What It Takes to Get the Most Out of Real Estate Coaching

You hear me talk about being coachable all the time, but this week I want to hit it head on.

The sad fact is, most agents are NOT coachable.

Why?

Because they value comfort over everything else.

As long as your desire to be comfortable is greater than your desire to be better, you’re going to RESIST any and all coaching.

You might be thinking, Of course I value growth over comfort—otherwise why would I work so hard and take on all this stress? 

But that’s not the kind of comfort I’m talking about.

This isn’t about putting in more hours, making more phone calls, or spending more money.

It’s about doing the things you don’t want to do.

The things that make your heart race and your stomach turn.

The things that make you feel like a novice all over again.

The things you always find an excuse not to do.

Make no mistake, that’s what coaching really is.

If you took a survey of why people hire coaches, the number one response would be that they want someone to kick their butt hold them accountable.

That’s what they say…but that’s not what they really want.

What they really want is magic. They want easy. They hope their coach will give them painless things to do that will create immediate results.

That’s NEVER going to happen…

Because if those things existed, you would already be doing them!

Everyone, even the highest performers, can benefit from coaching. However, unless you do what your coach tells you to do—ALL of it, not some of it—there is no benefit.

I say this from a lifetime of experience as both a giver and a recipient of coaching. 

In the 11 years that I played organized football, I ALWAYS did what my coaches told me to do. I never pushed back, not once.

That doesn’t mean I never felt resistance.

One drill in particular comes to mind: a one-on-one pass drill that highlighted my weaknesses as a linebacker. I hated it, so whenever the coaches called that drill, I would go to the back of the line, hoping I’d only have to go once before time ran out.

After a few weeks, I realized I wasn’t gonna get any better that way. From that day forward, I went to the front of the line and gave that drill everything I had.

By the end of training camp, I was still uncomfortable…but a LOT better.

And that’s the whole point. You can’t grow and improve by doing what’s comfortable. The entire value of coaching is to take you OUT of your comfort zone.

Those drills were not optional. If I had said, “Sorry coach, but I don’t like this and I don’t see the point, so I’m not gonna do it,” I would have been kicked off the team in an instant. 

And with good reason—what team would want a player who would rather be comfortable than get better? 

But most agents don’t see coaching that way.

Many agents sign up for coaching programs and don’t even show up. Many more show up but don’t do what they’re being coached to do.

Granted, most real estate coaches have no clue what they’re talking about. They have no training, experience, or track record of success in the industry.

That’s why you have to hire a coach you TRUST.

If you don’t believe they have a much better understanding of this business than you do, what’s the point?

If you don’t believe they can see you more clearly than you see yourself, why bother?

If you question your coach’s ability or qualifications, you have the WRONG COACH.

You have to be committed to following your coach over every other voice telling you how you should run your business. 

The moment you let more than one voice in your ear, your head will be spinning.

Your own voice is the biggest culprit. Your survival mind will make you want to say no to everything your coach tells you to do. You’ll gravitate towards what’s comfortable and easy.

But there’s nothing comfortable and easy about succeeding in real estate. If there was, you wouldn’t need a coach.

I know this sounds obnoxious.

But I also know anyone who does what I’m asking them to do will improve their business dramatically over time.

After 32 years, I’ve seen what works and what doesn’t, and it’s clearer every day. I’ve seen this business from more angles than any agent ever could on their own.

And yet, agents hire me and then don’t do what I’m asking them to do.

This is such a tough business, and without the right coaching, you’re gonna get your butt kicked.

Very few people actually figure it out on their own, and even if they do, a coach can help them take it further than they ever could alone.

Signing up for coaching is saying you’re willing to be uncomfortable. 

You’re willing to take direction. 

You’re willing to recognize you don’t know everything. 

You’re willing to do what you’re told for as long as it takes, without questioning it.

That’s the mindset it takes to get any real benefit from coaching.

Are you willing to go there?

Have a great week,

Steve