When Julie Davis and Neil Williams started their Real Estate coaching company in 2014 they needed a real point of difference to make their business unique. Today, the pair run Agent Dynamics, an attraction business that’s working with some of the biggest names in real-estate in Australia.  

How did Julie and Neil niche and get so clear on their roles, to be able to catapult their business into success?

Julie recalls when she was first introduced to the Wealth Dynamics profiles - created by futurist and social entrepreneur Roger James Hamilton. 

“I was first introduced to the Wealth Dynamics profiles through Dr. Joanna Martin, when I was on her mentoring program. I was lucky enough to attend Fast Forward Your Business in 2014, shortly after we started our business, and learnt about Talent Dynamics.” “I work on the Gold Coast and realised Talent Dynamics could be the game changer for our business and the point of difference that we had been looking for.” 

“Neil and I decided to become certified as Performance Consultants, along with joining the Crystal Circle group - Roger’s high-level mentoring group.” 

“We followed all of Roger’s advice, which has been instrumental to our success, and went on to build a platform for our business at Wealth Dynamics Masters.” 

“Neil and I realised that an effective profiling system would enable us to establish a niche market with a tool that had a direct and unique application to our marketplace.” 

Agent Dynamics was born on the 1st of July 2014. 

“As we had a unique product we built a strong market presence.”

“Our results generated positive testimonials from clients which developed our social reputation and attracted more Clients. Growth and awareness via social media has proved to be extremely cost effective with our marketing spend in the first year being under $1,000.”

Neil and Julie practice what they preach, and they recognise how the profiling system has allowed them both to work in flow within their own team. 

“I’m a Creator, and Julie is a Supporter profile, so I do a lot of the strategy and come up with new ideas while Julie does all of the client connecting and sales generating. We have a VA who is a Mechanic profile and she established and now manages our systems to leverage our database and our network”. 

“The whole team is in flow”       

The real estate coaching industry is super competitive with Agents being bombarded with information on how to make their businesses more successful. 

“There are a lot of real-estate coaches and trainers in our space, with one of our clients receiving around 30 marketing emails a week from trainers. 

Having a niche is the difference between success and failure”

A great example of leveraging is how they have niched Agent Dynamics into Julie’s existing Women in Real Estate Facebook group. The purpose is not to generate direct sales, but to raise awareness that group members now have access to a tool that can increase productivity and greatly improve the quality of their working life. This has proved extremely effective in lifting their profile. 

“The real estate sales model is changing with more agencies moving to three people ‘pods’ comprising a sales agent, a buyer’s agent and a client services manager.”

“Each role has specific functions and Agent Dynamics are becoming the industry experts, consulting on recruiting, team roles and team management.” 

“A key distinction over other profiling systems is that we will not profile a client without conducting a one-hour de-brief. Without the debrief we found that they would often read the report, self-diagnose and then throw it in the bottom drawer never to be referenced again.”  

“We utilize the debrief to cross check the profile to the person and to respond to any questions or concerns that they may have. We advise on how they can leverage their profile type to all aspects of their real estate business and importantly to let them know that it is ok not to like certain parts of the job that are not in their flow.” 

“Profiling is about leveraging and liberating people, not putting them in a box.”

Neil has gone as far as to use the Talent Dynamics Profiles to write advertisements to attract specific Profiles to apply for jobs. 

“There was a company I was working with that had been unsuccessful in recruiting a secretary, the ads they were writing were fairly generic and attracting everybody.

Based on submitted resumes, every candidate appeared to be perfect.

We worked with the client looking at the roles and responsibilities of the position and identified a Trader or Accumulator as the most suitable profile type to match the position. 

I wrote an ad that I thought would only appeal to an Accumulator – the wording of the ad focused on processes, systems and project management.” 

“To test and measure we profiled the short-listed applicants and sure enough they were Accumulators. The ad dialogue had appealed to the required profile type and filtered out those not suited.”

“We now guide our clients on how to write their advertising copy to source the ideal candidate in a more time and cost-effective way.”

The increase in awareness and their growing success has led to them being sought after to speak at Industry events. This year they were asked to present on profiling at the ARPM Conference at Crown Casino in Sydney. ARPM is the national annual conference for Property Managers and a further opportunity to enhance the reputation and credibility of profiling.

“We are keynote speaking at a two-day industry event in late December and are kicking of the new year by partnering with one of the industries top coaches to present at her leadership conference in January.” 

In their second 12 months, Agent Dynamics experienced 34% growth, and in the following 12-month period they experienced an additional 61% growth. They are on track to grow this again in the current period.

“Agent Dynamics is looking to continue growing exponentially, through creating strong, cost-effective partnerships where we can leverage our partners' success and value-add to their business model.” 

Neil hopes that in the future, Agent Dynamics’ methods will become the industry standard. 

“We’d like to see this become the benchmark, so that in 5 to 10 years’ time, people will say; 

“What did we do before Agent Dynamics profiling came along?”

What are your bench marks for the next 10 years? 

How can you niche to make your business more successful?