In mid-May, I spoke at the F.C. Tucker CE Extravaganza in Indianapolis. I was one of four speakers who each delivered a 2-hour CE-approved presentation on a topic (hopefully) of interest to the crowd of 250 or so real estate agents.
The first speaker of the day was Michael Russer - aka Mr. Internet. He talked about Dominating Your Online Market. Up next was Dirk Zeller who spoke on The Top Ten Things to Build and Grow a Successful Real Estate Team. Then me, talking about Turning For Sale Signs into Paychecks. Last, but not even close to least was the delightful John Hamilton who kept the audience awake after a long day of classes with his lively discussion on Negotiation.
Four different speakers. Four very different voices. Different philosophies, messages, approaches and strategies to accomplish basically the same goal - success as a real estate agent.
After my presentation, several audience members pulled me aside to tell me that they loved what I had to say and that my message resonated with them "more than the other speakers' did." Now before you think I'm just telling you this to blatantly brag, I'm 100% positive that the other speakers had similar post-program conversations.
And that's cool. Because you know what? There isn't one path to success in a real estate career. No, not even "mine." There are a gazillion different personalities who enter this business and it seems patently obvious that no One Approach Fits All is going to, well, Fit All.
But I guess it isn't obvious to many corporate real estate training directors. I can't tell you how many agents write to me in frustration that their office pushes a certain brand of training (usually affiliated with one or another Big Name trainers), to the exclusion of any other approach. These agents are usually asking me for advice on how to break it to their brokers that they are followers-of-SWS and won't be knocking on doors or begging their friends for business, but this dilemma applies to any agent, regardless of their preferred prospecting style.
In fact, every once in awhile I'm approached by a real estate broker/owner asking if I'm interested in helping him or her put together a SWS-based training program. Am I interested? You betcha. But I always tell the broker/owner that I don't think it's a good idea because not every agent is a good fit for Selling with Soul, and I hate the thought of my beloved philosophies being shoved involuntarily down anyone's throat.
So, first, hat's off to Kathy Collings and F.C. Tucker for bringing in a variety of voices to speak to their agents about successfully selling real estate.
And second, if you're in charge of your company's training program, please give some thought to offering your agents a variety of training philosophies; not just the one that resonates with you, or is, ahem, highly recommended by corporate. You might find your agents happier, more productive and more likely to stick around! Everyone wins!!
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Hi Jennifer. Right on.
So many different ways to be a successful agent. It seems most brokers insist new agents do it "their way".
It seems so silly.
Ken
I think most brokers/trainers teach what they know, and because it worked for them, they assume it should work for everyone. It really is way more complex than that, as you have adroitly pointed out.
Susan - that's it exactly. For some, cold-calling comes very naturally, so they create a training philosophy around it. Ditto door-knocking, or SOI'ing or whatever. You and I "do" SOI'ing instinctively, but I've talked to many agents who simply don't see it, but DO instinctively understand other methods. Not to say that you can't improve your skills or learn new ones, but just because one approach worked for one guy (or gal) who wrote a book about it doesn't mean that you're a failure if that approach doesn't work for you.
Ken - It's SO common - whatever works/worked for the broker is what is taught. Or, of course, whatever approach is SOLD to the franchise is what is taught. And again, I've had brokers who really dig SWS contact me wanting to train using SWS strategies only and I always caution them against it for the same reason!
Hi Jennifer . The information you provide here is really quite great and I always look forward to seeing your posts. Thanks
Hi Jennifer,
Coming from a higher ed background I read everything I get my hands on. The goal (for myself at least) is to take at least one nugget of wisdom from each source. My favorite blend combines SWS and some of Dirk Zeller's stuff. Crap, I left out Shift! Who could forget Shift. Never type before coffee.
Wow, Doug - that's quite a combo! It's actually hard for me to imagine combining those three voices into a cohesive blend... Would love to hear more - seriously.
Charlie - thanks for that!
Good Morning Jennifer!
Thank you for the reassurance. I have just switched brokers and am in the midst of their training program. Long story short, a requirement of 20 calls per day for 8 weeks (workdays) comes to 800 calls - next to impossible to do without cold calling. Been there, tried that.
Going back and reread your book and get my head on straight again.
It's a small point, but any time someone from a large company says "Training Program", I remember something one of my favorite instructors had to say. "We train dogs. We educate humans. We present enough helpful information that the human can select what will be of the most benefit, and what is most likely to be implemented."
Thanks again for your help!
Hi Jennifer... seems paths are on both our minds today... great stuff! G
Jennifer - AMEN!!! For four and a half years, I tried to explain and illustrate to my former broker why I didn't subscribe to his particular method of prospecting for new business. That's not to say that I didn't respect his decades of experience in the mortgage biz - quite the contrary, it was because of his experience that I stayed with him as long as I did. It just got to the point that I was just sick and tired of having his particular prospecting methods rammed down my throat that was the final straw for me.
In the 16 months since I changed brokers, I have never had those particular prospecting method rammed down my throat anymore. Quite the contrary, my new broker applauds me for my own way methods of prospecting. This is a wonderful change and I like it.
Donne - It's tough being in an office where you always feel as if you're a disappointment to a broker who doesn't agree with your approach to business... even if they "let" you do it your way, it's still kind of a downer, isn't it?
Fred - You are very welcome for the reassurance. I've said more than once that if all I accomplish with my rantings is that agents are assured that "their" way is the right way for them, I'll be satisfied.
Jennifer, In the 3 plus years I have been in real estate, I tried 6 different training approaches: (1)Create 21 ( Century 21's training for new agents, $195(2)Marylin Jenkins, an agent from Canada $800 (3)Ed Hatch $199 (4) Walter Sanford (free, a local title company bought his stuff and taught a class). (5) Gary Keller $150. (6) SWS Savvy Prospector, $199. Which is what I am currently working on.
Plus individual books and many webinars. My broker tells me to just pick a guru and follow them.LOL . But I'm with Doug. You can pick up a nugget from everything and make a system that fits you.
Different strokes for different folks! It is so true that some one has to pick their own path, the one that feels right and suits their own personality. We certainly are not a one size fits all business. I am pretty sure we have all heard "gurus" that rubbed ya the wrong way... and ones that have made us laugh but had no real message, so we do have to hunt for our path
You are so right, there are so many ways. :) I enjoyed reading your post.
I didn't know you traveled to give classes. This is something I'll keep in mind for 2011 at our local Realtor Association. We need a breathe of fresh air there. We see the same speakers over and over.
Chris Ann - I don't do it full-time - maybe half a dozen times a year, which, between you and me (and AR), is just enough to force me to over-prepare for each program since it's not something I do twice a week or anything. I'd love to come to your part of the world!
Chris A - I'm so glad you enjoyed it!
Robert - Once you realize that you CAN and SHOULD pick your own path, the business can suddenly look like fun again!
Ann - I've never followed anyone's system exclusively for anything. So yeah, I agree - learn as much as you can and then take what makes sense and make it yours.
Here's a great little story about how agents from a brokerage glomming on to one method can be counterproductive. An agent friend of mine told me this story - but I have no reason to believe that it isn't true...
The brokerage said agent was in was strong-arming encouraging their newer and less productive agents to get out there and prospect, prospect, prospect. (yours truly - markets - she doesn't prospect that much) Free transaltion - they had to successfully badger knock on 10 doors a day and successfully harass contact 20 people by phone - which means cold calling.
Picture the scene - about a 100 juiced up agents in the puppy stage of their real estate development all jazzed about how much business they are going to get - and the hit the poor unsuspecting public with their enthusiasm. Until the DNC list hits them in the face with its unyielding barrier. Not to worry...just call the few people who aren't on the DNC list. Meanwhile, my friend was courting a potential seller with an expired listing. Since this woman was one of about the 10 people left in our fair city that wasn't on the DNC list - you can guess what happened. Agents from that brokerage were practically stalking her. She wasn't on the DNC, had an expired listing, and there were about 100 newly trained rookies all after her at once! Talk about have a target on your backside. Anyway, because most were from one brokerage - it left a bad taste in the ladie's mouth -she went with competing broker.
I'm with Ann (hello, Waco!). I take tons of classes, seminars, etc and take what works for me from that and work it into my current systems. Some classes I completely hate, others I love. You never know 'til you try, right?!
Great advice. I like your approach and thankfully there is no specific route we must all follow!
Another important thing is to keep educating yourself and to remember to work at the same time. I have seen people so tied up in a system that they forget to deal with the actual work of the biz!
Dang you're smart Jennifer! My office pushes door knocking, door knocking and more door knocking. I'm, sure it works for some people, but I hate it when people knock on my door so I can't do that to others. I like the idea of trying different ideas and putting your own plan together.
Great post Jennifer, and balance is the thing. You have to do what you are comfortable doing, not all methods work for all people. As long as you are doing something and are successfully bringing in the business does it really matter whose idea it was or what it was that you actually did? I don't think it does!