One Quick Dialogue to Get You BACK on the Phones

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Say NO to Rejection

by Real Estate Recruiting Coach Judy LaDeur

Recruiting is still the lifeblood of this industry.  We all know that in order to make the hire we have to get an interview. To get the interview we have to get the appointment and in order to make the appointment, we have to make that darn call!  Easier said than done.

If you are currently reluctant to pick up the phone and make the call to breathe new life into your organization, commit to taking this approach:  The NO REJECTION dialogue. 

Start your dialogue with a compliment or a word of encouragement to get the “No Rejection”   rolling. Topics could include complimenting them on:

1)    Their personal website  (Of course, you need to view it to discuss it)

2)    Recent ads they are currently sponsoring (Especially since so many agents have cut back on their ads)

3)    Their average Days On Market for properties listed (Discuss pricing it right; controlling seller expectations)

4)     The percentage from List Price to Sale Price (Include CMA process and marketing strategies)

For the next 30 days, I want you to call, discuss something they will feel good about, compliment them, and close with this phrase. “Do you have anything special planned for the rest of the spring?” (Get their feedback.)  Continue with, “That sounds wonderful. I hope you have an opportunity to make lots of memories. It’s been a busy year for everyone, so take this time to relax, have fun and enjoy the things you enjoy doing. We are expecting another great quarter ahead in real estate and love to see some positive shifts to a more balanced market.  We look forward to working together with you in the future!”

Yes, you read it right. I did not ask you to close for an interview. By not closing, you will remove the rejection factor.  Be prepared for your prospect to be surprised.  Most important, remain sincere and transparent. In this competitive market, it’s more important than ever to build those relationships. Get back in touch with them in a few weeks, and then ask them to come for an interview.

This communication will build value in your organization while enriching your relationship with the prospect. Now, go ahead…make the call!

If you’re ready to give your team or organization a truly solid foundation —  put systems in place that position you to build the team you really want, or learn more strategies for working smarter, not harder; bookmark our blog and join The Profitable Recruiter today.  We have a full spectrum of membership benefits with all the tools, strategies, and solutions you need to position yourself to win this year and every year. Our goal is for you to become the “turn-to” broker in your area for every agent.  

Join today and take advantage of our special summer offer of 50% off with the promo code 50OFF any membership.  That’s 50% 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!

4 Keys to Keep CHANGE from Creating VULNERABILITY

Recruiting Secrets to Stay AHEAD of the Competition

By Real Estate Recruiting Coach Judy LaDeur

Agents are, understandably, nervous about what market change and looming headlines mean for their businesses, and they are eager for the skills and tools they need to navigate an industry that has seen tremendous CHANGE, especially in the last year and a half.

We have all heard the saying; the only constant thing in life is change.  The same is true for your business.  Change is necessary and needed to move forward. However, change is also the #1 reason for vulnerability in a real estate office.

When you are vulnerable, you can lose agents. There are also times when you should NOT implement a change.

Change is the #1 reason for vulnerability. When you implement change, there are a certain number of agents who will be unhappy with the change. It has the potential to create some resistance in your office.  We understand that it’s impossible to implement a change and have everyone be happy. But here are some tips for implementing change to control vulnerability.

#1: Try to involve your agents whenever possible: If you are changing locations, ask a team of agents to help you locate a new location. Go out with them to scout out new office space. Let your agents sell the group on the new location.  You could also set up a committee to determine the new colors for the office and ideas for office design. Let them spend their time with the designer, but you can make the final decisions.

#2: Use the exchange method: When you take away or add a service, use that opportunity to evaluate all your existing services and tools.  Whenever a company tells me that they are going to add a tool or service, I usually ask them, “Are you planning to discontinue any services or tools in the near future?”  Or if they want to discontinue something, I want to know their plans for the near future.  This allows you to hold a business meeting with your agents and explain that after careful evaluation of all your tools and services, you are making some changes to support them in their business better. You can explain that a certain tool or service is not yielding great results, so you are implementing something better for them.  Another example is: If you are changing compensation, or implementing a new fee, time it with the implementation of a new service.  “We are implementing a transaction fee of ($Amount), but you will no longer be charged for (service).”

#3: Grandfather your existing agents whenever possible when you are changing compensation or fees:  Money is always a tricky change, possibly the most delicate one. When possible, “grandfather” the existing agents and apply the change to those new agents who will be joining after the implementation.  Another idea is to grandfather all agents whose production is above a certain amount. You could say, “If you are generating GCC of $90,000.00 or more, you will be grandfathered with regard to the new changes.”  You can also grandfather agents who have been with the company a long time.  “If you have been with our firm for 10 years, or your production is $(Amount), you will not be subject to the new changes.”  Keep in mind that emotional agents will usually not leave because of the money, but they are hurt that after so many years, or at their level of production, that you would take money out of their pocket, or not honor the original agreement that they had.

#4: A management change is also tricky:  Whenever you change managers, you should consider the personality of the manager that is being replaced. If the manager that is being replaced was very friendly, emotional, and well-liked by the agents, you would be more vulnerable with a new logical manager.  If the manager that you want to put into place is a different personality, you can decrease your vulnerability by putting in an interim manager, or yourself, while they go through their mourning period over the loss of the manager they liked.  What I found worked well was to personally manage the office for a period of 6-12 months. During that time, I would look for a new manager. When I found the new manager, I would bring them in as a manager in training and co-manage with them for 3 months. After 3 months, I would turn the office over to the new manager and ease out over the next 30 days.

Times to avoid change:  There are two times that you want to avoid making a change, if possible. Do not make changes during “recruiting season” or when their production is at a low point. The months of August/September and December/January are probably the two most vulnerable times to make a change. Agents typically have fewer listings and pendings during this time, so making a move is easier. You also do not want to make a change while you are already vulnerable from a prior change. For example, if you just changed the name of your company, don’t change the compensation plan the following week.

Bottom line: The best way to retain your agents if you are vulnerable, is always to be working on retention. Start today by sending thee notes a week to your agents. Think of something nice to say about them and let them know how much you appreciate them.  If you always practice retention, the competition will have a tough time raiding your office.

Continue to learn how to master recruiting skills and be the broker to join in your market. If recruiting is a challenge for you, we can help.  

Join us today and take advantage of our special offer of 50% off with the promo code 50OFF any 6-MONTH or ANNUAL membership.  That’s 50% 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 which covers:

  • interview skills
  • objection handling
  • phone calls
  • recruiting strategies
  • handling stalls
  • recruiting to specific personality types
  • and so much more…

What are you waiting for? Join today and save 50% — and add up to 10 managers on your account at no additional cost.  

Not sure if this is the right thing for your company?  Learn why brokers across the country are making it their turn to way to stay positioned for recruiting success in today’s market — and putting the fun back into their recruiting.  (Which is way better than dread – right?) We’re taking the guesswork out of recruiting for brokers — and they are loving it.  We can do the same for you! Questions?  Email us today.  

 

The Opportunities in Change

The Opportunities in Change real estate recruiting

The Cyclical World of Real Estate Sales

By Judy LaDeur

The world — and the world of real estate — is one of the cycles. And certainly, we are in a stage of change right now in markets all over the globe. Change can be a little intimidating for some agents, but with the right mindset, tools, and training — it presents opportunities at every turn. How you deliver the possibilities and help agents navigate change is powerful.  Perception is reality. As the Broker, you are the captain of the ship. The person in charge of the information that is distributed, as well as how it is perceived. You are also responsible for the routing of the journey. As the captain of the ship, if you saw that there was a potential storm on the horizon, would you alter your course? Would you start to make plans and prepare? Of course, you would. A real estate office is no different. Regardless of what happens in the market, there are things on the horizon that you should be planning for today.

Things that you know will happen, such as:

  • Some agents are feeling ready but anxious about change.
  • Most agents are struggling with a correcting and shifting market, higher interest rates, and uncertainty. This makes it easier for them to change offices. That makes you vulnerable as a Broker but also creates opportunities as a Recruiter. What are you doing today to prevent your agents from leaving, and what are you doing to position yourself as the Broker agents think of when making a move?

When you look forward, you can be better prepared for whatever the market does. Here are a few tips to help navigate through any storms on the horizon.

  1. Schedule training for your agents designed to support their business, adapt to change, foster a strong finish to the year, a sense of confidence, and the tools they need to thrive.
  2. Host some fun events, or contests, to keep your agents focused on business, even in these challenging times!
  3. Create marketing pieces for your agents to use to position themselves in front of their clients for new listings.
  4. Remind your agents that there is no better time to stay consistent with their Monday morning messages to their clients. Stay top of mind for additional business opportunities.
  5. Don’t forget to send your Monday Morning Motivation Messages to your recruits each week. Once we head into the holidays, it is especially important for you, as the Broker, to stay positioned with potential recruits.

And don’t forget, there are always changes and cycles in this business. You can change the size of the wave, but you can learn to surf! 

Want to learn how to increase your market share and build an extraordinary team?  Bookmark our blogand join The Profitable Recruiter today.  We have a full spectrum of membership benefits with all the tools, strategies and solutions you need to position yourself to win this year and every year. Our goal is for you to become the “turn-to” broker in your area for every agent.  

Join today and take advantage of our special offer of 50% off with the promo code 50OFF any membership.  That’s 50% 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!  What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.

 

Leading With Influence

Strategies to Grow a Stronger Team

By Real Estate Coach Judy LaDeur

There is a proverb that states, “He who thinks he can lead, but has no followers, is only taking a walk.”  Leadership is all about influence and developing the relationships that foster trust, security, connection – and the willingness to join you in your vision.

What are the qualities of a strong leader?

  1. Integrity: Total honesty and sincerity. Do you sincerely want your agents to be successful beyond their wildest dreams?  Are you genuinely happy for those earning more money than you?
  2. Lead by example: Being the person you want others to be. Are you prospecting daily to build your business? Do they see you interviewing daily? Are you building relationships in the marketplace?
  3. Trust: Do your people trust you?  Trust makes leadership possible. Steven Covey said it well, “The ability to establish, grow, extend, and restore trust is the key professional and personal competency of our time.”
  4. Respect: Leaders earn respect by making sound decisions, admitting their mistakes, and putting the needs of their followers and organization ahead of their own personal agenda.

Actions of great leaders:

  1. Start by just saying thank-you when they do something well. Praise is most effective when it is specific, sincere, and given as soon as possible after the desired behavior occurs.  Broker challenge: Sincerely thank one person each day for something.
  2. Send them notes for meeting their goals or for being on track. Challenge: Write three notes each week to an agent to affirm their progress if they are on track to hit their goals. Send them a small gift when they hit their goals each year.
  3. Great leaders take Mental Hygiene breaks!  Take time to refuel, and you will go a lot further. Take vacations without answering emails or business calls. If the day is going really bad, get away from the office and the business for a few hours. Spend 20 minutes meditating or just getting quiet in the middle of the day. Create a quiet room in your office. Studies show that 20 minutes of meditation in the middle of the day increased effectiveness in the workforce.  Challenge: Encourage meditation/ quiet time in the office and create a quiet room if possible.

Putting these strategies and processes in place help you fine tune your leadership skills and tune-in more to your agents and even your recruiting prospects. And that? Creates influence. Builds trust. Nurtures relationships.  Take these challenges to heart for the next six weeks and see how they create change in yourself and your team dynamics. Good luck, and happy recruiting!

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter.  Take advantage of our special winter offer!  Make any Profitable Recruiter Pro Membership part of your 2016 business plan, and take 50% off with the promo code 50OFF — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 50% 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? 

What Do “Love Languages” Have to Do With Agent Retention?

Much More Than You Realize

By Judy LaDeur

In honor of Valentine’s Day, I thought this post was perfect!

Most Brokers and Recruiters right now are focused on recruiting those agents in other companies who are not happy about their production and fearful about what market change means for them. But what about your own agents? Are they happy? Are they getting what they want and need from you as their broker? It’s not just about money; other factors determine why an agent leaves. The #1 reason that most agents leave a company is that they don’t feel appreciated or valued as an agent. This is the time of the year to focus on retention, ensuring that your agents do not leave.  There is a tool that I find very valuable as a Broker and Coach. It’s the 5 Love Languages Test.

I know. You are asking, why do you need to know their love language? The Love Language tells you HOW they want to be appreciated.  This is equally important in any relationship. Not all people show or receive appreciation in the same way.  By understanding how to best show your agents that you care, you will have better retention and a stronger sense of community within your office.

The 5 Love Languages are:

  • Words of Affirmation
  • Acts of Service
  • Receiving Gifts
  • Quality Time
  • Physical Touch

By communicating authentic appreciation in the language of appreciation most valued to each person, you are more likely to communicate appreciation for that person on your team or in your life.

I was asked to facilitate a leadership retreat once. When I asked what the goal was, the Broker said that the team was not working together and he was getting resistance.  By noon on the first day, I could easily see that there was a disconnect between him and his team. I had each person take the 5 Love Languages Test. Here’s what we discovered: The Broker’s love language was gifts, so he was constantly giving his leadership team expensive gifts to show that he appreciated them.  However, none of the managers had gifts as their love language. In fact, it was rated at #5, or least significant, on all of their reports. Every member of his team scored Words of Affirmation or Quality Time as what they needed or wanted from him. This Broker was very rarely available for one on one time, so they were feeling unappreciated and frustrated. He was amazed that all the gifts that he was giving them did not mean anything to them. They were given in a spirit of sincerity since it’s his language. If they were doing their job, he did not understand why they needed one on one time or affirmation that they were doing a great job.

I see this quite often in real estate. Many Brokers tell me that the person is being paid to do a job and that they don’t understand why they need to tell them that they are doing their job well. However, if they are not doing their job well, they need to be told.  Many Brokers think that if an agent is making a lot of money, they are happy. This is not necessarily true. Studies show that everyone wants to feel appreciated and told or shown that they are doing a great job.

I had a broker in Texas tell me that she and her husband went to a course on the 5 Love Languages. Her language was words of affirmation. It was essential to her that he tell her that he loved her, which he rarely did.  His love language was acts of service, which helped her to understand why he was constantly doing things for her.  Once she understood his love language, their relationship improved. When he came in and said, “Honey, I planted all those flower bulbs for you and trimmed the bushes, she would hug him and say, “I love you too!”

As a recap, the way YOU want to be appreciated is usually how you show appreciation to others, but if that is not THEIR Love Language, then your efforts to show that you care might go unnoticed.

Another important tool to understand those you work with is the DISC test. It’s a powerful assessment  tool in the recruitment of new associates, as well as existing associates.

Knowing a person’s love language shows how that person wants to be shown appreciation, while the DISC tells you what they want and how they will respond when they are unhappy.

When you know both how to communicate appreciation in ways meaningful to each team member effectively and what your agents want, powerful results can follow — improving your team’s sense of feeling truly valued and increasing the level of success throughout the organization.

Why not take the test today? You can give it to your team, as well as those critical people in your life.  For a free copy of the test, go to: http://www.5lovelanguages.com and click the button that says, Learn Your Love Language.

As a reminder, it’s far easier to keep a good agent than it is to recruit a good agent!

Want to continue to learn how to be master recruiting skills and be the broker to join in your market?  Bookmark our blogand join The Profitable Recruiter today.  We have a full spectrum of membership benefits with all the tools, strategies and solutions you need to position yourself to win this year and every year. Our goal is for you to become the “turn-to” broker in your area for every agent.  

Join today and take advantage of our special offer of 50% off with the promo code 50OFF any membership.  That’s 50% 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 which covers:

  • interview skills
  • objection handling
  • phone calls
  • recruiting strategies
  • handling stalls
  • recruiting to specific personality types
  • and so much more…

What are you waiting for? Join today and save 35% — and add up to 10 managers to your account at no additional cost.  

 

Step-By-Step Recruiting

Set Your Goals and Do the Math

By Judy LaDeur

I’m often asked by brokers, “Where do I start?” It’s a common question for recruiters. When you’re looking at your goal – it can seem overwhelming if you don’t have a plan.  I like to tell them that a good goal, to begin with, is to conduct three experienced agent interviews per week. From that, you should average at least two hires per month.  This will give you at least 24 experienced agents per year.  If each is producing two million in gross closings that would give you an annual increase in market share of $48 million and a net gain of $98 million over your competitors!

So how do you get to that? Start by putting these 12 steps in place! 

  1. Find your targets: Set up your target ‘hit lists’.  Your list will depend on the size of your marketplace.  I always recommend that you have at least 100 agents on your hit list, but the more agents that you have, the better. Full-time recruiters should have 250-350 agents on their hit list.  Your hit list will have 3 categories of agents. A, B, and C categories. The A list is your active pipeline. At all times, your active pipeline should have at least 10 agents in it. The active pipeline has two types of agents. Those that you have interviewed, but not yet hired and those who have agreed to come in for an interview and the date for the interview is set.  This means that you will always be talking to at least 10 agents about joining your team. The B-list agents are those that you have a relationship with. You are Facebook friends, you talk to them every 2-3 months, you invite them to social events, etc.  Your C-list agents are those agents that you are marketing to but don’t really have a relationship with yet.  Your A-list and your B-list agents are the ones that you will focus on and spend the most on. I always recommend that Brokers use a program such as Broker Metrics to determine who you want on your hit list, but if you don’t have Broker Metrics, you can use your MLS as a guide to determine who you want on your list. Many brokers pull lists by production level or dollar volume.  Some pull by time in the industry.  There are some strategies and success rates in targeting those second-year agents that have been in 12-36 months and might be ready to move.   Another great strategy shared by one of our members is to target the rising and falling stars in your market. Just as it is crucial for agents to put together their marketing lists for their SOI and farm, it’s just as critical that you have a list to market to as a recruiter.
  2. Digitally position yourself weekly. Use your Monday Morning eNewsletters as a way to position yourself in a motivational, positive message with great tips and tools each week to the agents in your market. This goes to your both your entire list recruiting prospects,  as well as your current team members.  Encourage your agents, and your recruits to use the same strategy with their prospecting lists so that they are positioned as well with a Monday Morning message.  Log in at the end of each month, copy the eNewsletters for the month into your email platform and schedule them to go out every Monday morning.
  3. Monthly position yourself with letters and lumpy letters. Agents love Lumpy Letters and they really create a buzz. Every month we put two or three Lumpy Letters in your system. You can also scroll through the archives to see past letters.  These are perfect for the A-list agents, as well as certain B-list agents.  Most Brokers send 25-50 lumpy mail items per month. At the start of every month, order the suggested mailing insert (small gift or fun item) – we usually include an easy ordering link or offer a suggestion where you can buy the item. Then copy and paste your favorite Lumpy Letter onto a card or onto your letterhead and sign them. Then stuff them into padded envelopes, labels, and mail. They capture the attention of the top agents, create a great talking point, and get you noticed.  Next, pick your favorite seasonal letter and send those to your B and C list agents each month.
  4. Follow up: Give each targeted agent a follow-up phone call just to touch base.  Your goal is to talk to at least three agents per day and schedule a minimum of three interviews with experienced agents per week.  When the agent has indicated that they are happy where they are, call them every 2-3 months just to check in on them. Has anything changed? Are they ready to meet? If the agent is on your A-list, follow up weekly or as needed based on that agent’s situation.
  5. Connect again: The following month, send out another letter, note, or package to your list to promote your systems and your organization.  Everyone doesn’t have to get the same thing either!  Be creative!  Personalize them! You can always look into the archive section of your platform to see past month’s tools.
  6. Follow up again: Hit the phones again just as in step three and make it a habit to consistently send and call each and every month.  Use your CRM to track who you call each month, and when you should contact that agent again.
  7. Promote: After each hire, send out a “Just Hired” postcard to your entire hit list.  This sends out the message that agents are joining your team. Also, post your new recruits to your Facebook page, and include announcements in your eNewsletters.
  8. Promote again: Send flyers out that promote your company, the success of your agents and your commitment to the community.  You’ll be planting those seeds for agents to WANT to learn more about you!
  9. Review your skills. Pick at least one lesson from the 7+ hours of audio training to master each month. Log in and watch a webinar on-demand as well and learn what other brokers are doing to recruit at record levels.
  10. Review your value propositions. Use those to show how your organization is different.  What are the 12 compelling reasons for an agent to join your team? Are those 12 reasons compelling enough for others to take notice and join? What are the results of your 12 compelling reasons to join?  This is how you build value in joining your team.
  11. Use social media: Facebook has really changed the way that brokers build relationships and stay in touch. You should send a Facebook request to everyone on your hit list, as well as your existing agents. Each day, please apply the 30-20-10-5 rule on Facebook. Spend a max of 30 minutes on Facebook in the morning, like 20 things that potential recruits say, make 10 comments, and send 5 personal messages inviting the agent to get together to discuss their business.  Set up your hit list into a group on Facebook.
  12. Stay true to the 3-7-27 rule. Your engagement on Facebook, as well as calls and texting, is designed to build their trust as soon as possible.  It is based on the Rule of Marketing: 3-7-27. It takes 3 direct contacts for them to remember who YOU are. It takes 7 direct contacts for them to connect you to your company. It takes 27 direct contacts for them to trust you, to like you, and to feel as though they can approach you when they are ready.  BUT it also requires the messages to be positive and inspiring, which causes them to like you before they meet you.  Direct contact is a call with a response, a text with a response, a social connection with a response, etc. Any time they respond in any way, you are building a relationship and trust.

Agents are deciding now how they will move forward during these challenging times — and what brokerages best suit those needs. If you position yourself now as the broker with the tools, resources, support, and environment for success – it will be your name at the top of their list of choices. If you need help, let us know.

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter.  Take advantage of our special offer! Make any Profitable Recruiter Pro Membership part of your business plan, and take 50% off with the promo code 50OFF — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 50% 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

Do Recruiting Incentives Work?

Yes, But…

By Real Estate Coach Judy LaDeur

The simple answer is “yes”, BUT some incentives work better than others, and it all depends on the behavior pattern of the agent.Handshake after a job recruitment interview

Most brokers use money, or financial incentives to motivate their agents to help them recruit. The problem with that is that most real estate agents are emotional decision makers, who are motivated more by what you do for them than what you offer to them in the way of money.

Let’s look at what agents do on a daily basis. If they like their loan officer, they refer them to everyone. Why? Because they are paid to refer business to them? No. It’s because they want everyone to have a positive experience when they are buying a home. Many real estate companies have their own in house lenders, and ask agents to refer the business to them. Some even have financial incentives. Does an agent use their loan officers just because they can get paid, if they have a loan officer that they feel can do a better job for their clients? No. They also refer attorneys, inspectors, etc. For an emotional agent, when you offer to pay them to secure their support, it does not feel good to them. Some say that they even feel guilty about getting paid. There are real estate organizations who offer incentives to recruit, but when I ask them how well it works, they admit that most agents do not care if you are paying them to recruit.  You might be asking yourself why I said that recruiting incentives work at this point. As you recall, I said yes, but…

Let’s look at what works and for which type of agent. If you have a driver personality, or an analytical/logical personality, that person is motivated by money. They actually prefer money over other types of incentives. This allows them to spend it the way they want. Statistically, 10% of agents are drivers and 5% are analytical, so 15% of agents will be motivated by the money. However 85% are not!

How do you motivate the 85%? What do they want? Recognition! When they are happy in their work environment, and they truly feel that it’s the best place to work, they will invite others to join.  When they give you a referral, they are just looking to be recognized in a personal way that shows you care.  When an agent gives you the name of an agent who might be a good member of your team, send a thank you note to their home that says, “Thanks so much for helping us build our team of associates with agents just like you! I really appreciate it.”  After the agent comes in to the office for an interview, give the referring agent an update. If the agent joins your team, do something special for that agent.  When I say “special for that agent”, I am referring to something that tells them that you know what is important to them and that you care. If the agent is a driver, they probably would like a financial reward, so that’s’ fine. But chances are they are emotional, so think about what they like.  Maybe it’s a day at the spa, or a certificate for dinner at a nice restaurant, or a really nice bottle of wine.  Perhaps you have box seats to a sporting event and you know that agent enjoys sports. Whatever you give them, put it in a card and say “Thanks so much for recommendation of (Agent Name). They are a great addition to the team and I could not have done it without your help!”  There’s no need to announce that you are offering incentives. Make a habit of asking who they would recommend, and follow up. Once you have recruited them, present them with the note and gift. You will be amazed at how quickly they give you another referral. Why? Because they enjoy working with you, and they appreciate the recognition.

Mary Kay Ash, founder of Mary Kay Cosmetics said, “Every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’  If you can do that, you’ll be a success not only in business but in life as well.” She was known for the way she made people feel. What will you do to show your agents how much you appreciate them when they refer an agent to you?

Want to learn more about building your dream team in less time and with less headaches?  Join The Profitable Recruiter and gain access to 7 hours of training via downloadable links including interview skills, scripts, objection handlers, and more. PLUS, you’ll have access to entire libraries of recruiting letters and notes, emails, social media content, training webinars for recruiting and retention, and opportunities to network with the best of the best. Join today and take advantage of our special 50% off with the promo code 50OFF.

The Three Daily Practices of Master Recruiters

Hint: Are You Staying in Touch with Your Customers?

By Real Estate Recruiting Coach and Speaker Judy LaDeur

If you are like most Brokers, you are constantly reinforcing with your agents how important it is to stay in touch with their clients and potential customers. It’s one of the most important jobs for your agents, but according to NAR, one that most agents do not do.

What about you? Are you staying in touch with the agents in your market that you want for your team? Are you building your base of potential recruits?  Are you staying in touch with them on a regular basis? Do the agents in the market know what tools/training and benefits you offer as an organization and why it might be a better option for them and their career? Do you have your names set up in a CRM?

It’s not enough to have “good stuff”. Most companies have great tools and a lot of opportunities for their agents to make money and succeed.  If that’s all it took, most companies would have agents lining up at their doors to join. They trick is to also communicate the value of what you are offering and stay positioned with those agents at all times.

Communicating your value actually starts way before the interview process. When you take the time to build people’s trust, build the relationship and “pre-sell” your company, the job is half done when you start the interview.

  • Social Media is a great way to build the relationship.
  • You can build curiosity about the value of joining your team with “Just Hired” announcements, both online, in the sidebar of your weekly emails, and postcards are a great way to spread the word that agents are joining your office. You may want to include their “why” – where they share the top reason they joined.
  • Your marketing should be about your results. Share the things that make you unique. Do you have an awesome mentoring program? Do your agents close more than those at other companies? Share your success stories.
  • Make those phone calls to discuss your value, the results your agents are getting, to thank an agent for a great co-broke experience, etc.
  • Our Profitable Recruiter Monday Morning email newsletters keep you positioned at all times. They are motivational and inspirational and a “soft” way to stay in touch without that imposing push of a hard recruiting call. You’re offering content of value, and creating the rapport that is powerful when those agents start to think about making a move.

What do top recruiters and brokers do on a daily basis to insure consistent results in recruiting?   They stay in touch with the agents that they want! We talked to many of the best recruiters and brokers that we coach and asked them what they do to stay in touch with their “book of business”, the agents that they want.

#1: Phone calls are a daily routine: They talk to at least five agents every day about a career with their company. When their pipeline is empty they spend several hours each day making calls. For a Master Recruiter, if they are not interviewing a candidate, they’re looking for one!

#2: They network for referrals daily.  Master Recruiters say the best way to get appointments with the best agents is to build relationships with their existing agents. Master Recruiters say 50%-80% of their recruits are a result of the referrals from their agents. How do they get the referrals?  They ask for referrals, they watch who the agents are co-broking with and follow up with phone calls, they hold networking/coaching sessions weekly for the agents in the office, and they understand that when agents are happy with their office, they want other agents to have that same experience.

#3: They follow up with the agents in their pipeline:  Master Recruiters hire about 50% of the agents that they interview that day, or within 60 days of the initial interview. 15% will choose another firm right away and 35% of the agents will decide to move sometime in the next 12 months. That means follow up is critical for long-term success. Follow up involves, notes, calls, sending books or gifts, invitations to special or social events, or sending them a weekly motivational email that they can read, share with their friends and family and also share with their book of business. When that agent is doing more business because they are sending your weekly motivation message to their book of business. Their business and success is tied to YOU, and they are not even there yet! Brokers who stay in touch with their potential recruits with The Profitable Recruiter say that they recruit more than of 6 agents per year with this one tool alone!

Show your agents that you practice what you preach and sign up for the Profitable Recruiter today. Your agents will love it!

What do you get?  Make any Profitable Recruiter Pro Membership part of your recruiting plan, and take 50% off with the promo code 50OFF — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 50% 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 – AND includes the 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 and be on your way to being a Master Recruiter.  

 

 Identifying and Communicating Your Value Proposition

By Real Estate Recruiting Coach Judy LaDeur

The most important asset within your company is the people. Attracting the right people means attracting those aligned with your values and vision.  This gives you an opportunity to create a flourishing environment that translates into an improved bottom line.

Putting a strong team in place will require you to answer a few tough questions first. You must be able to share details about your company in “what’s in it for them” terms. Explain how a move would benefit them both personally and professionally. Because let’s face it, switching companies is a very scary decision for most people. Diffuse fears by accurately and effectively sharing the “WHY” that sets you apart from your competition. What does this look like?

You must define:

  • What you do better than your competitors
  • What you are doing that your competitors are not
  • How you can help potential recruits earn more money through your systems and tools
  • How you enhance the working environment of your agents
  • What real results other members of your team have seen since making a move

Once you answer those questions, the next step is spelling out the reasons any agent would want to join your team. In my training, I ask each broker to come up with their 12 most compelling reasons. Unfortunately, twelve reasons can be difficult for a lot of brokers. For that reason, I have created a blueprint that you can follow to begin crafting your own list.

12 Compelling Reasons Recruits Will Say YES to Joining Your Company

# 1:  Strong Leadership: Vision, support with problem solving, and leaders who are acting like leaders. Take it one step further and determine what specific value you and your expertise bring to your team.

#2: Lead Generation: Agents need to prospect, but they want companies that are working to generate leads for them as well. There are lead generation companies out there that are charging agents up to $1000 a month for leads and believe it or not, agents are paying. Why? Because agents want those internet leads, or any leads that the company can provide. What are you willing to provide?

#3: Name Brand Awareness: Companies with a strong presence in the market, locally and nationally, are doing well with their recruiting efforts. Name awareness is tied to market share. The best agents understand that the stronger the name/market share, the easier it is to compete for business.

#4: Education/ training: Agents are looking to fine-tune their skills. Many are staring down steep learning curves for technology and virtual presentations. Many agents know they need to get back to the basics and most realize the value of staying current in an ever changing real estate industry. The best agents also understand the value of securing specialized training or securing certain designations for areas of specialization. Such areas might include: Virtual presentation, social media and digital marketing, niche-market prospecting, and technology.

#5: Positive office attitude and healthy environment in the office: Agents want a positive work environment with competent and positive peers. It is easy for me to see that the offices with the best production and best attitude have brokers with a great attitude. Those same brokers spent the last 5 years getting rid of their dead weight and many are more profitable today than they have been in years!

#6: Mastermind Groups and networking opportunities with other top producers:  Many of the best agents enjoy connecting with the other successful agents. Their needs and approach to the real estate business is different from those just getting started, so why not give them the opportunity to grow and play together? Agents who work hard, play hard and spend time together are more likely to stay together

#7: Marketing support/tools: Marketing is the #1 thing that agents need to stay in touch with their sphere and past customers. What can you do to assist or support their marketing efforts?

#8: Client/ data management tools: Many agents struggle when it comes to managing their data and client info. Do you have an easy-to-use customer relationship management tool that allows them to input their data, send out marketing, and locate client data quickly?

#9: Coaching and accountability: We see many companies implementing very successful coaching programs, with some great results. If the company does not provide coaching, the agents might hire outside the organization. The cost can range from $500 -$1000. What that tells me is this: if they want it and it has value to them, they will pay for it! Your agents need accountability and sometimes a third party is the best way to keep them on track and accountable. Your best option is to coach them yourself or have someone else in house that can effectively coach them. If this isn’t possible, seek out a good coach and work out an agreement with them to coach those agents who want it.

#10: Administrative support: Agents are working harder, but most are not working smarter. What can you do to support them behind the scenes?  What can you take off their plate to give them more balance in their life and work?

#11:  Proven results with proven systems: It’s not enough to have systems and tools. Your need to know what the results are from each of the systems and tools you offer. Use exact results, NAR survey results, national brand results, testimonials from your agents as well as success stories. Bring those results into your interviews.  Everyone says they can help potential recruits, but those who can prove it are winning in today’s market.

#12: Security: The bottom line for any agent making a move is whether or not they will feel secure at their new location. The more answers you can provide on the above list, the better they will feel, and when they feel good…they join!

Take some time to sit down and determine what your best selling points are as an organization.  Ask your agents what they love most about being part of your business family.  Then couple these powerful 12 reasons with your own compelling attributes and get ready to knock it out of the park this fall!

Want to continue to learn how to be the turn-to broker in your market?  Bookmark our blog, and join The Profitable Recruiter today.  We have a full spectrum of membership benefits with all the tools, strategies and solutions you need to position yourself to win this year and every year. Our goal is for you to become the “turn-to” broker in your area for every agent.  

Join today and take advantage of our special offer of 50% off with the promo code 50OFF any pro membership.  That’s 50% 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!  What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.

 

The 7-Step Interview Process

by Real Estate Recruiting Coach Judy LaDeur

The problem with most interviews is that we spend too much time trying to sell them, and not enough time trying to determine what they want. By knowing what they want, there are very effective ways to help them see the advantages of joining your company. In fact, your presentation should only address their needs and should also show them how they can dramatically increase their income by joining your company.

The 7-Step Interview Process

(Hint: It is just like working with a buyer)

Step 1: The Set-Up = The Direction

  • Set up the interview by sharing your goals and agenda.
  • You should know if the agent is an emotional decision maker or a logical decision maker within the first 5-10 minutes.
  • You need to mirror your candidate for optimal results. Maintain a business-like manner for logical agents and a friendly, warm manner for emotional agents.

Step 2The Investigation = The Discovery Process

  • Ask questions designed to discover the agent’s concerns and needs.
  • This is your foundation and you should determine which systems to present at this phase.
  • Remember to stay relaxed and friendly for the emotional agents.
  • Remain business-like for the logical agents.

Step 3The Presentation = a discussion designed to deliver what they need and want

  • The presentation should be customized for each recruit.
  • It should include the systems or opportunities that the recruit is looking for or needs.
  • When you present the systems, you should build value and keep the recruit involved in the presentation.
  • Only present what the recruit wants to hear, not what you think is important!
  • For the emotional decision makers, this is where the sale must take place.

Step 4:  The Recap or ROI = to determine the Position of the Journey

  • Ask the recruit, “Can you see yourself working with
    ?” If he/she says yes, proceed forward with the recap of what was discussed and determined. Get their initial commitment at this stage.

Step 5The Details

  • Explain the details (i.e., your various compensation programs, costs, etc.)
  • You should explain details simply, as quickly as possible and in an assumptive format for emotional agents.
  • For logical agents, this is where the sale takes place. Give the logical agents lots of detail and answer all questions accurately.

Step 6The Close = The decision or arrival of the destination

  • Ask a question that causes the recruit to take action.

Step 7Handle Stalls and Objections = can be diversions

  • Use the same process to overcome stalls and objections that you use with buyers and sellers. Remember to close 3 times.
  • Use a value close to rediscover the value and show income potential with your company. The recruit should be able to increase his/her income by making the move.

Learn the in-depth strategies for all seven of these in the audio training available with your Profitable Recruiter Membership! 

Want to learn how to master these skills and build an extraordinary team?  Bookmark our blogand join The Profitable Recruiter today.  We have a full spectrum of membership benefits with all the tools, strategies and solutions you need to position yourself to win this year and every year. Our goal is for you to become the “turn-to” broker in your area for every agent.  

Join today and take advantage of our special offer of 50% off with the promo code 50OFF any pro membership.  That’s 50% 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!  What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.