It is really helpful to see someone get down to the roots and be the voice of reason on the forums concerning topics such as this.

I have a decent sized equity portfolio and one of my big goals for 2014 is to learn more and purchase at least one rental property to try and further diversify my income sources.

A good source of capital is refinancing current properties.I'm always looking for new properties (I am currently sub-$100k properties and own 5 currently) so I always need capital.

They were assigned local agents, but that's as far as they went.The problem I am running into, is how to keep my source a secret.

The no-fee refis are generally refis without cash out but some may, would be rather odd to me due to the appraisal requirement.Lenders holding notes or servicing rights would rather keep the loans than lose them in times of falling interest rates or under securitized packages so waving fees is a marketing cost so to speak.If what you're after is a revolving credit source look to a HELOC or line of credit arrangement as a second.

She wants to primarily specialize in listing properties, and one source for these leads is online.Does anyone have any suggestions for keywords to use that potential sellers will use in google for SEO/PPC that would make good potential leads for a listing agent?

Once you've started building a portfolio, you can use the income from the rentals (assuming they're good ones) ask the source of cash to buy more.

My issue with Excel spreadsheets has been whenever I add a new method of payment (credit card) or checking account it becomes cumbersome to reautomate the new source of transactions into my standard excel P&L / Balance Sheet.  

Is there some kind of specific software or sources that they use to figure out things like cost per square foot, usable square foot/person, assessing the current state of the market or assessing their competitors??

Everything you have mentioned is decades old, out dated (CFDs) and your deed exchange for example, read a recent thread Deed in lieu of foreclosure and pre-arranged deed agreements" the link given is by an attorney and reputable source.