IN FOCUS: Reverse Prospecting

Part Two: Not all coaches are created equal

Jan 05, 2018

Craig Proctor, the Millionaire Maker, explains why most coaching programs fail real estate agents.

By all accounts, 2018 will be a challenging year for Canada’s real estate agents. Supply crunches in a number of BC and Ontario markets will have a limiting effect on sales, the fallout from ongoing NAFTA negotiations could do serious damage to local economies and new mortgage stress tests are projected to leave up to 50,000 potential buyers on the sidelines.

Agents looking to increase their business in such an uncertain climate will be looking for an edge. Many of them will choose to enlist the services of a real estate coach, but who are these coaches and what exactly are they offering their clients? Of the dizzying number of coaches, which ones provide winning systems and which ones provide what essentially amounts to a glorified pep talk?

“What real estate agents think coaching is,” says Craig Proctor, “is motivation. Someone who says, ‘You’re a good guy. You can do it. Get up a little earlier every day. Work seven days instead of six.’”

Proctor admits that motivation and accountability are critical traits for a successful agent to possess – and are components of any reputable coaching program – but they will only take an agent so far if they are not paired with a testable, repeatable system for generating more business.

“Most coaches basically tell agents to do more of the same things they’ve been doing since the 1950s – do more open houses, do more cold calls, buy more ads that tell people how great you are.”

Proctor is adamant in his criticism of these old-fashioned, often dead-end strategies, which he feels are responsible for both the high failure rate of agents (out of over 45,000 agents in the GTA, fewer than 800 sold more than 10 houses in 2017) and the soul-crushing hours routinely put in by the country’s highest producers.

Proctor, who experienced both nauseating lows and dizzying heights during his years as a RE/MAX agent – spending 15 consecutive years as one of the company’s top three agents worldwide – has been sharing his methods with agents and helping transform their businesses as a coach since 1995.

“We actually have a system. We teach agents to generate an abundance of buyer and seller leads without ever having to call anyone. 100% of your business would be prospects calling you,” Proctor says, adding that the customized lead generation system created by Craig Proctor Coaching also includes an MLS-compatible interface that can determine an agent’s target market almost instantly.

“It would take an agent literally five minutes to figure out what they should be doing for the rest of their career,” he says.

With an uncertain 2018 looming – the GTA’s 45,000 realtors will be fighting for a projected 300,000 transactions –agents looking for a coach have a choice to make: find one that makes you feel good about yourself, or one that actually teaches you how to sell more houses.

“Many so-called coaches haven’t sold a house in a decade or more – if ever – and you can’t teach someone to do what you’ve never done. I was a successful agent for over twenty years. Wherever an agent is in their business right now, I've been there too, and because I better understand them, I can better help them.”

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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