In the highly competitive world of Real Estate, a high functioning sales team is vital, followed closely by quality listings to satisfy their hunger to sell. One high profile South East Queensland agency turned their struggling sales team full spin into a dynamic force within months, using the guiding force of Talent Dynamics profiling techniques.
Profiled by Rebecca Mitchell, Talent Dynamics Master Trainer and Performance Consultant from Brisbane, this team of twelve real estate professionals achieved some surprising results.
From Flagging Sales…
Sluggish sales and unmet targets were an early warning sign that the team were falling out of step, despite a strengthening property market.
The General Manager knew every individual had the qualities of a great salesperson, yet somehow their motivation was lagging their ability. So he brought in Talent Dynamics Master Trainer, Rebecca Mitchell to decipher the cause of their failing KPI’s.
Each rep took a Talent Profile test. The GM had assumed all profiles would be Stars– known for their prowess as promoters and delivering results, or Supporters – able to reap sales with their Blaze energy leadership. But the Talent Dynamics profiling results proved different. From the eight reps only three were Stars and one a Supporter, complemented by a Deal Maker, two Traders and one Accumulator.
By understanding how their Talent Profile powered their performance, the team identified changes that would take them into rapid flow.
But what quickly turned their team into a “dynamic dozen” was working together to change how each person went about selling that also complemented the others. Their new goal: to increase revenue by $100,000 over the following 6-12 months.
The Stars came up with the strategies to help the Deal Maker, Traders and the Accumulator, instantly inspiring and reducing competition between them. Each eased into action – and their natural flow.
To Flogging It!
Over the following weeks, the sales team completely changed their focus and responsibilities. The Deal Maker shifted to partnering with other agencies and financiers in the region. The Trader took over the ‘walk ins’ and incoming phone and website enquiries. The Accumulator concentrated on telesales and follow-up sales, as well as reporting weekly sales figures. The Supporter took over the Office Manager role and recruited a small team of three commission-only sales agents who worked closely with her – running information evenings, connecting with the local Chamber of Commerce, promoting their office and running monthly events.
The three Stars continued with traditional listing strategies by marketing direct to home owners. They also featured at the monthly events, each month in turn, which further developed them into their own area of expertise; one in apartments, one in standard priced houses and the other in executive homes and house and land sales.
Within six months the team had exceeded their initial $100,000 target! They are now set to increase their bottom line by $500,000 by the end of this year.
This shining real estate firm has jettisoned their motivation and their performance to new levels by embracing Team Dynamics at its best.