New Article on Avid Builder: Jason versus the New York Times and Time Magazine

Check out my latest article on Avid Builder. In it, I pick apart the case that the New York Times and Time Magazine make: that the housing market is down for the count. Please help get this article to as many people as possible. For every person that... [Read more]


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About me:

I grew up under the influence of my father (a business owner and professional salesperson), my mother, (a persuasive speaking professor), and Zig Ziglar (my Sunday school teacher and world famous salesperson and motivational speaker). I was an All-State football player in high school, and graduated with a degree in psychology and an MBA in marketing. I went on to sell financial services and real estate before leading the sales development department at MDC Holdings/Richmond American Homes as the national director. These influences and experiences shaped me into who I am today—a salesperson first, a trainer on a mission, a national speaker, and a coach who pushes sales organizations to become the best version of themselves.


Selling is in my blood:

I am a salesperson first and foremost and understand sales by selling rather than observing. With a professional salesperson/ businessman for a father and a persuasive speaking professor for a mother, selling is in my blood.


I come from a line of salespeople and sold my first diamond at eight years old in my father’s jewelry store. At family reunions, we tell sales stories. It’s the Forrest dynasty. Unlike some sales trainers who are performers or orators first and salespeople second (if at all), I am a salesperson to the core.


My mission:

To redefine the purpose of today’s salespeople.


My beliefs:

  • Buyers don’t react negatively to selling or salespeople in general. Buyers react negatively to dishonesty, unhelpfulness, and/or boring behaviors that sometime salespeople project.
  • There are two types of salespeople: those who participate in the process and those who influence it.
  • The more a person focuses on their behaviors then the less they focus on their circumstances.

    As you’re looking for a sales trainer, ask yourself:

  • Do I want a successful salesperson or a sales theorist?
  • Do I want a speaker/trainer that gives me advice or one that tells me what I want to hear?
  • Do I want a coach that puts “skin in the game” or one that gets paid regardless of results?

    I live in Fort Worth, Texas, with my wife, Shelly, and our two kids—Saunders and Mary Jane. We are also the proud owners of a playful Goldendoodle named Happy.

    new home sales training testimonials

    "If you are looking for an up-to-date, sincere, dynamic, energetic, and proven sales trainer who (and I consider this an absolute must) is a top level salesperson himself, Jason is the best I have seen, and I have seen just about all of them. While most all of the experienced national trainers have talent and merit, I have found that they are in the process of re-inventing themselves to deal with today's tough market conditions. We at MSH do not have time to "experiment" with tweaking old axioms to fit into today's market environment. Jason and the Shore Forrest Sales Strategies are way ahead of the curve and well positioned to deal with today's challenging home buying prospect. Additionally, Jason clearly respects the new home sales consultant occupation and that builds instant credibility within the team. We are only weeks into training with Jason, but the results are highly impressive and the attitude and direction are focused and very positive. The sales management element is equally valuable and works in harmony with the sales training. I highly recommend Jason and Shore Forrest Sales Strategies for your sales team."

    - Greg Smith, Main Street Homes, Austin, TX

    new home sales training contact


    "WHAT A GIFT YOU HAVE GIVEN TO CENTERLINE HOMES! I wanted to take the time to really express to you how REFRESHING AND CUTTING EDGE your selling platform is and the incredible ( AND IMMEDIATE) results it yielded!!! Our Sales Associate who participated in your Creating Urgency University has embraced your philosophies of 'Three Why's Down', differentiating between emotional and circumstantial urgency, mutual accomplishment, and all of the other strategies you have been coaching us on. As I shared with you, he executed 7 sales this month and utilized many, many of your strategies! Each one of his sales revolved around creating the emotional urgency which we used to CLOSE each and EVERY one of those sales! IT WORKS!!!! Your interaction with the participants was extremely impressive especially because it is not easy to get so much interaction and feedback via video conference!

    "The Management Coaching that you gave to me over the past six weeks has been the most effective and applicable I have ever experienced! I look forward to using the techniques we studied and practiced to take my team to the next level as well as myself in my management and coaching abilities! You have given me new and different ways to interpret and react to situations and again, they are producing immediate results!

    "Jason, one of the reason I wanted to tell you this is because as you know I have been in this industry for 16 SHORT YEARS ( since I was 25) and I have studied and have been mentored by many 'Sales Professionals' and Leaders in our industry- However, it has taken me this long to find a LEADER and MENTOR such as yourself that really, really GETS IT! You are on the cutting edge of today's challenges with New Home Sales and Sales Consultants, as well as Sales Managers- and your platform really does address all of them! I can't tell you how much I have truly appreciated all of your listening skills and all of your coaching skills! You are truly the best in our business!"

    - Deb Marton, Sales Manager, Centerline Homes, FL

    "Jason's training was beneficial to me because although I am new to New Home Sales, I am not a new salesperson. I enjoyed your seminar and learned more then I have with other speakers that scream and yell phrases to motivate you. I have been to many seminars with motivational speakers and trainers, and I really benefited from everything you said! I enjoyed it and I walked away with new thoughts to ponder!!!! You're an excellent speaker! Thank you for coming out to train us!!!"

    - Susie Aboulhosn, Adams Homes, FL

    new home sales training contact


    "We just went through the 40 Day Sales Dare at Pardee Homes. Collectively and personally I would say there was a lot of skepticism. It seems like every year there is another new "secret" to selling homes in a tough economy. But the 40 Day Sales Dare is so much more than that. It causes a self-perspective like never before. It's not just about going through the critical path. It gets you way more involved in your prospect's "story". This project is more about altering and improving your skills on a permanent basis given your dedication to follow-through. I'm a better salesperson for having gone through this course and will continue to use it always. Thanks Jason for affecting change in me and my team."

    -Alan Gooch, Pardee Homes, CA

    "I had been working lead after lead, asking people online if they wanted to chat with me without much success... and suddenly my phone rang and I didn't let this opportunity go by the way side. I just made the most of the call. And I'm so thankful we were able to schedule an appointment for her and her client.

    "After a week of the 40 Day Sales Dare program, I really tried to Show Up, give them a Spoon Full of Sugar, Plot a Course, find them a Black Dress, and Pick the Right Song. And it worked!"

    - Dan Trujillo, Pardee Homes, CA

    "Thanks for the video conference. You are making a difference and I think most people on the team realize it! So, thank you! We currently have 16 sales on the board for the month of March!

    - Kim Corbin, Main Street Homes, VA

    "I thought the training with Jason was really good. Very thought provoking, and I am constantly asking myself how I can get better and be better in all aspects of my life."

    - Tracy Lamb, Sales Manager, Miller and Smith, VA

    "I knew exactly that Jason's training changed my sales process when a caller was very grateful to me and literally thanked me for 5 out of the 6 goals of the call."

    - Lupe Gaitan, Sales Associate, Hometown America

    new home sales training contact


    "I just had to let you know how incredibly well my team did this past month - $107.5 in sales and 128.5 listings closed that equals a total of 236 transactions or 5.2 transaction per rep. My team is really pumped with your coaching and the creation of our new sales path you are the bomb. We often don't say thank you to those folks in our lives that make a difference. We had our best month and are having our best year since 2006, so thank you for your coaching our team to higher levels than imagined."

    - Mary Antepenko, Sales Manager, The Villages, FL

    "The Training WAS THE BOMB, Has the Orlando division seen Jason Forest? He really took the selling aspect to a totally new level, and I would love to do the full course."

    - Ben Wallace, General Manager, Addams Homes, Birmingham, AL

    "We were so happy with how everything turned out at PCBC. Thank you so much for your efforts and support. I've had MANY positive comments about the Sales Rally - both internal and external. It was great!"

    - Jonel P. Jackson, National Builder Division, CA

    new home sales training contact


    "I wanted to let you know how much I really do appreciate the help and wisdom you have given me. I am a Jason advocate!!"

    - Tina Larson, Sales Associate, De Young Properties, CA

    "We've had lots of new ideas since we met with you last. Our Managers are taking more ownership of our sales team and attitudes have been great. We really feel like we have been empowered, and I am confident the sales will show soon!"

    - Elizabeth M. Porter, General Manager, Adams Homes, FL

    "Jason Forrest has been coaching me as a Regional Sales Manager for the last 3 years. During that time, as the market has changed he has helped me to change faster than the market. We talk every week, where he gives me specific advice on how to capture sales in a tough market and be the best Sales Manager I can be. He has taught me to quickly identify areas of opportunity for coaching and formulate action plans to close any gaps in my teams presentation. I consider myself now as more of a coach than a manager with enhanced abilities to see things from a different perspective and coach through accountability and consistency, always striving for perfection in my team."

    - Jim Donachie, Regional Sales Manager, Hometown America

    new home sales training contact


    "I have just finished all my pre-coaching goals with my team members. As a leader, I doubt that anything I have ever done will have the impact that these sessions will have. I realize that in the past, I have not known my players - had no idea what their dreams were, what motivated them to come to work each day. I feel like I have so much more purpose to my day, my life, my career - thank you for giving me direction and a path to go down. I have always cared - the big difference is my team now knows I care."

    - Roz Harris, Sales Manager, The Villages, FL

    "My view of myself has changed, originally I didn't think I would be able to change my way of handling calls. Now, I have learned an alternate route to overcome the 'no' to the appointment objection."

    - Alvya Brooks, Sales Associate, Hometown America

    new home sales training contact


    "Jason Forrest just spent the entire day with us on October 7, 2008 (during one of the worst weeks on Wall Street). He trained our salespeople on the topic of overcoming the concerns of the economy, and discussed how to instead focus on why the customers are still in our sales offices (which is to find a home that will improve their lives). My salespeople told me that his message gave them control over a time when they felt they had little control. We sold seven homes that week, with only nine salespeople! We have increased our market share in the DC marketplace while other builders are decreasing their market share. In many cases, we are accomplishing this task with fewer communities and without taking the steep discounts our competitors have had to take. We believe that having Jason Forrest train our people on a frequent basis throughout the year is one of the distinct factors that has led to our success. His messages are dead-on for timing and addressing volatile market conditions. With Jason's help we have raised the bar on our sales team. We look forward to hiring Jason back for a third year."

    - Cathy Bergstrom, VP of Sales, Miller and Smith Homes, VA

    "My confirmed appointments have increased by approximately 10 appointments due to the fact that I am taking more time and asking more questions per Jason's training."

    - Lorraine Graham, Sales Associate, Hometown America

    new home sales training contact


    "Jason Forest was refreshing. He has a positive way of finding out why people want to buy new homes. He is a motivating sales trainer with positive interest toward salespeople. Thank you!"

    - Sheila Basham and Jennie Sutton, Adams Homes, FL

    "Since training with Jason, my plan is to improve by assessing my performance after each call and adjusting my future actions appropriately."

    - Daniel Kennedy, Sales Associate, Hometown America

    "As the Executive Sales Manager for The Villages, my primary responsibility is to increase the effectiveness of our 5 Sales Managers and their 148 sales representatives. During my 22 years at The Villages, I have seen several sales trainers come and go. While all have some redeeming qualities, I had never really found a trainer that had a lasting impact. Most sales trainers come in and give the sales team a temporary shot of adrenaline, with the result being that past behaviors resume in very short order. Jason Forrest is most definitely different. Simply stated, he is a coach's coach. What he brings to the table that others do not is a plan for implementation of continued structured coaching and accountability.


    "The response from our sales managers to Jason's coaching has been enthusiastic, but much more importantly is the solid plan they have now implemented for coaching their salespeople. The result is increased self-assurance for the managers and an increased openness on the part of their salespeople to regular coaching. The sales managers now spend 20-25 hours per week coaching their people. This is in addition to time spent in preparation for their coaching sessions.


    "There are several items to which we can credit the 395 homes sold in our community last month. Jason's impact on our sales managers and the resulting impact they are having with their people is certainly a primary factor."


    - Michael Berning, Executive Sales Manager, The Villages, FL

    new home sales training contact


    "Jason did a great job connecting with the audience and the video segments were a great way to break up the presentation. Thank you for the seminar!"

    - John Pohly, Keller Williams

    "The training with Jason went well! Everyone was engaged - I definitely like meeting in a group setting."

    - Thomas Coleman, Owner, Coleman Homes, ID

    "The topics you covered were obviously relevant to all salespeople, but I thought you effectively presented that information to the listeners in a very short amount of air time. I was able to take a page of notes and I'll tell you, one of the first things that came to my mind after listening was the first thing we covered in your training, the paradigm shift.

    "From the conversation the radio hosts had after you finished, they said you had a 'unique approach' and I think the topics you covered presented a completely different mindset to what it means to be a salesperson that influences, what it means to go three why's deep, and holding the customer accountable to achieving their mission. (I think there are very few salespeople that hold their customers accountable). Another aspect of your talk that I thought was great was when you talked about the big questions each salesperson should ask themselves. First of all, why am I in sales, do I truly fit as a salesperson, how many sales am I worth, and essentially what is my value to the company I work for? Salespeople, especially those who are starting out, need to ask themselves these questions on a monthly basis and reflect on what they did or didn't accomplish and learn from it.

    "Again, the radio interview was really awesome...I think those who listened were exposed to some great information and the way you spoke and presented really held the listeners throughout the entire show."

    - Lee Wake, Main Street Homes, VA

    new home sales training contact