We specialize in transforming sales managers into sales leaders—elevating underperforming teams, creating top producers, and driving exponential revenue growth.
We are sales performance specialists with over 30 years of experience in real estate finance—building, leading, and closing deals at the highest levels.
We know firsthand that true sales success isn’t just about numbers; it’s about Mindset, Process, and Reinforcement. Too many talented professionals struggle, not because they lack skill, but because they haven’t been trained to sell at an elite level.
​
Our passion is more than just teaching sales—it’s about redefining how sales professionals think, lead, and win. Whether speaking on stage or working with executive teams, our mission is to empower real estate finance professionals to operate at the highest level, turning potential into performance and transactions into lasting success.
​
This isn’t just what we do—it’s who we are. And that’s why we're all in!
About Robert
Sales Performance Specialist
Robert Bruce Withers is a trusted sales performance specialist with over 30 years of experience in finance, focusing on driving sales results in the mortgage and financial services industries. Robert has helped countless professionals and businesses achieve Top-Tier Sales success, drive organizational growth, and maximize sustainable profitability.
A seasoned entrepreneur, Robert has founded and operated four residential and commercial finance companies, successfully selling two of them. Over his career, he has personally managed hundreds of salespeople and led high-performing sales management teams across all his organizations. His hands-on leadership and deep industry expertise allow him to equip sales professionals with the skills, strategies, and mindset needed to dominate their markets.
​
Robert Bruce Withers Specializes in:
​
-
Sales team and sales management assessments
-
Customized sales training and professional education
-
Specialized sales management training and consulting
-
Ongoing sales team coaching and support through the Top Tier Sales Performance System
Advisor | Speaker | Coach
​
A dynamic speaker, coach, and strategist, Robert is a sought-after presenter at seminars, corporate meetings, workshops, and conventions. His powerful presentations challenge audiences to reach their full potential, leveraging his deep expertise in the Science of Sales and his widely acclaimed Six Steps to a Successful Sales Call framework. He provides actionable strategies on creating strong first impressions, developing confidence, and excelling in a competitive sales environment.
Media & Publications
Recognized as a leading mortgage industry expert, Robert has been featured in The New York Times, The Wall Street Journal, Westchester’s Journal News, NBC, CNN, and various local news outlets. His blog, The Equity Strategist, is widely followed by mortgage professionals seeking expert insights and strategies.
​
Whether through training, coaching, or speaking engagements, Robert Bruce Withers empowers professionals to elevate their sales performance, enhance client relationships, and become indispensable in their industry.
Robert's Talks
Whether through training, coaching, or speaking engagements, Robert Bruce Withers empowers professionals to elevate their sales performance, enhance client relationships, and become indispensable in their industry.
Keynote Speech
Every Great Manager Can Become a Great Leader - Here’s How
How to Build a Sales Culture That Crushes It in any Real Estate Finance Market!
​
Let’s get real: the market doesn’t care how many spreadsheets you track or how many calls your reps made before lunch. When deals are stalling, pipelines are soft, and your team is disengaged, management isn’t going to save you.
Leadership will.
In this no-BS, high-energy session, we’ll break down the crucial difference between managing numbers and leading people—because in real estate finance, that difference changes everything. Great managers measure activity, but great leaders transform mindset, behavior, and results.
​
At the heart of this transformation is my MPR Framework—Mindset, Process, Reinforcement.
This is the proven system top-performing sales leaders use to drive consistent, sustainable growth in any market.
​
In this session, we’ll focus on the first—and most critical—pillar: Mindset. Before you can build efficient processes or reinforce winning habits, you must first win the battle of mindset.
​
Because here’s the truth:
​
-
Fixed-mindset leaders manage through fear, control, and comfort zones.
-
Growth-mindset leaders inspire through vision, adaptability, and belief in their teams.
​
And when you elevate the collective mindset of your people, the results follow—because markets don’t produce outcomes, teams do.
Once that growth foundation is set, the right Processes and consistent Reinforcement create a culture that doesn’t just perform—it thrives, no matter what the market throws at it.
​
What You’ll Walk Away With
✅ How to identify when you’re managing vs. leading—and how to course-correct fast
✅ Why mindset is the leadership multiplier that fuels long-term success
✅ Five tactical leadership moves to fire up your team and own your market
✅ Real-world examples of leaders who thrived while competitors froze
✅ A step-by-step roadmap for using MPR—Mindset, Process, Reinforcement—to build a resilient, high-performance sales culture
This isn’t theory. It’s a proven system built from decades in the trenches—for leaders who refuse to settle for average and teams who play to win.​
Turning Uncertainty into Opportunity: How Loan Officers Can Build Trust in Turbulent Times
When economic uncertainty hits, fear takes over—rates rise, the market stalls, and borrowers hesitate to make financial moves. In times like these, loan officers have two choices: get stuck in the panic or step up as the Trusted Advisor clients need.
​​
This session will teach mortgage professionals how to:
​
✅
Cut through fear-driven headlines and simplify complex financial concepts.
✅
Calm client fears with proven talking points that turn hesitation into action.
✅
Position themselves as industry leaders who provide clarity, confidence, and long-term guidance.
Group Workshops
The Elite Sales Leader’s Playbook – Coaching Your Team to Close Bigger, Faster, & Smarter
Sales success isn’t built on talent alone—it comes from cultivating a culture where every producer consistently performs at their best. For senior executives and sales managers, this means moving past quotas and metrics and learning how to coach teams into becoming trusted financial advisors instead of transactional order-takers.
This workshop introduces the MPR Framework (Mindset, Process, Reinforcement)—a practical, battle-tested system for transforming sales organizations into high-performance machines. You’ll walk away with proven strategies to elevate your team’s thinking, sharpen execution, and sustain elite performance.
​​
Key Takeaways:
​​
✅ Mindset: Lead with Strategic Confidence
Shift your team from a transactional "seller" mentality to a trusted advisor mindset that elevates client relationships and drives bigger deals.
✅ Process: Build a Scalable Sales Engine
Design and implement a repeatable, high-converting system that keeps your team disciplined, efficient, and focused on the right opportunities.
✅ Reinforcement: Sustain Elite Habits
Create accountability structures and coaching rhyths that lock in best practices, eliminate fear-driven selling, and ensure long-term market dominance.
“ Robert led an excellent discussion regarding the current lending and interest rate environment. His real time market information, real-world examples, and ability to connect with our team made for an informative session. My team walked away with valuable takeaways that were helpful to their general business knowledge of the market. I would recommend Robert.”
Sarah Jones-Maturo
President
RMFRIEDLAND