Self Improvement
Bernice L. Ross, Ph.D., and Byron Van Arsdale, the husband and wife coaching team who own and, bring a background rich in educational merit and professional expertise to the real estate coaching and training programs at Bernice and Byron have pioneered the delivery of training, education, and coaching via telephone in the real estate industry, higher education, and at the corporate level for IBM and Chubb Insurance.

Bernice L. Ross, Ph.D., MCC

Author, International Speaker, Trainer, and Coach, Bernice couples her expertise as a Professor of Psychology and Master Certified Coach with over 30 years of real estate sales experience. From 1993-1997, while serving as Executive Director of Training for the Beverly Hills based Prudential Jon Douglas Company, Bernice organized and conducted the in-house coaching and training program for the company's 4,000 real estate agents. During this time, the company's agents had the highest production per agent in the United States. In 1998 she wrote the manager training program for Coldwell Banker's Concierge Program, delivering it to over 600 offices in the Coldwell Banker system. Credentialed in California to teach real estate at the college level, Bernice also pioneered the first real estate/coaching teleclasses for Continuing Education credit in the state.

As founder and CEO of, Bernice currently develops the company's training and coaching programs while also heading up her company's professional coaching team. With over 650 published articles to her credit, Inman News called Bernice, "America's Top Real Estate Coach." Bernice's agent coaching columns appear weekly in Inman News Features as well as numerous trade and professional publications. She is the author of Real Estate Dough® Your Recipe for Real Estate Success, which was the best selling book at the National Association of Realtors Convention in 2009. Her other books include, No More Lame Conference Calls, Waging War on Real Estate's Discounters, Who's the Best Person to Sell My House, and Going Where—Ancient Wisdom for People Today. Her two blogs are and

In 2010, along with Kevin Turner, Bernice launched, a daily Internet Radio show that was named "New and Notable" by iTunes. RealEstateCoachRadio continues to be one of the top-rated real estate podcasts in the real estate industry.

In addition to being a nationally recognized expert in the field of real estate, Bernice also holds the rank of Professor Emerita of Psychology from Los Angeles Pierce College. Together with her husband and business partner, Byron Van Arsdale, they also own and operate,, and

Byron Van Arsdale, MCC

What could you and your organization accomplish if you had a consistent approach to communicating internally and externally? There is a fundamental change in the way business people communicate today that impacts the productivity, relationships, teamwork, retention, and profitability of an organization. While technology has boosted the speed and global reach of our communication, our confidence and effectiveness in being able to communicate via face-to-face interactions, text, email, conference call, teleclass, webinar, and video-conferencing has not kept pace.

Byron Van Arsdale, Master Certified Coach and communication specialist, has created a simple leadership model that dramatically improves the confidence and effectiveness of business people regardless of the mode of communication.

Byron has strong background in communications, presentations training and developing collaboration among teams. He developed his 6 Principle Leadership model based on the fact that while Information Transfer (training) was important, it was Knowledge Transfer (application and integration) that directly determined individual and organizational results. IBM is using his model as part of their strategy to provide leadership and coaching programs for their executives worldwide. Coldwell Banker used his model to quickly introduce a national program, at a fraction of the normal roll out costs, to their 70,000 agents. Byron is responsible for developing and training people to expertly deliver this model.

Byron started coaching professionals and executives in 1991. In 1997, he graduated from the 2-year program at Coach University (International Coach Federation accredited). From 1997 - 2005, he served on the faculty of Coach University mentoring new and experienced coaches. Since 1999, he holds the highest ICF designation, Master Certified Coach. An internally recognized speaker and trainer, he is also the author of 6 Audio CD training programs: 6 Principles of Powerful Conference Calls, Executive Conference Call Leadership, 16 Secrets to a Great Conference Call, 6 Principles of Learner Driven Teleclasses, 21 Ways to Screw Up a Teleclass, and 19 Best Practices of Teleclass Leadership.

Byron and his wife & business partner, Bernice L. Ross, PhD, have jointly run their virtual company since 1998. They collaborate with other respected knowledge workers to meet the needs of their clients. Current projects include writing the first book on conference call leadership and developing a Learning Management System (LMS) to provide 24/7 online access to training classes, podcasts, videos, assessments, and workbooks. Their distance-learning site is Their service sites include (publishing), (rentals), (blog).