Having coached agents for over 20 years, and many of Australia’s top agents, I’ve found that there are four key areas that set great agents apart from good ones.
These areas are mindset, skill, knowledge and time.
Great agents need to have a burning desire to outperform their competitors in these critical areas, as they are the key ways an agent can differentiate themselves from other agents.
Here’s how to set yourself apart:
One of the quickest ways I’ve seen agents shift from good agents to great agents is their shift in mindset. As a certified Neuro-Linguistic Programming practitioner, I’ve always worked with agents to make sure that they have the right belief set. Not just for their own benefit but for that of the office.
If even one agent has the wrong mindset in an office, it can kill the culture and set everyone behind. Good agents become better through collaboration, and if you don’t have a collaborative frame of mind, then you’re setting yourself up for failure.
I conduct weekly mindset and behavioural training so that our agents have a heightened awareness on how they can modify and realign their mindset to improve our business.
Whether it’s a mantra, time to meditate or investing in a performance coach, having the right mindset sets the foundation for success and is worth investing in.
Listing and selling a property requires a diverse skill set, but too often agents try and focus on skills that are not core to listing and selling. Great agents focus on their core skills of communication, negotiation and networking and get support for all other activities.
Too often I see agents fail to make the leap from good to great as they’re caught up in developing skills that aren’t benefitting them. Part of my coaching model is working with agents to set goals around improving these core skills as this is what will really stand out to a potential seller.
We’re fortunate that our agents can focus on strengthening their skill set. Prioritising what you’re focusing on can make a big difference.
“Knowledge is king” — well, it is only if it is used wisely. Understanding what information is required and having it available for sellers and buyers is key. As soon as an agent fumbles on a question, it begins to create doubt in a client’s subconscious.
Even simple language cues such as “I’ll try” or “might be” can put doubt in a seller or buyer’s subconscious and affect you down the line.
I train our agents in scripts and dialogues to ensure they have confidence in how they speak. Yet, it’s up to the agent to make sure they have all the knowledge required.
When you can get back to a client quickly and be more informed, it positions the agent for the best possible outcome. As an agent you want to be seen as an adviser, and the more information you can provide to sellers and buyers sets you up to be seen in that role.
Time management is key for agents who want to take the next step up. As an agent you must juggle multiple parties, properties and stages of a deal. If you have poor time management, cracks will begin to show and you’ll make mistakes.
Technology and automation can make a huge difference to real estate, but if an agent has poor time management they’re never going to get ahead.
I’ve seen agents double their business by simply improving their time management skills. It allows them to get more done and provide a better level of service to their clients.
Casey Mikhael is the sales coach at LJ Hooker Avnu.
He focuses only on supporting agents.