We did a composite of our Mastery Coaching clients through our proprietary business analysis tool which we do annually to track our client’s business (and our success or failure as coaches). We found that the average client that had a “prospecting focus” (they spend 10 hours a week or more actively prospecting) closed an average of 16 transactions with an average volume of $7.8 million. Their average GCI (gross commission income) was $180k. Not bad given the market conditions the last 12 months.
Things got interesting when we looked at the next group that had a “marketing focus” (they actively market to a geo farm or target demographic or group 2-3 times a month). They averaged 22 transactions, $13.2 million in volume and $292k in GCI.
Then the most astonishing results. Those that had a “SOI focus” (working a SOI is considered their dominate activity). They averaged 65 transactions, $19 million in volume and made $453,295 in GCI.
All three groups worked 46 weeks a year. All three groups spent roughly the same amount to market or promote themselves. All three were a cross section of the US, various brands and companies, and marketplaces. The only difference as a group was what they focused on.
What makes one agent make $180k vs. $450k? Why did one group out-perform the others if they all did similar things?
It’s boiled down to their focus. What they focused on allowed them to develop into their magnificent obsession. While the first group got really good at scripts dialogs and overcoming objections, the second group developed great ads and mailers that made the phone ring, the SOI group became obsessed with being thoughtful and providing delightful surprises to their people.
They constantly looked for ways to go above and beyond. When others send Christmas cards to their data base they send birthday cards – to their SOI’s children. They learned to care about the things their clients care about. They pamper, care for and make their clients feel like they are the most important people on the planet. One stand-out invited his “Top 15″ on a trip to Tuscany for 10 days to ride Vespas. Total cost $50k. Total reward – unfathomable. These clients had already referred 5+ closed transactions each. It’s fair to say that he’ll get at least 5 more (5 x average price of 2.5 million x his average commission x 15 people = $1.875 million in commissions).
This group considers their primary job to spoil their sphere. They sell houses. They are good at it. They understand people are more important than transactions or houses and that lesson has paid them very, very well.