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Last July, Kristen Skebe had an agent come into her office, looking for something different. She wasn’t producing the way she wanted to, and she felt like she needed more support. She thought a team was the answer, and when she came to Skebe, who is managing broker at Sandy Springs Shop, Engel & Volkers Atlanta in Sand Springs, Georgia, the agent’s hope was that she’d join a team.
“I told her that I didn’t think she needed a team. We operate like a team by [providing] training and support,” Skebe says.
Instead, she encouraged the agent to take advantage of the resources available. Skebe’s brokerage holds regular trainings and biweekly open forums where agents can get answers to questions and troubleshoot problems. They also have many office resources like staff and technology.
“This first quarter, she sold nine homes by herself,” she says, noting that the agent still comes to trainings. “Now she still comes to the trainings to be more efficient with her business.”
Skebe believes training should take center stage in brokerages to ensure agents are confident and educated in what they’re doing. She believes that training should revolve around solving agents’ pain points and day-to-day struggles.
Why Training is so Important
Maryann Vitale Alles, president and CEO of Berkshire Hathaway HomeServices Select Properties in St. Louis, Mo., believes that to compete, the agents in her office, “must be the sharpest and most knowledgeable in the business.”
That’s why her company offers a five-day “REmastery” program and strongly encourages all new or transferring agents to enroll. The course covers everything from contracts and due diligence to daily processes and negotiating tactics, according to the brokerage’s website.
“From the inception of our company, we believe that a real estate agent’s primary objective is to act as a fiduciary on behalf of their client’s goal— purchasing real estate,” she adds.
The quality of training provided often results in an agent’s success or failure. Licensing requirements rarely include the ins and outs of an agent’s duties from one day to the next. Brokerages can often fill the gaps by investing in and providing a robust training program for agents. It can be the difference maker when it comes to a brokerage retaining and attracting new agents. For each entity involved in the transaction, training has direct benefits.
For agents: Training provides a layer of insulation. “It reduces liability and risk,” states Skebe. [An agent] needs to protect themselves and their careers while working with legally binding contracts.” She believes that within the profession, there’s much room for fun when professionals know what they’re doing. In the same light, frustration abounds when agents don’t know how to navigate the business. Vitale Alles says training keeps agents up to date on current market trends and best practices. Plus, it boosts confidence.
For clients: A well-trained agent is more prepared to serve the client’s needs. “Clients certainly benefit from well-educated agents in the form of getting the very most for their money,” Vitale Alles states.
Skebe agrees that when agents are trained properly, they’re better able to protect clients’ investments. “Clients are truly trusting [the agent] as the expert,” she says, noting also that a well-trained agent fosters a sense of safety and support from their clients.
For brokerages: Agents who take part in trainings show their brokers that they’re serious about their jobs. Brokers can find reassurance when an agent shows they’re willing to seek the knowledge they need. “I know when my agents come to training, they know what they are doing,” Skebe adds. “If they call me, it’s a true emergency.”
The Kind of Training Provided is Important
Skebe says her company has a training every Tuesday dubbed “EV University.” The topics are always related to the business of being a real estate professional. They include subjects like contracts, working with buyers, how to get listings and how to use artificial intelligence. She invites those within her agency to share their experience, which fosters camaraderie and provides real-world, applicable examples.
Twice a month, the brokerage also offers training by an outside, related service professional, like an attorney or a lender. Skebe says now more than ever, it’s important for brokerages to offer trainings that help agents stay up to date with practice changes, effectively articulate their value and work to their best ability to meet their clients’ needs.
Vitale Alles’ company says she also understands that agents are running their own businesses and are focused on their own bottom lines. To make sure the agents are reaching their own goals, her brokerage offers several trainings outside the REmastery program. These include one-on-one coaching sessions with their non-compete broker, strategic business planning workshops for accountability and weekly online webinars that cover topics from social media to customer relationship management system best practices. They recently hosted a company-wide event centered around value proposition and role playing.
Training Resources for Boutique Brokers
Training is important for brokerages of all sizes, but not all brokerages are equally sourced. For those who do not have access to or cannot afford to run vigorous programs in-house, other options are available. Skebe and Vitale Alles stress that local, state and national REALTOR® associations offer many types of training, some of which, for free.
“Our local one has phenomenal training consistently, and they hand out stuff from state and national REALTOR® associations,” Skebe says.
Vitale Alles also suggests every agent obtain the Accredited Buyer’s Representative (ABR®) designation and listen to podcasts that pertain to the industry. Another way to learn quickly is to get involved at the association level.
“Our leadership team members are all strongly encouraged to give back to the local association,” she says. “Every one of the members serves on a committee or is on the Grievance Committee or Professional Standards. This helps our agents with keeping apprised on a local level.”
