There\u2019s never an easy time to be an agent, but right now it is particularly complicated. Work with your agents to build confidence so they can find their footing.<\/p>\n\n\n\n
For many practitioners in today\u2019s market, confidence is in shorter supply. Experienced and newer agents find that strategies to build confidence that worked before are no longer cutting it. So, how can you help your team boost their mojo? According to Tim and Julie Harris, of Tim and Julie Harris Real Estate Coaching, the bottom line is encouraging them to remain active\u2014even if they\u2019re feeling discouraged. \u201cThey shouldn\u2019t wait to have a stellar mindset before getting into action. Once they get into action, a stellar mindset will follow,\u201d says Tim.<\/p>\n\n\n\n
Here are eight strategies brokers, managers and team leads can use to boost their agent\u2019s self-assurance.<\/p>\n\n\n\n
\u201cThe conventional wisdom is to sit around and think, but the problem there is you don\u2019t build momentum,\u201d Tim explains. That\u2019s why he and Julie prescribe 90-day \u201cmassive action plans\u201d to coaching clients newer to the industry. Read: they get them out of planning mode and into the activities of real estate as quickly as possible. Along with shadowing experienced agents, this involves spending two straight weeks previewing properties. Segueing from the bottom to the top of the market (including new construction), they visit 10 listings per day for four to five days a week. While there, they learn about each property and how to show it. \u201cKnowledge equals confidence, and ignorance equals fear,\u201d Tim explains. So, the sooner agents become knowledgeable, the more quickly they\u2019ll build their confidence.<\/p>\n\n\n\n
\u201cWe want agents to fail in such big, horrible ways right when they get their licenses because they\u2019ll realize it wasn\u2019t that big of a deal,\u201d reveals Julie. \u201cOtherwise, they\u2019re living in fear of the monster under their bed.\u201d For instance, if they lose a buyer because they neglected to give a buyer presentation, they\u2019ll learn not to skip that step next time. \u201cBy making mistakes, you can course correct faster,\u201d she adds. <\/p>\n\n\n\n
Discourage agents from spending time and money on speculative activities, like social media marketing, Tim advises. \u201cIt\u2019s ego-satisfying for agents to say they\u2019re building their brands. But if they don\u2019t get results, they\u2019ll lose their confidence and blame themselves.\u201d<\/p>\n\n\n\n
Often, these efforts take a long time to build, if they result in any measurable profit at all. \u201cAgents are being told to do social media marketing and branding, but that stuff will be ubiquitous,\u201d he projects. \u201cAI will make everyone an Instagram and YouTube star and at such a frequency and high level. So, agents who think they\u2019ll differentiate themselves with branding are 100% wrong.\u201d<\/p>\n\n\n\n
Instead, suggest your agents focus on proactive lead generation strategies that get them in front of actual buyers and sellers. Time-tested strategies, like attending open houses and door-knocking, tend to be more effective, in their experience. As a result, agents will experience success more quickly, expediting their path to confidence.<\/p>\n\n\n\n
\u201cControl all your inputs,\u201d Julie advises their coaching clients. Instead of scrolling through news feeds with doomsday headlines or nasty comments on social media, your team members can work on proactive lead generation or read inspiring biographies. \u201cSalacious news headlines can get you in your head and take you off track.\u201d<\/p>\n\n\n\n
Recommend your agents dress one notch above the local market, suggests Tim. Think linen pants and lace-up shoes in an area where jeans are the norm. Also, encourage them to build their communication skills by joining a Toastmasters group and steering clear of texting mainstays, like emojis and acronyms (\u201cSMH,\u201d \u201cIRL,\u201d etc.). To sound relaxed and articulate when communicating with clients or prospects, they should rehearse their presentations and scripts, ideally in front of colleagues.<\/p>\n\n\n\n
It\u2019s human nature to want to appear knowledgeable and confident, but sometimes that can lead to issues. Train agents to understand that they won\u2019t have all the answers, and that\u2019s okay. It doesn\u2019t make them less of an agent as a result. Instead, teach them this line:<\/p>\n\n\n\n
I might not know the answer, but I have a team of experienced leaders at the other end of a phone call always available to answer my questions.<\/p>\n\n\n\n
\u201cMy agents say that constantly,\u201d reveals Erin Cestero, San Antonio Division President at JB Goodwin REALTORS. \u201cKnowing they have access to knowledgeable leadership so they can get advice in real time gives them the confidence to handle different scenarios,\u201d she adds.<\/p>\n\n\n\n
Your highest-performing agents are recognized the most for their efforts, but they\u2019re not the only ones doing the work.<\/p>\n\n\n\n
\u201cYou can\u2019t just celebrate million-dollar sales\u2014it takes a while to get there,\u201d notes Cestero. \u201cSo, build agents\u2019 confidence by celebrating small wins.\u201d In weekly sales meetings, her team announces an \u201cagent of the week.\u201d Instead of sales volume, this award is based on less obvious successes, like dynamic open houses and lead conversions.<\/p>\n\n\n\n
\u201cReal estate is always changing,\u201d says Cestero. \u201cSo, on a regular basis, provide agents with knowledge from the leadership team, which will empower them to tackle those changes.\u201d<\/p>\n\n\n\n
Her brokerage\u2019s marketing department distributes scripts to help agents talk about the state of the industry. In sales meetings, they talk about relevant market issues and updates and give out guides on navigating those issues with consumers. After these sessions, \u201cour agents left fueled and excited and were high-fiving\u2014they were in a real great place. A flood of them posted photos from the meeting on social media saying they\u2019d met with leadership and could best answer questions\u201d Cestero says.<\/p>\n\n\n\n
National Association of REALTORS\u00ae
Reprinted with permission<\/p>\n","protected":false},"excerpt":{"rendered":"
There\u2019s never an easy time to be an agent, but right now it is particularly complicated. Work with your agents to build confidence so they can find their footing. For many practitioners in today\u2019s market, confidence is in shorter supply. Experienced and newer agents find that strategies to build confidence that worked before are no … <\/p>\n