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Real Estate Coaches: Three Signs that Separate the Good from the Bad

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Real estate has become quite a circus with the latest and greatest strategies and “proven” processes hitting the inbox at the speed of a mouse click.

Anyone who has been in the real estate business for any amount of time has experienced the barrage of gurus, coaches, and programs that promise results; but only end up generating maximum sales for themselves. Many are good at delivering information, but fail to deliver tangible value in the form of a personalized customer experience that helps businesses identify and implement solutions to pressing business problems. As a result, intellectual capital without support is ineffective and value-deficient.

Customer Experience is Key to Creating Customer Value

In order to realize value, coaching programs and services must deliver a personalized customer experience that  meets the customer where THEY are in their businesses. It does not force customers into a cookie-cutter style program that may or may not address the customers current situation, or that duplicates a customer’s existing base of knowledge.  A personalized customer experience provides solutions that are relevant to the customer’s unique situation. Such products and services improve the lives of its customers in terms of solving business problems; whether it concerns improving operations, systems, or processes. A personalized customer experience goes beyond group coaching calls and receiving automated mass mailings.

A good coach takes a vested interest in the success of their clients and customers individually, because it becomes a direct reflection on the quality and effectiveness of their service. Customers invest resources in order to gain a benefit. The expected benefit is a solution that solves a business problem. Often times, coaches sell their wares and then forget about customers after the sale. Ideally, coaches remain present and engaged in order to provide support to help customers and clients realize their end game.

Good Coaches Do Not Disappear

Good coaches do not disappear when times get tough or challenging. They are truly present and they have a moral obligation to help customers and clients work through the issues that prevent them from realizing their goals. Bad coaches disappear, disconnect, and only re-connect when they want to sell something else. Once a bad coach or guru has revealed themselves as such, it is better to cut losses and disconnect immediately upon detection; because if a coach cannot deliver products and services in a way that is relevant to the customers’ business then that product or service is ineffective; thus, a waste of money.

Effective Solutions Produce Effective Results

Effective coaching services are results-driven, and should begin with an assessment of the customers’  business situation. Cookie-cutter programs are not designed to do this; therefore, they are a waste of money. Every coaching experience should build trust, credibility, and should drive results in a customer’s business to be considered a good investment.

Here are three signs that a coach is good or bad:

1. Good coaches take a personal interest in the success of their customers, and they personalize their solutions to fit the customers’ individual business needs.

It is not enough for a coach to say that they have a vested interest in your success. They must–in fact–prove this by their actions, through their behavior, and in their attitude.

Some questions to ask when evaluating a coach:

Are they proactive? Do they make it a point to reach out to you personally (not just through mass mailings)? Do they work to keep you accountable and on track to accomplishing your goals, or are they suddenly missing in action and unresponsive?  Do they make excuses for not being present, or do they own up to their short-comings and work diligently to make things right with individual customers? Do they offer customers full support, or do they leave out critical pieces of information in order to induce customers to buy another product or “higher level” of service later on?

2. Good coaches are responsive and communicative.

They don’t leave you hanging, and they don’t treat you like a pest whenever you have a question, or you are seeking their support. Good communication is critical to good relationships whether personally or professionally.

3. Good coaches are results-driven.

With a vested interest in the success of clients and customers, good coaches know that their success is tied directly to the successes of their customers and clients. As such, they will work diligently with customers and clients to identify and troubleshoot problem areas, work towards designing a plan to solve the most pressing business problems, and then proactively hold customers and clients accountable for completing the steps of the plan until they have achieved their goals. Anything less than this level of service is ineffective and a total waste of time and money.

In Summary

The three considerations mentioned above forms the basis of a litmus test that can be used to determine whether or not using a particular coach is going to be a good investment. A good coach is a great investment that adds to the bottom line; a bad coach is a liability that drains from it. To be successful, businesses must be careful to choose the former and avoid the later; or they will find themselves depleted of working capital and eventually out of business entirely.

On a Final Note: A Brief Word About “Gurus”

On the lowest end of the totem pole, “Gurus” are nothing more than over-glorified information peddlers that use deceptive practices like posing for pictures in front of mansions they do not personally own in order to induce a sale. Save your money, and avoid them.

Be smart. Choose wisely.  Take out the garbage, and save your money for only the best.