Doing is Believing

Top performers have certain beliefs that lead to their success. As a broker, you need to examine your associates’ programming to get the results you want.

May 30, 2013

Have you ever found yourself fuming about a sales associate, saying, “I just don’t understand what could possibly possess them to act that way!”

You may have hit on the exact coaching problem you’re having, without even knowing it. You see, just as ineffective real estate professionals know little about themselves, ineffective brokers know little about their salespeople. In order to understand why a person is who they are and why they do what they do, you have to understand what drives their behavior.

Humans are made up of beliefs, fears, desires, and goals. This is the “why” behind our behavior. And the best people—the top 1 percent of brokers and sales professionals—have certain beliefs, emotions, behaviors, and programming that lead to their success.

While beliefs are at the core of successful people, people are at the core of successful business. For an individual real estate professional, that business is the one for which they get up early, work long weekends, and stock their car full of water bottles. Whether their own name is on the sign on the door or not, it’s their business because they live and die by it.

As a broker, that business is the office you run. Those real estate professionals that make up your office are your business. So your priority should be to understand what makes them tick. Consider whether you create an environment that encourages real estate practitioners to do the things they don't want to do so they can earn what they want to earn. You can actually influence their programming with the kind of environment you create.

Is your culture one that relies on circumstances for success? Is it one that reinforces the belief that we are each in charge of our own destiny? Do you believe that your income is a direct result of your efforts? These things will help determine what your sales associates believe. But it goes the opposite direction, too. If brokers and agents believe that they are victims of circumstance, irresponsible behaviors will fall right in line with that belief.

When we believe that we are the difference maker in the sales equation or the office culture, our behaviors reflect that belief. The most successful brokers tap into those beliefs — both for themselves and for their associates.

So how do we tap into beliefs — whether it be in ourselves or in our people? We do it by accessing the programming that has shaped and formed those beliefs. Beliefs drive emotions; emotions drive behaviors; behaviors drive results. So if you want to change results, you’ve got to go all the way back to beliefs. If you’d like to see behavioral change among your sales associates, consider the beliefs that are behind unwanted behaviors. Brainstorm different ways to lead them to a new way of thinking.

The most successful individuals are aware of their beliefs and how they’re contributing or detracting from their success. Make sure the beliefs are in line, and the behavior will follow.

Jason Forrest is a sales trainer, management coach, member of the National Speakers Association’s Million Dollar Speakers Group, and author of three books, including his latest, Leadership Sales Coaching. Learn more at