March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
Regardless of market fluctuations, successful teams require strong leadership and effective coaching strategies. As their leader, your ability to guide your team through varying market conditions is critical to their success.
The most successful real estate teams should focus on the following seven core strategies: focusing on what they can control, setting measurable goals, continuously developing their skills, embracing open communication, leveraging technology, celebrating wins and modeling resilience.
Teams today have the ability to gain market share when they build a culture of productivity and develop a higher level of professionals. Team leaders are uniquely positioned to elevate agents to a new stratosphere where they are considered trusted advisors who have real market knowledge, the ability to negotiate and represent the client they are under contract with, and provide real options to both buyers and sellers.
A great leader today knows their role on the team is to focus on business development and agent development.
When market conditions fluctuate, it’s easy for agents to become distracted or disheartened. That’s why it’s important to emphasize activities they can control, such as prospecting, client follow-ups and delivering exceptional service.
Leading your team to concentrate on these fundamentals not only keeps them productive but also builds a strong foundation for long-term success.
For example, productive agents, regardless of what’s going on in the market, never lose focus on nurturing their sphere of influence through regular check-ins, handwritten notes or client appreciation events. These small, consistent actions often lead to big opportunities down the road.
The key is not to spam or send information that isn’t really valuable, but rather to engage with their sphere with real tangible help, suggestions and knowledge that connects them to know you as a true professional.
Here’s what your team needs from you, their coach, to be their best no matter what the market does.
Direction
Providing direction through clear, measurable goals is another key component of effective coaching. Goals should be specific, actionable, and tailored to each team member’s strengths and areas for growth.
For instance, if an agent struggles with converting leads, you might set a goal to improve their conversion rate by 10 percent within three months. Regular check-ins ensure progress is being made and allow for adjustments when necessary.
Breaking larger objectives into smaller, manageable milestones helps agents maintain focus and avoid feeling overwhelmed.
Training
Continuous training and development are vital in a constantly evolving industry. Markets shift, client expectations change and technology advances — all of which demand adaptability from your team. By offering regular training sessions on topics like handling objections, mastering new technologies or breaking into niche markets, you give your agents the tools they need to stay competitive.
Interactive exercises, such as role-playing common scenarios or analyzing successful case studies, can make these sessions engaging and immediately applicable. Be on the lookout for new technology in this arena.
The power of role-playing is that it puts the agent in a position to really listen to understand rather than listening to respond. This becomes clear when they already know what to say, and they can focus on the real problem, objection and solution.
Open communication
Effective leaders foster a culture of open communication where team members feel comfortable sharing challenges and successes. One of the keys to a well-coached and led team is that the team understands that they don’t have “people problems” — they have “process problems.”
When you attack processes instead of people, you focus on how you can fix the process that caused the problem rather than whose fault it is.
Regular, one-on-one meetings allow you to provide personalized feedback and support, while team meetings create opportunities for agents to collaborate and learn from one another. A brainstorming session about overcoming objections or navigating tricky negotiations, for instance, can spark innovative ideas and build camaraderie.
Technology
Incorporating technology into your team’s workflows is no longer optional — it’s essential. Tools like CRM systems, automation software, AI, and market analysis platforms help agents stay organized, save time, and enhance their client interactions. Encouraging your team to embrace these tools, even if they’re initially hesitant, can lead to significant efficiency gains.
A well-maintained CRM, for example, ensures that no lead falls through the cracks, while automation tools handle repetitive tasks like email follow-ups or appointment reminders, freeing agents to focus on building relationships.
Artificial intelligence is just beginning to give us insights into consumer behavior, sales team profitability and access to knowledge it has previously taken years to gain. We are in the early stages, and as we learn and use AI, our businesses will become more clear and predictable. Don’t sit on the sidelines hoping it goes away.
Cheers
Celebrating wins is a simple yet powerful way to boost morale and motivation. Recognizing achievements, whether it’s closing a major deal or mastering a new skill, reinforces positive behaviors and keeps spirits high.
Celebrations don’t have to be grandiose—a public shoutout during a meeting or a small token of appreciation can go a long way. Recognizing effort as well as results is equally important, especially when someone takes a bold step to try something new or tackle a difficult challenge.
Tone
Finally, your leadership sets the tone for your team. Modeling resilience and positivity, especially during challenging times, is crucial. Your agents look to you for guidance, and your attitude can inspire them to stay proactive and committed.
Share your own experiences of overcoming setbacks, and frame market shifts as opportunities to innovate. For example, a slowdown in sales might provide a chance to focus on personal development or explore untapped segments of the market.
By focusing on these core strategies, you can guide your team to better results regardless of market conditions. Success isn’t about avoiding challenges; it’s about empowering your team to rise above them with confidence, creativity and determination.
There are plenty of opportunities in every market. With each threat and challenge, great leaders look for ways to message, serve and gain market share while others sit back and wait for things to change. With the right coaching and leadership, your team can achieve consistent growth and thrive no matter what the market throws their way.
Verl Workman is founder and CEO of Workman Success Systems. Connect with him on LinkedIn or Instagram.
