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  • Katherine Scarim

How to Find Clients for Your New Real Estate Coaching Business - Part 1

Updated: Oct 10, 2019




You have knowledge to share, now you just need agents to share it with!


Like any new business, finding your first clients can be frustrating. Yet, as a real estate coach you have a unique advantage. You have already cracked the code on how to find homebuyer and seller clients; it's time to put those same strategies to work to attract coaching clients.


1.) Coach to a Niche Group of Agents


Trying to be a coach to everyone will lead to being a coach for no one.


Strong real estate agents, like yourself, understand the power of niche marketing. You found your niche in real estate, it's now time to find your niche in coaching.


Have you mastered a sought after skill set? Are you a follow-up maven? A FSBO guru? A client whisperer?


What agents would benefit most from your expertise? Agents struggling to fill their pipeline? Agents looking to shift from working with buyers to sellers? Agents unable to control their clients?


Or are you passionate about helping a specific subgroup of agents? Those who work property management, solely work referrals, or those who transact across state lines?


Early in my real estate career I found I had a passion for helping new agents build a strong foundation. The desire stemmed from the unpleasant experiences I had as a new agent. Overtime I grew frustrated that our industry has too low of a bar of entry, fails to provide any valuable uniform training, and is overrun with new agents that have no idea how to forge the type of mindset that sales requires. As a coach seeking clients, I worked to attract new agents who felt intimidated or lost in their new career. Those agents were the agents who would most benefit from my coaching and thus became my niche group.


Once you have defined your niche group, begin to craft your marketing for them. Talk to their pain points. Highlight your expertise. Make certain your marketing dollars are targeted to your niche. You'll get a higher return on your investment and the clients you attract will be a perfect fit for your coaching, resulting in positive reviews and future referrals of new coaching clients!





2.) Coach for Brokerages. Forge relationships with brokers and learn how you can be of help to their brokerage as a whole. Do they have trouble coming up with content for their Monday meetings? Offer to patch in with a Zoom call (or provide pre-recorded content for them). Are they too small to offer in-house training? Create a packaged deal to coach the entire office, or all their new recruits, saving them the headache, time and expense to create and implement a program on their own. Brokers will share their problems, tweak your coaching to become their solution.


Even if the Brokers are not interested in hiring you for the brokerage, they will be happy to put you in contact with their agents. Brokers know which of their agents' businesses would benefit from coaching. Introducing their agents to a coach will cost them nothing yet will help their future bottom line.


The secret to meeting brokers...reach out to all the agents you have worked across or sent/received referrals from over the years. These agents know other agents (some who might have coaching needs), but more importantly, they can facilitate a warm introduction to their broker.


The more brokers you can meet - the better!


3.) Forge Strategic Partnerships - Pay to Play!


Your coaching business does not fall under RESPA. You can conduct business as any general business would. Any of your existing vendors can be rewarded for sending your coaching clients.


Look outside your locale for sales persons with companies that provide services to real estate agents (CRMs, social marketers, lead providers, website developers, etc.) Offer referral fees and if you believe in their product become referral partners. Offer their product to your coaching clients (strike a discounted rate for clients and perhaps an affiliate fee for yourself).


Reach out to representatives at your local Realtor boards. Consider becoming an affiliate partner. Affiliates are often given opportunities to speak prior to meetings, invited to teach in round table classes, showcased on the board website and presented with different advertising avenues.



4.) Work Your Sphere


While your friends, family or past clients will not likely be interested in real estate coaching they may have friends, family or acquaintances (especially out of area) who might. Give each a call to share your news and ask if they'd connect you with anyone they might know in need of your coaching. Even, if they can't think of anyone off hand, they are certain to be impressed and internalize the news favorably (their agent is so good they coach others!) Needless to say while you are on the phone with them also use it as a touch for your real estate business .


Contact your vendors (loan officers, photographers, insurance agents, contractors, attorney's etc). Share that you've started coaching and ask if they'd be so kind as to recommend you should any of their real estate agent clients ever discuss considering a coach with them. Like brokers, vendors should understand that the more successful their clients are, the more jobs they will bring. Educate them to look for certain patterns in a real estate agents career that might be an indication that they could benefit from a coach (decrease in sales, rapid increase in sales, adding an assistant, complaining of burnout, becoming cynical of the industry, etc. ) And as discussed earlier, remember you can pay for clients to be sent your way.


5.) Live Your Brand


Agents select a coach they can look up to; one whose business they aspire to have one day.


In your marketing and your communications with clients you must be consistent in your branding. And in coaching - your Brand is YOU.


Based on your niche group, ask yourself what type of agents do they want to become, and therefore, what type of coach do they need you to be? Nervous new agents want highly competent yet understanding coaches. Agents who are hoping to level up their business are looking for decisive, go-getter types. Agents hoping for accountability are in need of firm, no-nonsense coaches.


Whatever the Brand persona your niche will require, make certain it comes natural to you. You must be authentic as a coach. Amplify, but never fake, your personality.


6.) Gather Testimonials


"I don't have testimonials - I'm a new coach!"


Who said testimonials you share have to be from paying coaching clients? Without question, you have helped other agents in the past, either in your office, at your board, or working deals across from them. Ask those agents to write a testimonial about how you helped them in the past. Those interactions were coaching; they just happened prior to when you formally started a coaching business.


Source your existing real estate sales testimonials from clients. Take excerpts from those testimonials that speak to your Brand persona. If they talk about how patient you were, how smart you were etc. You can also share character reviews from former employers or co-workers. Headline these types of testimonials as "What People Are Saying About (your name here)..."


Trade coaching calls for testimonials. Offer a 1/2 hour coaching calls in exchange for testimonials. Better yet, it's not uncommon for these testimonial agents to turn into paying clients afterwards.


6.) Live Your Brand


Agents select a coach they can look up to; one whose business they aspire to have one day.


In your marketing and your communications with clients you must be consistent in your branding. And in coaching - your Brand is YOU.


Based on your niche group, ask yourself what type of agents do they want to become, and therefore, what type of coach do they need you to be? Nervous new agents want highly competent yet understanding coaches. Agents who are hoping to level up their business are looking for decisive, go-getter types. Agents hoping for accountability are in need of firm, no-nonsense coaches.


Whatever the Brand persona your niche will require, make certain it comes natural to you. You must be authentic as a coach. Amplify, but never fake, your personality.


7.) .... Part 2 of this post coming soon!


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Katherine Scarim is a writer for Real Estate Agents and Coaches. She is the Founder of Agent Strong Real Estate Coaching,  Broker/Owner of Island Bridge Realty, and Author of Before You Are Licensed:13 Actions to Jump Start Your Real Estate Career, Dear Real Estate Agent: There Are Answers and How to Quit Real Estate Sales and Continue Collecting Commissions for Life Connect with Katherine on LinkedIn

Are you considering becoming a real estate coach, but overwhelmed by thought of building a coaching business? Reach out to learn how even the busiest agent can get started in no time!


#coaching #realestate #realestatecoach #agentstrong #realestatecoach #blog #blogger

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