The 10before10™ Method

10before10 is daily AI role play for real estate agents who prospect by phone: a seller who sounds real, a scorecard after every call, and a 52-week plan built on the 3 P's.

Real estate role play, the scenarios and the practice, is where this method is applied every morning: on iPhone, Android and the web, in English and Spanish, for agents in the United States and Canada.

Written by Grant Freer and Gia Freer, licensed Florida real estate brokers, from twenty-six years of prospecting, listing and coaching, and from years of practicing their own calls two hours a day. Artificial intelligence plays the prospect and writes the scorecard. The method is written by people and published here in full so that anyone using the product, or being graded by it, can read the standard they are held to.

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1The intention

Our intention is to serve.

Every dialog, every handler, every scorecard and every line of encouragement in this product is built on that sentence. An agent who practices here is not learning to win conversations. They are learning to be useful to a person who is about to make one of the largest decisions of their life, in a way that person can see.

2Make yes easy

A good call is not a debate. The agents who list the most make yes the easy answer, and they do it the same way every time:

• They listen to the end of every sentence before they speak.
• They agree with what is true in what the owner said, then add what the owner may not know.
• They make the call about the owner, not about themselves: the owner's goals, the owner's timing, a time that suits the owner.
• They offer real choices and help the owner make a good decision.
• They work with the owner, toward the owner's goal, as one team.
• They keep the next step small and simple: in person or on a video call, whichever is easier for the owner.

Every practice call trains this, and every card shows the moments you made yes easier and the moments that made it harder.

3The test every line has to pass

Imagine the prospect is handed a written copy of the whole conversation the next morning and reads it with a coffee. Every question the agent asked, every option offered, every request made, sits there in print with its reason visible.

Would the prospect nod, or wince?

A line that only works while the prospect does not know why it was said fails the test, however well it converts. A line that works better once the prospect knows exactly why it was said passes. That is the whole method, and it is why this product can state its purpose before every sensitive question and still ask for the appointment.

4The ten rules

These are guardrails.

A call that kept all ten and set no appointment is a better call than one that set an appointment by breaking the first.

1. Nothing that depends on the prospect not seeing the intent. No trap logic, no question whose only acceptable answer proves the agent's point.
2. Say why you are asking. Before or right after any question that costs the prospect something to answer: money, timing, the last agent, the reason for the move.
3. Never assume the hire. Ask for the business cleanly, mean the question, and ask again after every no. Never talk as if the decision were already made.
4. Do not tell people what they feel. Ask.
5. A real no is always available: not selling now, renting it out, waiting for a date in their life. That is a condition: name it and set the follow-up to a day and a time. A reflex no is not a real no: ask what is behind it and close again.
6. Options, not verdicts. Two or three real choices with their real consequences, then quiet. Never a question with only one acceptable answer.
7. Play it back and get the nod before moving on. "So what I'm hearing is this. Is that right?" is not a technique; it is respect.
8. Truth instead of fear. Carrying cost, closed sales with dates, what is competing today. No manufactured urgency, no forecasts, no dread.
9. Leave something useful on every call, including the ones that end in no. A list of what sold nearby, a plain answer to the question they had, an introduction to someone better placed.
10. Compliance is part of serving. Identify plainly. Describe the relationship the jurisdiction actually allows. Never a figure without its source and its date. Stop when asked to stop.

5The ten domains

Every card reports ten domains on a five-grade development scale: Emerging, Developing, Capable, Advanced, Masterful. The domains are the frame an agent and a brokerage watch over months.

The habits inside them are how each grade is earned.

1. Preparation and identification. Identification as the jurisdiction and the organization require; the lead-sheet facts used; the facts discovered on the call kept. An undocumented figure is an instant fail.
2. Listening and repeat-and-approve. Playing back what mattered and getting agreement; never interrupting; one question at a time. Six questions in a row with no paraphrase is Emerging.
3. Motivation. The three things every selling conversation turns on: where they are going, why, and by when. Found early, confirmed, and carried into the options and the request.
4. Discovery and questions. The purpose stated before the question that costs something; what happened last time and what needs to be different; jargon explained when asked.
5. Objections, classification and agility. The pause before responding: is it a question, an objection, a smokescreen or a condition? Each objection handled once. Selling through a genuine condition caps this domain at Developing.
6. Options, truth and evidence. Options with consequences, then silence. Documented figures with an as-of date. Never a value over the phone, never a forecast. A fear line is an instant fail.
7. Closing, the request and readiness signals. The close, on a falling tone, after contribution, and again after every no. Readiness signals answered in two sentences, then asked on, right there. Handle the objection, then close, or ask the next question that gets you to a close: an objection handled, a readiness signal, a new fact, a yes each earn a fresh close; after a no, find what is behind it, answer it and close again a different way; the same words repeated with nothing answered are pressure. A presumptive close is an instant fail.
8. Appointment discipline and follow-up. Two real options, the decision makers named, the package promised before the meeting, the email captured, the reconfirmation announced as a statement. Where there is no appointment, a specific next touch with a date and a reason.
9. Presence, tone, pace, energy and style. Fillers, pace, energy, downswings on statements, mirroring, and reading the prospect's style. Delivery is judged as internalized, partly, or reciting. Prospects can tell within a sentence, and so does the card.
10. Rapport and ethics. The transcript test, never assuming the hire, no narrated emotions, value left on every call, collaboration over combat, the prospect's own questions invited until there are none, names used naturally. Any instant fail sets this domain to Emerging and leads the card.

6What the card is

Not a score.

After every call the card gives the one thing to change, in the agent's own register, with the line to try. It reports how the call sounded, whether the prospect would nod at the transcript, and which of the ten rules slipped, quoting the agent's own words. It lists every opening the prospect gave and whether a close followed.

It chooses tomorrow's drill from what it found. Ten habits are tracked over weeks so that one thing is worked at a time.

7What the method is not

It is not softness. The close is still made, on a falling tone, after the objection is handled and again after each no, or the next question that leads to it. The evidence is still laid out in order and the silence after the price options is still held.

A follow-up call is still made on the day it was promised, for as long as it takes. Serving someone who is about to sell their home includes being direct enough to ask for the appointment and disciplined enough to call on the day you said.

What changes is that none of it needs the prospect to be kept in the dark for it to work.

It is not a script. Agents speak in their own words. The card grades whether the rules were kept and the habits done, never whether a line matched.

It is not reading. Agents must sound conversational. The words can be the same words; the delivery is not.

Sounding like a person who is listening rather than a person waiting to say the next line is the standard every agent here is practicing toward.

It is not a prediction. Nothing in this product tells an agent what they will earn, close or list, and nothing tells a prospect what a home is worth or where a market is going.

8The habit

Ten minutes before ten.

One practice call a morning with a prospect who behaves like a real seller: objections come once, and when they are handled they stay handled. A card a few minutes later.

One action and one close a day, week by week through the year. The first thirteen weeks: the foundations, the first appointment, the money script, objections once each, the listing table under pressure, reading people, the listed seller, the people who know you, the inbound, the long game, hard mode, the assessment week, day ninety.

Then a season of the agent's choosing. One rest day a week, built in.

9How organizations use it

A brokerage or coaching company installs its own dialogs and objection handlers. Every installed line is checked once against the ten rules before it goes live; a line that fails rule one or rule eight is returned with the reason and, usually, a version that passes. The organization's prospects raise the organization's objections, and the card suggests the organization's lines in each agent's own voice.

Managers see practice, streaks and movement.

Never an agent's production figures.

10How artificial intelligence is used

An AI plays the prospect. An AI writes the card, against this method, with rules enforced in code that the model cannot override: the instant fails, the caps, the count of closes against openings.

It never decides anything about an agent; a broker or coach does.

The app never listens to a real call; the agent tells it what was said.

11Authorship and versions

This method was written by Grant Freer and Gia Freer for 10before10, LLC, with AI-assisted drafting under their direction, and is published as version 1.0 on September 29, 2026. 2026-10-25, version 1.4: principle 5 and item 7 per the Founders' AGENT WINS rulings (D-0995, D-0996, D-1000).

Changes are versioned and dated on this page.

The full practice library, the handler banks and the evaluator rubric that apply this method are the property of 10before10, LLC.

12Know Your Forms

The same method applies to a document as to a call.

Practice it in Know Your Forms. A form on the table is a conversation the client cannot see the shape of, and the agent's job is the same: explain what is there, plainly, in the client's language, and never pretend to an authority the license does not carry.

The rules are the licensee's: complete the blanks on approved forms and explain the factual effect of a term; never give a legal opinion, predict an outcome, advise how to hold title, draft language, or say a lawyer is not needed. When a client asks a legal question, the right answer, in practice and in real life, is the route to the client's own attorney and the agent's broker. The grader holds that line on every answer, and every walk-through carries one boundary question with the route the jurisdiction expects.

An organization uploads only blank forms it has the right to use for training. The walk-throughs are written by an AI from the form's text and reviewed by the organization before an agent sees them. The state rules shown are a dated reference from primary sources, with their status shown, that the organization checks against its own state's rules.

A Spanish edition explains the English form and never translates it; the document the client signs stays as the state publishes it.

13The pricing conversation

The seller owns the price.

The agent owns the evidence and the questions. The goal is that the seller self-discovers the price through collaboration: which of these sales is most like your home; what do you see in the ones that sold fastest; if you were the buyer choosing between yours and that one, what would you pay.

The tool is options: two or three real starting points with their consequences, each tied to what the seller is trying to accomplish and by when, from the evidence. Then hush. The seller picks.

When the number stalls, the agent goes back to the seller's motivation, in the seller's words, and lets them weigh the price against it.

Advanced is when the options are real, the consequences are evidence, the agent goes quiet, and the seller states the starting price and can say why. Developing is the evidence delivered as a lecture with the seller nodding. Emerging is the agent arguing the seller down or pronouncing the number.

A number before the evidence, a prediction of where the market goes, a promise beyond the organization's written ones, or a word the organization has ruled out of its pricing conversation, is a miss, and the card names it.

Version 1.1 adds chapters 11 and 12 (September 29, 2026). Nothing in chapters 1 to 10 changed.

Version 1.3 (October 22, 2026): chapter 8 reads the plan as a year, week by week, under the Founder's YEAR PLAN ruling (D-0854); the first quarter's themes and the voice proof sit behind the same flag as every plan-length line. Nothing else changed.