Oh deer, you are not an expert…

Harry Beckwith tells us that “marketing” takes a day to learn but a lifetime to master. After 15 years in biotech and 12 years in years in real estate, I still find the science of marketing fascinating. I have spent millions of dollars trying to find the magic recipe. I can honestly say I have tried nearly everything in marketing and promotion over the years. (well, not blockchain yet). And, I am still looking and learning.

I get a lot of advice from clients about marketing. It’s all very good. Yet, for those of us who research the science of marketing, it’s a lot like asking the deer about how to use a rifle. Just because we are the target, doesn’t mean we are the expert. Yet, as the target, we certainly know when it works.

Coaching and Training 100

For many years I have been hesitant to act as a coach in real estate. However, I have coached hundreds of people from Dentists and their teams, professional salespeople, marketing professionals, basketball and volleyball players, martial artists, soccer kids and more. Yet, I have always felt that once I started offering “coaching” to other real estate agents, things would change dramatically for me and they have.

Let’s start with an important distinction.

Training is different that coaching.

Training is the teaching of “how” to accomplish a task. How do you interview a client? How do you discover the needs of buyers and sellers? How do you best conduct a showing of a property? How do you write an ad? How do you organize your day? How do you write a contract? Training is the foundation of developing true skill in any profession.

Coaching is the science and art of helping someone else achieve their goals. Coaching is helping the client (the coach’s client) understand why and what is important. Coaching is the ability to inspire the trained to obtain and achieve their best.

Training

  • Transferring Knowledge
  • Group Setting
  • Compliance – Things you need to know
  • Structured delivery
  • Requires “telling” by the instructor
  • Delivered by wrought
  • The material is important

Coaching

  • Enhancing effectiveness
  • Best one on one
  • Client-centric – for the needs of the client
  • Unstructured yet should be formal (the method)
  • Requires “listening”
  • Long lasting and inspiring
  • The coach and method are important

April 4th is my birthday. It’s also the day I am officially launching my real estate agent coaching practice.

Real Estate Agents can impact their clients lives in amazingly positive ways. My goal is to help this process. Simple as that.