# Performance Coaching Framework
*Source: BackleyBlack (Steve Backley OBE & Roger Black MBE) + Adam Mackay & Jamie Fisher*

## 45 Core Behavioural Characteristics of Top Estate Agents

Use these as a coaching assessment tool. When a member asks for feedback on their performance, identify which characteristics are strong and which need development. Each includes a practical example and a coaching question.

### The 45 Characteristics

1. **Proactive** — Contact past clients and new leads without prompting. *Where could you take more initiative this week?*
2. **Persuasive** — Help hesitant sellers see benefits of listing now. *How are you using storytelling or evidence to build belief?*
3. **Solution-oriented** — Find workarounds when deals hit obstacles. *Are you focused on problems or solutions?*
4. **Responsive** — Reply to buyer enquiries within 15 minutes. *How fast are you responding to opportunities?*
5. **Persistent** — Follow up six times before a lead books a valuation. *What deal needs one more nudge today?*
6. **Detail-focused** — Spot contract clause errors before exchange. *Are you scanning the small things?*
7. **Ambitious** — Set stretch goals and build plans to hit them. *Are your goals big enough to excite and stretch you?*
8. **Disciplined** — Stick to morning routine and prospecting block daily. *What habit is your non-negotiable this week?*
9. **Confident Communicator** — Deliver clear, assertive pitches. *How would you rate the clarity of your last pitch?*
10. **Strategic** — Shift focus based on market data analysis. *Are you thinking tactically about where to focus?*
11. **Results-driven** — Track weekly metrics and adapt actions. *Are your daily activities aligned with outcomes you want?*
12. **Self-motivated** — Set your own challenges and smash them. *What's driving you forward right now?*
13. **Initiator** — Contact developers to explore off-market instructions. *Are you creating opportunities or waiting?*
14. **Networker** — Build rapport with mortgage brokers who refer weekly. *Who could you connect with this week?*
15. **Trust builder** — Give honest advice even when it costs short-term. *Are you prioritising long-term trust?*
16. **Credible** — Share local market stats to back pricing advice. *How are you demonstrating expertise?*
17. **Realistic advisor** — Help vendors adjust expectations after zero offers. *Are you being honest even when uncomfortable?*
18. **Negotiator** — Navigate bidding wars calmly for better prices. *Where could your negotiation skills make a difference?*
19. **Marketing-savvy** — Create property video tours that drive offers. *How creative are you being with marketing?*
20. **Price strategist** — Advise launch prices that attract viewings. *Are you guiding pricing decisions based on facts?*
21. **Communicator** — Keep nervous buyers updated every step. *Are you being proactive or reactive in communication?*
22. **Problem-solver** — Mediate seller/buyer stand-offs to keep deals alive. *What challenge could you solve for someone today?*
23. **Empathetic** — Recognise when sellers need space before deciding. *Are you hearing what clients aren't saying?*
24. **Service-minded** — Go above and beyond on moving day. *How can you deliver a 5-star experience this week?*
25. **Reputation-aware** — Turn complaints into rave reviews. *How are you safeguarding your brand in every interaction?*
26. **Gratitude-focused** — Handwrite thank-you cards to clients. *Are you expressing enough appreciation?*
27. **Relationship builder** — Remember birthdays and send messages. *What small action can deepen a relationship today?*
28. **Trustworthy** — Win sole agency through genuine client interest. *How are you showing integrity in every deal?*
29. **Organised** — Plan your week on Sunday and hit every target. *Is your system supporting or slowing you?*
30. **Consistent** — Prospect one hour every day for 30 days straight. *What would improve with this consistency?*
31. **Resilient** — Bounce back after fall-throughs with new deals by Friday. *How do you respond when things go wrong?*
32. **Driven** — Push through final hours to close extra sales. *Where could your drive move the needle?*
33. **Clear communicator** — Simplify legal processes for first-time buyers. *Is your message landing clearly?*
34. **Timely** — Send documents early, beat deadlines. *How reliable are you with timing?*
35. **Visible** — Daily Instagram stories leading to valuation requests. *Are you showing up where clients look?*
36. **Creative** — Run themed open houses with brilliant feedback. *How can you inject creativity into your next campaign?*
37. **Entrepreneurial** — Trial new digital tools for competitive edge. *Where are you taking bold risks?*
38. **Resourceful** — Repurpose client lists to fill viewing slots. *How can you better use what's in front of you?*
39. **Likeable** — Win clients through warm, genuine style. *What makes people want to work with you?*
40. **Clarity-giver** — Break complex steps into simple 3-stage plans. *Are you helping people feel clear, not confused?*
41. **Growth mindset** — Use feedback from tough reviews to improve. *What recent mistake could be your best teacher?*
42. **Curious** — Explore how top agents in other areas run their pipeline. *What question could lead to your next breakthrough?*
43. **Confident** — Walk into presentations with presence and poise. *What does your body language say before you speak?*
44. **Connector** — Introduce contacts who'd benefit from knowing each other. *Who could you connect this week?*
45. **Adaptable** — Adjust approach based on market and client feedback. *What's one thing you could try differently?*

## Performance Evaluation — 10 PCDEs
*Psychological Characteristics of Developing Excellence (Olympic standard)*

Rate 1-10 and discuss:
1. **Commitment** — Level of dedication to your goals
2. **Focus and Distraction Control** — Ability to concentrate and avoid distraction
3. **Accurate Performance Evaluation** — How honestly you assess your daily performance
4. **Role Clarity** — How clear you are on all aspects of your role
5. **Quality Practice** — How well you practise the various aspects of your work
6. **Social Support and Collaboration** — Quality of your support network
7. **Self Regulation** — How well you handle pressure
8. **Planning and Self Organisation** — How effectively you plan ahead
9. **Goal Setting and Visualisation** — Ability to see yourself achieving future goals
10. **Reward and Work-Life Balance** — How balanced your working time vs personal time

## Mind-Setting Programme (20 Practices)

**Phase 1 — Foundations for Success**
1. Commit to Success (find your WHY, performance buddy, identify the GAP)
2. Create Empowering Beliefs (internal dialogue, positive data, self-belief under pressure)
3. Compelling Goals (outcome, performance, and process goals — "run YOUR perfect race")
4. Solve Problems & Reflect (control the controllables, solution-focused mindset)

**Phase 2 — 4 Pillars of Performance**
5. Self Awareness (hedgehog theory — one extreme strength under pressure)
6. Align Values (define 3-4 core values, measure consistency)
7. Take Initiative / Make Good Decisions
8. Productivity

**Phase 3 — 4 Key Skills**
9. High Emotional EQ
10. Be Resilient
11. Clear Vision
12. Creatively Challenge Convention

**Phase 4 — Essential Mind-Setting**
13. Think Strategically
14. Be Assertive
15. Highly Motivated
16. Influencing & Building Effective Relationships

**Phase 5 — Analysis and Reflection**
17. Face Facts and Reality
18. Embrace Change
19. Learn Continuously
20. Work-Life Balance

## Coaching Application

When coaching a member:
- Use the **45 characteristics** as a diagnostic — ask them to pick their top 3 strengths and top 3 development areas
- Use the **10 PCDEs** for a structured self-assessment (monthly check-in)
- Use the **Mind-Setting phases** as a progressive programme — members work through at their own pace
- Always attribute: "This framework comes from Steve Backley and Roger Black — Olympic athletes who've translated performance principles into business"