DISC Fever

In last Friday’s Wall Street Journal, an article appeared describing the high correlation between Machiavellian behavior and success in the real estate business. According to the author, “brokers who score high in Machiavellian personality tests sell more real estate than their kinder, gentler colleagues.” While this finding certainly plays into the stereotype of the predatory agent swooping in to manipulate unsuspecting customers (two other industries specifically mentioned for similar correlation were stockbroker and car salesman), the reality is different. Here’s what I have learned over almost 30 years of hiring agents and observing who succeeds and who doesn’t.

There actually ARE personality types which are likely to succeed in real estate. At Warburg, we administer a quick personality test to every agent whom we are considering hiring. It is called a DISC test, and although it takes only 7 minutes to complete online, it is remarkably accurate. We correlate the findings of the test with the profiles of our top agents to determine the results most likely to lead to agent success. The four letters in the acronym stand for Dominance, Influence, Steadiness, and Compliance. In general the most successful agents have high Dominance and high Influence scores.  They are influencers: outgoing, charming, friendly. But they are also dominant – they know how to close. They are capable of saying, “You need to step up to the plate” when they see that their customer is about to lose a significant opportunity. They elicit warmth and respect but they are not timid. They are powerful, knowledgeable professionals who can be both strong and opinionated. This is a typical CEO profile.

Another successful combination is the high Influence, high Steadiness personality type. These agents more typically win through persistence. Once again, they are friendly and engaging, and they are usually great relationship builders. They are also steady and thorough. They do their homework, and they know how to counter one argument with another. Unlike high Dominance personalities, they are not impatient. But don’t cross them! They will give you a lot of rope, but once you have run out of rope, they are DONE with you.

The personality types less likely to be successful are Steadiness and Compliance combos, or anyone with a high C rating. Compliance is not a trait usually associated with independent contractors, who almost by definition have an iconoclastic streak, and, unlike many high Compliance people, are not timid. The best agents push the envelope and think outside the box. They suggest the property you weren’t looking for, in the neighborhood you didn’t consider, and demonstrate to you why it actually is the right choice.  And they provide such attentive service and make you feel so good about what you picked that you send all your friends, neighbors, and children to them for all their real estate needs going forward.

Machiavelli’s Prince was not in a referral business. We are. Successful agents, no matter how Dominant they may be, always deploy their skills in the client’s best interests. They are relationship builders. THAT, and not a scorched earth perspective, creates long term value in our business.

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