While many people say that “location, location, location” is the most important rule in real estate, when it comes to starting your business and keeping it strong for decades to come, the real name of the game is “connection, connection, connection.”

If you study top producers, the most successful agents always have a deep knowledge of the inventory. Their most important skillset, however, is their ability to build strong connections with the potential leads they meet.

The following some “rules of the road” will help you maximize your connection with buyers and sellers, regardless of how long you have been in the business.

Focus on your clients, yourself when marketing.

Agents who market themselves by proclaiming they’re No. 1 in the market or focus on their achievements, are ignoring a critical principle when it comes to marketing and sales: “What’s in it for me?” Building connection begins with being focused on what matters most to your clients, not on how great you or your company is.

Always tell the truth, no matter how painful.

Telling the truth is critical to building trust. There will be times throughout your real estate career where you may not want to disclose what’s wrong with the house, where a client asks you to compromise your integrity, or when you’re tempted to stay quiet when you really need to speak up about an issue. It’s better to confront problems head on. If you need help, speak to your manager or broker about how to handle the situation.

Show up and be 100 percent present.

This means putting your phone in airplane mode or turning it off completely so you can devote 100 percent of your attention to your client. There’s nothing quite as aggravating as having your clients ready to transact and receiving a phone call, text, or notification that interrupts the closing process and causes your clients to change their mind.

Only do business with qualified buyers who agree to work with you exclusively.

Because today’s market is especially difficult, make sure that any buyer you work with is “pre-approved” – not just pre-qualified – and agrees to work with you exclusively. If they’re looking with other agents or refuse to work with a lender to get pre-approval, don’t waste your time.

Focus on “right now” business.

In terms of setting priorities in your business, always focus on who is “closest to the money.” The priority for making this determination is “properties under contract,” “active listings,” “buyers who must transact in the next 30-90 days (usually referrals, expired listings, FSBOs, and relocation clients,) and those who plan to transact over 90 days from now.

Every client deserves the best possible service you can possibly provide.

I learned a great lesson from Jon Douglas early in my career: Whether a client has a $50,000 condominium or a $50 million dollar estate, they each deserve the highest, most competent, and professional services we can provide.

Under promise and over-deliver.

Agents often get into trouble when promise their clients too much and fail to deliver on what they promised. For example, if a seller wants a CMA and you think you can have it ready by 5 p.m. this afternoon, tell the seller it will be ready at 5 p.m. tomorrow. That way, if you have an emergency, you still have plenty of time to complete the CMA. If you finish the CMA early, you look efficient because you delivered it earlier than you promised.

When agents take listings, they should promise no more than 70 percent of what they think they can deliver, and then wow the client by delivering more than they promised.

It’s their house, it’s their mortgage and it’s their decision.

You are not the decision maker! Instead, think of yourself as a “conduit of information.” Your goal is to provide your clients with the best possible information so they can make the best possible decision. Keep your opinions to yourself and, instead, ask questions and take notes on what your clients say.

Don’t be attached to the outcome.

This can be extremely difficult, especially if you need the commission to put food on the table for your family. This is why new agents should be prepared to go at least six to 12 months before they receive their first commission check. Again, your focus must always be providing the best possible service to each of your clients, regardless of what is going on in your personal life or financial situation.

Your job boils down to six words: generate leads, convert leads, close transactions.

There’s a saying that nothing happens until someone generates a lead. When you’re new in the business, spend every possible minute engaging in face-to-face lead generation activities. Moreover, your lead generation time should have the same priority as going on a listing appointment. Never cancel it unless you would have done the same thing if you had a listing appointment.

Bernice Ross is a nationally syndicated columnist, author, trainer and speaker on real estate topics. She can be reached at bernice@realestatecoach.com.