A Compact Guide to Real Estate Ninja Selling

The Ninja Selling system, crafted by Larry Kendall, is the stealth mode of real estate success. Like true ninjas who master the art of subtlety, misdirection, and precision, Ninja agents don’t charge in with hard sells or flashy tactics. Instead, they move with intention, focusing on relationships, trust, and value.

The name “Ninja” was inspired by the high-performing agents at Kendall’s brokerage, The Group, Inc. in Colorado—professionals who closed deals with finesse, not force. These agents built loyalty and repeat business through what appeared effortless, but was actually the result of finely honed strategies and daily disciplines.

Larry Kendall shared these strategies in Ninja Selling, which is now one of the most best books for Real Estate agents.

At its heart, Ninja Selling is about listening more than talking, helping rather than pushing, and guiding clients toward their goals with quiet confidence. It’s about using presence and preparation—like a ninja using sleight of hand—to attract business naturally, rather than chasing it down. And the ultimate mission? To increase your income per hour so you can actually enjoy the life you’re building. Because in the Ninja way, mastery isn’t about being seen—it’s about getting results without the drama.

As we’ll cover in detail below, Ninja Selling is more than a sales method; it’s a mindset shift. Instead of focusing on transactions, agents learn to prioritize relationships and long-term success. Here are the main points that we’ll break down including core principles of Ninja Selling AND how agents can implement them to create a thriving, client-focused business.

• Overview of Ninja Selling
• Core Principles of Ninja Selling
• Ninja Nine: Daily and Weekly Habits
• Ninja Selling Training and Curriculum
• Training Formats Costs and Locations
• Free Resources Books Videos and Podcasts
• Reviews and Testimonials from Agents

Overview of Ninja Selling

The Ninja Selling system is built on four key principles: mindset, skillset, actions, and results. An agent following this system focuses on developing a positive mindset, mastering communication and sales skills, implementing daily actions that generate business, and measuring results to track progress. This structured approach helps agents grow their business while maintaining control over their time.

Instead of relying on cold calls or high-pressure tactics, Ninja Selling emphasizes relationship-building activities that naturally attract clients. Agents prioritize regular client interactions, personalized follow-ups, and value-driven communication. By focusing on long-term connections rather than immediate transactions, agents create steady, referral-based business growth.

Core Principles of Ninja Selling

Ninja Selling is built on four key principles that help a real estate agent attract business rather than constantly searching for new leads:

Personal Mastery: Continuous self-improvement in mindset and habits. Ninjas work on their attitude, energy, and focus daily to become the best version of themselves. This includes practices like affirmations, daily gratitude, and goal-setting to program the subconscious mind for success . Larry Kendall emphasizes “mindset, skillset, and actions” as the three pillars of mastery, meaning agents must cultivate a success-focused attitude, sharpen their sales skills, and consistently execute the right activities.

Stop Selling, Start Solving: A Ninja does not rely on hard-sell techniques. Instead, the focus is on consulting and problem-solving for the client. Ninja Selling teaches a 4-step sales process versus the traditional 3-step approach. Rather than just “connect, present, close,” Ninjas connect, ask questions to uncover the client’s needs and pain points, craft a solution, then present that solution. This consultative style means clients never feel pressured; they feel helped. The philosophy is that if you solve people’s problems and genuinely help them, “the selling part then takes care of itself”.

Ninja Business Strategy (Systems & Flow): Ninjas run their business by system, not by chance. The Ninja system is designed to generate a continuous flow of buyers and sellers through referrals and repeat clients . A core concept is to spend your time and energy on people who already know and like you – your sphere of influence – rather than cold-calling strangers. This involves staying in touch consistently (what Ninja calls “Flow”), providing value, and becoming the trusted advisor so that when those people (or their friends) need real estate help, you’re the first person they think of. Ninjas often work by the mantra “People love to buy but hate to be sold,” so the goal is to foster relationships that naturally lead to business.

Connect & Communicate (Relationships First): Building genuine relationships is at the heart of Ninja Selling. This means engaging in real conversations, listening deeply, and showing authentic care. One technique taught is the FORD method (talking about someone’s Family, Occupation, Recreation, Dreams) to guide personal conversations. By focusing on the person and not on sales, agents stay top-of-mind in a positive way. Ninjas also prioritize personal touches – for example, writing handwritten thank-you notes, or making regular check-in calls just to see how people are doing. This relational approach creates clients for life and a strong referral network.

Ninja Nine: Daily and Weekly Habits

Another fundamental piece of Ninja Selling is the Ninja Nine, a set of nine weekly habits (five daily, four weekly) that drive productivity.

🗓 Daily Habits (5)

1. Start with Gratitude or Affirmations: Begin each day by focusing on something positive—either through a gratitude practice or affirmations to set your mindset for success.
2. Time Block Your Schedule: Use a structured calendar to plan your day intentionally, making space for high-value activities instead of reacting to chaos.
3. Write Two Personal Notes: Handwritten notes to people in your database build relationships and show genuine care—it’s old-school magic that still works.
4. Update Your Hot List: Keep a list of people ready to buy or sell in the next 90 days. Review and update it daily to stay focused on your best opportunities.
5. Update Your Warm List: Track potential clients who may act in the next 12 months. Nurturing this list ensures your pipeline never runs dry.

📆 Weekly Habits (4)

1. Make Live Real Estate Interviews (50 Conversations/Week): Talk to people! Real estate is a contact sport, and live conversations (calls, in-person, etc.) keep your relationships strong and opportunities flowing.
2. Do Property or Real Estate Reviews: Provide unsolicited real estate reviews (like a CMA) to clients or sphere members to add value and spark meaningful conversations.
3. Call Your Database: Reach out just to connect—no agenda, no pitch. Use the FORD method (Family, Occupation, Recreation, Dreams) to guide the chat.
4. Match Buyers to Sellers: Actively work your database to pair buyers with potential sellers. It’s proactive matchmaking that keeps your business moving.

These habits, often tracked in the Ninja Planner, form a playbook for agents to follow consistently. As Ninja creators often say, “The system works if you work the system” – the Ninja Nine turns good intentions into a concrete weekly action plan.

Ninja Selling Training and Curriculum

The primary training program for Ninja Selling is the Ninja Installation, a four-day workshop designed to help a real estate agent fully implement the system. This hands-on training provides a structured approach to improving productivity while maintaining a client-first mindset. The curriculum focuses on core principles that help agents build lasting relationships and increase their business efficiency.

Day 1: Introduction to the Ninja mindset and setting up your goals (“increasing your income per hour so you can have a life” is introduced as the overarching goal ). Attendees learn why the Ninja approach works regardless of market conditions or personality – it’s presented as a “system” with predictable results if followed correctly . There’s emphasis on shifting from being an “on-accident realtor” to an “on-purpose realtor” with a proactive business plan.

Day 2: Focus on building relationships and “flow” activities. This is where Ninja Nine habits are drilled in. Agents may practice writing personal notes, making affirming phone calls to past clients, and using the FORD method in conversations. There’s also training on improving your mindset – for instance, recognizing and avoiding a victim mentality, and choosing to be a “player” in your business (a positive contributor) rather than feeling helpless.

Day 3: In-depth sales process training. The Ninja selling and buying processes are taught step by step (how to do a listing interview, how to present pricing, how to negotiate, etc.). The science of how customers make decisions is covered, so agents understand the why behind each step. This day often includes learning to ask better questions and listening skills – as one Ninja saying goes, “Your next question to ask a client is embedded in their last answer,” highlighting the importance of active listening.

Day 4: Implementation and action planning. The final day ties everything together, ensuring each agent has a plan to put what they learned into practice immediately. There is goal-setting (both business and personal life goals, to reinforce work-life balance) and often an encouragement to find an accountability partner or coaching to keep the momentum. Graduates leave with a clear blueprint for the next 30, 60, 90 days – and beyond – following the Ninja system.

By completing the Ninja Installation, agents gain a clear blueprint for running a successful real estate business. The training provides actionable strategies to attract clients, improve conversion rates, and build a more predictable income stream. For agents looking to transition from chasing leads to generating long-term success, Ninja Selling offers a proven framework.

Training Formats and Costs

Originally, Ninja Installations were hosted in-person by certified instructors (often at regional events or brokerages).

Today there are a few ways agents can engage with Ninja training. The flagship is still the in-person Ninja Installation (4-day), but there are also shorter or follow-up programs. For instance, Ninja Now is a 2-day workshop designed as a refresher for Installation graduates to update their skills and dive into advanced strategies. There’s also Ninja 90, a 12-week virtual program that helps Installation graduates fully implement the system through weekly coaching and accountability, ensuring the habits stick. Additionally, Ninja Selling offers Mastery programs (often in the form of multi-month coaching groups, sometimes called Master Classes) for continued skill development, and even specialized Ninja Installations for mortgage professionals and company leaders .

The investment for the four-day Ninja Installation typically ranges around $600–$800 for the full program. Many installations hosted by local real estate companies fall in this range. For example, one brokerage advertised the agent cost as $650 for all 4 days, including breakfast and lunch . Another training provider listed the tuition as $795, sometimes with an option to split payments (e.g. $395 upfront and $400 after your next closing) . Tuition usually includes all course materials and sometimes bonus items; one course outline noted it “includes: Ninja Installation audio CD set, Ninja notepad, The Go-Giver and Ninja Selling book, Installation manual, [and a] Ninja Planner” as part of the package . It’s worth noting that prices can vary depending on location and host (some large brokerages negotiate group rates for their agents, while open public courses have set fees).

Ninja Training Locations (aka “Installations”)

Ninja Installations are offered across the United States (and even internationally in some cases). They are often hosted by real estate firms for their agents, or open sign-up events in major cities. The Ninja Selling organization’s website lists upcoming classes, which pre-COVID were almost always live events in different cities or at the Ninja headquarters in Fort Collins, Colorado (where Larry Kendall’s company is based). Post-2020, some installations went virtual or hybrid, but in-person workshops remain popular for their immersive experience. Agents usually travel to a regional hub or conference center for four days to attend. For example, Ninja Installations have been held in resort locations like Sandia Resort in New Mexico, at company training centers (as with one at REO Academy in Michigan ), or hotel conference facilities arranged by local associations. The environment is typically classroom-style, and Ninja Selling encourages a distraction-free experience – agents are asked to clear their schedules and fully engage during the four days (with frequent breaks provided each hour as per the agenda). After completing an Installation, graduates earn the title of “Ninja,” and some brokerages proudly recognize agents who have gone through the training.

Free Resources: Books Videos and Podcasts

One great aspect of Ninja Selling is that many of its concepts are accessible through free or low-cost resources:

The Ninja Selling Book: Larry Kendall’s Ninja Selling: Subtle Skills, Big Results (2017) is a 300+ page book that encapsulates the entire system . The book became an award-winning bestseller and is often recommended as a starting point. It covers the philosophy (“stop selling, start solving”), the science behind why the methods work, and plenty of real-life examples. Many agents read it multiple times; one agent on Reddit said they “carry it like a Bible” and re-read it frequently. The book alone can provide a solid overview of Ninja principles for those who can’t attend the live training. It’s available in print, eBook, and audio formats (and even has a Spanish edition, Ventas Ninja).

YouTube Videos: There are numerous free videos explaining Ninja Selling. The official Ninja Selling YouTube channel regularly posts content, including weekly “Ninja Tips” and recorded webinars on topics like the Ninja Nine, mindset, and referral strategies. A popular video is “The 4 Key Principles of Ninja Selling,” a short overview of Ninja philosophy posted by a real estate firm, which covers the main ideas in a quick digestible format. You can also find recorded interviews and talks with Larry Kendall – for example, podcasts or webinars where he discusses how Ninja Selling was created and the core ideas (like focusing on value, questions, and relationships).

Ninja Selling Podcast: it’s a podcast (also uploaded to the YouTube channel above) hosted by Ninja coaches that delves into specific techniques and frequently asked questions. For instance, episodes cover topics such as conducting effective real estate reviews, time management for agents, and success stories from Ninja alumni. All these videos and podcast episodes are free to watch/listen and can help agents grasp Ninja tactics or stay motivated on their Ninja path.

Blogs and Summaries: A number of real estate blogs and coaches have shared summaries of Ninja Selling principles. The Ninja Selling website itself has a blog and a resources section with free PDF downloads (e.g. planning templates, checklists, and articles on the Ninja Nine). Real estate industry sites like RealTrends have written about Ninja habits (such as the breakdown of the Ninja Nine activities). You might also find SlideShare presentations and LinkedIn articles summarizing key Ninja tactics – which can be great if you want a quick primer or to reinforce what you learned. In addition, many brokerages that have adopted Ninja will publish tips in their newsletters or host public webinars sharing a taste of Ninja methods (sometimes featuring Ninja instructors as guests).

• Community and Social Media: Ninja Selling has a large following of agents who share their experiences online. There’s a Ninja Selling Facebook group and other social media communities where agents discuss how they implement the system day-to-day. These can be valuable free support networks for ideas and encouragement. Moreover, Ninja’s official Instagram (@ninjasellingofficial) often posts motivational quotes, quick tips, and announcements that align with Ninja teachings . For example, you might see reminders about gratitude journaling or snapshots from recent Installation events. Engaging with these channels can keep an agent inspired and connected to the Ninja mindset long after the course.

Many real estate agents who have completed the Ninja Installation describe the experience as transformative for both their business and personal lives. They report higher production, more consistent referral business, and a better work-life balance. The system’s focus on relationships rather than aggressive sales tactics makes it easier for agents to connect with clients in a way that feels natural and genuine.

A common takeaway from agents is that Ninja Selling provides a clear, repeatable process that removes the uncertainty from lead generation and client management. With principles like relationship-building, daily success habits, and client-focused communication, agents can develop a steady, predictable business without feeling overwhelmed. Many also note that the system gives them more confidence in conversations, helping them guide clients toward decisions without being pushy.

For agents looking for a proven, sustainable approach to growing their business, Ninja Selling continues to deliver reliable results across different markets and experience levels.