5 Steps to Success...are needed to become a successful real estate agent. 5 Steps to Success –Creating an Office Training Program 6 The Perfect Real Estate Agent Personality Production

Jody OBrien, ABR, GRI, SRS, CRB

Creating an Office Training Program

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5 Steps to Success

Contents

5 Steps to Success – Creating an Office Training Program2

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Introduction

Step 1 – Training Needs Assessment

Step 2 – Training Program Goals

Step 3 – Who should attend

Step 4 – Delivery Methods

Step 5 – Creating a Training Schedule

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Introduction

Aweekago,Maryrushedpassedyouroffice,stoppingonlytobrieflystickherheadinandsay“123MainStreetfellapart."Butdon’tworryshesaidshehadanotherbuyeronthehook.Itwouldbeunderagreementagainbyendofday.”Nowthatyouthinkaboutityouneversawthepropertystatuschangetobackonthemarket.

All you were thinking is finally the challenging sellers accepted an offer. The listing was overpriced. But today you are holding a letter from an attorney representing buyers. Buyers that are not in your database. Not as the buyers of 123 Main Street, not anywhere. Attached to that letter is a copy of a sign contract. A contract between them and the sellers of 123 Main Street and Mary’s signature in on that contract. Now what?

As a Broker/owner or manager in charge of agents you have encountered some of these situations or problems. You thought if the agent had only known this or used that, the outcome would have been different. You may also recognize that training could reduce or end these problems.

Yet, you don’t have a training department, or they are not addressing these issues or you can’t get your agents to drive across town to the training locations to take part in these programs. What can you do? The answer is you…. you are the professional trainer in your office. You can conduct regular sessions in the office addressing all these problems. How?

Here are the five basic steps to setting up and conducting agent training. These six steps will make sure your training sessions will run smoothly and effectively. They will provide your agent with the knowledge and skills they need to have a successful career. Along the way these steps will also help you make training more enjoyable and keep your agents engaged. Remember the more engaged they are the more they learn, remember and implement. Bonus…training helps you retain agents and recruit new agents.

5 Steps to Success – Creating an Office Training Program

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Step 1 – Needs Assessment

Yourfirststepistocompareyouragentstoyouridealagent.Youwillfindanexampleoftheperfectagentonthefollowingpage.CompletethePerfectAgentProfileforyourcompany,officeandmarketarea.Nowcompletetheprofilewithyouragent’scompetencies,skillsandknowledge.

By comparing the two you should be able to identifies their training needs. A training needs assessment helps you to recognize that all agents don’t need the same training. You can determine the gaps in competencies, skills and knowledge of individual agents. Yet create and conduct training for all or groups with in your office.

A great place to start your needs assessment is with your agents. What topics would they like to learn more about? What skills do they feel need improvements? What problems and issues are they having out in the field? Start with those three questions and you will have lots of information.

Next are the things you would like to address. Do agents ignore company policies? Are all your agents familiar with and using the tools the company provides?What numbers (fall through rates, commission rates, number of listings) do you cringe at each time you do your reports?Review your current or previous years’ business plan. Are there goals that you will not make this year? Are certain goals tied to performance and skills need by your agent? Is there something you can aim higher if your agents had the skills, motivation and desire to achieve?

Chapter One


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What were some of the most attended or talked about programs you or your agents attended? What topics are your agents consistently attending or seeking out? What topics are being offered by your local association or councils such as WCR or CRS?

Now you should have a good idea of your training needs so let’s move on to Step Two

The Perfect Real Estate AgentYour profile of a perfect real estate agent should describe characteristics, behavior, experience, strengths traits and ethics that are needed to become a successful real estate agent.


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The Perfect Real Estate Agent Personality Production Reputation Skills SOI Experience


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The Perfect Real Estate Agent Personality Hard-working Tenacious Team player Cooperative Production 50 Closed Transaction GCI 100,000+ 35 Listings Reputation Easy to get along with Returns calls Fair and ethical Skills Good listener Closer Good communicator SOI Community Involvement Volunteer work Experience Sales experience - 3 + years Real Estate – 1+ year Leadership- work of volunteer


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Step 2 - Goals

Anideadoesnotmakeatrainingprogram.Theremustbeapurposebehindit.Agoal.Theprimarygoalofyourtrainingprogramsistoincreasetheagent’sknowledge.Theultimategoalistoincreasetheircompetenciesandproduction.SkillsandcompetenciesofatrainingprogramwilldeterminetheROI(ReturnonInvestment).YourfirststepistoprioritizethelistfromyourNeedsAssessmenttothesecriteria.

Select the top five items from your Needs Assessment. Now, identify the major goal you wish to accomplish for each one. Remember goals should always be SMART – Significant – Motivating –Agreed – Result based – Time limited.

We will break our goals down to two categories for each program. First the major goal, such as:

•Improve competencies•Improve Productivity•Enhance skills•Direct the agent towards achieving goals of the company•Create a more harmonious and productive office

Next create three to five goals that would be SMARTer•Conduct three listing presentation per month•Close one buyer sale per month•Create one marketing piece using the company’s marketing program per listing

With Five ideas and four to six goals for each idea you have a great foundation built for your new training program. Let’s move on to step three.

Chapter Two


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Step 3 – The Audience

Manyoftheprogramsyouhavedefinedwillbeforallyouragentssomewillbeforspecificgroupsofagents.Also,someofyourprogramsmaydeliveredondifferentlevelsfordifferentgroups.

Most of your programs be open to all your agents. Encourage everyone to attend all the unrestricted programs. Since getting a fresh perspective on your challenges stimulates creative thinking. I do suggest some of you limit your programs to specific groups. Such as, training for new agents. Also, top producers who like training when it is specifically designed for them.

Other groups are agents stalled in their production or agents that need to succeed. Don’t forget the ones who have gaps in their skills that may have a damaging effect on the office’s performance. Your monthly training session could look something like this:

Session 1 New Agents – The basics of a listing presentationSession 2 All agents – Company tools for the listing presentationSession 3 Top Producers – New Technology for a listing presentationSession 4 Stalled Agents – Reaching agreement and closing for the listing

Session 1 & 2 are closed sessions for the agents you have defined as new and top producers Session 2 & 4 are open to all. Those agents you have defined as stalled encourage to attended session 4.

Chapter Three


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It is important to remember that not all training sessions need to be delivered by you. For example:

Session 1 is delivered by an experience agent in the office. One who may already coaching or mentoring.

Session 2 is delivered by a representative of the software or someone in your companies marketing department.

Session 3 is delivered by an expert such as an RPR trainer or a company tech trainer or a rep from a company.

We will discuss how some of these sessions can be done by someone not even in your area in step Four.


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Delivery Methods

Successofthemostdesirableprogramswilldependontheappropriatedeliverymethod.Letsfirstlookatsomeofthetraditionaldeliverymethods.

Classroom or lecture styleThis method works well for large or small groups of agents. It is personal face to face training

that allows all attendees to get the same information. Storytelling and examples grab agent’s attention.

Interactive SessionThese methods can be used alone or in combination with any of the other styles. They

include such things as:

• Case studies • Groups or Workshop• Role playing• Demonstrations

These interactive methods allow attendees to engage in training. Also, to understand and retain the information. They allow for the sharing of knowledge, information and techniques among agents. Agents of all experience levels. And most important they are more fun and enjoyable..

Caution, interactive sessions may take longer than expected. Control of the session may also be more difficult.

Chapter Four


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E-Training

E-training allows flexibility to deliver, attend and access training programs. It comes in several different formats. Two that you may wish to consider are On-demand and Live Virtual.

On demand training allows you to record a training program. Such as a program previously delivered live. This can be done very simply using a tripod, microphone and phone. Then upload the video to cloud storage like Google Drive or DropBox or online such as YouTube or Vimeo. A video conferencing product will record anything. Try using it for recording videos presentations. Or, screen sharing (great for forms training). Check out Zoom.us which has a fee version you can do most of what you may want or need.

You can also use Zoom for Live Virtual training. This can solve the problem of agents who are geographically spread out. It is also great for delivering training from experts or panels. Your experts or panel members may not be located near your training location. All they need is a computer with a video camera, standard on most equipment now. Your agents can view them through their connection to the Zoom webinar. You can also connect your computer to a projector or TV in a classroom or conference room.

RESOURCES•Google Drive•Dropbox•Zoom.us•Youtube•Vimeo


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Characteristics of Adult Learners

· Adult learning is self-directed/autonomous. ...

· Adult learning utilizes knowledge & life

experiences. ...

· Adult learning is goal-oriented. ...

· Adult learning is relevancy-oriented. ...

· Adult learning highlights practicality. ...

· Adult learning encourages collaboration.

Expert Panels

By now you have realized that you don’t have to be the expert at the front of a classroom delivering every session. You can use all sorts of experts to teach your programs. •attorneys, •mortgage officers, •escrow agents, •insurance agents, •town officials, •software providers, •almost anyone. Don’t forget that your experts may be sitting in your office. A top producer who is an expert in lead conversion. An agent whose past life as tech salesperson makes them an expert on your company’s CRM. A live virtual platform also allows you to seek out experts all around the country or world for that matter. Like the agent you met at the last NAR convention. The one who had a great listing presentation. The salesperson who did a great demo on the trade show floor of a unique product.

These delivery methods will assist you in delivering great sessions. They use several of the key characteristics of Adult Learners


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Step Five - Schedule

Ingeneral,agentsdisliketrainingbecauseitisadisruptionintheirnormalroutine.Formostagents,thereisacertainlevelofcomfortinaroutinethattheydevelopintheperformanceoftheirregularduties.

So, the scheduling of training is a critical element for its integration. New agent training is part of the agents schedule immediately upon hiring. Then training becomes part of their routine. Start offering training for experienced agent in their existing schedule. Training can be part of a regular office meetings. It could be before/after activities such as Broker Tour. You can schedule it before your office social events (not doing that …you should be.)

Your goal is to develop a separate training schedule. Effective training is consistent training. Time dedicated weekly or monthly to sharpening skills and learning new tools creates a productive, agent. Regular attendance at training also fosters agent engagement and commitment to the company.

Consistency in developing and delivering the programs is the burden placed on you.

You may decide to run a multi program new agent class 2-3 times per year. This allows your recruiting efforts to be directed at key times. An example of a program is 12 sessions, three hours each offered twice a week. For experienced agents, you may run a monthly program. Another program offered monthly for all agents.

See example of training schedule.

Chapter Five


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Year Calendar

1 2 3 4 5 6daily not

7 8 9 9 10 11 12daily not

13 14 15 16 17 18 19daily not

20 21 22 23 24 25 26daily not

27 28 29 30 31daily not

daily not

Month

4-5 Top Producer Training 5:30 Fun Office Friday!!!!!

10-12 New Agent Training

9-10 General Training 11-12 Office Meeting







Thursday


Friday Saturday


Monday Tuesday Wednesday

9-10 General Training 11-12 Office Meeting

10-12 New Agent Training 11-12 Office Meetig

Sunday


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Agents need knowledge tools, techniques and skills to have a successful and productive career. They need education that is updated and reinforced. They need trusted relationships with knowledgeable management. They need a sense of community with all members of the office. You can provide this. Remember, you are the professional trainer in your office with a professional training program.

Jody O’BrienThe RE/Education Company

Committed to Professionalism in Real Estate through Education

Website/Blogwww.reeducationcompany.comPresentationwww.slideshare.net/ReEducationCompanySocial Mediawww.twitter.com/reeducatorwww.youtube.com/msreeducatorwww.facebook.com/reeducatorwww.linkedin.com/in/reeductor


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5 Steps to Success...are needed to become a successful real estate agent. 5 Steps to Success –Creating an Office Training Program 6 The Perfect Real Estate Agent Personality Production