Premier Sotheby’s International Realty offers associates courses on the newest technology, negotiation and selling tactics, marketing and profiling buyers and sellers through the business development and education department. Led by vice president of education and development, Angela Rose, a 30-year real estate industry veteran, the program focuses on results-oriented courses that enable sales professionals to grow their business.
We met with Angela Rose to talk more about the program.
Communications: So, you’ve been with the company a little over two years now, tell us about PSIR’s education and development program and how it began.
AR: When Judy Green brought me onto the Premier SIR leadership team, she hired me to be a relatable resource to our associates. I spent a long time in the field as a top producer; I understand the associates on a level that’s more than just teacher-student lectures – I’ve been there.
I was tasked with leading the charge to take our associates to the next level by giving them an understanding of all of the tools and platforms available in a way that allows them to easily communicate the Premier Advantage to customers.
Communications: You’ve been a national trainer and educator for more than 15 years now, what differentiates PSIR’s program from other brokerages’?
AR: Premier SIR associates are next-level associates. I mean that, they are associates that have been in this business for a while; they’re strong, quality professionals that already have well-established businesses and impressive production numbers. Some of our offices require three years of production numbers, a resume and a business plan just for an interview.
That, in a way, presented a new challenge for me. With industry-leading professionals in the seats of my classrooms, every day is a new challenge to address nuances in an ever-changing market at the highest end of the spectrum. I’ve had to be relentless in my pursuit of information to keep our courses extremely relevant. Addressing changes in the market, in regards to affluent buyers and high-end properties, poses the need for an ever-changing strategy to always be pertinent and effective.
Communications: What types of courses are part of the program?
AR: We offer a wide array of courses, live classes and webinars, tailored to address the different needs of the associates. Our orientation course is a two-day induction to our platforms and business culture. It is an all-inclusive look at PSIR and its advantages.
Like I said before, our associates are experienced in the sales force, so our courses focus on next-level information. Our Core Competencies courses focus on the fundamentals of real estate, with a twist. They include topics such as objection handling, price strategy and negotiation, and the affluent customer, along with approximately 8-9 other courses on elevated strategy. Our Premier Production Program works to examine their current business strategy to increase production by the implementation of new tools and outlook.
Communications: What three tend to be most popular?
AR: The Core Competencies courses are a favorite; probably listing presentations and objection handling, but also our courses on the various marketing platforms.
Communications: When selecting topics, how do you determine what courses are offered and how do you go about developing them?
AR: Market study. I am constantly reading various resources for trends in the market that may impact our approach. For example, when it seems as though the market is taking what I call “a breather,” I focus on extensions, expired listings and FSBOs. I also get a lot of information from the field. The associates are very open with me about their market challenges, and if I start to see a trend of more people reaching out for information on any given topic, I devote more class time to that topic.
Communications: What book are you currently reading?
AR: Currently? How Successful People Think by John Maxwell, but I’m always reading something new. I also enjoy podcasts, Brendon Burchard’s The Charged Life is a favorite.
Communications: Can you give one success story that an associate has shared after taking a course?
AR: There’s no one name to one story, but in every little “ah-ha moment” I feel successful in helping them increase their business. I always tell associates, we may give you a minimum production value, but the only max that exists is the one you place on yourself. It’s in seeing them realize that for themselves that I find the most reward.
Communications: What’s your philosophy on business and education?
AR: My philosophy on business development, as it applies to the way I teach and in how I format these programs, is to enable the associates to achieve. Ours is a destination business model. For me, it’s always about providing them the most cutting-edge and innovative strategies and elevated service tools that take their business where they want it to go. These associates already have successful businesses, that’s why they’re with Premier; I aim to take them to the next level.