Written by Peter Tran

Leaders who want success understand that employees should be held accountable for doing their jobs well. In every successful team, clarity of roles and expectations is crucial.

Support staff and Property Manager roles are usually defined in job descriptions which ensure they know what’s expected of them. But what about salespeople? While many understand their role, some lack clarity on what’s expected or struggle to follow through. Could this be because their job description isn’t clear?

Have you heard a salesperson say, “I know what I’m supposed to do, but I’m just not doing it”? It’s usually said in a tone that suggests it's acceptable or that it doesn't matter. However, sales isn’t a democracy. Salespeople enjoy autonomy but that doesn’t mean they’re exempt from performing their duties.

Every employee in your agency, including each salesperson, is paid to take specific actions. Salespeople must be held accountable for fulfilling their responsibilities. Effective leaders set clear expectations and empower their teams to meet them. When it comes to salespeople, there are only two options:

1. Do the actions you’re paid to do, or…

2. Leave and seek a role better suited to you.

Are you committed to results in your real estate business? If so, you must be serious about the actions that drive success. Salespeople must understand the core actions they are expected to take every day. Success in real estate is not about waiting for business to come to you—it’s about taking action and executing the right actions consistently.

So, what should salespeople be doing every day? Here’s a reminder of the key actions that lead to success:

• Prospect: Engage with people every day, whether it's making calls, reaching out to past clients, or networking. Prospecting is essential for future business.

• List: Salespeople must list properties competently and with integrity. They should provide honest guidance about the market and help sellers price their homes appropriately to maximise their returns.

• Coach Sellers: Coach sellers on market feedback and pricing strategies. The more informed your clients are, the more likely they are to make decisions that benefit both parties.

• Sell: Once properties are correctly priced, show them to qualified buyers. Being able to confidently present a property is crucial to closing a sale.

• Negotiate and Close Sales: Finally, salespeople must negotiate and close. Strong communication and the ability to address client concerns are key to completing successful transactions.

To those who say, “I know what I’m supposed to do, but I’m just not doing it,” it’s time to take action. Consistent effort is required to succeed. As a leader, it’s your role to help salespeople overcome challenges and stay on track.

The bottom line is simple: you pay for results. Everyone – salespeople included – must take responsibility for performing the actions that lead to success. Leadership is about fostering an environment where people are motivated, accountable and focused on achieving the goals that drive the business forward.