Application to other industries
Sales, Logistics and Product Development organizations
This Case Study uses personality identification to place individuals in the right roles to maximize revenue and employees’ satisfaction, simultaneously. Obtaining thinking and behavior styles assists development of future training programs.
Objective
Reposition people within a network of 25 real estate offices to create a better model that consistently achieves better financial performance: listing & closing properties.
Challenge
Determine the idea mix of individuals best for each real estate office. Roles include brokers, listers and closers. How select, encourage and reward people to play their respective roles optimally. How reposition people into single (versus dual) roles in ways that are designed to increase peoples’ individual financial gains, and the success of the office overall.
Process
- Obtain financial information from several individual offices and performance data
- Analyze personality details about individuals in those offices to begin aligning their motivations thinking and behavior with the roles that they play
- Establish desired financial outcomes for each office, plus the significant roles that need to be filled (e.g. lister, closer, admin)
- Provide broker with profiles and criteria data that enables them to create the roles and procedures in the office. By understanding these personalities, Brokers have strong indicators about their team members’ motivating dynamics and propensity for thinking and behavior styles
- Define appropriate model for the opportunity of different ‘CMA Profiles’ to perform excellently in their respective roles
a) Sales people (outbound) are Sociable, Cooperative, Conscientious. They only need small spaces, since they’re better serving customers out of the office.
b) Listers (inbound) are also Sociable, Cooperative and Conscientious
c) Closers can also be sociable but Individualistic, Assertive and Rational - Broker implements individuals in their roles and tracks their performances
Solution
Created a more effective business model for a national real estate company
- Reconfigured how each office works
- Redistributed (and eliminated some) workers within and among offices
- Empowered brokers to understand performance objectives through monitoring
- Re-focused how to evaluate relative success of inbound and outbound sales activities
- Set in motion performance monitoring which encompassed role placements for different types of individuals
Lasting Results
- Ongoing growth – #1 residential and commercial real estate organization in the country
- Salespeople more satisfied in new roles, per satisfaction survey. More enjoyable jobs has also meant better productivity
