Cliftonstrengths Real Estate
How Real Estate Agents Can Use CliftonStrengths to Grow Their Career
Guest post by Alina, an experienced executive coach and organizational development consultant at Merge Coaching & Consulting, specializing in mid-market and enterprise clients.
In this article, you'll discover how CliftonStrengths—a simple and affordable online tool—can help you unlock your natural talents, boost productivity, and reduce stress as you grow your real estate career.
What if instead of constantly trying to fix what you're not good at, you learned to focus on what you naturally do best? That is the big idea behind positive psychology, and one of the most practical tools is the Gallup CliftonStrengths assessment—a resource millions of professionals use to identify and amplify what makes them uniquely powerful.
In real estate, confidence, resilience, and relationship-building are vital. Leveraging your strengths gives you an advantage, whether you’re just starting or established in your career.
Let's explore positive psychology, the workings of Gallup's StrengthsFinder (now CliftonStrengths), how to access the tool affordably, and how to leverage the results to grow your business and prevent burnout.
What Is Positive Psychology?
Traditional psychology often focuses on what's wrong with us—disorders, weaknesses, trauma. Positive psychology flips the script by asking: What's right with us? What helps people thrive, not just survive?
Positive psychology is the scientific study of strengths, well-being, optimism, engagement, and meaning. Instead of obsessing over gaps, it invites us to recognize and build on our natural talents. That's where the CliftonStrengths assessment comes in.
What Is the CliftonStrengths Assessment?
CliftonStrengths, formerly StrengthsFinder, was developed by Don Clifton and popularized by Gallup. The assessment helps you uncover your top strengths out of 34 possible talent themes—from "Strategic" and "Achiever" to "Empathy" and "Relator."
The premise is simple: The more you align with your natural strengths, the more effective, energized, and resilient you become.
Why It Matters for Realtors
Real estate requires you to wear many hats—marketer, negotiator, counselor, project manager. Knowing your strengths helps you:
- Prioritize where you shine
- Communicate with confidence
- Build stronger relationships
- Collaborate more effectively with clients, vendors, and teams
- Delegate and outsource with intention
Where to Take the CliftonStrengths Assessment (For Cheap)
You don't need to spend hundreds on a coach to get started. Here are your options:
Gallup's Official Website
- Purchase Cliftonstrengths
- Top 5 strengths: $24.99
- Full 34 strengths: $59.99
Free with Book Purchase
- Books like StrengthsFinder 2.0 often include a code to take the Top 5 assessment for free.
- Tip: Buy a new copy, not used, to ensure the code works. New books cost around $25.
Sales or Coaching Bundles
- Some brokerages or coaching programs include the assessment in onboarding; ask if it's already part of your training program.
- Merge Coaching & Consulting offers a more comprehensive option: the complete CliftonStrengths 34 report, along with a one-on-one debrief with a certified coach and a tailored, real estate-focused action plan. This premium Cliftonstrengths package is priced at $399 and is perfect for expert guidance and immediate application.
How to Read and Use Your Results
Once you've taken the assessment, you'll receive a report detailing your top strengths, their meaning, and how they appear in your work.
Here's how to put that insight to work:
1. Rewrite Your Agent Bio
If you're high in "Individualization," talk about your ability to tailor home searches to unique client needs. If "Activator" is in your top five, emphasize your bias for action and ability to move deals forward.
2. Customize Your Client Approach
- High in "Empathy"? You might shine with first-time buyers who need emotional support.
- Have "Analytical"? You may be better suited for investor clients who want data-driven insights.
3. Spot Burnout Triggers
It may backfire if "Consistency" is low and you're trying to force a rigid routine. Or if "Command" isn't a strength, negotiating high-pressure deals without support may drain you.
4. Use It to Set Boundaries and Delegate
Focus your time on activities that energize you and delegate tasks that don't play to your strengths. For example:
- Hire a transaction coordinator if "Discipline" is low.
- Use marketing templates if "Ideation" or "Communication" aren't in your top five.
Real Examples: Agents Using Their Strengths to Grow
Case 1: Sarah, the Empathetic First-Time Buyer Specialist
Sarah's top strengths included Empathy, Developer, and Adaptability. Instead of chasing luxury listings like everyone else in her market, she leaned into guiding first-time buyers who needed hand-holding, reassurance, and patience.
She used her natural ability to read emotions to become a trusted guide. Over time, this niche led to consistent referrals and a loyal client base. "Once I stopped trying to be like everyone else, I became more successful," she said.
Case 2: Jason, the Strategic Planner
Jason's top strengths were Strategic, Focus, and Achiever. He struggled early in his career because he felt he had to network constantly and be everywhere at once.
After getting his strengths results, he designed a repeatable weekly routine focused on high-value activities and leveraged email marketing to nurture leads instead of draining himself at networking events.
"Once I saw that structure and planning were my edge, I stopped fighting it. I don't have to be loud to be effective," Jason shared.
Case 3: Maria, the Connector
Maria's top themes included Woo (Winning Others Over), Communication, and Positivity. She thrived in open houses and client events. But she was buried in paperwork, which drained her energy.
Her coach helped her shift to a referral-based business, delegate transaction tasks, and spend more time networking and building partnerships.
"I used to think I had to do everything myself. But when I leaned into what I do best—connecting—I tripled my referral volume in 12 months."
Final Thoughts
Self-awareness is power in a career as dynamic and personal as real estate. You don't have to be the same as the top producer in your market to succeed. The CliftonStrengths assessment is a powerful way to uncover your natural genius—and use it to build a business that works for you, not against you.
Positive psychology reminds us that thriving isn't about fixing your flaws. It's about discovering what makes you thrive—and finding ways to do more of it.
So take the test, read your results, share them with a mentor or coach, reflect, and then ask: How can I build a real estate career that fits me, not the other way around? You're not starting from scratch—you're starting from strength.
Did you find this article on real estate coaching helpful? We have much more to share to KickStart your real estate career! Explore our courses and affordable 1:1 agent coaching tailored to professionals like you for more insights and guidance.
