VANCOUVER, B.C. – (November 4, 2019) – The term ‘coaching’ in real estate is often associated with scripts, conferences and weekly accountability calls. Mark Winter, Director of Agent Development for Macdonald Realty, approaches coaching from a fresh perspective in his new book, A Different Conversation: Realizing Your Potential as a Real Estate Agent. Winter’s vision is to elevate the professional performance of real estate agents and reframe how they interact with clients through the fundamentals of professional coaching, enhancing the role that real estate agents play.
“There is a lot of positive focus in our industry on coaching agents in their businesses, but what happens if agents are able to coach their clients?” says Winter. “Think about how many journeys that start between real estate agents and their clients that actually fail to reach the finish line together. In many cases, it is not expertise that is missing, it is connection and partnership.”
“Professional coaching is based around asking probing questions that deliver powerful insights which both parties understand together. People today are very tuned in to know what an authentic conversation is – and what it is not. I believe that some real estate agents do themselves and our industry a disservice by walking in as the expert with all the answers and sometimes failing to ask the right questions. The opportunity to become a critical thinking partner with their clients is massive.”
A Different Conversation shifts the spotlight away from agents and that feeling of having to always be the provider of solutions. Readers will learn how to detach from a presentation-led mentality and build lasting value by shining an empowering light on their clients.
Winter earned a Certificate in Organizational Coaching from the University of British Columbia in 2015 and his Professional Certified Coach designation from the International Coach Federation (ICF) in 2016. A 27-year veteran of the real estate brokerage business in Vancouver, Winter teaches a 6-week real estate course called Performance Elevation based on coaching competencies and philosophies. A Different Conversation shares the insights and actions he has honed by teaching that course to over 300 agents over the last three years.
About Macdonald Real Estate Group: Founded in Vancouver in 1944, Macdonald Realty (macrealty.com) has grown to become BC’s largest full-service corporately owned real estate company, with over 20 offices, 1,000 agents and staff in the province, and nearly $10 billion in annual sales.
In addition to residential sales, Macdonald Commercial has over 40 dedicated commercial agents with a head office in Vancouver and a new Fraser Valley office in South Surrey; Macdonald Property Management currently manages over $5 billion in BC properties; and Macdonald Platinum Marketing has sold over $2 billion in luxury new construction.