SCH03 Prospecting Your Way to Success for any industry by Tom Hopkins Let me explain what the itch cycle is. If the average American owns a product or service that starts getting old or if they have need for a new one, they start itching for it. In the Real Estate business, I knew the average home in my area turned over every four years. We call that the Real Estate itch cycle for that community. The challenge I find with so many salespeople is they don’t keep in touch with clients who own their product.