Coaching And Mentoring Is Playing A Critical Role In Training And Retaining Real Estate Franchisees

An Italian proverb says, "One attains fortune through knowledge. One attains knowledge through mentors."

Many real estate franchise companies are taking that proverb to heart.

Training and retention of the very best sales associates and staff is crucial to the success of any real estate brokerage.

Subsequently, real estate franchising companies such as Century 21, RE/MAX, Coldwell Banker, and ERA have begun implementing coaching and mentoring initiatives for their franchisees. Typically, these programs involve coaches or mentors who have extensive experience and successful track records as top producers. The programs arm franchisees with proven scripts and dialogues that help them deal with obstacles. Franchisees can also gain access to marketing and advertising materials that have been successful.

Just this past May, Parsippany, N.J.-based Century 21 Real Estate announced its Coaching and Mentoring Partnership (CAMP) program. The customizable career development system was developed for the company’s sales associates, managers, and even brokers, to help them work around barriers that may be slowing or impeding their business and personal success. The CAMP approach helps franchisees of all levels of experience and success. And all CAMP coaches are members of the International Coach Federation (ICF) and share several years of practical real estate experience.

CAMP coaches are familiar with the tools and resources available to members of the Century 21 system and incorporate these things into their dialogue with the CAMP participant. Additionally, the program serves as a means to reinforce the value of the Century 21 brand, something very important to the franchisees’ ongoing retention and recruiting efforts.

The program combines proven coaching and mentoring techniques with existing Century 21 marketing and technology tools in order to help franchisees build a business plan that is unique to their individual marketplace, abilities and interests.

"CAMP gives sales professionals the skills to continually identify new personal and professional goals that will guide their business activities over the course of a career," said Ernie Brescia, vice president and chief learning officer for Century 21.

The program alternates between individual and group coaching sessions conducted via telephone on a weekly basis over a four-month period. Sessions are designed to help individuals identify their unique qualities and strengths and help them to achieve their desired level of professional success and personal satisfaction.

Donna Baker, a realtor with Century 21 in Monrovia, Calif., wasn’t sure at first that a coaching and mentoring program would benefit her career considering she was already a real estate veteran and top producing sales associate.

"The Century 21 Coaching and Mentoring Partnership has proven to be a very valuable investment," said Baker. "My coach was able to help me unlock and cultivate ideas that have made my career easier and more rewarding. As a result of the program, I have created measurable goals and developed a viable business plan that I feel will help me achieve new levels of success."

Published: July 19th, 2005

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