MAIN IMAGE: Dr Andrew Golding, chief executive of the Pam Golding Property Group, Ryan Pillay, national training manager at RE/MAX, Robyn Evans, head of the academy for Harcourt’s South Africa, Ronel Bornman, HRD manager at Seeff Property Group.
Senior writer
Albert Einstein once said, “Any fool can know. The point is to understand.” This is particularly appropriate to the real estate industry, where theoretical and practical knowledge work symbiotically to create a real estate professional.
We’ve spoken to several of the best in the business about what real estate training should be and why it works or doesn’t, and we’ve asked our experts to share their tips.
Seeking the X-factor
Dr Andrew Golding, chief executive of the Pam Golding Property group, confirms that the Pam Golding Training Academy is a core value proposition for its in-training candidates and full-status agents. “Our top agents never stop acquiring knowledge. A level of competence, expertise, and professionalism is a given requirement within our organisation. Still, we look for the so-called X-factor that makes an exceptional agent, which is not necessarily that easily defined, nor is it one single attribute.”
He also speaks to essential qualities when the group recruits agents: “Integrity, honesty, empathy, courage, drive, and tenacity. They must also be willing to give back and contribute to the communities in which they work. This means they must be passionate and enjoy engaging and networking with people. Most of all, they must love to sell property.
“It is our responsibility to ensure that agents understand the commitment necessary to make it in real estate. This is emphasised during the recruitment process and in our induction and initial training.”
Training diversity
RE/MAX takes a similar approach. Ryan Pillay, national training manager, outlines some of the comprehensive array of real estate courses that it has tailored to meet the diverse needs of candidates and seasoned property practitioners. “Webinars and online courses, provided through our E-Learning intranet platform, offer courses that are beyond purely new agent training and include advanced sales techniques, technology and marketing, leadership and management.”
RE/MAX is one of few real estate brands to offer a Certified Distressed Property Agent (CDPA) training course. Yet another, considered a premier offering, is the 12-week Brian Buffini Peak Producers Course, which Pillay points out is “renowned for its exclusivity and comprehensive approach to market preparedness.
“This transformative course extends beyond traditional business aspects, delving into financial management, spiritual well-being, personal development, and family dynamics. The overall objective is cultivating a resilient and enduring business model that can withstand market unpredictability,” says Pillay.
Counteracting fall-out
Despite all efforts, training fallout happens for various reasons: scheduling conflicts, lack of interest, competing priorities, and even clashes between what individuals consider as constituting personal and professional success.
Harcourts’ training academy has overcome this problem by offering full legislative training bursaries. “This is a great motivator,” says Robyn Evans, head of the academy for Harcourt’s South Africa. “A large number of our interns complete their qualifications as a result. When we do have a fall-out, it is usually because the recruit did not commit to the full-time training or did not have the funds to tide them over until they secure their first commission cheque.”
To avoid this, applicants are screened intensely at the recruitment stage. “We stress the pitfalls along with the advantages, particularly emphasising the extent of commitment needed,” says Evans. She highlights that Harcourts typically has 30 new agents joining the organisation monthly. “We attract a high number of young interns, those in the 22-25 age group, seeking a career in real estate. However, the average age of our trainees is 35-40.”
Seeff Property Group trains some 230 agents per year, with an average age of 43, says Ronel Bornman, HRD manager. She adds to Evans’s point about fall-out: “Generally, I believe that most people underestimate the number of hours they need to spend on training programmes, as well as the perseverance to make it in the real estate industry. A high fall-out rate is mainly linked to real estate’s commission-based remuneration structure, a very competitive sales environment, and the daily discipline needed to succeed.”
So, what tips do top trainers have to share?
Top three tips for those considering real estate as a career:
Pam Golding Property Group
- Be passionate about property and people and aware of your huge responsibility as an agent when negotiating the sale of a property. For your clients, it is often one of the most stressful and essential things they will do.
- Use technology to network and build your database, but never forget the importance of talking and interacting with your clients face to face.
- Be curious. Continuous learning is crucial.
Harcourts
- Do your research and understand the realities of real estate.
- Assess your own skills and personality to see if you would be a good fit for the industry.
- Look at your finances to ensure you have sufficient funds to see you through the first six months.
Seeff Property Group
- Problem-solving and taking the initiative in a challenge are attributes, as is ongoing learning, which is vital not only in terms of the PPRA requirements but also a strong Seeff focus.
- Self-confidence, resilience, and discipline make for an ideal estate agent.
- A customer-centric approach and being responsive to customers is imperative.
The model estate agent is defined:
Pam Golding Property Group
A ‘model’ estate agent needs to be hungry for success, passionate about property, and committed to the hours that the job demands. They need to enjoy interacting with people, be good networkers, and understand how to use technology to grow their business without ever forgetting the human element. They need to be goal-oriented and driven to reach their goals, especially during a tough market. Genuine empathy and the ability to work hard and intelligently and learn the necessary skills, like negotiation, will result in a successful career in real estate.
Harcourts
A model estate agent is goal- and target-driven and strongly desires to succeed. They know what they want to earn and are prepared to put in the work and effort to make it happen. They are great communicators with solid interpersonal skills, which makes them excellent networkers and relationship builders. They possess an entrepreneurial mindset. They are honest and trustworthy, always putting integrity first and building trust with clients through open communication and ethical conduct. They aren’t just driven by earning potential; they are passionate about exceeding client expectations and achieving mutually beneficial outcomes.
RE/MAX
There are many characteristics. RE/MAX has always promoted three critical concepts in this regard: Good. Trust. Care. Are they good at what they do? Are they trustworthy? And do they care about their clients’ needs? Part of being good at what you do involves being open to new ideas, trends, and strategies within the industry, feeding growth and innovation. Goal-setting is another part of achieving career aspirations; clearly defined goals help you stay focused and motivated. Applying knowledge and experimenting with new techniques and strategies during and even after training keeps personal and professional development ambitions aligned.
