the importance of mindset in real estate featuring Justin Ford

The Importance of Mindset in Real Estate Prospecting

“Mindset is what makes or breaks you,” says Justin Ford, Ann Arbor, Michigan real estate agent, in an earlier episode of Vulcan7’s ROADMAP show.

Check out the short Pit-Stop episode below, pulled from the full Roadmap episode. In this Pit-Stop segment, Justin shares the process he uses to coach his clients in his Prospecting Boot Camp.

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Justin echoes a theme that is very common to everyone at Vulcan7, for we understand the importance of having the proper mindset to succeed in real estate prospecting.

In this post, we’ll break down why mindset is essential for real estate lead generation and look at how Justin pounds home the importance of a strong mindset in his real estate coaching business.


Mindset is crucial for success in any profession, and real estate is no exception. Here are some reasons why mindset is vital for a real estate agent at any level of experience:

  • Real estate can be a challenging and unpredictable industry. A positive and resilient mindset helps agents navigate setbacks, rejections, and market fluctuations without getting discouraged.
  • A strong mindset helps real estate agents set and achieve their goals. It enables them to stay focused, motivated, and determined to reach their targets, whether closing a certain number of deals or achieving a specific income level.
  • Clients are more likely to trust and work with an agent who exudes positivity. A positive mindset can create a better working environment, improve client relationships, and contribute to a more enjoyable and fulfilling career.
  • Confidence is key in the real estate industry. A strong mindset helps agents build and maintain confidence in their abilities, which is crucial when dealing with clients, negotiating deals, or marketing properties.

In our blog post MINDSET DRIVES LEAD GENERATION, we look at the ways in which top-producing agents harness mindset to drive their business. We identified that top-producers:

  • Operate at high levels of “success energy.” In other words, they approach lead generation with anticipation, instead of anxiety. They know that rejection is simply a part of this business, and don’t take it personally.
  • Focus on solutions. Instead of asking what they can do to get the contract, they might frame each lead generation encounter as: “What can I do to make this an amazing experience for my client.”
  • Understand what they can control. Top agents show up, practice, have excellent discipline, and do the work. They CAN’T control the outcome of every call or meeting. They do the best they can do, accept the outcome and move on.

CLICK HERE to check out the complete blog post for more mindset tips.


In addition to his success as a real estate agent, Justin coaches many new agents. He runs a Prospecting Boot Camp, which focuses on skills training, especially for new agents. “Skill work needs to be your top priority,” Justin says. To that end, he puts his agents through a strict regimen after their orientation:

  • Week 2: write out expired scripts five times per day for one week.
  • Week 3: add FSBO scripts to the process three times per day
  • On-going: schedule 2-3 role-playing sessions per week.

We love his suggestion to write out the scripts because it’s a great way to internalize the information and become more confident.

Justin believes that agents, especially early in their careers, should devote at least an hour to skill work: 30 minutes for internalizing scripts and 30 minutes for role-playing.

Perhaps one of the biggest mindset challenges for agents is overcoming “call reluctance.” Even seasoned agents can run into moments when they don’t want to pick up the phone. Our fear of rejection can be daunting.

We’ve written extensively about strengthening your mindset in the face of call reluctance. Check out our blog post BEAT CALL RELUCTANCE WITH THESE SIX STRATEGIES.

If you’d like to see the entire Roadmap episode with Justin, CLICK HERE.

And if you’d like to learn more about Vulcan7’s industry-best lead generation system, CLICK HERE.


Doug Spak Author

Doug Spak has over four decades of experience as an advertising copywriter, agency creative director, blogger, and content creator. He joined Vulcan7 as a Content Specialist in 2016. In addition to ongoing website copy refreshes, Doug has produced over 300 blog posts while developing content for Vulcan7’s social media platforms.

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