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Real Estate Agent Coaching | Interview with Real Estate Coach Dave of KW Salt Lake City Keller Williams

Interview with Coach Dave of KW Salt Lake City

Alixander:

Hi everybody!

I’m Alixander with the SLC Real Estate Agency.

I brought Coach Dave with KW Salt Lake City here at Keller Williams in Sugar House, and we are going to be talking about agent coaching…

Dave:

Umm-hmm

Alixander:

…and a little bit more about Dave’s life as a real estate agent.

So I’ve got to prep some questions here and I am going to throw them his way. And he’s going to knock them out of the park. They’re pretty easy question.

So, first and foremost, why did you start coaching agents?

Dave:

You know, first of all, thanks for… thanks for asking me to be part of this, Alix. I mean, anytime we can educate other agents, the public, whoever… I see that really as our first job as agents…

Alixander:

Absolutely.

Dave:

…so thank you for bringing me into this.

Why am I into coaching?

So I’ve been in real estate, in one fashion or another, for the better part of 13 years. I’ve sold residential, I’ve sold for new home construction, private sellers, corporate sellers, all these different facets… and a couple of things. I learned a long the way were:

  • First of all, I’m really good at adding value to people. In other words, I am really good at making rich people richer.
  • I found that I have a knack and a desire to add value to people, which works well with real estate in general.

Alixander:

Yeah.

Dave:

A few years back, I was going through some transitional life events. I had a death in the family, and I had the end of a relationship… just some of that stuff that happens…

Alixander:

Life happens.

Dave:

Life happens, it does. As much as we try to avoid it, it does.

And what that led me to believe, or understand, about myself is that the passion for, to use an analogy, the passion beyond the field throwing touchdowns wasn’t there the same way it was 15-13 years ago when I started my career…

Alixander:

Right…

Dave:

Where I really got excited about going to work every day was the opportunities to interact with agents who hadn’t been in the business quite as long…

Alixander:

Oh, okay.

Dave:

Or even to brainstorm and mastermind with agents who were, on paper, more successful than I am… to help them solve problems so they could solve their clients problems…

And down the road I was talking to a friend of mine about this kind of new discovery of, I didn’t know I could find so much enjoyment by helping people. You know? And what’s interesting is he is a professional coach…

Alixander:

Oh wow!

Dave:

And I was talking to him, not in a professional setting, but just as friends

Alixander:

Sure.

Dave:

He said, “You know, sounds a whole lot like coaching.”

And I said, “Oh my gosh! You’re right. You’re absolutely right!”

At that moment, I decided that real estate coaching, coaching in general, was the direction I wanted to go with my career.

Alixander:

Dang!

Dave:

And so yeah, hung up most of the production and dedicate my time to helping other people enjoy this industry as much as I have. Having success that I’ve had.

Alixander:

Yeah! That’s awesome. I like hearing that.

And that’s where… how… how is the next one…

What makes a great agent in today’s market?

Dave:

You know…

A great agent in any market, not just today’s market…

…is one that first of all realizes that this is a people business.

People don’t buy and sell homes with agents.

People buy and sell homes with people they like, people who understanding their needs.

Alixander:

Yeah.

Dave:

And so a great agent, first and foremost, has gotta understand that this is a relationship and a people business.

Alixander:

Well, yeah.

Dave:

Second of all… understand that there have been…

Well, let’s do the math.

There’s about 300,000 households here in the valley

Alixander:

About, yeah.

Dave:

And let’s say that a tenth of those are going to sell any given year. That’s 30,000 transactions.

Alixander:

That’s a lot.

Dave:

It’s a lot of moving parts.

For any agent to think they’ve seen it all, done it all, understand it all, to me is a bit naive.

So again, first and foremost, it’s a people business and stay in good relationships.

Two…

Stay humble…

…understand that asking questions is sometimes the most powerful thing you can do.

and finally…

Whatever the technology of the day is…

We hear some of the old-timers bring up these big MLS books, “This is what we had….”

The industry has been changing since it started started.

Alixander:

Right

Dave:

New technologies have been coming in since we since we started.

Agents that integrate the technology of the day in a way that sets them up…

…to better serve their clients, to dive deeper into a personal relationship side of things.

I see a lot of agents, especially new agents who grew up as digital natives, look to put a transaction wall between them and their clients.

They figure that a good website or a good Instagram campaign or these things can substitute good old-fashioned face-to-face interaction with the people that we know and love.

Alixander:

Right.

Dave:

Yeah.

Alixander:

And it’s really tough because it’s an epidemic across many industries, not just real estate.

Dave:

Many industries, yes.

Ultimately, those are great things to have…

I have a website, you have a website. We all have websites.

Those are supplements. Those are absolutely supplements.

A friend once told me if you buy your wife on Valentine’s Day, it’s either unnecessary or ineffective… because either she knows you love her all year and it doesn’t matter…

Alixander:

Right.

Dave:

…or it is too little too late.

That’s kind of the way I look at those websites. That if that’s your value proposition… go back and think about why you got in this business.

Alixander:

Okay.

Dave:

Yeah.

Alixander

Alright, so…

How can an agent dramatically improve their performance today?

Dave:

Pick this up (grabs his phone off the table).

True story.

Here, a few months ago, I had the opportunity to be in a room with some super high producing agents, talking about their businesses. Gentleman who has built a business on the East Coast, couple hundred units a year, multiple million dollars in gross commissions…

Alixander:

Wow!

Dave:

…for family reasons, they decided to relocate in the Seattle area…

Alixander:

Okay.

Dave:

…shut his business down…

Alixander:

Whoa!

Dave:

…rebuild his business to a similar level on the west coast.

Alixander:

Wow!

Dave:

Okay…

and they were asking him about an expansion and a risk he just took… he actually has some ownership opportunities… I believe South and Central America… those details don’t matter

Alixander:

Yeah, sure.

Dave:

Well, he was sharing the story about talking to his wife. And she told him, “No matter what happens, if we lose everything tomorrow, we still have each other, we still have the kids. Everything’s fine. So do it.

Alixander:

Wow.

Dave:

So he started to tell a story about it all up and the mediator said, “Whoa whoa whoa… Time out. Chris, Chris…

What if you lost it all tomorrow…

What would you do to rebuild…

Alixander:

Right.

Dave:

…because it sounds like you’ve done it a couple times…”

And he did what I just did,

He picked up his phone and he said,

“I would dial this until I had a book of appointments…

and then I would do it again the next day.”

Alixander:

Wow!

Dave:

That’s a simplified answer.

To improve your performance today:

Commit to daily lead generation.

Talk to the people, talk to people about the service you provide.

Every company we do business with has a marketing budget. They spend exponential dollars on getting our attention, letting us know what they do…

Alixander:

Right.

Dave:

…and I see so many real estate agents hide from the world. We call them secret agents

Alixander:

I have literally called myself a secret agent!

Dave:

and the only secret agent that gets paid is James Bond.

Alixander:

Right!

Dave:

And I say to get paid…

This is a people business. If we’re not out letting people know what we do, and how we can help them:

  • they are either having their questions unanswered…
  • their needs gone unmet…
  • Or, and I think this is worse, they got help from somebody who wasn’t as talented, committed, or interested in them as people.

Alixander:

Hmmm…

That’s super important.

Dave:

Absolutely.

Alixander:

So it just sounds like you need to schedule the time to make the calls?

Dave:

Schedule the time to make the calls.

If you want to get crazy and add onto that…

…every day spend time for sending gratitude….

I send thank you cards every day to anybody I can think of.

…and work on the words that work.

In this business we talk a lot about scripts and dialogues and there’s a lot of push back on that.

Alixander:

Yeah… and why do you think that is? I know that is a little bit break for my questions, but…

Dave:

Personally, I believe it goes back to everybody’s need to look good and be right

and if I was a psychologist, I would probably have… I would probably tell you a little different…

But my guess is that because:

  • it’s a change
  • it can threaten who we see ourselves as
  • it can sometime trigger an inauthenticity in us, or a fear of inauthenticity.

My greatest response is…

…in not wanting to use these these dialogues, let’s call them..

really what I mean by script or a dialogue is…

We’re going to have these conversations…

Alixander:

…and you have the same ones…

Dave:

We’re gonna same ones:

  • buyers are going to have the same basic needs, concerns, and objectives….
  • Sellers are going to have the same basic needs, concerns, objectives…

By practicing those conversations in advance…

By being… by trying to guess what those needs are upfront, and being ready to address those needs-concerns…

…it makes everything easy.

It gives you confidence.

Alixander:

Well and having a coach who knows those things in advance is…

Dave:

Absolutely.

Alixander:

…going to make you jump way farther than you thought you could.

Dave:

Absolutely.

One thing that I would add on scripts and dialogue, on lead regeneration in general, in building this business that we got ourselves into…

Anything worth doing, is worth doing poorly.

Zig Ziggler

Okay?

Alixander:

Okay

Dave:

And that comes from Zig Ziggler, I didn’t come up with that.

Alixander:

Fair enough.

Dave:

What zig meant by that, at least what I believed he meant by that was…

If you’re gonna do it, do it badly until you’re good enough to do it correctly.

The perfect football play on the first snap. Nobody nobody at the perfect tennis ball in the first time out. They were terrible. I’m guessing the Tiger Woods has put more golf balls into the water that on The Fairway in his career.

Alixander:

Probably

Dave:

He’s done it enough that he’s got the basics down.

Alixander

Well and you know, even Tiger Woods, the expert that he is, he has coaches.

Dave:

Oh, many. Absolutely.

Alixander:

Michael Jordan, has coaches.

Dave:

Wouldn’t haven’t got to where they are without that help along the way.

Alixander:

Perfect. And so with that said, where can people go to learn more about agent coaching?

Dave:

Coaching, in general, is taking over the world.

Corporate America has discovered coaching. Private institutions have discovered coaching. Athletic teams have expanded their kind of coaching the offer. We are now looking at not only physical performance coaching, but mindset coaching, life coaching, financial coaching.

So a great place to start is, first and foremost, you local Keller Williams’ office. Eah Keller Williams office, at least here in the Utah region, has an in-house productivity coach…

Alixander:

Wow!

Dave:

…where we are specifically tasked to work with incoming agents, agents who have some experience and not seeing the results they want. Our job is to spark some best practices, respark an interest, and add a healthy dose of accountability to it.

Besides Keller Williams, and just a plug for KW, the number one training organization across all industries in 2018 according training magazine… which is pretty fascinating for a little real estate company out of Texas.

Second, I go to the internet. There are some great organizations out there. I’m not going to name any because I don’t want to forget any, and have people think I am plugging one over the other. There are as many training organizations out there as there are real estate agents who need that training and that coaching. And really…

Coaching comes down to accountability

…doing what you say you’re going to do.

We all say we’re going to do it and until somebody’s checking on us it can get a little tough.

Alixander:

Absolutely

Dave:

After you’ve talked with Keller Williams, after you’ve done some internet search,

I’m always a big fan of following in the footsteps of come before…

If you are a new agent getting this business, look at the agents who are running the business that you want to have. Okay, if you have the if you if your goal, and your dream, is to run a mega teen 30 employees and all that… go to the people who’ve done that and ask them where they got their coaching.

If you want to run a small independent, single agent operation. Great. There are people doing that at a very high level with wonderful lives, big businesses… They’ve got it figured out. Start a conversation with them, ask them where they got their coaching.

Alixander:

Awesome!

Well, when do you feel like an agent is done with coaching?

Dave:

Never. Absolutely not.

Actually, to bring back the example of the Tiger Woods, the Michael Jordans, and all those folks… the day before their final games…

The day before his final game, Michael Jordan was practicing free throws. He was practicing the things that made him Michael Jordan…

Alixander:

and this coach is watching the whole time

Dave:

And his coaches were critiquing him the whole time. I’m sure he had a whistle blown into face… “Do it again!” At least once, and he was like “I am hall of fame, man. I am retiring tomorrow!”

Alixander:

Yeah, but you are gonna go a hundred percent.

Dave:

Until you run through the tape, if you get what I mean.

Alixander:

Exactly.

Dave:

Yeah. So, realistically..

The kind of coaching that you’re gonna want to seek out and benefit from is going to change, the the level of accountability, the financial… like all those things are going to change over time….

The thing I love about coaching, not only as a career, not only as an industry, but as just looking at the relationship of it…

there’s always room for improvement, and the best way that I have found to improve is to have somebody you trust enough to empower to be completely honest with you, and that’s really where the coach comes in.

If you tell your mama that you’re going to set a goal. If you don’t reach it, she is probably say, “that’s okay” and give you a hug.

Alixander:

Because she loves you.

Dave:

Because she loves you.

Your coach loves you as well.

However, they’re going to ask you some harder questions around:

  • How are you going to make your house payment next month, if you don’t do what you said you’re going to do?
  • How are you going to explain that to your wife when this happens, because you didn’t do what you said you were going to?

Alixander:

Sometimes those are the trickiest questions to ask ourselves.

Dave:

And some of the most necessary.

Because most of us aren’t going to ask those questions of ourselves, at least in any way that’s going to come up with meaningful answer.

And our moms aren’t going to do it for us. Our friends aren’t going to do it for us, they love us too much…

Alixander:

…and honestly, most times we don’t even want to do it for ourselves.

Dave:

No, no.

Alixander:

So to answer the question, who do you believe would benefit most from coaching?

Dave:

Unless your home-life relationships are flawless, and can’t think of an improvement there

Alixander:

I don’t know of anybody who has that.

Dave:

Unless your business is running to the point where you are turning away clients and opportunities for income because you’re so busy, so content, so balanced…

That would be, that would be somebody that could probably say, “No.” Okay, if you have everything you want to achieve…

Because…

Coaching is really about Milestones

We set a goal. We build a plan we hold each other accountable to reaching that goal. Once that’s reached, we set a new goal. It builds upon itself to ultimately empower agents in coaching or anybody in coaching to achieve things they wouldn’t have done otherwise.

Alixander:

Perfect.

Dave:

Absolutely.

Alixander:

I’m really stoked about that.

And so say that somebody wants to ask you more about agent coaching, which way is the best way for them to reach out?

Dave:

You know, email is probably the best: coachdavid@kw.com.

Yeah.

Well, awesome! I do appreciate your time, and I’m really moved by this conversation. It really get me thinking about doing coaching

Dave:

Well, perfect!

Alixander:

I hope that you guys really enjoy meeting Coach Dave.

This is the SLC Real Estate Agency.

I’m Alixander.

And thank you very much, I appreciate your time.

Dave:

Thank you.

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