An Interview with Jim Brondino


Editor’s Note: This interview was conducted with Jim Brondino, a long time member of the Society of Exchange Counselors. Jim teaches several courses for the S.E.C. Education Foundation and has been recognized nationally as one of the nations leading real estate educators. He provides his perspective on the state of creative real estate education today and the importance of counseling and equity marketing in assisting clients in achieving their objectives.

Observer: Thanks for chatting with us, Jim. Tell the Observer readers about your teaching background.

Brondino: I obtained my BA degree and Master’s in Teaching with an emphasis in history from the University of Redlands. I have taught at the high school, Community College and University levels. Currently, as requested I conduct seminars to real estate professional organizations and marketing groups, as well as through the auspices of the Education Foundation of the S.E.C.

Teaching has been a rich and rewarding experience for me. Over the past 30 years, I have been privileged to conduct numerous professional seminars for CCIM, RLI, NCE and various Board of Realtor Investment groups on a national and international basis.

Observer: It’s clear that you have been teaching the principles of counseling and equity marketing for a long time. Is there one particular aspect of client counseling that you encourage your students to incorporate into their business practice?

Brondino: There are actually three aspects of the counseling process that merit incorporation into one’s business practice. They are:

1. Listening

2. Question structure

3. A genuine concern for the client without compromising one’s own principles.

Observer: I have heard you talk many times about the importance of understanding the difference between clients “needs vs. wants” and how counseling a client can help them achieve the benefits they seek. Can you elaborate for us?

Brondino: The difference between a “want” and a “need” is the action, or lack thereof, taken toward the desired result. If there is no action initiated or taken by the client toward addressing a solution to their circumstances or motivation, it is only a “want.” On the other hand, if the client exhibits a cooperative spirit, produces requested documentation, demonstrates a broad acceptance level as to solutions presented and is willing to contribute their skills, talents, and resources to the transaction making process, they are taking action that demonstrates a “need.”

Because “benefits” come in the form of pride, pleasure, profits or some sort of relief, once the client has been given the opportunity to express themselves through the proper “counseling” process, they will recognize more clearly the benefits available to them when they are presented.

Observer: You teach a course called “Counseling for Action.” Please tell our readers a little bit about the course and what they can expect to learn in the two days they spend with you.

Brondino: Essentially, the seminar demonstrates the processes of how to interact with a client to obtain relevant information to understand how best to assist them in achieving their realistic goals and objectives. Just as important, the seminar provides the methods to employ that assess whether it is in the best interest of the agent to accept the responsibilities associated with the employment agreement or listing. Because counseling is the process of revealing one’s self unto one’s self, the seminar is directed at addressing how best to achieve this result. The seminar is interactive. The participants are guided through various role-playing activities that support the course narrative.

Observer: You teach another course for the S.E.C. Education Foundation on “Equity Marketing.” Tell Observer readers about what “equity marketing” is and how they can benefit from this course.

Brondino: Basically, equity marketing is a cornucopia approach rather than a myopic approach to the transaction-making process. The course was developed as a result of attending marketing meetings and sessions throughout the years. After witnessing what was useful versus what was not so useful in being productive at these events we put this specific course together. We discuss the philosophy and the important elements of equity marketing versus the traditional buy/sell market place, and how pursuing this philosophy enhances one’s ability to derive more income.

The course also addresses the responsibilities of the presenter, the moderator and the audience; and how this interplay can be useful and productive during and after the event. Writing meaningful transaction proposals (mini-forms), structuring effective and informative packages, understanding the role of the presenter, the moderator and the participants, and how to effectively present the results produced at the meeting to the client are part of the presentation. The objective of the course is to create a productive marketing environment by understanding the key elements that contribute to that objective.

Observer: Jim, you’ve obviously enjoyed a great career both as a broker and a teacher. What are you doing these days and how can our readers benefit by perhaps doing business with you? What web site can we visit, and what e-mail address can our readers use to contact you?

Brondino: Currently, I work with a select group of clients and manage their portfolios, including purchasing properties, exchanging, dispositions, refinancing, whatever is needed to best meet that individual’s specific needs. I am also affiliated with a public real estate company, Secured Diversified Investment, Ltd, (SDI, Ltd,). SDI acquires income-producing properties and looks for “opportunity” properties nationwide. We are pleased to have such inventory presented to us. You will find us accommodating, receptive and creative in structuring transactions that provide the benefits sought by your client while producing satisfactory results for us. The web site for SDI, Ltd. is

On occasion and as requested, I conduct either the Counseling for Action or Methods of Marketing and Moderating seminars. The Certified Moderator seminar is a specialty seminar conducted that is exclusively dedicated to enhancing moderating skills at our marketing sessions and events.

My personal web site is and my email address is I am happy to hear from anyone who wants to contact me. Thank you for the opportunity to respond to your questions.

Observer: Thanks for your time, Jim

Additional information on education courses presented by Jim Brondino can be found on the web site of the S.E.C. Education Foundation, or by contacting Jim directly.

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