Have you ever heard an agent say they just didn’t feel supported in their brokerage? It’s a commonly cited reason given by agents as they wave their brokers goodbye. “We have always prioritized training in our network and wanted to strengthen our offering even further,” says Todd Shyiak, executive vice president at CENTURY 21 Canada (C21). “We decided to explore if it was possible for brokers to provide targeted coaching and in doing so, strengthen relationships with their agents.”
The team knew the main obstacle would be providing brokers with coaching that meets the needs of different types of agents, and that’s where Chris Leader entered the picture. “We worked with the team at Leader’s Edge training to bring three distinct levels of coaching to our 11,000 agents, and separately also developed an internal platform that would allow each broker to customize training for their offices. This is our way of ensuring that no agent is left to flounder.”
The C21 team started with the big picture — how could they keep agents up-to-date with best practices in a rapidly shifting industry? The answer was Chris Leader’s “Coaching to Confidence” program which provides weekly training that dives into current market trends and strategies for success.
“For one hour your agents learn actionable tips on sales skills, lead generation, business structure and overall motivation,” says Leader. “My aim is to provide ongoing content that would help new-to-the-industry agents set goals and understand the market they’re working in. It’s a great way for brokers to provide agents with the opportunity to ask questions and it works as an introduction to coaching — and possibly even realize they need something a little deeper.”
Helping mid-level agents target areas of their business for improvement
For a deeper coaching experience, Leader’s Edge developed two programs. The first, JumpStart Coaching, is a way for mid-level agents to target specific areas of their business, such as driving closings or prospecting. Leader explains this as a “surgical solution” to a problem that might be holding an agent back.
“We tailor the training to an agent’s individual needs, and it’s the best solution for the seasoned agent who’s hit a plateau and needs to find a way to break through to that next level in their business.” For Leader, the secret here isn’t just individual help — it’s the personal accountability of each agent. “We build a coaching relationship that can last anywhere from six months to two years. Agents select the strategies for success and work with their coach to see those strategies through, being held to task each step of the way.”
Helping brokers deliver their own proven training
But what does a broker do when they have their own tried and true training that they want all their brokerage newcomers to go through? The team at C21 Canada also envisioned a way to help brokers deliver their own training to their agents and developed the “Path to Gold” platform. Shyiak describes it as a way to let brokers deliver their personal coaching to their agents through a series of virtual learning courses.
“This could mean formalizing an onboarding process that’s been refined through years of experience, guiding agents through setting up their CRM or ensuring all agents know the ins and outs of FINTRAC laws. It’s the key to success for a busy broker who wants to create a strong office culture and see that no one drowns alone.”
The Path to Gold, by Xsel, also provides the accountability that’s so crucial. Within the platform, a broker can assign courses and set timelines and quizzes to ensure the agent is participating in the training program as well as retaining the information. For in-office trainings, it’s a great way to see how an agent is progressing and building measurable results that build credibility for themselves and quality brokers.
It can be a daunting and lonely road for a new real estate agent — or even a seasoned one who’s hit a rut. The team at CENTURY 21 Canada built and brought in these tools with the goal that no agent would feel like an island. Even beyond that, it’s a way for C21 brokers to show their commitment to support and prove that they’re the best resource for their agents, right from day one.
Have you ever heard an agent say they just didn’t feel supported in their brokerage? The team at CENTURY 21 Canada worked with Leader’s Edge Training and the Xsel platform to develop training programs that would meet agents at their need-level — whether they needed to brush up on best practices or be held accountable over months or years. The goal was to help their brokers help their agents and strengthen those bonds right from day one.
