Ph.D., CEO & President BrokerageUP & RealEstateCoach.com, real estate author, speaker, columnist & Professor Emeritus of Psychology. With over 1,300 published articles to her credit, Inman News called Bernice “America’s top real estate coach.” Bernice, along with Greg McDaniel, hosts the weekly Real Estate Coach Uncensored podcast that also runs weekly on Inman News and YouTube.

She is the author of seven books including her latest release, Lead Great Virtual Meetings: The Steps You Need to Succeed (April 2021). Her other books include The PQ Factor, Stop Resisting and Start Persisting (May 2017), Waging War on Real Estate’s Discounters, Real Estate Dough: Your Recipe for Real Estate Success—the #1 best selling book at NAR 2008.

Bernice's New and Experienced Real Estate Agent Training Programs are recognized as the gold standard in the real industry as the most comprehensive and up-to-date online and face-to-face training available today.

Since 2007, Bernice’s Annual Awesome Females in Real Estate conference has also been bringing together real estate’s leading women to help them meet the exclusive challenges they face as industry leaders.

Bernice holds a B.A. and M.A, in English from UCLA and a doctorate in Educational Psychology from the University of Southern California. Her specialties are cognitive developmental psychology, research design, and statistics. She began her teaching career at UCLA extension when she was 21 and was hired full-time by the Los Angeles Community College District when she was 22 where she taught for 33 years earning the rank of Professor Emeritus of Psychology from Pierce College. She also served as an adjunct professor at the University of Southern California where she taught the Educational Psychology course preparing doctoral students in the Graduate School of Education for their first qualifying exams.

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Handling the Pricing Objections That Stop Sellers