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White Gossip, Cheerleaders and Commission Checks


White Gossip

“Gossip is just news running ahead of itself in a red satin dress.”  ~Liz Smith

We know Black Gossip is mean spirited, pygmy minded and destructive.

What about White Gossip?  Want to brighten Top Of Mind Awareness, look whip smarter, spark conversation, discover opportunities and create a sweet, free flowing stream of commission checks?  Then you want to weave White Gossip.

Weaving White Gossip is simple, it’s free and it starts with your cheerleader friends.  Here’s how. . . 


“What is told in the ear of a man is often heard 100 miles away.”  ~Chinese Proverb

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Cheerleader Friends are true friends.  These beautiful friends root for you unconditionally, want to help you and are always happy to hear from you.  

You have some of these don’t you?  How many?  7, 17 or 70, no matter the number, White Gossip will enrich you and your friends. 

Let me ask you 3  questions about your Cheerleader Friends and human behavior in general.  

  1. When a fresh “For Sale” sign sprouts in their neighborhood, do they wonder what the list price is?
  2. When a listing in their neighborhood goes “Contract Pending”, would that event be viewed as interesting news?
  3. When a property in their neighborhood is “Sold” and “Closed” would they be keen on knowing what it sold for?

Let me ask you 3 questions about yourself.

  1. Would you like to be THE news provider for neighborhood real estate activity?
  2. Would providing your cheerleader friends with neighborhood real-time market news make you even more majestically savvy and supremely worthy of referrals? 
  3. Would you enjoy a positive and comfortable reason to engage in appreciated chit-chat with a true friend who delights in referring you business?

If you answered “yes”, read on. . .

Commission Checks

“The only thing worse than being talked about is not being talked about.” ~Oscar Wilde

About now you may be thinking, “My Cheerleader Friends may never move.”  No worries, this isn’t about your friends moving, it’s about these 3 things.

3 Things That Matter:

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  1. The 3 People Principle.
  2. Your friends are curious about real estate activity in their neighborhood. Providing real time real updates majestifies your professional image, brightens your Top of Mind Awareness and and creates an appreciated in-person, on-purpose conversation. 
  3. Conversation with friends deepens your relationships, uncovers referral opportunities and leads to a free flowing stream of commission checks.

With these 3 Things in mind, all you need is a simple 3 Step Strategy.

Here’s The Super Simple 3 Step Strategy.

Step 1.  Identify your Cheerleader Friends.  Confirm you have their phone number, eMail and mailing address (Duh.)

Step 2.  Using your MLS system, or whatever system works for you,  setup an eMail auto-notification for any real estate activity on their street. Yes, all activity, i.e.,  new listings, price changes pending sales, closed sales, expired listings, terminated listings and price changes. Have the auto eMail notification sent directly to you.  Do not forward the eMail.

Step 3.  When you receive an eMail activity alert . . . pick up the phone, call, share and conversate.  Before you hang up . . . ask for referral business.  After you hang up, write a quick note, include 2 business cards and drop your note card in the mail.

Pretty simple, eh?  If you’re already doing it, Rock ON, if not get to it and let me know how it goes.  

Thanks for reading. Clink-Cheers.

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New week I’m writing about the Shiny Silver Pinball Principle.

PS.  It’s a fine idea to set yourself up auto-notifications for all your active listing as well.  The last thing you want is your seller to call and ask you about the new listing down the street and you’d don’t have clue what they’re talking about.  Besides, you want to know about price reductions, pendings, closings and expired anyway, right?

Written By

Ken Brand - Prudential Gary Greene, Realtors. I’ve proudly worn a Realtor tattoo for over 10,957+ days, practicing our craft in San Diego, Austin, Aspen and now, The Woodlands, TX. As a life long learner, I’ve studied, read, written, taught, observed and participated in spectacular face plant failures and giddy inducing triumphs. I invite you to read my blog posts here at Agent Genius and On the lighter side, you can follow my folly on Twitter and Facebook. Of course, you’re always to welcome to take the shortcut and call: 832-797-1779.



  1. Ken Montville - The MD Suburbs of DC

    April 6, 2009 at 6:44 am

    Interesting approach, to be sure. I can see where it would be a great service and might just get the referral we all look for.

    I also love the shoes!

  2. Paula Henry

    April 6, 2009 at 6:56 am

    Ken – This is an excellent way to set yourself apart!This is the news everyone is looking for today and if you can find the right gossip to spread the word, so much better! The title and picture are perfect, as well!

  3. Missy Caulk

    April 6, 2009 at 7:25 am

    My real estate coach told me years ago if you have 40 people that are your advocates, (cheerleaders) in your sphere who refer ONE person to you each year you will have a successful business.

    It doesn’t matter if they have bought and sold just that they advocate for you.

  4. Gigi Green

    April 6, 2009 at 8:20 am

    I really like your theory. Funny how I do that sort of with a small select group of friends but did not do it with the larger group. I think I will start chatting a bit more in my spere of friends (and Cheerleaders) to see if this is something they would be interested. Thank you, I enjoy your add ins on facebook and as a newer realtor (3rd year) I try to soak up as much info from you more experienced people as I cant. So thank you

  5. Ken Brand

    April 6, 2009 at 6:27 pm

    Ken, Paula, Missy, Gigi – Thanks for your comments. It’s true we all work so hard chasing leads and new business, it’s easy to forget that there is a squad, big or small who want to help us…we just have to let them.


  6. Joe Loomer

    April 7, 2009 at 4:49 am


    Great read that reminds us of why we are still in business. The old adage applies – treat your advocates better than the people they refer – even if the contacts they provide fail to qualify. It’s not their job to qualify them for you – just to continue to refer them…..

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