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This section is by Dr. Larry Hasbrouck

People are the lifeline to the company’s success.

Each individual has different needs.

  1. Newly licensed
  2. Experienced
  3. Administrative Staff

Education vs. Training

  1. Education – Builds Knowledge
  2. Training – Develops Skills

What’s Available?

  1. Orientation Programs
  2. Training Programs
  3. Sales / Management Meetings
  4. Retreats

Orientation Programs

  1. A formal introduction for new licensees.
  2. Broker to provide information and a sense of belonging.

What Should Be Addressed?

  1. History
  2. Objectives
  3. Organization
  4. Philosophy / Policies
  5. Office Procedures
  6. Compensation / Benefits
  7. Professional Development
  8. Specific Procedures that Apply to the Job

The Company Size Makes a Difference

  • In a big company make sure to meet the Brass.
  • In a little company you will meet everyone.

It’s important to have a business plan.

  1. A business plan is a road map to a persons success.
  2. Everyone should have one.

Training Programs

  1. The purpose is to develop skills the work force needs to do its job.

Contents in a Training Program:

  1. Antitrust
  2. Listing presentation
  3. Prospecting
  4. Telephone methods
  5. New techniques
  6. Negotiations
  7. Customer service
  8. Strategies
  9. Technological Area of brokering is a must.

Train everyone.

Keep up to date.

Train Everyone

Managers- Extremely important

Good salespeople don’t always make good managers/ leaders

Experienced Salespeople

  1. Designed training specifically for them
  2. Unlearn outdated techniques
  3. Know current laws / regulations / procedures
  4. Builds rapport

New Associates

“Don’t send them to war naked”

Accomplish two things in Training

  1. Listing/Selling Techniques
  2. Builds confidence

It is Best to keep the old and new apart

What to Teach

  1. Determine what people need
  2. May need more education before training
  3. This depends on licensure requirements
  4. Determine skills needed to put the knowledge to use (analysis)
  5. The student must accept that the training will be effective
  6. A Natural law About Training

Training has one specific focus: to effect behavior in people so they perform their jobs more effectively.

But, it will not correct defects in company policies, procedures, misaligned objectives or financial resources that inhibit a company’s success.

Keys to Effective Sales Training

A sales training program is effective when people develop skills to evaluate situations and learn to “think on their feet”

Scripts can be restrictive

Not everyone is a super listor or seller

Without a supportive atmosphere in the workplace, the benefits a training program provides are only temporary.

Motivation should be a motive for action.

Link the content of a training program to job skills, and most importantly, to what salespeople need to hear:

  1. Basic real estate information, including economic trends, demographics, environmental issues, construction, development and statistics
  2. Sales and listing strategies enhance services and produce revenue
  3. Company policy issues, including new programs, services and sales tools. Especially those that need to be clarified because of recurring problems or disputes.
  4. Legal issues, recent litigation that affects real estate transactions and ownership and changes in federal, state and local laws and ordinances
  5. Personal development, time management, personal business plans, goal setting and technology skills

Develop objectives you want to accomplish with a specific program.

Identify the specific behavior you expect trainees to adopt at the conclusion of the training

Basic Sales Training Programs

The content should include training for both the listing and selling side:

  1. the importance of listings to production
  2. the sources of listings
  3. prospecting techniques
  4. listing presentations and a competitive market analysis
  5. discussion of law of agency or the nature of services consistent with your state’s law
  6. ethical and legal issues relating to listings, including fair housing
  7. handling objections
  8. listing contract and disclosure procedures
  9. internal paper, key and sign procedures, and
  10. listing follow-up programs, including advertising, open houses and periodic contacts with the seller to service the listing

Buyer Agenda

  1. networking to find buyers
  2. converting telephone inquiries to appointments
  3. qualifying buyers (property requirements and financial ability)
  4. discussion of law of agency or the nature of your services consistent with your state’s laws
  5. showing properties
  6. obtaining and preparing an offer
  7. financing the purchase; “0” down
  8. sales contracts, contingency clauses and disclosure procedures, including property conditions and agency
  9. ethical and legal issues relating to the sale of a property, including fair housing laws and procedures for handling escrow money, and
  10. presenting an offer, negotiating a sale and handling objections

A Remedial Program

These programs are designed with a very narrow focus to concentrate on a specific skill. If your company has a large number of overpriced listings that aren’t selling, for example, you may plan a session with the objective of eliminating overpriced listings by convincing salespeople that;

  1. The image of the firm suffers with stale listings
  2. They mislead owners, which also increases the potential for a lawsuit
  3. They reduce the number of showings
  4. They increase the probability of losing a listing or a sale or the termination of a sale
  5. They help other, reasonably priced listings sell
  6. They frustrate everyone, including the listing and selling agents, the brokers and managers and the buyers and sellers, and
  7. They cost the firm advertising money.
  8. Delivery of the Training

Who’s going to do it?

Send them out?


  1. More Control
  2. Less Expensive
  3. Training Tailored to Your Needs


  1. Relatively Simple
  2. Set the Schedule
  3. Get the Facilities
  4. Have the talent come to you

Send Them Out

  1. Professionally Designed
  2. Specific or General Subjects
  3. Professional Trainer
  4. Hard to Integrate
    Company Polices/Procedures
    State Laws/Regulations

How to Conduct the Training

Training is intended to cause people to behave in certain ways. The trainer helps people;

  1. become motivated to adopt the behavior
  2. learn to process information and experiences
  3. develop knowledge, skills, values and attitudes or creative ideas, and
    transfer learning into application

“Andragogy: Adult Learning. Adults learn much different than children.


  1. Read from slides.
  2. Set a classroom up in a traditional high school setting.
  3. Lecture – Lecture – Lecture (The worst)
  4. Point people out or put people on the spot.


  1. Respect their time.
  2. Minimize Intimidation/Embarrassment.
  3. Set the classroom up so learners can look at each other. – Desks in a U shape works great.
  4. Get them involved. Get them to participate.
  5. Relate the new material to the learner’s own experience.
  6. Call learners by their names.
  7. Acknowledge their input.

Classroom Instruction ❤️
Lecture Little – Play a Lot

  1. Skits
  2. Quizlet Live
  3. Khan Academy
  4. Town Hall
  5. EdX
  6. TED Ed
  7. Power Point Jeopardy Templates
  8. Quiz Break
  9. There are many many interactive games online that can be edited.
  10. Do it – Do it – Do it
  11. Have Fun – But Learn.

A Professional Program

  1. Accessible
  2. Away from the Office
    (Minimize interruptions)
  3. State of the Art visual Aids
  4. Room for Break-Outs


  1. Be in Command
  2. Establish credibility
  3. Always control discussion
  4. Always keep on track
  5. Attend courses; Train the Trainer
  6. Always prepare

21st Century Learning

  1. Computer Based
  2. Audio Video Conference


  1. Surveys
  2. Examinations

Training must Affect Behavior

Reinforce Training

Must have a Lasting Affect

Meetings Up means Sales Down


  1. What do you like or dislike?
  2. How can we do better?

Purpose of meetings

  1. Educate
  2. Inform
  3. Recognize
  4. Problem Solve
  5. Big News
  6. Policies
  7. Decision

Do Not

  1. Make meetings a waste of time
  2. Discuss past events, flyers or memos
  3. Criticize / Ridicule
  4. If you don’t need a meeting, don’t have it.


Plan it

Consider these points:

  1. Do the salespeople need this information to be more effective and efficient? If they do, then the meeting is a valuable use of their time.
  2. If you don’t provide this forum, can you be sure the salespeople will get the information otherwise?
  3. Are the meetings repetitious? If the agenda is the same old thing, the meetings grow stale after awhile. You can take some of the guesswork out of your planning by asking the salespeople for suggestions about useful topics.

Make it

  1. Educational
  2. Informational
  3. Recognitional
  4. Upbeat

Use the Meeting for Problem Identification

Be Sure to set the rules

  1. Everyone will be given an opportunity to speak
  2. Participants will be given a certain amount of time to speak
  3. Specify that no evaluations, solutions, long-winded examples or illustrations are permitted, and
  4. Limit the length of the meeting


A regularly scheduled day is best.

Plan the Agenda

  1. Introduction – Purpose
  2. Substance – Cut to the Chase
  3. Conclusion

Managing the Meeting

  1. Be prepared for anything
  2. Have policies to minimize disruption
  3. Start on Time
  4. Never repeat for late arrivals
  5. Take Charge

A Meeting is a team effort

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