Part 2: Small brokerage thinks big

Coaching, productivity are keys to GoodLife

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.