario, to shadow the 29-year old kid who had come out of nowhere to dominate the Toronto market. A pattern soon began emerging: agents who studied Proctor’s systems of lead generation, prospect development and prospect closing were returning to their home markets and replicating his success virtually overnight. Proctor had seemingly cracked a code no agent had, resulting in a system that produced an abundance of qualified leads everywhere it was implemented while also providing a simple, step-by-step process for turning those leads into satisfied clients.

“The idea behind a real estate ad is not to sell a particular house, it’s to get people to call you so you can sell them a house,” he says. “The mistake agents make is that they try to sell what they have rather than attracting the clients they should be working with.”

The overwhelming success of his shadowing program led to Proctor’s first series of coaching seminars in 1995. Since then, he has created more millionaire real estate agents than any other sales coach.

“Most real estate companies provide a brand,” Proctor says. “We provide what a franchise should be providing – an operating system. If I had never figured that out, I might still be living at my folks’ house.”

Proctor will be conducting free half-day seminars throughout January, with Canadian events scheduled for:

  • January 9 – Vancouver, BC
  •  January 10 –Calgary, AB
  • January 22 – Toronto, ON
  • January 25 – Montreal, QC

For more details, visit


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Craig Proctor is Founder and CEO of Craig Proctor Coaching, an International Real Estate Success Coaching organization. Over the past 20 years, Craig has created more millionaire agents than anyone else in the industry. Craig’s program is uniquely positioned to deliver real, current and proven solutions to Real Estate Agents and Brokers. While the cornerstone of the system is “Reverse Prospecting” (an inexpensive and automatic lead generation system where qualified prospects actually hunt down the agent rather than the other way around), the system also teaches highly effective scripts, conversion and presentation systems which enable agents to have more money, more time and more freedom in their lives.

Craig was twice named the #1 RE/MAX® agent worldwide, the youngest RE/MAX agent ever to be number one worldwide for the company, and has subsequently won every possible RE/MAX® Award. For 15 years straight Proctor consistently sold over 500 homes a year for annual GCI of almost $4 Million, and his success has been profiled on national television and in newspapers across the country.

Today, Proctor devotes 100% of his time to his passion: teaching and coaching other agents. By openly sharing his step-by-step approach, Proctor has not only taught his students how to dramatically increase their results, but also how to vastly improve their quality of life. His system has been responsible for the biggest success stories in the industry.

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