Do you remember that very old song, “Three Little Words”? Actually, I think it was a dumb song, but, it really sticks in my mind as I address the issues in this article. I think those three little words were “I love you”. Don’t worry. I’m not going to get all squishy with you. I’m not going to try to convince you that success is mind-set, or any of that other great sounding stuff. Yes, it’s great sounding, but, as a long-time pianist, I know that’s not even half the story. I could tell myself I was great, I could ‘pump myself up’, I could have a great attitude-- and still fail to be able to play the piano. Why? To succeed, I would have to put my hands on the keys and actually practice. What a concept! In other words, it’s the action that creates the success, not intellectualization or emotion.
Those Three Little Words to Get you Into Action
The three little words below may not be the stuff that motivational seminar gurus depend on to ‘move’ you—but they work in the real world to create more productivity and profits. In many areas of the United States, the market has shifted—oh, how it has shifted! Brokers are staring out of their offices with glazed eyes, wondering what to do to get their agents to go to work. Agents are wondering how to convince buyers and sellers to make ‘buying’ decisions. So, here are the three most important components you must have in place to change your productivity and profitability picture:
- Standards
- Focus
- Accountability
Standards
What are standards? It’s the least you’ll put up with. How many sales and listings sold are expected to stay in your office? You don’t know, do you? The first step in establishing where you want to go is to establish a baseline: What’s the least you’ll tolerate? As a manager, you need to establish minimum production standards to lead your agents in your culture and image. As an agent, you must establish your own personal production standards, and standards for buyers and sellers.
I just published the second edition of the experienced agent’s re-generation program, On Track to Success in 30 Days System for Experienced Agents. In the manager’s coaching companion, I explained why standards were a pre-requisite to coaching. From my informal surveys of thousands of managers as I speak nationally, I believe only about 5% of the managers have established production standards. How confusing it must be for an agent to be in an office where there’s no pride of belonging, no valued culture, no supported image to the public.
Note: For a document about standards to establish, email me at carla@carlacross.com.
Focus
Agents are sociable. They love people much more than they love tasks. In fact, they avoid process and linear thinking. That’s good sometimes. But, it’s deadly when an agent wants to break through career barriers. And, it’s deadly for you managers if you’re trying to coach an agent out of a slump, or coach her to keep her in the business. The typical agent’s lack of focus leads to disaster when she wants to create new habits. Also, many agents believe there are many ways to be successful in this business. True—there are many tactics. But, there are sales principles that must always be followed, or success doesn’t follow. Example: To sell houses on a regular basis, you must be ‘on purpose’--following a lead generating plan consistently.
You must choose a ‘focused, prioritized, proven game plan’. Having been coached as a musician by the finest performance coaches, I know that creating better performance starts with a game plan chosen by the coach for its ‘infallibility’. That way, the coach creates focus, and creates a method to help the agent consistently re-focus (We know, from coaching agents new to the business in our Up and Running Small Group Coaching, keeping agents focused is a full-time job!).
Accountability
“I don’t need a coach”. “I’m accountable to myself”. Sure. That’s what Tiger Woods says—ha! No great performer ever is so naïve to believe he can coach himself. Look what happened to Michelle Khan, the ice skater, when she decided she could coach herself? A downward spiral, which resulted in lowered self-confidence and self-esteem. It was a long climb back for her, too.
The biggest plus of having a coach is that the coach sets deadlines for accountability. The second biggest plus is that the agent/client gets the positive reinforcement all motivational studies show is absolutely critical for higher goal attainment. If you want to produce more, ask someone to care enough about you to apply the energy it takes to hold you accountable for that production.
Applying those Three Little Words to Your Management
When you apply standards, focus, and accountability, you’re stepping from management into leadership. You’re creating a business-productive culture, and inviting others (agents and clients) to come along for the ride. You’re also stating loud and clear that you believe in yourself and others on your team. You believe each can attain past standards. What a morale booster. What a retention technique. Apply those words today and watch your productivity soar.
Carla Cross, CRB, MA, President of Carla Cross Seminars, Inc., and Carla Cross Coaching, is an international speaker specializing in real estate management. Her six internationally published books, including the new edition of On Track to Success in 30 Days System for Experienced Agents and 20 agent and management programs have helped thousands of real estate professionals to greater productivity and profitability. Reach Carla at 425-392-6914 or www.carlacross.com.
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