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Real Estate Professionals: Five Ways Using a Coach Leverages Your Talents to Grow Your Business in Challenging Markets
5/22/2008

We're a special breed. Approximately ninety percent of all real estate salespeople and managers have behavioral styles that are highly aggressive and/or promotional. That's not like the normal population! We salespeople types like people and we charge ahead (my motto is, when all else fails, read the directions......). Only fifty percent of the normal population exhibits those behavioral styles. Other styles are more task focused and embrace procedure (those are the staff people and assistants that keep us from absolutely going in all directions at once!)

Because we're a 'special breed', there are five important areas coaches can help us with to leverage our natural talents:
  1. Get us Focused
  2. Teach Us Models and Systems
  3. Prioritize our Talents and Information
  4. Teach us the 'Why'
  5. Instill Confidence and Inspiration
Focus, Anyone?

Yes, we salespeople-types have special talents-and special challenges. Our biggest challenge is focus. We're great with people. We get into action fast. Our problem is that people and actions pull us in various directions, and we lose the one thing that drives us toward our goals-focus. The first and biggest benefit a coach can give us is to keep us focused.

Models and Systems: We salespeople and managers don't have them, but, do we ever need them!

Because we're the doers of the world, we don't like to get slowed down with processes and systems. We hate the 'linear' approach. In fact, we like to 'go with the flow'. Problem is that our clients don't like it when we're that unpredictable! They draw the conclusion we're not trustworthy.

A professional coach can help us systematize to gain much greater client trust. Models and systems are woefully lacking in our real estate industry. After all, we're the people who've always said, "Fake it until you make it." What if your surgeon said that? Or your accountant?

Historically, we real estate professionals have had an aversion to following procedures. Yet, in the world of business, systems are the basis of all business growth (and the only way you can 'franchise' your business). For us too, systematizing is the best way we can build big, profitable businesses. So, we need to find credible models and systems. A competent coach uses proven models and systems that do more than stop our crisis management. They teach us how to think through our business like the top performer would think.

Not Just the 'What', but the 'Why'

When you're choosing a coach, find one who teaches you the concepts
and principles behind the processes. After all, you want to take those models and systems and self-manage long-term. The coach that only says, "Do it because I told you to" or provides you cards to mail out is not treating you like an adult. (Once that dictator is gone or those cards are sent out, you're back to being a newbie agent or a newbie manager!)

Find a coach who can coach you as a developing adult. This type of coach says, "Here are proven models, systems, and processes. I'll teach you the why behind these, as well as helping you implement these models and systems to be more successful."

What Real Estate Salespeople Think They Need from a Coach

Real estate salespeople think they need more information. They look for information from a coach. But, in truth, they have thousands of bits of information they've never put to work. What they really need is a method for prioritizing that information, and a human being to facilitate that prioritizing. They need models and systems. Then, they can pick and choose the important parts of that information to apply.

One of the coaches I work with has some favorite questions he asks of agents: "Where could you get that information?" What are your resources?" By asking those questions, he encourages agents to delve into their own resources, increasing their self confidence and their abilities to self-manage.

A Coach Helps You Move Faster and With More Confidence

Armed with great models and systems, you and your coach have a common language from which to work. You will benefit from gaining focus. You will accomplish more faster, gain greater confidence, and be able to set higher goals as a result of your coaching experience and relationship.

If you're an agent or manager whose self-confidence has withered along with your business, believe in yourself enough to hire that 'partner', a real-estate specific professional coach who will help you get your confidence back, while getting you into action with purpose.

Carla Cross, CRB, MA, coach, trainer, and author of 6 internationally published books, is an international speaker and former master Certified Real Estate Broker (CRB) national instructor. Her coaching company, Carla Cross Coaching, combines her background in performance mastery with her proven sales and management systems.

Posted By: Carla Cross.

This article is relevant to the following keyword(s): 'Real Estate Training, Real Estate Coaching'

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