Coaching Your Agents With the Seven Success Styles NAR 20141. Coaching Your Agents With
The Seven Success Styles
Helping Agents Find Natural And Authentic Success
Bruce Gardner Mastery, Inc.
2. • Recruiting productive
Agents
• Improving Company
culture
• Improving Agent
performance
• Helping Agents focus
Some Broker Challenges Today
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
3. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
4. Denver Agent Performance
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
• 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%
11. The Industry Advice on Success:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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!
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27. Coaching Your Agents With
The Seven Success Styles:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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”
29. Agent “Strategies”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
• Successful Agents will
have a clear “Strategy”!
• It’s how they generate
business.
• We’ve identified the
“Seven Styles” of
success in real estate
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30. The “Hunter”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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Withdrawn Listings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
31. The “Farmer”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
32. The “Networker”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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?”
33. The “Lifestyle”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
34. The “Expert”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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”
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35. The “Hyperlocalist”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
36. The “Billboard”
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
37. 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!
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
40. The “Seven Styles” Book
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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!
43. Dominant Personalities
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Direct
Decisive
Confident
Problem Solvers
Risk Taker
Self Starter
Biggest Fears: Loss of control,
Being Taken Advantage Of!
44. “D” Personality Challenges
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Can be impatient
Gets bored without a challenge
Doesn’t really care about
building relationships
Doesn’t develop business
with past Clients well
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46. “I” Personality Challenges
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Not detail oriented
Don’t like working
on their database,
website, etc.
No systems
Poor follow up with
leads that aren’t
immediate
47. Steady Personalities
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Good listeners
Team players
Likes routines
Predictable
Understanding
Friendly and Reliable
Biggest Fears: Change,
Loss of Stability!
48. “S” Personality Challenges
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
49. Conscientious Personalities
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Accurate
Analytical
Careful
Fact-finder
Precise
High standards
Systematic
Biggest Fears: Being Wrong, Irrational Behavior!
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50. “C” Personality Challenges
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Avoids taking risks
Everything has to be
“by the book”
May not be creative
Very process oriented
51. Some Free Online DISC Tests:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
www.personalitystyle.com
www.tonyrobbins.com
Or just Google it for some
other options
52. 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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53. Strategies For The High “D”:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Hunter
Billboard
Farmer
Networker
Expert
54. Strategies For The High “I”:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Farmer
Networker
Lifestyle
Hyperlocalist
55. Strategies For The “S and C”:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Expert
Hyperlocalist
Billboard
Lifestyle
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56. Laura’s Story
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
An Artist
Urban dweller
A Failed Realtor
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An Artist
Urban dweller
A Successful Realtor!
She Found Her “Tribe”!
Built the Thriving Artist
Alliance
Live/Work Properties
57. • Confidentiality 1st!!
• Ask lots of
questions!
• Seek first to
understand!
• Be ready to ask
the really hard
question!
Building Your Coaching Skills:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
58. • “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:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
59. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
60. The Three Stages:
– Launch
– Growth
– Maturity
Career Stage Evaluation
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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61. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
62. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
63. • 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:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
64. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
65. • Identify specific Career Goals
• Write a clear Business Plan with “Metrics”
• Create a Skills development plan
• Hold regular Accountability sessions
Growth Agent Coaching:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
66. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
67. • 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
• Hold regular Accountability sessions
Maturity Agent Coaching:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
68. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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70. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
71. Agent Profile: Joe DiVito
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
72. • 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
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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73. Agent Profile: Mark Wade
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
CenterCity
Condos.com
A 2 mile radius
Lots of targeted
web assets
Very low marketing
budget
110 transactions
in 2009
74. Agent Profile: Will Daly
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
WeKnowUrban.com
High rise, loft and
townhome Expert
2009 = 91 Sides
2010 = 121 Sides
2011 = 190 Sides
2012 = 228 Sides
2013 = 323 Sides
75. Hyperlocal Strategies
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
76. Agent Profile: Connie Barnes
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Eldorado Hills, CA
ConnieBarnes.com
Has a terrific
Hyperlocal
focused website!
Sales Volume in 2012: $48,000,000!
77. Billboard Strategies
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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
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79. Farmer – Networker
Farmer – Hyperlocalist
Farmer – Expert
Farmer – Lifestyle
Hunter – Billboard
Hunter – Expert
Hunter - Hyperlocalist
Some Common Combos
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
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80. • Can help you recruit
productive Agents
• Improves your Company
culture
• Improves individual Agent
performance
• Helps your Agents focus
Coaching with the Seven Styles:
Bruce Gardner www.StrategyBox.net ©Mastery, Inc.
Editor's Notes Cruising along and everything is going great Then the market changes And then it changes again It’s constantly moving The problem is that once in a while we catch lightning in a bottle and this deceives us in believing that it should always work and if it doesn’t, it’s because the Agent won’t do as we tell them or they don’t have the natural talent to be successful. Advice doesn’t match the Agent Many of the puzzle pieces are the same, but The solutions are unique to the Agent We probably intuitively know this is the right approach, but how do we do it? This is where the “Seven Styles” system comes into play