CULTURE: What It Is and Why It Matters

Evaluating the Health of Your Company

By Real Estate Recruiting Coach Judy LaDeur

Whenever we evaluate the relative health of a company, the first element we examine is the company’s culture.  Cultural strength may well be the most critical factor in a company’s success.

What is culture?  A company’s culture refers to how well the members of an organization agree about the importance of shared values.  In simple terms, it’s “the way things are done”. Yet, culture is often overlooked or dismissed as “fluff”.  Subsequently, in many companies, culture is derived accidentally, verses by design.

Culture is everything we do, including the way we answer the phone, greet clients, resolve disputes, communicate, dress, and process information.  It’s also our performance standards, the appearance of our offices and yard signs, our marketing message, and the perceived image of the agents.   Culture should be created by a specific set of core values, and implemented on a daily basis. Do you view the growth of your agents as the pathway to increasing your profit? Ultimately, culture is how well a company collectively “walks the talk”—not simply an eloquent mission statement in the foyer.

Why does culture matter?  There is overwhelming evidence that companies that intentionally develop and manage their cultures outperform similar companies that don’t and by a wide margin! Real estate companies with strong cultures attract more clients, have a higher percentage of repeat and referral business, attract and retain the most productive salespeople, and have the most positive environments.  You can literally feel it when you walk in the door.

What does a strong culture look like?   

  • An atmosphere of trust, transparency, and fairness permeating the organization.
  • A prevailing sense that the whole of the company is important to all.
  • A commitment to continuous improvement.

What is the leader’s role?  There is no more important job for leadership than to develop, articulate and model an intentional culture.  Ultimately, every culture and sub-culture in any organization is a reflection of its leader.  Changing culture is complex.  The process can begin by identifying:

  • 3 values that are important to you, the leader
  • 3 values that are important to your team:  agents and support staff
  • 3 values that are important to your clients
  • 3 values that are important to the success of your brokerage

Once you have identified the shared core values, you should begin developing a comprehensive plan for implementing those core values in everything you do. Are you recruiting agents who support your values? Do your clients know your core values and how that benefits them?  Does every member of your team adhere to those values on a daily basis? It does not happen overnight, but you can start today to build your office of tomorrow.

A great tool to get your message to your potential recruits and your clients is our Profitable Recruiter Motivational messages. We create a motivational message each week for you to send to your agents, your recruits and your agents clients. You can personalize each message with one of your core values. To view each of the tools on our Profitable Recruiter platform, go to www.TheProfitableRecruiter.com.

Having the right systems and strategies in place takes some of the guess-work out of your success.  We are happy to be a resource to help you develop a strong, supportive culture in your office, stay top of mind with the recruits you want to hire, and give you the scripts and dialogues you need to close even the savviest of agents to join your team.  Want to learn more about how to become a more profitable recruiter?  Check out our Membership Benefits and enroll today.   

Take advantage of our special offer!  Make any Profitable Recruiter Pro Membership part of your business plan, and take 30% off with the promo code 30OFF — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 30% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training, more than 30 webinars on demand, scripts, letters, social media tools and more!  What are you waiting for? Register today

 

Questions Open Doors in the Interview

Hiring the Agents You Really Want

By Real Estate Recruiting Coach Judy LaDeur

Recently I was asked, “What is the most important thing that you need to do to be successful in recruiting?” My response, without hesitation, was “Asking the right questions”.  In every step of the recruiting process, asking questions, and asking the right questions is the key to success. Let’s look at each step of the process:

  • Phone Calls: When you are making your calls, remember that you should not do all the talking. Tell them why you are calling, then ask questions. Ask they what they know about your company, how their career is progressing, what they would want in a company if they were to make a change. Learn as much as possible about that agent. Remember, if they are emotional, the more they talk, the better you are doing.
  • The Interview: Before you begin to tell them what your company has to offer, you must first ask questions to determine what they are looking for, what they are unhappy about, what they would want if they were to make a move, etc. The more effective you are at asking the right questions, the more likely you are to present the right systems.
  • The Presentation: While presenting your systems, interaction between you and the agent is critical. If you are the only one talking, chances are that they will start to tune you out. Keep them engaged in the interview by asking them questions and getting their feedback as you present your systems. Again, if the agent is emotional, the more they talk, the better you are doing. 70% of all sales agents are emotional by nature. If you keep them engaged in the conversation, you will have a much better chance of hiring them that day!
  • The Close: The close is a statement designed to have them take action and commit to join your team. When they have concerns, they will throw out stalls and objections. This is when questions are very important. Don’t try to overcome the objection right away, but instead, follow the 5 step objection handling process. By asking questions about their concerns, you can usually discover the best solution for that objection. When you have the best solution to the problem, ask a question to tie it down. “If I can solve (the problem), is there anything else that would keep you from saying yes today?” If that is the only problem, solve it!

We all know that Einstein was a genius.  What you might not know is a famous quote that says it all when it comes to asking questions. Albert Einstein said: “If I had an hour to solve a problem, and my life depended on the right answer, I would spend the first 55 minutes determining the right questions to ask!”  When a recruit is sitting in front of you, you have one hour to solve the problem of “What would it take?” When you take the time to ask the right questions, everything gets easier!

Having the right systems and strategies in place year-round takes some of the guess-work out of your success.  We are happy to be a resource to help you stay in touch month-after-month, give you the scripts and dialogues you need to close even the savviest of agents to join your team.  Want to learn more about how to become a more profitable recruiter?  Check out our Membership Benefits and enroll today.   

Take advantage of our special offer!  Make any Profitable Recruiter Pro Membership part of your business plan, and take 35% off with the promo code PLAN35 — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 35% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training, more than 30 webinars on demand, scripts, letters, social media tools and more!  What are you waiting for? Register today