Coaching Magazine

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• REAL STORIES - REAL PEOPLE •

ROCHELLE DECLUTE HOW

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LINDA CRAFT I

DON'T

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Coaches Notes Coach Ken's message to our valued readers

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The DeClutes Discuss their journey with Coach Ken. It was rocky, fun and life changing.

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Linda Craft Linda was certain that coaching wasn't for her. No way she needed a coach...

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The Stone Sisters How this amazing team benefited from coaching with Coach Ken. NEXT ISSUE

COACHES NOTES

Coach Ken

Welcome to the first issue of Coaching.

Over the past 20 years. we've had the honor of working with some of the very best in the real estate business. Some have come to us to grow and maximize the potential of their business and some have come when things got to be a little messy with their business. Whichever way they became a client, we are proud to have helped 1000's of amazing people.

We want to tell their stories. These are phenomenal people. People who are hyper-dedicated, with powerful mindsets. Nothing gets in their way. There is no stopping them. These are their stories.

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all you need is love. but a powerful coach, doesn't hurt.Â

TRENDING

The DeClute Team There is a common reason why many elite agents turn to working with a business coach. On paper, they are doing well. Their business is thriving, but they feel like they aren’t going anywhere. They’re bringing in a lot of money, but the business is stagnant. For topperforming agents, the answer is not simple. That’s why Rochelle DeClute of DeClute Union Realty in Toronto decided to reach out to Ken Goodfellow and Goodfellow Coaching & Consulting.

Before starting coaching, in 2013, DeClute says her main challenge was that she was not running her business like a business.

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DeClute also cites the Goodfellow Coaching events as a significant source of inspiration and energy driving her business forward.

“We were reactive, day to day, all the time,” she says. “My partners and I were overwhelmed; we were working seven days per week, trying to do everything ourselves. We had no systems in place, no vacations booked, no idea how much we were mak-ing or how much we were spending too.” Now, she says coaching has helped her turn it around completely.

“Now, we have the best systems in any real estate office; I’m completely sure of that. We have amazing procedures, processes, an incredible team culture, and my partners and I try to limit ourselves to work only 200 days of the year. We’re more proactive. We work a lot less and make a lot more. We handle market changes without panicking, and we feel calm and confident about our business. I attribute most of this to our coaching with Ken.” The business has grown considerably since 2013, and she has seen tangible results in both her business and personal life.

“When I started coaching, I knew Ken was known for being good with numbers,” she says. “I wanted to learn about profits and losses be-cause that wasn’t a part of the business that I was too experienced with.” Today, Rochelle and her team understand the numbers side of things; they create budgets, follow budgets, and can confident-ly run their business like a business.

In addition to learning numbers, Rochelle says that team culture was another huge thing her business gained from coaching. “Everyone wants to be here, and everyone wants to work hard,” she says. “Day-to-day, our team is always looking for ways to grow and improve.

“Even when we’re flat-out busy, and we feel like we aren’t ready for new ideas, we still make time for the events,” she says. “They help us learn and collaborate with others, and you really can’t get that experience anywhere else. I’ve done a lot of different types of coaching, and it’s always very intimate, so the events give us energy.”

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“The biggest takeaway we get from coaching is to be proactive in every aspect from our business. From marketing, training, managing client retention, it’s all about learning to be proactive,” she says. “So that way, we’re in total control of our business; it’s not who phones next who is in control.”

Coach Ken works with clients to develop more than just a successful real estate business.

“Coaching has also given us an amazing quality of life.

Ken coached us on creating personal goals and taking risks.”

So, what’s the one piece of advice Rochelle DeClute has for agents who want to maximize their coaching experience? “Do what your coach says to do!” She laughs. But she means it. “We never make a business decision without talking to Ken first, and he’s never wrong.”

“Sometimes it’s hard, but you have to make yourself uncomfortable and challenge yourself because that’s how you grow.”

“WE WERE STUCK. WE FELT OVERWHELMED, AND ISOLATED,” SAYS ROCHELLE DECLUTE OF HOW HER BUSINESS WAS DOING IN 2013 WHEN SHE FINALLY DECIDED TO PURSUE COACHING. “WE WERE A SMALL, BUT REALLY SUCCESSFUL BOUTIQUE BROKERAGE. WE HAD COMPLETELY DIFFERENT CHALLENGES THAN OTHER REAL ESTATE BUSINESSES WE WOULD SPEAK TO.” ROCHELLE DECLUTE

are you ready? Â KEN@COACHKEN.COM

COACHING 2019

LINDA CRAFT “To be perfectly honest, I didn’t think I needed a coach,” says Linda Craft of Linda Craft & Team in Raleigh, NC.

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LINDA CRAFT “It was around 2004 or 2005, and everyone who looked in on my situation would say I was successful. I had a team, a big brand, and an even bigger ego. I thought I knew everything,” she laughs.

In many ways, Linda Craft’s story parallels what we see from a lot of our clients. They are megasuccessful, they don’t think they need help running their business because they’re seeing money coming in. They believe they have it all, but like

COACHES NEED COACHES

Linda, once they look a little closer, they can start to see areas that need to be improved, and they aren’t quite sure how to get started.

“When you’re successful, you see yourself as a leader, and as a coach,” she says. “Before working with Ken and Goodfellow Coaching, I could tell you things like if I had the Platinum Award, Chairman’s Award or any other of those

“I kept getting calls from Goodfellow Coaching about starting

credentials, but on my very first call he start-ed

with a coach, and all I could think was, ‘I’m a coach myself, I’m

asking me things that I didn’t know how to

so successful, I don’t need a coach,’ but then I started thinking

answer.”

about my own team. At the time, I had two buyer agents, and I felt like they weren’t good at following up with leads. So, it was interesting that Goodfellow Coaching kept calling me. I

“He asked me about transactions, cost per transaction, budgets for ads, what my annual spend was, how much I spent on wages; and I

thought that perhaps since they were so good at follow up, they could teach me something I didn’t know.”

I

realized that I didn’t know these things.

I didn't know how many leads came in, and I wasn’t tracking numbers or building wealth.” Linda says her weekly calls with her coach help her figure out the numbers and run her business more

“In fact,” she laughs. “One of the first things Ken had me do was stop spending money!”

effectively. “Coach Ken really preaches the importance of living a great life.”

Today, Linda is an elite agent who lives a life she is happy with. “For me, happiness is

Today, Linda measures her life by five currencies,

serenity.”

“If you spend all the currencies, that’s it. You don’t have more.” For her, she thinks about time, energy, focus, effort, and money. Coaching addresses each one of these currencies and helps her find balance.

Before coaching, Linda was working all the time, spending money on advertising that had zero ROI, and was putting her energy into things that

“I have restructured my entire team. I haven’t put a buyer in my car since 2014, and I don’t list anymore,

company.

I am truly the CEO of my

I have a personal trainer; I go to

the beach. I get to do charity work. I have a completely different life now. If it weren’t for Ken Goodfellow and Goodfellow Coaching, I’d

weren’t necessarily working out. She was running

probably still be going to listing appointments

at full steam all the time. “It was no way to live

at all hours of the day.”

your life".

“We become filled with fear when we think about things we don’t understand.

Working with a coach, they can look at the facts and the numbers, and tell if what you’re feeling is accurate, or if you’re missing something.”

The greatest gift coaching has given me is the ability to understand numbers and percentages. I know where my money is going. It’s a completely different mindset. Some people need a coach to hold them accountable for leads; I needed accountability for growing and managing a team.” Even in today’s ever-changing real estate market, Linda says coaching is like a beacon that guides her through storms.

“It’s amazing to wake up in the morning and know that if you don’t sell a house that day, it’s going to be ok. Having a coach is important for restructuring for a changing market. If the market crashes, I’m going to be ok. It’s amazing to have someone outside of your team to bounce ideas off.”

Fear, she says, is another driving factor for her and her coaching program.

One of the biggest value-adds to Linda’s coaching program is the ability to learn from fellow elite agents. “Ken only coaches the best, so he has a wealth of knowledge that he uses to help everyone he works with.”

“Before I spend money, I always talk to Ken,” she says. “And as an elite agent, I’m always bombarded with new things to spend money, new programs, CRMs, drones, advertising, all of it. So, it’s great to bounce these ideas and find out what worked and what didn’t work for others who are coaching with Goodfellow. It’s probably saved me a lot of money in the past!” She laughs.

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C O A C H I N G

"BEFORE COACHING, I WASN’T TRULY SUCCESSFUL BECAUSE I WAS WORKING ALL THE TIME. I DIDN’T STOP. I WASN’T MANAGING A BUSINESS.” LINDA CRAFT

“I looked at all the really successful people in the world, not only in real estate but across all industries. They all have coaches,” she says.

For Linda, one of the biggest game-changers for her coaching program was her attitude and effort. “These are the only two things you can control in your life,” she says.

“So, if you come to your coaching call with a bad attitude or with nothing to bring to the table, you won’t get anything out

“When you have a million dollars’ worth of expenses in a year, you NEED a coach!”

of it.”

Her advice is to make sure you always come to the call with something. “Coaches are not mind readers. How can they help you if they don’t know what you need? You need to be ready to talk about the friction in your business, your goals and dreams, and what you need. Lay it all out there and have the right attitude. You need to bring them your pain points and questions so that they can guide you.”

“Every week, I look forward to my call, and I always have something to talk to him about.” Without fail, there’s always some-thing to talk about. And Coaching does more than just help your business.

“With Ken,” she says. “He wants you to be healthy both in business and personally. He always says, ‘I want you to have an amazing life.’ And now, I do.”

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C O A C H I N G

M A G A Z I N E

N E X T I S S U E !

T H E

S T O N E

S I S T E R S

We can't say enough about how amazing Goodfellow Coaching is for us! Our business has doubled in less than 2 years and our quality of life is better!

NEXT-GEN COACHING This is our newest coaching program that is designed for up and coming teams and solo agents. We will focus on the building basics and help you move towards Elite Mastery Coaching For more information message us INFO@GoodfellowCoaching.com 1.866.248.0008

I hope you enjoyed our first issue of "Coaching" magazine.

If you want to reach out to me at any time KEN@CoachKen.com

Is it.....

TIME FOR A COACH

Mastery Coaching OUR

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To order a full preview of our coaching programs, message us INFO@GoodfellowCoaching.com or https://goodfellowcoaching.com/real-estate-business-evaluation/ 1.866.248.0008