30
situations
Expireds, owners selling alone, probate, your sphere, the listing presentation, price adjustments, recruiting.
For teams and brokerages · Practice Before Performance™
Every agent practicing your dialogs, every morning.
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 to productivity success.
Your Tuesday role-play group thins out by week two, and the rest learn on real leads. Every agent practices your dialogs every morning, as many calls as they need, with no room and no partner. So your standard is practiced every morning without you running the room, and you see what moved.
Role-play on demand. Any hour, no partner, nothing to schedule.
Pilot it with your team · 14 days, freeor book a 20-minute demo
10 or more seats: the 14-day pilot is free, with a progress report by email at day 7 and day 14 · 3 to 9 agents: 7 days free · your material stays yours. On iPhone, Android and the web for offices in any US state, in English or Spanish.On the web now for offices in any US state, in English or Spanish. The iPhone and Android apps are on the way.On the web now for offices in any US state, in English or Spanish. The Android app is on Google Play now; the iPhone app is on the way.
Built by brokers who still make the calls.Founded by Grant and Gia Freer, licensed Florida real estate brokers who still practice the calls themselves.
Numbers and the weekly one-on-one
Your numbers, logged in your organization's own fields, with a weekly one-on-one sheet for your coach: last week's grid, the ratios, the goal math, the recurring one thing and the pipeline. Your system of record can feed the counts through an organization key.
Hear a practice call on your dialogs
Expired listing · Marcus T. · 0:41
This performance features a synthetic performer. The voices in this sample are AI.
Seller: We already have a nephew who just got his license, so we sort of have to give him a shot before we hand this to anyone else.
Marcus: Got it, family loyalty matters. Has your nephew already been given a shot at this, or is that still something you're deciding?
Seller: Nothing's been decided with him, no. I only mentioned it because it's on my mind. Let's just keep Thursday at 6:00 and look at the numbers together then.
Marcus: Sounds good, Thursday at six it is. I'll call the day before to confirm, and bring the comps along with what happened on the last listing's pricing. Before I come out, a couple quick questions so I'm prepared, do you have two minutes?
Seller: Okay, Thursday at 6:00, then. We'll see you at the house.
Marcus: Got it, family loyalty matters. Has your nephew already been given a shot at this, or is that still something you're deciding?
Seller: Nothing's been decided with him, no. I only mentioned it because it's on my mind. Let's just keep Thursday at 6:00 and look at the numbers together then.
Marcus: Sounds good, Thursday at six it is. I'll call the day before to confirm, and bring the comps along with what happened on the last listing's pricing. Before I come out, a couple quick questions so I'm prepared, do you have two minutes?
Seller: Okay, Thursday at 6:00, then. We'll see you at the house.
His card · pass
He respected the family tie and asked whether the nephew was decided. Nothing was.
Language patternWhat this isA question in their words"Family loyalty matters. Have you already given your nephew a shot, or are you still deciding?"
Your handler · usedWould the seller nod? · 8 of 10Run it again · 90s
Tap to try
Hear another situation on your dialogs
3 of our thirty situations, each one in Spanish too.
On your phone at 7:30 · on the web at your desk
Cohorts and coaches
New-agent cohort · week 4 · quarter 16 agents
Coach's note on Marcus's card0:31
"Good pace. Next time, ask what they'd need to be sure of before you answer the commission question."
The problem
Who on your team is ready to dial today?
Licensed in May. On the phone with a seller in June. By week two, three sellers lost to the same objection, and nobody was on the line to hear it.
The listing agreement, learned on the first client who asks.
You find out who was ready after the call. Not before.
Your agent loses the appointment. Every unrehearsed call is a lead used as a drill. The seller does not call back for a second try.
You lose the listing. And the lead you worked to get. No leader can role-play with every agent every morning.
The seller loses an agent who could have helped. A client should never be a practice round. So every agent practices daily, and you see who did.
How it works for an organization
Install. Pilot. Roll out.
Three steps, and the first two fit inside a month.
1
Install
Send us your scripts, dialogs and objection handlers. Each line is checked once and installed as your team's own bank. Your material stays yours, licensed to us for your agents only.
Your handler, installed"Makes sense. What would you need to see in the first two weeks to know it's working?"
CheckedPasses. Your line, your words, ready for tomorrow's prospect.
2
Pilot
One cohort, fourteen days, free. Every agent practices each morning, unlimited calls, and gets a card after each one. You get a progress report by email at day 7 and day 14.
Day 7 progress report
Sample data
| Agent | Days | Moved |
|---|---|---|
| Dana R. | 5 | Objections ↑ |
| Marcus T. | 4 | Closing ↑ |
| Priya S. | 5 | Follow-up ↑ |
3
Roll out
Seats for everyone, cohorts for new agents on the 52-week plan, coaches leaving thirty-second notes on cards. The plan can be required for new agents.
New-agent cohort · week 4 · quarter 1
DRMTPSLKJBOK
Six agents, five practicing, objections moving up for four of them.
See it
Twenty seconds of the real product.
The morning call and the card. For the full walkthrough with voice, press Watch the walkthrough at the top of the page. A demonstration by the founders: the prospect and the client voice are an AI, and the card is written by an AI against a method written by people.
The pilot is free · one cohort · a progress report by email at day 7 and day 14 · your material stays yours.
Nothing is billed until you choose seats.
Demonstration
What you see
Practice, movement and the cohort. Never dollars.
Your coaches see the calls, the ten habits moving over weeks, and the cohort's week. Your organization sees practice, activity counts and readiness. It never sees an agent's commission figures, even when its own system reports them.
Team dashboard
| Agent | Days | Streak | Process | Moved |
|---|---|---|---|---|
| Dana R. | 5 | 23 | Capable | Objections ↑ |
| Marcus T. | 4 | 11 | Developing | Closing ↑ |
| Priya S. | 5 | 41 | Advanced | Follow-up ↑ |
| Omar K. | 2 | 0 | Emerging | - |
Practice days, streaks, process grade and domain movement per agent and for the cohort. Activity counts, if you turn them on. Commission figures, never.Each agent's board stays their own.
Your bank, installed
Your objections, raised by the prospect. Your lines, suggested on the card.
Every installed line is checked once against ten rules most good coaches already teach. A line that fails comes back with the reason and, usually, a version that passes. Your numbers, logged in your own fields, come with a weekly one-on-one sheet for your coach; your system of record can feed the counts through an organization key.
Your objectioninstalledYour handlercheckedPassesyour agents only
Your bank
Your objection"We want to try selling it ourselves first."
Your handler"Makes sense. What would you need to see in the first two weeks to know it's working?"
CheckedPasses. Installed for your agents only.
The prospect raises your objection tomorrow morning. When an agent loses the thread, the card suggests your line, in the agent's own words.
Why it works
Ten minutes to start. As many calls as it takes.
What is different for a manager. Practice and movement you can see, graded against your own dialogs. Never dollars, never recordings of real calls, never a session cap on any seat.
A habit, not a feature. The 52-week plan gives each agent one action a day and practice calls each week, and their progress shows all year. Ten minutes before ten is where the habit starts.
Graded on what they did, not what they recited. The card grades whether the agent found the motivation, handled each objection and closed or asked the next question, and left something useful, in their own words, and quotes their own call back to them.
Your scripts, checked. Every installed line is checked once against ten rules most good coaches already teach, so what your prospects hear is yours and would survive the seller reading the transcript.
The coach's note, thirty seconds. A coach hears the call, leaves a voice note on the card, and sees the cohort's week and the one thing that keeps coming back.
Nothing to schedule. No partner, no room, no Tuesday. The role play scenarios run at 7:30 on each agent's phone, and the broker sees who came.
What every agent gets
Everything, in every seat.
Agents get a seller who sounds real, any time, and a card after every call. Leaders see who is actually practicing.
A practice call, any time. A seller who sounds real and pushes back. All thirty situations, from expireds to offers.
A card after every call. The one thing to fix, how they sounded, and ten skills graded.
Hey Ten™. A voice coach they can ask anything, then practice from.
The 52-week plan. One action a day, so practice becomes a habit.
English and Spanish. Calls and cards in both. Switch any time.
Your own scripts (10+ seats). Your team's or coach's dialogs, installed.
A leader's view (10+ seats). Who practiced, every card, voice notes, challenges. Never their production.
Proof during the pilot. Progress reports on day 7 and day 14, with the roster.
Web, mobile or both. At your desk or in your hand. One account.On the web now, at the desk or in your phone's browser. The iPhone and Android apps are on the way.On the web now, at the desk or in your phone's browser. The Android app is on Google Play now; the iPhone app is on the way.
Coaching company? Your page →
What it costs
One price list. The same for everyone.
A team · 3 to 9 agents
$39 / agent / month
or $390 an agent a year · on the team leader's card · 7 days free
- Each agent's own account, cards and streak
- Add agents any time
- Everything above, except the 10+ seat items
- At ten agents, every seat moves to $29
Eight or nine agents? Ten seats at $29 cost less than nine at $39.
10 or more seats · teams and brokerages
$29 / seat / month
or $290 a seat a year · monthly by card; yearly by card or invoice
- Unlimited practice calls for every seat, every mode
- Your own scripts installed, every line checked once
- The leader's view: who practiced, every card, voice notes; never dollars
- New-agent cohorts on the 52-week plan
- Language-pattern coaching from neuro-linguistic programming (NLP), honest form only
Nothing is billed until you choose seats.
What your membership includes
Every call you make, rehearsed first.
Pick this morning's conversation. A seller with a personality, a market and a reason to say no is waiting, and no two mornings play the same.
52
week plan
Skills, sales tracking, productivity and growth. One action a day, a theme each month, a review every quarter.
1,000
seller conversations
Real situations behind each call: the house, the timeline and the reason they have not moved.
nearly
800
seller objections
The everyday ones you hear this week, at four levels from Beginner to Expert.
44,800scenarios · seller, personality, level, language and mood4seller personalities · Driver, Analytical, Amiable, Expressive300objection handlers · each tied to the situation where you will hear it2languages · English and Spanish, written natively
One published price for everyone. Pay yearly: 12 months for the price of 10. The pilot at ten seats or more is free: one cohort, fourteen days, your scripts installed, a progress report by email at day 7 and day 14. On your own? $49 a month or $490 a year, 7 days free.
Proof
Day one against day ninety.
Your newest agent's first practice opening, kept with their consent, beside the same opening ninety days later. Nothing we could write is as convincing as an agent's own voice changing. The two clips here are a demonstration by the founders; the first consented recordings from the founding cohort replace them.
Day one0:14
"Hi, um, this is Dana, I'm a, a real estate agent, I was just calling because…"
Delivery · partlyWould the seller nod? · 4 of 10
Day ninety0:09
"Hi Tony, it's Dana with Northside Realty. Your listing came off the market on Monday, and I'm calling to ask one question."
Delivery · own wordsWould the seller nod? · 9 of 10
Who built this
Two brokers who practiced two hours a day.
We froze on the phone too. Then we practiced: two hours a day, six days a week, for years, and ran role-play groups by hand for agents who wanted the same. Whoever played the prospect gave the agent feedback after every call.
The card does that every morning. 10before10™ is that group, meeting at 7:30 with no scheduling, no favor owed and no embarrassment. Grant and Gia Freer are licensed Florida real estate brokers; the method the card applies is written by people and published in full.
The AI plays the prospect and writes the card.
It never decides anything about an agent.
A practice partner at 7:30. Your card before the first real call. Read the method · How AI is used here
Hear it from us
The Tuesday role-play group, every morning, with no one left out.
We install your dialogs, your agents practice every morning, and a progress report by email shows you the movement at day 7 and day 14.
Pilot it with your teamNothing is billed until you choose seats.
Answers
Practice these calls
What do I say when an expired seller says the last agent did nothing?When an expired seller says the last agent did nothing, do not agree and do not defend. As…How do I find a seller's real motivation?Ask where they are going, why the move is happening, and when it has to be done by. Say wh…How do I handle "we're interviewing other agents"?When a seller says they are interviewing other agents, ask one question before you move on…How many times should I ask for the appointment on one call?As many times as it takes: after each no, find what is behind it, answer it, and close aga…How do I run a role-play group for real estate agents?One scenario a session, a prospect player who answers only what is asked, one thing to fix…What do I say to an owner whose listing just expired?Say who you are, ask one honest question about what happened, get where, when and why, the…
Who it's for
AgentsPractice calls with an AI prospect and a card after each oneBrokeragesEvery agent ready before a real client hears themKnow Your FormsPractice the paperwork before the first dealBoards and associationsMembers learn your contract and practice the client questionsSchoolsContract walk-throughs and exams inside your courseCoachesYour students practice your dialogs every morningVendorsYour reps practice with an agent who sounds like your buyersWhite label and licensingOffer 10before10 under your own brand, scripts and formsAffiliatesInvite your role-play partner; you both practice every morning
Company
AboutGrant and Gia Freer, the brokers who built itThe methodThe ten rules and ten domains, published in fullPress and brandCompany facts, the founders and the logo kitContactSend a note; a person on the team answersCareersThe team building daily role play, and open rolesWhat's newChanges to the calls, the cards and the app, by dateStatusWhether the calls, the app and the site are running nowIdeas and feedbackTell us what worked and what did not, in your own wordsHelp centerPlain answers to the questions agents ask
Questions
Honest answers.
Does this replace our coaching?No. It is the practice between sessions and the homework graded by the next morning. Your coaches still decide what to teach; the card shows them who needs what.
Who owns our scripts?You do. They are installed under a license to us for your agents only, and removed the day you ask.
Can we see our agents' numbers?Activity counts, yes: contacts, appointments, agreements, in your own fields, with a weekly one-on-one sheet per agent. Commission figures, never: if an agent logs them, they are encrypted and only the agent sees them, even when your own system reports them.
What does the pilot involve, and what does it cost?Nothing. At ten seats or more: one cohort, fourteen days, your scripts installed first, a progress report by email at day 7 and day 14. Then you decide, and nothing is billed until you do. A team of three to nine starts with 7 days free on the team leader's card.
What if one of our lines fails the check?It comes back with the reason and, usually, a version that passes. The standard is the one good coaches already teach.
What happens to an agent who leaves us?The seat returns to you. The agent can keep practicing on an individual account; your bank does not go with them.
Can we require it for new agents?Yes. The 52-week plan can be required for a cohort, and you see the cohort's week.
We have five agents. Is there something for us?Yes. Three to nine agents are $39 an agent a month or $390 a year, on the team leader's card, with 7 days free. Everyone gets their own account and cards. At ten agents, every seat moves to $29.
Is there a contract?No. Ten seats or more are $29 a seat a month by card, or $290 a seat a year by card or invoice. Three to nine agents are $39 an agent a month or $390 a year. No other commitment.
Can my team use our own scripts?Yes. Your dialogs and handlers are installed as your own bank, checked once against the ten rules, and your prospects use them.
The prospect is an AI. The card is written by an AI against a method written by people and published in full. It never decides anything about an agent; your coaches do.