The 3 Types of Customers (And How This Secret Applies to Agents in your Brokerage)

As a real estate brokerage owner or leader, it’s like having your own store. That’s why I want you to imagine opening a store - a jewelry store, a clothing store, a grocery store, a Coach purse store, you name it - because as a brokerage owner you do not sell real estate.

I know it's hard. It's a hard disconnect. But you don’t sell real estate. You sell services. Your agents sell real estate. But you provide services to help them sell more real estate.

So you have to get out of that mindset that you sell real estate. Instead, realize you sell services and your job is to help your agents take advantage of the services that you offer.

So go back to the idea that you want a store now, and you've got three different kinds of customers coming into your store every day.

Here's the breakdown:

The first set of customers are what we call a power client. It's about 13% of your customers. They come in, they buy everything. They're there every week. They're looking at every shelf. They're checking things. That's a new thing. They're going to really get involved. They love it, right? They buy a lot of stuff.

Then you have your core clients, 67% of your customers. These people come in a couple of times a month, two or three times a month. They buy a few things. Your core clients, the majority, 67%.

And then you have your casual clients. They come in a couple of times a year. They do a lot of window shopping. They'll talk forever, blah, blah, blah. And then 90% of the time, they don't buy anything.

They just walk back out. It's like, "Oh, thanks, I'll see you next year." That's the casual client.

Now, could we say that our agent base is exactly kind of made up of the same thing? You know where these numbers come from, by the way? These are real estate numbers that come not from Tom Ferry, but from his dad.

Does anybody remember his dad, Mike Ferry? Mike Ferry said this years ago, and I latched on to it: this is the breakdown of almost every office in America:

1. 13% of your agents are your top dogs in your office, your top producers.
2. 67% are that middle group doing several transactions a year
3. 13% are at the bottom, not doing a lot of transactions, if any. Maybe one or two a year, if you're lucky.

So if you want to sell more services, which is what you want to do as a broker, who are the most likely buyers? Who should we target to sell more services? Which of those core customers? What would be your guess?

67%, right? Right. The middle ground. They're the most likely to get your sales up if you want to sell more services.

And then the least likely to buy those services would be who? You know, it's actually the casual clients. You can talk and yell and coach and everything else. These bottom clients may or may not ever take advantage. A lot of them will not stay in the industry.

They'll be gone. The top dogs will still buy some things, but they don't buy as much as you might think. It's because they're doing their own thing.

A lot of the time, it's the middle ground where you can actually help them sell more real estate by selling them more services. And you don't actually sell services; you just get them to use services.

Does that all make sense?

So we have to say, if I'm selling services, how well am I selling those services? Here's where we're falling apart. In a lot of cases, we have a ton of tools, but our agents aren't using the tools, am I right? They're not fully engaging with the tools.

They're just saying, "I have the tool. It's nice that it's there, but I never actually use it."

So your job now is, you got to say, "Hey, my job is now selling services, I'm selling tools. The more I can get these people to use these services, the more likely they are to sell more real estate.”

And then target your core client group - the 67% of agents in the middle.
*******
Why do Brokerage Owners, Office Leaders, Team Leaders, and Solo Agents choose Jim to be their coach?

+ 32 Years of Real Estate Sales, Management, and Coaching Experience
+ Top 1% REALTOR Himself (he has been in the trenches)
+ Opened his First Real Estate Company at 23
+ Grew his Real Estate Company to 17 Offices (largest in Oregon)
+ His Current Team Closed $1.4 Billion in Sales in One Year
+ He is a Current Real Trends Top 500 Broker

When you work with Jim there is no "team" of coaches - you are being trained by Jim and tapping his knowledge and experience.

When your office or team joins our brokerage coaching platform, every agent at your firm will tap into our training and coaching resources.

These benefits include:

20 Weeks of On-Demand Lead Generation Coaching: Access our extensive coaching program, offering daily guidance for 20 weeks, empowering your agents with proven lead generation strategies.

Extensive Downloads Library: Gain access to a vast collection of resources, including scripts, texts, emails, drip campaigns, checklists, systems, forms, and more, all designed to enhance your agents' productivity and success.

Marketing Assets: Stay at the forefront of real estate marketing with new social media and digital assets delivered to your team on a weekly basis, ensuring you have the latest tools and strategies to effectively reach your target audience.

Live Monday Coaching: Kickstart your week with our live Monday coaching sessions, where we deliver the biggest and brightest ideas in the industry. Gain invaluable insights and stay ahead of the curve.

Live Wednesday Coaching: Join our tech and marketing experts every Wednesday as they dive into the hottest real estate tech and trends. Discover innovative tools and strategies that will give your agents a competitive edge.

Live Friday Coaching: Tap into our live podcast series, where we interview some of the biggest names in the real estate industry. Learn from the best and gain inspiration from their success stories.

At eRealEstateCoach.com, we are committed to helping you and your team thrive. Productive agents become raving fans helping you attract the top talent in the industry.

Visit https://www.erealestatecoach2.com/explorecoaching to learn more.