Part 2: Small brokerage thinks big 
Coaching, productivity are keys to GoodLife
By Robert Hahn, Wednesday, April 21, 2010.
Flickr image by ThrasherDave.Where the GoodLife Team differs from differentiators like Chicago brokerage company @properties stems primarily from its focus on a specific type of agent. Its recruitment and training ties in to the company's focus strategy.
Focus strategy, as defined by Michael Porter in his 1980 book, "Competitive Strategy: Techniques for Analyzing Industries and Competitors," "rests on the choice of a narrow competitive scope in the industry. The focuser selects a segment or group of segments in the industry and tailors its strategy to serving them to the exclusion of others."
Recruitment can be a time-consuming process for the GoodLife Team. The team has been known to track a particular agent for months on end to ensure proper fit with the systems, the culture and the expectations of the company.
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