Real estate development training is critical to the success of any listing service or brokerage firm. Since agents come from such diverse backgrounds, you may find that they don’t have the sales or marketing experience, or the communication or negotiation skills they need to be successful.
Even if they have previous experience or the required skill set under their belt, it may not translate directly to real estate. As an office or sales manager who supervises brokers and agents, focus on the reasons why trainees fail, as these points should be addressed during training.
To help you develop a real estate development training manual, here are 5 steps you must include in your program to help your brokers and agents sell more in less time.
Hard skills are specific capabilities or abilities that a person can possess and demonstrate in a measured way. Licensed real estate professionals should learn the following hard skills, as they’re necessary to perform tasks or a series of tasks that are required for mastery at their jobs.
Negotiation training should include introducing your agents to new negotiation techniques and giving clear examples of effective negotiation in practice. The negotiator should be able to see the deal from both sides and make the right business decision that ends in a “win-win.”
When selling a property, good photography alone doesn’t make a strong listing. It’s essential to learn how to write copy that sells, using local SEO and search-driven keywords. Agents should also write compelling copy that draws in buyers, so a course on basic copywriting is a must.
During negotiation training, don’t always be a “Yes Man.” Agents are going to hear the word “No” often, making objections handling a major part of their jobs. Teach your agents that objections can get them closer to a sale because they can learn what the buyer truly wants when buying a home.
Real estate agents must have strong presentation skills to pitch and show off properties. Many real estate development training programs offer public speaking and/or presentation resources that can help your agents feel more confident and in control while pitching.
Office and sales managers can teach their agents about the area they’re selling in as this can help them promote properties. It’s important to know what restaurants, schools, and amenities are accessible to new buyers. Agents should also keep up with local events and festivals.
Soft skills, also known as common skills, are skills that are desirable in all professions. Whether you’re starting as a transaction coordinator or opening a new brokerage, everyone working in the real estate sector should learn or develop the following soft skills.
Quizzes and exams can’t accurately measure leadership or interpersonal skills, but group projects can effectively develop soft skills. The development of soft skills is much more difficult than hard skills, as it requires consistent interaction and constructive feedback.
While training to develop these skills, keep the individual person in mind. Some trainees take criticism to heart, so it’s important to give feedback in a way that doesn’t make them shut down.
Related: 9 Tips to Create a Truly Effective Peer Feedback Loop
Trainees in the real estate sector use technology every single day of their lives, but some pieces of software are more important than others. Don’t leave out the following tech in your modules.
93% of homebuyers in the United States searched for properties to buy online, making online marketing a vital skill to learn in real estate. Be sure to teach concepts like SEO, content marketing, inbound marketing, social media, and email marketing as soon as possible.
The vast majority of people start their home searches online. During their research, they’ll likely stumble upon a multiple listing system. Trainees need to know how to use this technology. Walk them through how to post on an MLS and explain its nuances and advanced selling features.
Video conferencing software helps the real estate industry keep in touch with its clients. It can also be useful for showcasing homes to international clients. When conducting real estate development training, test whether or not they can use mobile apps like Zoom.
Quality videography and photography will sell a home faster than just about anything else. While your trainees don’t have to be professionals, they do need to understand where to shoot, how to shoot, and beginner staging and lighting techniques they can use with their phone camera.
Without time management software, real estate agents the world over would quickly lose track of client calls, appointments, and viewings. Other trainees in the real estate sector, like front desk staff, will need to use this software to book meetings for agents and brokers.
Brokers should set goals that motivate their agents to encourage further skill development. A key thing to add to your real estate development training modules is how to create SMART goals. There are many variations of what SMART stands for, but they typically look like this:
Explain to trainees that putting their goals in writing holds agents to task. Ask them to write out their goal using “I will” statements, not “I wish to” or “I might,” or else they may get sidetracked.
Finally, create an action plan that includes rewards to ensure agents are continuously developing their skills. By writing out individual steps and then crossing each off as they’re completed, trainees will realize that they’re making progress towards their ultimate goal.
Related: Our 3-Step Process for Using OKRs to Drive Performance (+ Free OKR Template)
Your real estate development training program may require some help from an outside source. The following real estate courses are perfect for busy trainees.
To track the progress of your trainees, ask them to take a test or see how far they are in a module.
Some people learn better in an environment away from their peers or don’t have the time to pop in for a training session. For example, some of your agents may have full-time jobs. However, distance learning can keep your trainees up-to-speed without cutting in on their time.
Getting learners fired up about training starts with providing an excellent learner experience. Real estate development training teams could use a powerful learning platform that gathers all of their teaching and development modules in one accessible location.
Trainers can use 360Learning’s Collaborative Learning platform (which combines collaborative tools with the power of an LMS) to provide a collaborative training environment for your agents, brokers, and staff. Subject-matter experts can create courses themselves, and trainees can learn and interact with their co-workers in real-time, encouraging leadership, communication and negotiation skills.
Want to see the platform in action? Schedule a demo today.