Behavior: How Understanding People Can Transform Your Leadership and Sales

Behavior: How Understanding People Can Transform Your Real Estate Business

Inspired by Brian Icenhower’s “Behavior: Improve Communication and Sales Performance in Real Estate”

Most Agents Don’t Lose Deals Because of the Market — They Lose Because of Miscommunication

Let’s be honest.
In real estate, you can have great listings, marketing tools, and even the latest CRM — yet still struggle to close.

Not because the market is bad.
Not because your leads are weak.
But because you don’t fully understand people.

That’s what Brian Icenhower reveals in his powerful book Behavior: Improve Communication and Sales Performance in Real Estate.
His message is simple:

“Real estate is not about property — it’s about people.”

The agents who understand human behavior, communicate with clarity, and adapt to each client’s style are the ones who win — in sales, in referrals, and in relationships.

Real Estate Is a People Business, Not a Property Business

Have you ever met a client who ghosted you after what felt like a great showing?
Or a buyer who seemed interested — but never called back?

Chances are, it wasn’t about the property.
It was about behavioral mismatch.

Every person has a natural way of communicating, making decisions, and building trust.
When we fail to match that, clients don’t feel understood — and the connection breaks.

That’s where Icenhower’s favorite framework comes in: the DISC Behavioral Model.

D – Dominant: Direct, decisive, results-oriented.
I – Influential: Friendly, outgoing, spontaneous.
S – Steady: Loyal, calm, consistent.
C – Conscientious: Detail-oriented, analytical, cautious.

Once you know which style your client operates in — and adjust your approach accordingly — your communication transforms.

You stop selling.
You start connecting.

Why Understanding Behavior Matters in Real Estate

Icenhower’s research shows that top-performing agents aren’t just skilled — they’re self-aware.

They understand how their behavior affects every part of their business:

Lead Generation: Knowing your style helps you choose prospecting methods that fit your natural strengths.
Client Conversion: Recognizing client personalities lets you speak their language and close faster.
Team Building: Understanding behavior helps you recruit and train people who complement your style, not clone it.
Customer Service: Adapting to clients’ styles builds loyalty — and that means more referrals and repeat business.

When you understand behavior, you stop wasting energy on mismatched communication.
You build trust faster, negotiate smoother, and create experiences clients remember.

Behavior in Action: How to Adapt to Every Client

Here’s what behavioral awareness looks like in real life:

When you’re meeting a high D (Dominant) client — be concise. Get to results fast.
When working with a high I (Influential) — build excitement. Let them talk and dream.
When handling a high S (Steady) — slow down. Offer reassurance and patience.
When assisting a high C (Conscientious) — provide facts, data, and clear comparisons.

It’s not about changing who you are — it’s about adapting to who they are.

That’s the skill that separates top producers from average agents.

Your Behavioral Style Drives Your Business Strategy

Icenhower doesn’t just teach theory. He shows how to use your behavioral strengths to build a business that fits you.

For example:

If you’re a high D, you’ll thrive with bold lead-generation strategies and decisive systems.
If you’re a high I, focus on networking, client events, and social media presence.
If you’re a high S, build long-term relationships through trust and consistency.
If you’re a high C, showcase your expertise with detailed market analyses and structured processes.

When you align your business model with your behavioral strengths, you perform better — and enjoy the work more.

Leadership Through Behavior

If you lead a real estate team or brokerage, behavioral understanding is your ultimate leadership tool.

Imagine being able to:

Spot agents’ natural motivators and coach them more effectively.
Match clients with the right agent based on style compatibility.
Reduce internal conflict by understanding how team members prefer to communicate.

That’s what Behavior equips you to do.
You don’t just grow sales — you grow people.

And when you grow people, production follows.

From Awareness to Action

In real estate, success isn’t just about listings and leads — it’s about relationships.
And relationships are built on how well we understand and serve others.

So here’s how you can start applying Icenhower’s lessons today:

Take a DISC Assessment — identify your behavioral strengths.
Study Your Clients — notice their pace, tone, and focus.
Adapt Your Communication — speak in a way that builds trust.
Coach Your Team — help them understand themselves and each other.

When you do this, you’ll see immediate improvements in your conversations, conversion rates, and client satisfaction.

A Final Thought

Real estate is about helping people make one of the biggest decisions of their lives.
If they don’t feel understood, they won’t trust you.
But when they do — they’ll stay with you for life.

Understanding behavior helps you turn transactions into relationships, and relationships into referrals.

Because people don’t just buy homes — they buy trust.

Try This:

This week, observe your next three client interactions.

Who seemed fast-paced and decisive?
Who needed details and reassurance?
Who loved stories and connection?

Then ask yourself:
“How can I adjust my approach next time to fit their style?”

Small behavioral shifts lead to massive results.

Quote to Remember:

“Top agents don’t sell homes — they understand people.” — Brian Icenhower

Take the Next Step

If you’re a real estate professional or team leader who wants to strengthen communication, boost conversion, and build a behavior-smart business — let’s talk.

✅ Book a DISC Workshop for your real estate team and discover how behavioral awareness can increase sales, improve teamwork, and enhance client experience.
✅ Or take our “Maxwell DISC Assessment” to identify your style and start adapting today.

📩 Message me or explore our Signature Product, The DISC Self-Awareness Advantage™, to get started.

Because when you understand people, you don’t just grow your business, you grow your influence.