Coaching Your Agents With the Seven Success Styles NAR 2014

Coaching Your Agents With
The Seven Success Styles
Helping Agents Find Natural And Authentic Success
Bruce Gardner Mastery, Inc.

• Recruiting productive
Agents
• Improving Company
culture
• Improving Agent
performance
• Helping Agents focus
Some Broker Challenges Today
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.

• 2012 NAR Agent Profile results
• NAR mailed out a 72 question survey to a
random sample of 58,068 REALTORS®
• 4,883 Responses
• Typical REALTOR® was a 57 year old female
• The average reported was 12 transactions
and $43,500 gross income before expenses
NAR Performance Statistics

Denver Agent Performance
• Research of a 12 month period, every transaction
in the Denver Metro MLS (Your Castle Real Estate INC., research)
• 15,000 Agents from July 2010 – June 2011:
0 Transactions:
1 Transaction:
4+ Transactions:
12+ Transactions:
25+ Transactions:
100+ Transaction:
38%
13%
33%
11%
3%
.0017%

The Industry Advice on Success:
 Knock on doors
 Do Open Houses
 Make Lots Of Friends
 Join Groups
 Collect business
Cards
 Specialize In
Something
 Get A Super Duper
Website
 Optimize Your SEO
 Work FSBO’s, Expireds and
Withdrawns
 Focus on Short Sales
 Write a Blog
 Do Lots of Social Media
 Post on Pinterest
 Run Craigslist Ads
 Get A Farm!
 Do Marketing and Advertising
 Do It All!
15

Coaching Your Agents With
The Seven Success Styles:
1. Learn the “Seven Styles”
2. Learn the “DISC” Profiles
3. Evaluate Your Agents!
4. Match the Agent and their Strategy
5. Identify their Goals and Challenges
6. Design and Deploy a clear Business Plan
7. Create customized ongoing Accountability and
Coaching Programs by “Style”

The Success Triangle

Agent “Strategies”
• Successful Agents will
have a clear “Strategy”!
• It’s how they generate
business.
• We’ve identified the
“Seven Styles” of
success in real estate
29

The “Hunter”
They seek business
aggressively
They work FSBO’s,
Foreclosures, Expired and
Withdrawn Listings
They door knock
They live for the pursuit
of business
They don’t care about
rejection

The “Farmer”
Farmers are “Relationship”
oriented!
They easily build and
maintain relationships
Business comes from these
relationships directly and
they get referrals
They often don’t want to be
perceived as “salespeople

The “Networker”
Generates business
from within a group
The group offers
“common ground”
Easily meets new people
Easily identifies potential leads
Is outgoing, likeable and knows
how to work a room
Likes to ask: “What do you do?”

The “Lifestyle”
Lives and promotes a
specific “Lifestyle”
It’s “Tribal”!
Lots of social interaction
Uses the Web to connect
Lifestyle specific blogging
can demonstrate
connection and commitment to the Lifestyle
Can create a successful and enjoyable career

The “Expert”
Focuses on some aspect of
real estate
A type of real estate, a type
of transaction or a type
of Client
Becomes an “Expert” in
this niche
Creates a targeted “Value
Proposition” for their
“Ideal Client”
34

The “Hyperlocalist”
Works a neighborhood or a
definable geographic area
Becomes the “Local Expert”
in the market space
Has superior market knowledge
Builds relationships within
the community
Uses Web Assets and
Marketing elements to
complement the strategy

The “Billboard”
Uses advertising and marketing
to generate leads
May work online leads and have
a lead gen website
Has a definable “Brand”
Builds a team of Agents and
admin to segment the work
May do hundreds of deals a year
Can create a business that
can be sold

It’s about “Matching” an
Agent and their Strategy
Successful Agents usually
have 1 or 2 Strategies!
They can focus!
Everything they should do makes sense!
So does everything they shouldn’t!
It becomes very natural and authentic!
All Of The Seven “Styles” Work!

This Achieves “Alignment”!

And Eliminates Distractions!
39

The “Seven Styles” Book
A Conceptual Textbook
Review of The “Seven Styles”
The “Success Triangle” concept
Sample PowerPlans by “Style”
15 Interviews with Agents
by “Style”
At the NAR bookstore today for $29.95!

“DISC” Personality Profiles
Dominant
Interpersonal
Steady
Conscientious
You can take a
“DISC” test online

Dominant Personalities
 Direct
 Decisive
 Confident
 Problem Solvers
 Risk Taker
 Self Starter
 Biggest Fears: Loss of control,
Being Taken Advantage Of!

“D” Personality Challenges
 Can be impatient
 Gets bored without a challenge
 Doesn’t really care about
building relationships
 Doesn’t develop business
with past Clients well
44

Interpersonal Personalities
 Enthusiastic
 Optimistic
 Talkative
 Impulsive
 Emotional
 The Party People!
 Biggest Fear:
Rejection!

“I” Personality Challenges
 Not detail oriented
 Don’t like working
on their database,
website, etc.
 No systems
 Poor follow up with
leads that aren’t
immediate

Steady Personalities
 Good listeners
 Team players
 Likes routines
 Predictable
 Understanding
 Friendly and Reliable
 Biggest Fears: Change,
Loss of Stability!

“S” Personality Challenges
 Can be resistant to change and
technology innovations
 May not be very motivated
to improve performance
 Can be socially awkward
 Meeting new people and
developing leads can be
a real challenge

Conscientious Personalities
 Accurate
 Analytical
 Careful
 Fact-finder
 Precise
 High standards
 Systematic
 Biggest Fears: Being Wrong, Irrational Behavior!
49

“C” Personality Challenges
 Avoids taking risks
 Everything has to be
“by the book”
 May not be creative
 Very process oriented

Some Free Online DISC Tests:
www.personalitystyle.com
www.tonyrobbins.com
Or just Google it for some
other options

Each Personality Type Has
A Matching Set of Natural
Strategy Choices!
An Agent Can Choose Their
Natural and Authentic “Style” of Real Estate!
Matching Agent and Strategy
52

Strategies For The High “D”:
 Hunter
 Billboard
 Farmer
 Networker
 Expert

Strategies For The High “I”:
 Farmer
 Networker
 Lifestyle
 Hyperlocalist

Strategies For The “S and C”:
 Expert
 Hyperlocalist
 Billboard
 Lifestyle
50

Laura’s Story
An Artist
Urban dweller
A Failed Realtor
56
An Artist
Urban dweller
A Successful Realtor!
She Found Her “Tribe”!
Built the Thriving Artist
Alliance
Live/Work Properties

• Confidentiality 1st!!
• Ask lots of
questions!
• Seek first to
understand!
• Be ready to ask
the really hard
question!
Building Your Coaching Skills:

• “What do you mean by that?”
• “That’s interesting, tell me more.”
• “If you could do anything in real estate, what
would you do?”
• “If you could work with anyone you wanted to
in real estate, who would you work with?”
• “If you did know, what would you do?”
• “Are you really ready to move forward?”
Some Great Coaching Questions:

• Evaluate each Agent’s personality traits based
on the “DISC” profiles
• Provide Strategic Options that match their
profile
• Formulate a Business Plan based on that
“Style” with consistent lead generation
activities
• Hold regular “Accountability” meetings with
each Agent to keep them on track and focused
Coaching with the 7 Styles

The Three Stages:
– Launch
– Growth
– Maturity
Career Stage Evaluation
60

• Launch Stage:
– Discovering a Strategy, Designing and Deploying a
Business plan, skills development
• Growth Stage:
– Skills development, consistent lead gen, Strategy
development, leverage, balance
• Maturity Stage:
– Systems, leverage, balance, focus
Career Stages and Challenges

• Ask questions about things they like to do and
don’t like to do
• Instruct them to take a DISC test and review it
with them
• Evaluate their “Assets”:
– SOI size and depth
– Networks and Groups
– Skills and talents
Launch Agent Evaluation

• Help them Discover their natural strategy
choices
• Identify their Business Plan concepts
• Write a simple Business Plan with regular
business building activities
• Create a Skills development plan
• Hold regular Accountability sessions
Launch Agent Coaching:

• Ask questions about things they like to do and
don’t like to do in their businesses
• Evaluate their current Business Strategy
• Evaluate their systems and leverage
• Discover their “Conversion” problems
• Evaluate their “Work/Life Balance”
Growth Agent Evaluation

• Identify specific Career Goals
• Write a clear Business Plan with “Metrics”
• Create a Skills development plan
Growth Agent Coaching:

• Evaluate their Business Goals and Business
Plan
• Evaluate their motivation level
• Evaluate their current Business Strategy
• Evaluate their systems and leverage
• Discover their “Conversion” problems
• Evaluate their “Work/Life Balance”
Maturity Agent Evaluation

• Help them re-focus on their businesses
• Find their motivational “Why”
• Write a clear Business Plan with “Metrics”
• Help them to refine their systems, structure
and leverage
Maturity Agent Coaching:

• Typically have specific written GCI goals
• Focused lead generation time
• Tracking the “numbers”:
– Contacts made
– Appointments set
– Client “conversions”
– Closings per Client, Buyer and Seller
“Hunter” Strategies
68

• They must get into the “Relationship”
business!
• “A’s, B’s and C’s”!
• Focuses on “EGM” Activities:
– How can they “Establish” new relationships?
– How will they “Grow” the current relationships?
– How will they “Maintain” relationships?
• The Two “Channels” of communications
“Relational” Strategies

Agent Profile: Joe DiVito
 Denver, CO
 Has a total of
28,000 contacts
in his database
 400/4000 focus
 High touch
 85 transactions
and over $500k
GCI in 2009

• Identifies A Productive Market “Niche”
• Does detailed granular Market Analysis
• Understands their “Ideal Client”
• Creates a unique “Value Proposition”
• Has a website targeted on the niche
• Direct and focused marketing efforts
• Builds a “Team” of affiliates
Expert Strategies
72

Agent Profile: Mark Wade
 CenterCity
Condos.com
 A 2 mile radius
 Lots of targeted
web assets
 Very low marketing
budget
 110 transactions
in 2009

Agent Profile: Will Daly
 WeKnowUrban.com
 High rise, loft and
townhome Expert
 2009 = 91 Sides
 2010 = 121 Sides
 2011 = 190 Sides
 2012 = 228 Sides
 2013 = 323 Sides

Hyperlocal Strategies
 Builds a “Brand” as the local
Expert
 Has superior Market Knowledge
 Masters the “Market Metrics”
 Builds relationships in the
community
 Holds lead generating Open Houses
 Has a “Hyperlocal” website

Agent Profile: Connie Barnes
Eldorado Hills, CA
ConnieBarnes.com
Has a terrific
Hyperlocal
focused website!
Sales Volume in 2012: $48,000,000!

Billboard Strategies
 Massive Marketing campaigns
 Media advertising
 Web based lead generation
 Branded services
 “If we can’t sell it, we’ll buy it!”
 Teams segmented by job
function
77

Farmer – Networker
Farmer – Hyperlocalist
Farmer – Expert
Farmer – Lifestyle
Hunter – Billboard
Hunter – Expert
Hunter - Hyperlocalist
Some Common Combos
79

• Can help you recruit
productive Agents
• Improves your Company
culture
• Improves individual Agent
performance
• Helps your Agents focus
Coaching with the Seven Styles:

Coaching Your Agents With the Seven Success Styles NAR 2014

Coaching Your Agents With the Seven Success Styles NAR 2014

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