When I first became a real estate agent I tried and researched a number of different real estate sales training programs offered through various brokerages and through third party coaches, but found all of them to be woefully inadequate for what I was looking for.
The main problem I found with most of the training programs was that virtually all of them focused exclusively on lead generation. Consider this quote from real estate coach Brian Buffini:
“For the first time ever in 19 years of training people I’ve never actually really told people how to sell. Most of what we do at Buffini and Company is teaching people lead generation.”
This approach to training was fundamentally different from how I wanted to approach my career. I was never really worried about where I was going to find my next client, I always knew that if I was excellent at my profession I would never have a problem finding clients.
The challenge of course was; how do I become excellent at my profession? The courses required to become a real estate agent don’t really prepare you for the profession and the industry didn’t offer much training outside of lead generation.
I took the more difficult path and developed my own training program. I made a list of and read every book and academic paper that I thought would help me be excellent at helping people make smarter real estate decisions. My reading list fell into two main categories.
My readings on real estate ranged from studying what economic factors drive the real estate market, what lessons can be learned from history by researching real estate markets (stable markets, bubbles,crashes etc) across north America, how do cities and neighbourhoods change over time and what can today’s top academics teach us about the above. My approach worked pretty well – my blog posts on Toronto’s real estate market became very popular, I was invited to do a live Q&A about Toronto’s real estate market on the Globe and Mail and my new company Realosophy also began providing the Globe and Mail with data on neighbourhood price trends semi-annually. I achieved this after just two years in the business.