Advertorial
At Just Property, we believe in growing people to grow business. In the dynamic world of real estate, great results don’t come from pressure; they come from people who are supported, developed, and inspired to reach their individual potential. While strong management keeps the wheels turning, true growth happens when we take a coaching approach.
“Managing keeps the engine running, but coaching fuels the growth,” says Lizl Engelbrecht, Just Property’s national operations manager. “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 in a well-run office. But their impact is different: Management is directive and task-based. It’s all about setting expectations, tracking performance, and ensuring procedures are followed to create efficiency and effective output. Coaching, on the other hand, is people-focused. It’s about unlocking potential, building confidence, and guiding agents towards self-leadership.
“A manager tells an agent to make 30 calls. A coach helps them uncover why they’re stuck and how to shift it,” Engelbrecht explains.
In practice, this might look like shifting a one-on-one meeting from performance reviews to personal development check-ins. It’s about fostering curiosity, empathy, and solutions, not just chasing numbers.
Why coaching matters at Just Property
We’re not in the property business, we’re in the people business. And that means every interaction with your agents is an opportunity to coach. A shift in your office dynamic happens when you turn your attention to coaching and not just management. You can expect positive results such as:
- Agents take ownership
“When people set their own goals and understand their why, they commit on a deeper level,” says Engelbrecht. - Confidence and resilience grow
Coaching helps agents push through mindset blocks, stay focused in tough times, and celebrate small wins along the way. - You build loyalty and culture
“Real estate can be isolating,” Engelbrecht adds. “But when leaders invest time and energy in their people, that connection builds a culture of care.” - Results improve naturally
Coaching creates consistent, empowered performance. This is something that management alone can’t always achieve.
When people feel seen and valued, they perform differently. They bring energy, creativity, and a growth mindset to the table—elements that fuel long-term success.
One does not need to be a certified coach to start making a difference. It begins with a simple shift in mindset: From control to collaboration. From telling to asking. From tasks to transformation. Integrating coaching into your leadership style is as simple as:
- Focus on asking empowering questions
Instead of issuing commands, get curious. Questions like “What’s working for you right now?”, “What’s the biggest challenge you’re facing?” or “What support do you need from me?” Asking questions helps agents think critically and take responsibility.
Coaching starts with connection. Put the phone away. Listen to understand, not just to respond. Reflect back what you hear. “Agents don’t always need solutions—they need to feel heard,” Engelbrecht adds.
Instead of assigning KPIs, involve your agents in setting meaningful, measurable objectives. When goals align with personal motivation, performance naturally follows.
Recognise the progress, not just the performance. Celebrate effort, mindset shifts, and learning moments. “We often forget to acknowledge how far someone has come,” Engelbrecht says. “Recognition is powerful fuel.”
Schedule regular coaching conversations, weekly or bi-weekly, and keep them sacred. Use them to check in, realign, and re-inspire. Consistency builds trust. And trust builds performance.
Balancing coaching and management
It is important to remember that you still need to manage your business. You need systems, structure, and standards. But coaching adds depth. It transforms compliance into commitment.
Engelbrecht explains, “Use management when enforcing office policies, reviewing sales performance, and setting expectations and rules. Use coaching to unlock someone’s potential, build motivation and focus, and support personal growth.”
“Think of managing as steering the ship,” says Engelbrecht. “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,” says Engelbrecht.
When you coach with intention, you don’t just get better results, you create better agents. And that’s how we build something truly extraordinary.
