About Me

Shirleen Von Hoffmann - The Queen of Sales


Shirleen Von Hoffmann is President & Sales Coach of HBE-Home Builder’s Edge . HBE is an innovative sales coaching company that teaches New Home and Mortgage Real Estate Sales Professionals, techniques that elevate them to a fresh place of success. We are a National Company that specializes in Sales Coaching, Seminars, Certification Programs and One-on-One on-site training for New Home Builders and National Mortgage firms. In her 30 year real estate sales career Shirleen has only focused in New Homes Sales and Finance and was always a Top Producer earning awards year after year always in the top 3 of any company she has worked for. Shirleen is an accomplished Sales Coach, Broker and published Author of four books. She is tenacious, to the point and speaks in a sales language that sales people understand!

Her latest books, “Secrets of Top Producers” A new way of selling for New Home and Mortgage Professionals, are both a must for your Sales Teams. Shirleen teaches Sales Agents new techniques to become Top Producing New Home Sales Professionals with her no nonsense, sales skills.

“My passion and focus is working with Sales People to give them better solutions to achieve more sales. Through video we can evaluate sales performance and coach out the changes that need to take place. Agents are taught to do the extra steps necessary to be the very best! This means a lot of time spent on the sales experience and refining tasks to be the best. Because my business is my passion, I get personally involved with every Sales Person that I work with. I am not your ordinary Sales Coach, I am a Sales Mentor; I roll up my sleeves and work with your teams or individuals to make them the best they can be. Because I have done this for a living and excelled at it, there isn’t a situation I can’t address.  I have walked the talk!  It doesn’t matter how long it takes, as long as when I leave, your team is the best they can be! I insist on perfecting their selling techniques through video, coaching, mentoring, takeaways, scripting, role play and practice, practice, practice until it is a naturally perfect habit. I try to teach them in a way that most Sales People learn best, give them relative, current information that is useful and things they can take away and mix in to their repertoire. My passion for what I do comes through as better sales performance for you!”

Shirleen also writes sales articles for NAHB’s Sales and Marketing Idea’s Magazine, NAHB-NSMC’s National Sales and Marketing Channel, Builder Magazine, Mortgage Executive Magazine, National Mortgage Professinal Magazine and many other builder industry trade magazines. She is part of the faculty at Selling More Homes Media Network and speaks annually at the International Builder Show on Sales and Marketing topics.  She holds her degree as a MIRM Masters in Residential Marketing from NAHB along with a Certified Sales Coach CSC, Certified Sales Person CSP and Certified Marketing Professional CMP.

In her spare time Shirleen works as a Cancer Coach for Cancer Patients in need of support. She is President of Calling All Angels- The Charlene Von Hoffmann Cancer Foundation. This is a foundation she created in memory of her Mother Charlene Von Hoffmann. She uses the funds from her book, “The Journey Home” to feed, support and care for cancer patients who are all alone. She also teaches and facilitates all of the courses for cancer patients and care givers who support them at the Cancer Center in Sacramento. Shirleen believes this is her “soul work” and has a passion for helping cancer patients. As with her Sales coaching, she rolls up her sleeves and dives in, helping patients on any level she can make a difference. She lives a personal motto, “that no one should go through cancer alone”. She accepts no money for this work and many projects she helps with she either pays out of her pocket or obtains donations from corporate sponsors when needed. “This is the most powerful work one can do and if we all did one thing for a stranger and accepted no money for it, our world would be a different place to live in! I am honored to work with such brave, strong individuals.”

Her favorite hobbies include writing, singing, she sings in a band called Hipper than Hip as well and loves boating. She resides in Pebble Beach most of the year and Mexico part time.