As technology has evolved on a global scale, upskilling and reskilling has become more important than ever, with increasing competitiveness within the real estate landscape and the ever increasing shift to a more digital, knowledge based business model.
These changes have contributed to the emergence of a multigenerational workforce which commands more vibrant, effusive personnel - potentially leaving the older and more experienced agents wondering what has happened to their previously successful systems and processes.
There has always been a strong focus on process driven training for real estate agents and a preconception that a script and dialogue based prospecting plan, on a bulk scale and within a chosen area, is the way to train new staff and build market share.
Historically, these learning methods have been relatively successful in helping agents build skills and perform well in their new and existing roles.
However, the accelerating change in pace, privacy laws and the methods upon which people connect and search for an agent, has diversified.
Research suggests that a very significant percentage of market domination in specific industries, such as real estate, is based more on intangible assets such as skilled employees, exceptional leaders, and up to date knowledge and technology.
So, systemised learning practices must undergo revolutionary change to keep pace with constant technological advances. In addition to updating training content, it is important to increase the focus on blended-learning solutions, which combine digital learning, fieldwork, and highly immersive group sessions which are more interactive than ever before.
After all, it is the human factor in any customer service industry which will set you apart and give a huge point of difference if you are able to quickly build rapport.
A recent research paper by McKinsey research estimates that as many as 800 million jobs could be displaced by automation by 2030. So we have to ensure that we remain a necessary and tangible piece of the process in any industry, particularly in real estate – that is not going to happen if you base your contact on cold calling and a systematic scripted approach to contacting people.
We need to learn how to integrate this warm, nonobtrusive and personable approach to building contacts with a digital approach, such as social media and video, which is how people communicate these days.
With user friendly digital learning platforms such as online courses, webinars, podcasts and video meetings, agents will take more ownership of their professional development, if they have access to these tools. This will also assist in taking the pressure off Principals and Senior Sales agents having to spend a lot of their time training new team members.
Considering all of these changes, it is not a surprise that this need for additional upskilling has seen a huge rise in the number of real estate coaches. Choosing a coach is very much like choosing a partner or an associate to work alongside you. It is not one size fits all.
Finding the right coach is imperative to the relationship working for you. They will become more like a business partner.
Because a coach is only effective if they understand your goals and you are completely comfortable with sharing your weaknesses as much as your strengths with them.
The right coach will share knowledge and allow you to find your niche within a program specifically designed around you. Not use a blanket approach to training and coaching.
A coach is meant to inspire you and to know what you need to grow and achieve, not to just bark orders at you
And a generic, scripted approach to learning and development is no longer an acceptable method of upskilling, it is so much more important to actually experience the situation with someone who will put you through real life situations and with the background and experience to know the difference. That is what upskilling is all about these days.
Interview a coach just like you would interview a new team member. Make sure that they have the tools in place to keep you accountable, so you remain on track and focused.
Written by Marnie Beauchamp