About Us

Carla Cross and Company has been providing real estate coaching, training, resources, and presentations to real estate agents and managers for almost two decades. Carla has provided coaching/training programs to most of the major franchises. More of her resources are endorsed by CRB and CRS than any other resource provider.
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Carla Cross comes to the field from a related profession—music (read on and you’ll see how it is really related….). She actually started selling homes to help her husband in the business. She found she loved it.

Carla started with ‘here’s your desk, here’s your phone….’ She really learned through the school of hard knocks. Even though Carla sold 40 homes her first year in real estate, (and had just moved to the area), she felt the lack of cohesive, linear systems on which to build her business. Instead, she found a piecemeal approach; everyone just wanted to teach her scripts, dialogues, and sales tips. Or, they wanted to ‘share’ their ideas for success.

Piecemeal doesn’t work well

Because Carla comes from a background in music, she knew that a piecemeal approach does not result in better performance. By the time you start piecing those bits together, you could be out of the business! (You can’t learn to play a piece of music by arbitrarily touching the keys—or starting in the middle and working backwards).

Applying the Process of Learning Music to Learning Real Estate

Carla has played piano since she was four years old, and added the flute when she was 12. She played her way through high school, and earned most of her college, and graduate school tuition by playing music. She earned both a bachelor’s degree in piano performance, and a master’s degree in music theory. Along the way, she got her people skills honed (and her sales skills) through playing music dance jobs. She’s applied her life learning to creating her unique sales and management systems. They work because they follow the principles of attaining great performance:

Getting an exceptional coach, using the right models, grasping the best processes, and practicing perfectly.

CCC Sales and Management Systems

To correct the sales training deficiencies she found in real estate, Carla started creating sales systems as an agent, and kept creating sales and management systems as she became a top manager. These systems enabled her agents to attain top 10% status in her 500-agent company their first year in the business.

These systems teach real estate professionals how to become increasingly competent, which then enables them to make as much money and enjoy as much success in the business as they desire. Today, competence is measured with a very critical eye by the public. We need coaching and training that recognizes this, and can train real estate professionals to ‘knock the socks’ off that critical public!

The ‘Why’ of Building your Business

Besides systems, Carla understands the other component of real estate success: understanding and applying the ‘why’ of the actions you’re creating. Carla’s systems give you the ‘why’, so you can think on your own with confidence. Carla’s goal:

Teach you to self-manage your business

You’re the ‘managing adult’

Carla believes that just telling you to do a series of actions on a checklist isn’t teaching you to think. In fact, as soon as you can, you’ll stop doing those series of actions! Instead, Carla’s coaching and systems treat you like a ‘managing adult’. She stresses not only the what or the how, but the why. (Don’t worry: there are plenty of examples, scripts and dialogues, but they are integrated with the ‘why’ and the systems so you can improvise on them and keep growing).

All Systems have been Field Tested

Carla is one of the rare coaches today who has had the opportunity to test every system for real–in the field. Each system and approach was developed while she was ‘on the firing line’ as a real estate agent and manager. They work in the real world—not just in the resource-selling or seminar businesses! And, by working closely with top salespeople and managers, Carla is constantly refining those systems for the markets of today.

Endorsed and Recommended by Industry Leaders

Carla is proud that more of her systems have been stringently judged, and are recommended and endorsed by real estate professional organizations CRS and CRB than any other trainer.

Companies Carla Cross and Co. Have Assisted

Cross has coached and consulted the largest real estate franchises and Realtor organizations in the world, including Windermere Real Estate, Re/Max Eastern Canada, Re/Max Europe, Re/Max Israel, Royal LePage (Canada), GMAC, Keller Williams Realty, and the Council of Real Estate Brokers (CRB). Cross is also a regular management contributor to the Real Estate Professional, and has been published in leading real estate publications over 300 times.

Honors Acknowledged as a leader by various Realtor organizations, Cross is a National Realtor Educator of the Year, a Washington Realtor Educator of the Year, and a former master level CRB instructor (one of only 12), presenting management courses internationally leading to the prestigious CRB designation. She was a writer for three of those courses. She was recognized as one of the top 50 women Realtors in the nation.

Sales and management history Cross’s expertise was proven ‘in the field’ through three decades of achievements. As real estate agent, she sold 40 homes her first year in the business, and attained top 1% status in her 400 agent company in her third year in the business. She managed an office ‘in the red’ to six-figure profits, and took that office to #1 in productivity out of 19 offices (in the #1 company in Washington at the time). She went on to design the largest training program on the West Coast. Her turnarounds weren’t complete, though, until she ‘rescued’ another failing office and created six figure profits in one year. Finally, her field experience included turning around a failing region for the fourth largest real estate franchise in the world.  These experiences and track record led to solutions-based presentations and resources for leadership.

Professional organizations Cross is a long-time member of National Speakers’ Association, and is a recipient of her local NSA organization’s honor, Member of the Year, for her work in creating and implementing a coaching system for speakers. As a long-time Realtor, Carla has helped build educational programs as a committee volunteer on the local, state, and national levels. She has worked in education as local education chair, state education chair, and several national chairs for the Council of Real Estate Brokerage Managers (CRB).

Personal History

For the first thirty years of her life, Carla was a performing and teaching musician. She earned a B. A. in piano performance (high honors, Phi Beta Kappa), and a masters’ degree in arts, major in music theory.

For several years, Carla taught flute and piano in colleges and gave private lessons. Moving to Seattle, Washington while pregnant with her son Chris (yes, it’s Chris Cross, and he owns a real estate company now….), Carla started selling real estate as a fluke when Chris was 14 months old. (Her training was really ‘in the field’!) With no training and little guidance, Carla still found she loved selling real estate, because it was a challenge and a contrast to music. She attained recognition in the top 1% of her 400 agent company in her third year in the business. While setting sales records, she kept playing music and teaching for several years. (Her Professional Portfolio is the result of the insights she got transferring her musical background to real estate excellence).

Now, Carla runs her coaching and training company, while attempting to get her body in shape by letting a personal trainer torture her three times a week. She thoroughly enjoys working with her professional real estate coaches as a cohesive team and seeing awesome clients achieve their goals quickly. Always creating new programs, Carla is now working on an inspirational book and a ‘inner coaching’ guide.

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More About Carla

• Creator of the best-known, most used new agent start-up plan in the world, Up and Running in 30 Days.
• She’s been a presenter at the last 16 National Association of Realtor Conventions.
• She has been the choice of CRB for their featured speaker at the last 4 NAR conventions.
• She’s appeared on CNN and CNBC, as well as dozens of radio programs.
• She’s been published over 300 times in major real estate magazines and newsletters.
• Carla is a National Association of Realtors National Realtor Educator of the Year.
• She’s a Washington State Realtor Educator of the Year.
• She attained status as a master level CRB instructor, instructor of the Certified Real Estate Broker designation (CRB); author of several CRB Managers’ Courses, including the business planning course.

What People Are Saying

"Carla’s training has a results-driven model that will focus an agent on productivity from the start."

Mark Willis, CEO, Keller Williams Realty, Intl.

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