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This month, our broker takes another look at poor performance. After a few months off, he recently scheduled this appointment with the real estate shrink because he continues to struggle with profitability, accountability and the market, in general.

Real Estate Shrink: Welcome back!

BROKER: Thanks. I thought I needed another session or two to talk about some things I am struggling with.

RES: Like what?

BROKER: Well, let me start by saying that we are still struggling to make a profit in this market.

RES: Why do you think that is?

BROKER: The market is still pretty tough—we’re not the only ones struggling. We’ve tried to implement some changes, but I keep getting push back from my managers and agents.

RES: Do you think that if they continue on their current path, they (and, as a result, you) will be successful?

BROKER: Probably not.

RES: Then why would you continue to let them call the shots?

BROKER: I’m afraid if I make too many changes, they will be recruiting targets for some of our competitors.

RES: So, you’re willing to continue to struggle financially because your agents might leave if you make changes? Changes that are not only going to improve the company, but put those same agents in a better position to succeed?

BROKER: I don’t want that, but it just seems I have to be very careful.

RES: I’m not saying you shouldn’t be careful, but by not making the necessary changes, you are enabling poor performance.

BROKER: What do you mean?

RES: Do you think you might be enabling poor performance if you don’t step in and do the things that are necessary to ensure the success of you and your agents—as painful as that might be? Furthermore, if you educate, coach and do this right, you will be viewed as a leader and visionary. You’ll be thanked later when they see you made the decisions that put the company in a position to succeed.

BROKER: That makes sense, but it will be difficult.

RES: I know…are you ready?

Jose Perez is the founder and chief visionary of PCMS Consulting.

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