The HousingWire Awards Spotlight Series highlights individuals and organizations recognized through the HousingWire Awards. Editor’s Choice Award. Nominations for HousingWire’s 2024 Marketing Leader Leadership Award are now being accepted until April 30, 2024. click here Nominate who.
Recent fee litigation has had a major impact on real estate agents and brokers, as they face increased scrutiny and pressure to be more transparent about their fee structures and potential conflicts of interest. The lawsuits prompted a reassessment of industry practices, with agents focusing on demonstrating the value they bring to the transaction process and adopting a more customer-centric approach.
“Public reaction to NAR’s recent litigation settlements indicates a significant decline in perception of the agency,” said Brian Eishauer, NAR founder and CEO. . Eishower coaching and consulting. “Agents and teams must now change their processes and marketing messages to be more transparent and provide more value to consumers. Agent marketing and branding now focuses on agent success, wealth, and income levels. It is important to be more “consumer-centric” and not rely on guessing. ”
Mr. Eishower was named a 2023 Marketing Leader for his work revolutionizing the way real estate agents, teams and brokers can access high-level marketing training through his latest creation, the ICC Custom Training Suite .
HousingWire reached out to Icenhower to learn more about how he started Icenhower Coaching and Consulting and what he believes is the industry’s biggest need in today’s market. I did.
HousingWire: How did you get started coaching and consulting with Icenhower?
Brian Eishauer: Over the past 30-plus years of owning and operating various real estate brokerages and affiliates, I have witnessed a steady decline in the success level of agents. Currently, a small number of agents account for the bulk of the business, but in most local communities, more than 50% of his agents have not even closed a deal in the past year. I founded ICC to fill this gap by providing agents and industry leaders with the education, training, and coaching support they need to succeed.
HousingWire: Where do you think coaching is most needed in real estate agents and teams right now? What has changed most within the industry in the past 12-18 months?
Brian Eishauer: Declining overall sales volumes due to higher rates and low inventory are forcing agencies and teams to further diversify their lead generation sources as agencies compete for fewer customers and sales. I am.
The public’s reaction to NAR’s recent lawsuit settlement indicates a significant decline in perceptions of the agency. As a result, agents and teams must change their processes and marketing messages to increase transparency and add more value to consumers. It is important that agent marketing and branding is more “consumer-centric” and less focused on agent success, wealth, and income levels. The people have spoken clearly. . . And they want to be a little more humble and a little less arrogant.
HousingWire: The coaching world, especially the real estate world, can be competitive. What marketing techniques and strategies do you use to differentiate your products from your competitors?
We consider ourselves to be the graduate school of the real estate coaching industry, as we represent many of the top-performing real estate teams, brokerages, and national brand leaders in North America. These types of clients not only require individualized coaching, but also a scalable education and training system to help every agent succeed. We have responded by revolutionizing and improving the way real estate coaching and training is delivered in the future.
ICC has developed its own Learning Management System (LMS), which is powered by ICC’s vast library of training courses. This also allows clients to easily create their own custom courses to suit their local training needs. Host live video conferences and classes, get manager dashboards and agent accountability reports, print course completion certificates, award degrees to agent graduates, and create student workbooks and You can print out teaching guides and conduct face-to-face classes in your own office. ICC is using this custom brand to seamlessly integrate all of its clients’ online systems (MLS, CRM, DocuSign, Zoom, etc.) in the same way that Roku and Fire Stick bundle various streaming services for consumers. Create a hub for .
In this way, ICCs can permeate the entire organization by coaching clients and all of their agents at the same time. ICC coaches are also able to move their clients forward more quickly than traditional coaches who only communicate on weekly calls because they are learning on the platform between calls. Finally, our extensive learning portal allows coaches to not only coach each client in a single system, but also to diversify and customize his coaching content based on the needs of different clients.
HousingWire: What habits do you personally swear by or encourage your clients to adopt?
Brian Eishower: Be humble and always hold yourself accountable. The highest performers realize that they need to take responsibility for everything that is important to them. Whether it’s health, relationships, business success, etc., you’ll always find someone skilled to help you overcome obstacles and do the uncomfortable things to get to your destination. Relying on your own trial and error will always lead to burnout and settling for far less money than you can achieve in the short term.
