At Just Property, we believe in growing people to grow business. In real estate, great results don’t come from pressure; they come from agents who are supported, developed, and inspired to reach their potential. While strong management keeps the wheels turning, actual growth happens when we take a coaching approach.
Lizl Engelbrecht, Just Property’s National Operations Manager, says: “Managing keeps the engine running, but coaching fuels the growth. To build high-performance teams, we must go beyond daily checklists and focus on personal development.”
Management vs. Coaching
Both management and coaching have their place, but their impact is different:
Management: Directive and task-based. Sets expectations, tracks performance, and ensures procedures are followed to create efficiency.
Coaching: People-focused. Unlocks potential, builds confidence, and guides agents towards self-leadership.
Engelbrecht explains: "A manager tells an agent to make 30 calls. A coach helps them uncover why they’re stuck and how to shift it."
In practice, coaching means shifting one-on-one meetings from performance reviews to personal development check-ins. It’s about curiosity, empathy, and solutions, not just chasing numbers.
Why Coaching Matters at Just Property
Real estate is not just about property, it’s about people. Coaching agents lead to:
- Ownership: Agents set their own goals and understand their “why,” committing on a deeper level.
- Confidence and Resilience: Coaching helps agents overcome mindset blocks and stay motivated in tough times.
- Loyalty and Culture: Investing time in people builds a culture of care and connection.
- Natural Performance Improvement: Empowered agents consistently deliver better results.
A simple mindset shift, from control to collaboration, from telling to asking, from tasks to transformation, can make all the difference.
Integrating Coaching Into Your Leadership
1. Focus on Empowering Questions
Ask questions like:
• “What’s working for you right now?”
• “What’s the biggest challenge you’re facing?”
• “What support do you need from me?”
This encourages agents to think critically and take responsibility.
2. Be Fully Present: Listen to understand, not just respond. Reflect back what you hear. Engelbrecht notes:“Agents don’t always need solutions; they need to feel heard.”
3. Co-Create Goals: Involve agents in setting meaningful, measurable objectives. Alignment with personal motivation drives performance naturally.
4. Celebrate Growth: Recognise progress, effort, mindset shifts, and learning moments. Engelbrecht says: "Recognition is powerful fuel."
5. Make It Consistent: Schedule weekly or bi-weekly coaching sessions. Consistency builds trust, and trust builds performance.
Balancing Coaching and Management
Management remains essential for systems, structure, and standards. Coaching adds depth, transforming compliance into commitment.
Engelbrecht explains: "Use management for policies, reviewing performance, and setting expectations. Use coaching to unlock potential, build motivation, and support personal growth."
"Think of managing as steering the ship," she adds. "Coaching is helping your crew become world-class sailors."
At Just Property, our culture is built on purpose, progress, and people. Coaching is how we live those values: "It’s not just about business, it’s about believing in people before they believe in themselves."
When you coach with intention, you don’t just get better results, you create better agents. That’s how extraordinary teams are built.
