The results of the study showed that high levels of Dominance and Influence correlated with the highest numbers of sales, as did above average emotional intelligence. The study found that estate agents with Dominance as a working strength sold 17% more than those with high Influence, 20% more than those with a preference for Compliance, and 27% more than those with high Steadiness.  Dominance profiles also had a hit rate that was consistently higher than the other profiles.  

Thanks to the results of their benchmark study with Thomas International, HOME was well prepared for the downturn. The study provided the team with data that mapped successful sales behaviours, enabling the team to target their recruitment, development and Sales approach more effectively and maximise revenue. Anne-Mette explains: “When we did the latest study, I knew what kind of profile an excellent salesperson would have, but I didn’t know the correlation between the profile and their KPIs. That was the most valuable finding in this study.”

She continues, “During Covid the market changed dramatically. Now we know what kind of indicators are necessary in different kinds of market conditions. During Covid, we needed the profile that this study indicates, but now that the market has turned upside down, the behaviour that a real estate salesperson needs is different. In a seller’s market, the salesperson needs to have high Dominance. It’s the opposite in a market where prices are going down. You really need to ensure that the buyers are informed. So the opposite factors are necessary today. That is a very useful finding. We wouldn’t have known that if we hadn’t done this study.”

The study has also informed the training and development that HOME University provides for estate agents, informing personal development strategies that bolster performance. Anne-Mette describes how the training has changed since the pandemic: “When I train them to be in this new market, Steadiness is a key factor. During market uncertainty you have to be much more focused on demonstrating to customers that it’s safe to buy. Prices are going down and our customers are selling their homes for less money than they did six months ago. In the capital of Copenhagen, the market is so unstable that many people are reticent to buy houses at the moment. We need to provide them with security and support.”

HOME has used Thomas tools to successfully future proof its Sales strategy, helping the business to de-risk and maximise revenue during the downturn. Informing recruitment, training and personal development, the data points collected during the latest study by HOME have aided in transforming the way that the organisation works, passing that value along to customers, who benefit from the estate agents’ self-awareness and training in psychological factors.