Top 10 Things a Real Estate Coach Asks or Needs from Clients | Chicago Association of REALTORS®

by Brian Buffini

Work the system.

We ask clients to follow a very simple system for building relationships. It’s based on principles that don’t change, and how to take care of existing clients in such a way that they continue to use your services and refer you to others. This is the system, but clients have to work it every day. As the saying goes, “there is no elevator to success…you have to take the stairs.”

Set goals.

Agents need mindset, motivation and methodology in order to succeed. That’s why coaches should have every one of their clients set goals, both for their business and other areas of their life, so when times get tough, they know their “why” and their “how” to keep moving forward.

Keep your competitive edge sharp.

You can never stop training, refining and finding sources of motivation. The real estate business is hard. It can be an emotional roller coaster. Focus on your strengths and when you are enjoying what you are doing every day, you’ll know you’re staying sharp.

Make Corrections to your plan.

Just because you set up a plan at the beginning of the year doesn’t mean there won’t be mid-flight corrections. There will be as life and events intervene. Don’t be shy in discussing what changes you think you need to your plan as you execute on it.

Use technology to your advantage.

If technology helps you optimize your tactical execution, advance your business strategies and objectives, then it makes sense.

Invest in your business.

Like any business, you have to invest in it. You have to invest time as well as money. You must run your business like a business, which means understanding the return on your investments.

Don’t get lost in social media.

Many people have succumbed to the “shiny object syndrome” of social media and technology. They invest hundreds of hours each year in these mediums, and have very little to show for it. Having a presence is important, but it can become a distraction to the real work of building relationships, generating referrals and making sales.

Know what you want.

Everybody’s expectations are different; coaches don’t define success, you need to articulate what success looks like for you. It may be more money, a balanced work-life schedule or more vacation time. From those making $85,000 a year to those making $5.5 million, all clients want something different. Know what you want and a coach can help you get there.

Make your focus small.

Everyone needs a small win right now in the form of a good interaction with a client or maybe a referral. People should make a list of the top people they know or have done business with and go see them! Let them know you value the relationship. And oh, by the way…remind them you are never too busy for any of their referrals.

Accept accountability.

This is key because it’s far easier to come up with an excuse than it is to take action.

Brian Buffini is chairman and founder of Buffini & Company, and internationally recognized as a real estate expert and master motivator. More than 3 million people have attended Brian’s events and seminars. He is the author of ‘Oh, by the way®…, Work by Referral, Live the Good Life!’, and ‘Takin’ Care of Business, the Big Idea for Small Business’. For more information, please visit