The Top Two Reasons People Leave (And How to Avoid Them)

Keys to Retaining Your Best PeopleJudy 1

By Real Estate Recruiting Coach Judy LaDeur

The top two reasons people leave their jobs – is lack of recognition and a poor working environment.

Here’s the truth:  Negative agents can scare off every customer they speak with, for good. Which means that how your agents feel about the company has a direct impact on your profitability.

Did you know?

  • 65% of Americans received no recognition in the workplace last year.
  • 9 out of 10 people say they are more productive when they’re around positive people.

There is a great quote in the book: Open Your Big, Bold, Beautiful Mouth by Alphonso Belin and A.J. Polizzi that says, “The highest achievable level of service comes from the heart, so the company that reaches its people’s hearts will provide the very best service.“

The Keys to Retaining Your Best People

Having a good time is the best motivator there is.  When people feel good about a company, they produce more.  In a recent study of more than 1,500 employees in scores of work settings by Dr. Gerald H. Graham, professor of management at Wichita State University, the most powerful motivator was personalized, instant recognition from their managers.  “Managers have found,” Graham adds, “that simply asking for employee involvement is motivational in itself.”

Graham’s study determined the top motivating techniques:

1. The manager/owner personally congratulates those who do a good job

2.  The manager/owner writes personal notes about good performances

3.  The organization used performance as the basis for promotion

4.  The manager/owner holds morale-building meetings to celebrate successes

People today are looking for much more than a paycheck.  They want to be treated like human beings.  That may sound obvious, but a lot of employers and managers still don’t get it.

Here are some great examples of ways to make your team feel appreciated, valued, and recognized: 

When employees at Douglas Aircraft in Long Beach, California, hit their goals, they ring a large brass bell.  Why not put a bell in the office and let the agents ring it when they get a listing or sale?

The Pinellas County, FL public school administrative offices have designated a small area where employees can drop off clothing for dry cleaning in the morning.  A local dry cleaner picks it up and returns it by the end of the workday.  Many real estate offices offer this service to their agents as well. It does not cost you anything but offers a great service to busy agents

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. Did you know that when she was talking to people, she kept eye contact with them the entire time, even though people around her were always trying to get her attention?Check yourself – when you are speaking to a team member, are you REALLY present?  Are you checking your phone? On the computer?  Distracted?  One of the easiest (and free) ways to making someone feel valued is giving them your undivided attention when you are speaking to them.  Listening, more than speaking.  Eye contact.  Handshakes.  It all matters!

During the busiest times of the year, executives at the Cigna Group, personally push coffee carts around the office, serving drinks and refreshments to their frontline partners.  As they serve, the executives coach and encourage their colleagues as well as hear about real consumer issues from those who know customer concerns the best.  Consider ‘open office’ hours where agents can come in to speak with you at any time.  Make the rounds at least once a week and check in with each and every member of your team.  Find out how their week is, if they have any needs, questions, or great news to share. Even 10-15 minutes of your day once a week can make a huge difference in building and sustaining those relationships.

Herb Kelleher, CEO and co-founder of Southwest Airlines, has discovered that by becoming personally involved in the workplace, and in the jobs that his employees do, he can unleash a tremendous amount of energy among his workers.  For example, Kelleher often helps flight attendants serve beverages to customers when he flies on his airline.  Get hands on.  Ask what you can do to make an agent’s week go smoother.  Help with a difficult client.  Celebrate a win. Offer a little coaching.

At Hewitt Associates, new employees are made to feel special. “I joined the firm about six months ago as a writer/consultant in New Jersey,” said a new-hire. “I was surprised at the level of detail that had gone into the preparation for my arrival.  One of the more experienced writers left a welcome note on my desk, along with a ‘survival kit’ (including a candy bar)…and everybody came by my office to personally welcome me to the team.  For the first two weeks or so, every day somebody made a point to stop by and ask me to lunch.”  What Type of reception do your new agents get when they join? Are their names on a welcome sign as they come in?  Do you leave a special welcome gift for their first day?  Do you encourage other team members to make them feel welcome?  Do you send out press releases or share kudos for them on your site and social media?

Here are some great ways to show you care:

  • Call an agent into your office just to thank him or her; don’t discuss any other issue
  • Post a thank-you note on the agent’s phone
  • Volunteer to do an agent’s least desirable work task for a day
  • Have the President of the company or the regional manager call an agent to thank him or her for a job well done
  • Have someone wash the agents’ cars in the parking lot during lunch
  • Carry a supply of cards with you and as you ‘catch people doing something right,’ immediately write ‘thanks,’ ‘good job,’ ‘keep it up’ and what they specifically did in two to three words.  Put the person’s name on the card and sign it
  • Have lunch or coffee with a group of agents that you don’t normally see.

In the book, The Leadership Pill, Blanchard and Muchnick explain profit this way: “Profit is the applause you get for taking care of your customers and creating a motivating environment for people.”  As brokers your ‘customers’ are your agents.  Create an environment where they can be creative. Collaborative.  Respected.  Valued.  Cared About.  When you do? You’ll see your team flourish and grow in the best possible ways.

Profitable Recruiter Members, please login to your platform today to get all of your  recruiting tools, and review your powerful webinars on demand!  

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 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

Smart Strategy: Recruiting the Second Year Agent

Guidelines, Action Plans, & Dialogues

By Real Estate Recruiting Coach Judy LaDeurhandshake close Judy

Did you know that agents who have been in the business for 12-24 months are the easiest to hire?   Why?  Most new agents do not know what to look for in a brokerage, but if they made the wrong choice, they usually make a move in their second year.  Since they are not settled into their office yet, they are not as loyal as those who have been in the same office for years. They are searching for a better option. So, why not give them one?  Here are some guidelines for hiring this type of agent, as well as the advantages to hiring them.

Hiring Guidelines:

  • You need to interview them carefully, since some of these agents should not be in real estate.
  • You need a coaching and/or mentoring program in place.
  • They need lots of education and training.
  • You need to hold them accountable.

Advantages:

  • The majority of all agents who go on to become top producers will make their first move within their first two years in the business.
  • This is the easiest way to get in front of a lot of agents to fine tune your interview skills to be ready for recruiting season in August/September.
  • If you get them early, you can keep them for life with the right support.
  • They are very loyal to you once you get them, since you rescued their real estate career.

Action Plan:

  • Determine which agents in the marketplace have been in the real estate business for 24 months or less. You should be able to get that list from the state or board. If not, you have a little research to do.
  • Call using the dialog below.
  • Implement a program to welcome all new recruits in your area. You can follow the guidelines of my “Welcome New Agent” system, which is: send a letter to all new recruits to welcome them to the business, follow up with a phone call to introduce yourself, then follow up 3-4 months later to see how they are doing, Add the ones who are up and running to your hit list and build a relationship with them.
  • Implement a mentoring program.
  • Organize weekly coaching sessions.
  • Hold new and newer agents accountable for the first 90 days.
  • Gather statistics and testimonials from agents who join and do well with your company.
  • Someone needs to be responsible for a program. If it is not you, then you need to get someone to run it for you.
  • In the interview process, these agents need/are looking for: marketing support, a strong name in the marketplace, coaching, training, mentoring, business planning, and a proven way to build their business, as well as testimonials of others who have succeeded with your firm.

Dialog to get them in for the interview:

“Our records indicate that you are fairly new to the business. Is that correct? How long have you been in real estate? How is your real estate career progressing?”

“The reason for my call is: A NAR survey of top producers indicated that approximately 87% of all agents surveyed made their first move, their first year in real estate. Have you made your first move?”

If yes: “When did you make your move? Who did you start your career with? Because you have made your first move, statistically speaking you’re on your way to becoming a top producer so I would like to set up a time for you and I should get together so we can start to build a relationship. Most agents will make 2-3 moves in their real estate career, so we would like to give you some info about (your company name) now, so that when that time comes, you will know enough about us to know if we are a good option for you.”

If no: “Are you making the kind of money that you thought you would make when you got into the real estate business? What type of personalized coaching, mentoring and training have you received?

If you knew that you could take your career to the next level and make the kind of money that you hoped you could make by making a move to (your company name), would you make the move?  (If yes) Let’s get together and see if you can.”

Set appointment to come in that day, or the following day if possible. The sooner they come in, the better the results.  Don’t forget that the best time to call agents is 9:00-10:00 am at their home. Have fun and enjoy your results!

By the way – once you get them into the office for an interview and you feel like they are a great fit – don’t forget to try my signature “handshake close”.  It’s getting AMAZING results for my recruiting coaching members all over the world.  If you’re a Profitable Recruiter Member — login to your audio training and learn how it works!

Ready to dial up your recruiting, and position yourself to attract the agents you want sooner rather than later, join top brokers from around the nation who are members of www.TheProfitableRecruiter.com. You’ll get all the tools you need each month to position yourself as the broker to join when agents are ready to make a move. Fine tuning your skills this summer? All pro members get access to over SEVEN 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 summer offer of 30% off with the promo code 30OFF any pro membership.  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!

 

 

One Quick Dialogue to Get You BACK on the Phones

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 the 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 take this approach:  The NO REJECTION dialog. 

Start your dialog with a compliment or a word of encouragement to get the “No Rejection” dialog rolling. Topics could include complimenting them on:photodune-2470705-reject-and-no-on-the-blackboard--xs

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 just want you to call, discuss something that they will feel good about, compliment them and close with this phrase. “Do you have anything special planned for the holidays?” (Get their feedback.)  Continue with, “That sounds wonderful. I want to wish you, your family and those you care about the most wonderful holiday season ever. 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 year next year in real estate.  We look forward to working together with you in the New Year!” 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.  As we approach the end of the year, it’s important to build those relationships. We will be in touch with them again the first of the year, and that time we WILL ask them to come in for an interview.

This communication will build value into 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 30% off with the promo code 30OFF any pro membership.  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!

Agent Success Tips and Scripts to Share

From Real Estate Coach and Speaker Judy LaDeurreal estate coach Judy LaDeur

By Julie Escobar

Caught up with my friend and dynamo speaker Judy LaDeur to find out just some of what is making her new talk, How to Successfully Sell or Acquire a Thriving Real Estate Business, is getting so much attention worldwide.  What we came away with are some very valuable tips and scripts for competing in any market AND creating a salable book of business.  Share these with your agents — and even consider a round-table discussion to light a fire under agents who need to get on track and stay there!

Q:  Judy – we’ve both seen way too many agents leave this business after years and years of hard work with not much to show for it.  The bottom line reason? They spent too much time chasing new business and not enough time building their base.  What are your thoughts? 

A:  You’re right Julie.  One of the first things I tell agents is this: “If your business is not currently set up in a contact database management program, then the answer is probably NO.  To leverage your business and take advantage of this particular program (and have the ability to sell your real estate business at some point in the future) – that is the first thing you must do.  The program you select should have the ability to set up several categories and to place your clients into more than one category. The more categories you have, the more valuable your business will be.

The more people that you know and that you add to your base, the more valuable your business is when you decide to retire, relocate or leave the business for any reason. With regard to your database while you are still selling real estate, the more names you have, the more successful you should be if you work the system properly.  This is a relationship business, and your job is to build and maintain relationships on a daily basis. Your best sources of business in any market are the people you know.

A recent survey showed that 87% of people surveyed reported that they definitely would usetheir agent again, but didn’t because they can’t remember who they are or how to find them!”  Now ask yourself – is that YOU?

Q:  Great advice Judy.  And now’s the perfect time to get all of that data into a database.  I know that you always tell your coaching clients to delegate what they can, and inputting data would be a perfect job for one of the many college kids out of school right now-right?    How often do you recommend agents stay in touch with their sphere and farm?

A:  I’m still a firm believer in direct mail and layering your marketing. (Postcards, newsletters, email, handwritten notes.)  I tell agents to stay in touch 12 times per year with something of value in writing! Something tangible in their hands each month as well as actively engaging folks on your social media as well as personal contact is a winning formula!

12 Times per year send: 

  1. Newsletters that tell of your success and results with homeowner tips
  2. Social Media postings (and ways for them to find you on social media)
  3. Just Listed/ Just Sold postcards to your entire database
  4. Send information on the real estate market in general – neighborhood update postcards are great for this

See your past clients and sphere of influence at least twice per year.

  1. Stop by and visit when you are in the area
  2. Client parties 1-2 times per year
  3. Schedule lunch with clients who are great for referrals and encourage them to invite a friend to join you

Send personal notes 4 times per year.

  1. An update on the value of their home
  2. A thank you note for a referral
  3. Thanks for listing or buying your home with me
  4. Just writing to say hi and to see if you have anyone who could use my services

Talk to your clients at least 3 times per year. Here is a sample script to stay in touch with your clients.

Hi…this is (name) with (company). I hope you and your family are well.  Do you have minute to talk?

Many people are curious about today’s real estate market. I was wondering if I could help you with any real estate questions you might have at this time?

Are you curious about the value of your home or perhaps you might have some questions with regard to what is going on in your neighborhood pertaining to market times, prices, etc.?

Are you looking to sell your home sometime this year?

As you know… I want to be your resource for everything real estate related.  Please call me if you ever have any questions.

Hi (name)…my business is based on referrals from great clients (friends, people) like you. So before I go, can you think of anyone you know who might want to buy or sell a home now or in the near future?

I appreciate your help and if anyone should come to mind please don’t hesitate to call me! Thank you!

Q:  Great stuff Judy – and agents always love scripts!  We appreciate it!  What else should agents know to solidify their success in this competitive market? 

A:  I would tell them to remember the 10% rule.  10% of the number of people in your base of business will give you business or refer business to you every year if you ask for it. So, for a base of 500 people that would be 50 sales/referrals each year. Treat your past clients and centers of influence with respect because they are an asset that will allow your business to grow, and more importantly, will increase the value of your business when it is time to sell it!

Thank you so much Judy!  We are on the same page!  We always share the 3-7-27 rule of marketing with agents.  It takes 3 contacts for folks to remember your name, 7 to put your name with your business, and 27 to brand yourself in their minds.  Most agents stop making contact after 2 ‘touches’ — most transactions happen after 5!  There’s no time like the present to work ON your business not just in it!  

Want to learn more about Judy’s hot topic, How to Successfully Sell or Acquire a Thriving Real Estate Business?  Visit her site today at www.judyladeur.com

Six Powerful Ways to Follow Up With Recruits

Follow Up

It’s the #1 Key to Bringing On the Agents You Want
Smiling Handsome Man Using Phone While Walking

By Real Estate Recruiting Coach Judy LaDeur

How many agents have you talked to the past 12 months who were not ready to join, but gave you permission to stay in touch? One of the easiest ways to recruit more agents each year is to follow up with those who say “no” initially.  The decision to change offices is a tough one, and when the market is strong, it’s even tougher!  Sometimes, due to fear of the unknown, the agent will stay put.  Have you ever heard that people will stay with something they know, even if it is not good, rather than make a change? The logic is that at least they know what they have.  Change requires that they venture into the unknown. However, brokers who consistently follow up with agents after the interview, say that up to 50% of their hires each year were a results of follow up.

Here are six powerful ways you can follow up directly and indirectly: 

1.  Call.  One of the least favorite things for brokers to do, but one of the most effective.  Some of the best people to call are those your agents have had transactions with in the last 30-60 days.  If they’ve had positive experiences, call those agents and congratulate them on their professionalism and give them kudos on a job well done. Let them know if they are ever interested in exploring other options – you’d love to sit down and meet.

2.  Send a Lumpy Letter.  These are perfect for capturing attention, showing that you are not only interested, but a creative and even fun broker that’s willing to be outside the box.  It gets them thinking — and talking!  Sometimes it’s even good for recruiting more agent than one for that very reason!  Learn more here.

3.  Use weekly enewsletters.  These are terrific, especially for emotional agents.  When they are non-invasive or pushy – but instead motivational, give great tips, and spotlight you as a leader, and a broker who is in the know in the marketplace — recruiting prospects respond very well.  John from New York had this to say, “I am surprised at how hungry the industry is for local news and statistics. The number of agents who come up to me at broker open house events and association functions to comment on the Monday Morning Wake Up and the Friday Update is incredible. This opens the door for a “getting to know each other” conversation.”  

4.  Be present in your market. This is no time to be a stealth broker.  Agents are busier right now than they’ve been in years. When they see a broker who takes time out to attend broker opens, board events that they are honored in, charity functions that they are part of, etc. — it shows them that you are more than a name on a door. It shows them that you someone who’s willing to be part of their solutions.

5.  Make an invitation.  Got an agent you’d really like to sit down with?  Let them know. Send them an invitation for a cup of coffee, or a lunch at their favorite spot.  Let them know, no pressure, no sales pitch.  You just would like to get to know them a little better and you appreciate what they are bringing to your market.

6.  Offer training.  Right now agents are often in 24/7 mode, but offering training at the end of the summer with a great speaker, powerful topics, and terrific take-aways can be a great introduction to what you bring to the table.  Let them know it’s the kind of training that sets the perfect pace for the rest of the year and will help them kick off a fantastic fall season.  Make it easy and non-threatening for them to register, and extend the offer as a by-invitation only event.

Now, more than ever, it’s important to FOLLOW up with agents. Why? We have just had the best real estate market that most agents have ever experienced. When they are making money, they feel confident. They also feel valuable. Pick up the phone and call the agents on your hit list this week. You might be surprised to see how many are willing to meet with you between now and September.  Don’t wait until late August or September. That will be too late. Make recruiting a priority now.

For our Profitable Recruiter Members – be sure to check out this month’s Webinar-on-Demand with Mark Strosnider. While you’re there be sure ALL your agents listen in to Marti Hampton’s insights.  Both of these presentations were powerful in content.  Mark consistently hires 30+ agents per year and what he has to say about staying in touch, following up, and using humor is something EVERY recruiter should listen to before they get on their next call.  Marti shared how she got 100+ leads in less than two weeks with two VERY innovative marketing strategies that I’m sure savvy agents will be adopting all across North America.  Thank you to both of these top professionals for their candor and their willingness to share. In fact, remember, there are 12+ months’ worth of webinars to learn from in your system!  Login to watch these on demand now.

If you’re ready to dial up your recruiting, and position yourself to attract the agents you want sooner rather than later, join top brokers from around the nation who are members of www.TheProfitableRecruiter.com.

You’ll get all the tools you need each month to position yourself as the broker to join when agents are ready to make a move. Fine tuning your skills this season? All pro members get access to over SEVEN 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 summer offer of 30% off with the promo code 30OFF any pro membership.  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!

Coaching Your Agents to Succeed

Setting Goals and Smashing Them

By Real Estate Coach Judy LaDeur

Studies show that most agents are at a loss when it comes to setting goals or planning activities.  Salespeople tend to fly by the seat of their pants and figure it out as they go! However, it’s also been proven that those agents who plan for their success are more likely to succeed.  That said, if you’ve got agents who are struggling, not truly hitting their potential, or are clearly off-track from goals they did set at the first of the year — it may be a good time to tap into a little coaching to put them on the right path.

Here is a simple exercise that you can do with any of your agents. Ask them to come prepared to discuss their goals, and where they want their real estate career to be in three years from today.

Start the discussion with this statement: “If we were having this discussion three years from now, and you were looking back, what has to have happened in your life, both personally and professionally, for you to feel happy with your progress?

For some, it’s hard to imagine their life three years into the future. Give them time to think about their answers and write it down as they share it with you.

Then as this question: “What problems/worries/ concerns do you have now that need to be eliminated for you to have the outcome that you imagine? What opportunities need to be captured, and what strengths need to be maximized?”

With regard to problems, obstacles or concerns, ask this question: “What steps or action can you take today to eliminate that obstacle or minimize that concern?”

Example: If they have a goal to increase their income $100,000.00, but a concern is that they are already working seven days a week and can’t imagine how their income can increase by $100,000.00, you want to ask them to come up with solutions to that problem. You should not provide solutions, even though you might think the solution is easy. You might want to prompt them to come up with several solutions. If they said, “I guess I could work smarter.” Ask them, “What does that mean to you and how could you achieve it?” Them: “Maybe I need an assistant.” You: “That’s a great solution. What else can you do to work smarter?”

When they say the solutions and steps aloud, it creates a path to move forward. Write these in your follow up report and send to them. Keep a copy in their file and follow up to see what actions they are taking to insure that life they want in three years is starting to take shape.

Most people don’t have goals, they have wishes. For wishes to become goals, they have to be achievable, measurable and have a deadline.  For it to be measurable something must be achieved which can be measured.  Action steps can be measured.

Entrepreneurs are always motivated by freedom. They are the ones who create new industry because they are always looking for new ways to be in control of their businesses and their lives.  Their biggest motivation is always increased freedom; freedom from restrictions, freedom to create new forms of value that they can profitably sell. They dislike being restrained inside of other people’s systems and structure. As a result, they are always looking for exciting ways to get the best return on their investment of time and money. They are always on the look for new approaches that expand their opportunities and capabilities.

When an entrepreneur’s personal and professional life is in balance they are able to focus more on what they love to do.

Thinking ahead, and planning for success, makes it more likely to happen! We’re here to help!  You may also want to share this week’s webinar on demand with your team or any agents looking to get back on track. The topic was Build Your Sphere of Influence to Cultivate a Strong Referral Business.  You’ll find it on demand in your membership platform.

Want to learn more about hiring the best agents for your team, and keeping your team happy and productive?  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 25% off with the promo code 25OFF any pro membership.  

How to Keep Great Agents from Leaving

Fired businessman leaving office

It All Starts With YOU

By Real Estate Coach and Speaker Judy LaDeur

The top two reasons people leave their jobs are lack of recognition and poor working environment. It’s that simple.

Negative agents can scare off every customer they speak with-for good, which means that how your agents feel about the company has a direct impact on your profitability.

  • 65% of Americans received no recognition in the workplace last year.
  • 9 out of 10 people say they are more productive when they’re around positive people.

There is a great quote in the book: Open Your Big, Bold, Beautiful Mouth by Alphonso Belin and A.J.Polizzi. “The highest achievable level of service comes from the heart, so the company that reached its people’s hearts will provide the very best service.”

Happy agents are productive agents.  When agents feel good about their company, and their life is in balance, they produce more – and they are less likely to be recruited away.

In a recent study of more than 1,500 employees in scores of work settings by Dr. Gerald H. Graham, professor of management at Wichita State University, the most powerful motivator was personalized, instant recognition from their managers.

Graham’s study determined the top motivating techniques were:

  1. The manager / owner personally congratulates those who do a good job.
  2. The manager / owner writes personal notes about good performances.
  3. The organization used performance as the basis for promotion.
  4. The manager / owner holds morale-building meetings to celebrate successes.

When employees at Douglas Aircraft in Long Beach, California, hit their goals, they ring a large brass bell.  I know of several real estate companies who put a bell in the office and let the agents ring the bell when they get a listing or sale. It motivates the whole team to want to ring the bell – and it brings them together to support each other’s successes.

The Pinellas County, FL public school administrative offices have designated a small area where employees can drop off clothing for dry cleaning in the morning.  A local dry cleaner picks it up and returns it by the end of the workday. Many real estate offices offer this service to their agents as well. It does not cost you anything but offers a great service to busy agents.

People today are looking for much more than a paycheck.  They want to be treated like human beings.  That may sound obvious, but a lot of companies still don’t get it. During the busiest times of the year, executives at the Cigna Group, personally push coffee carts around the office, serving drinks and refreshments to their frontline partners.  As they serve, the executives coach and encourage their colleagues as well as hear about real consumer issues from those who know customer concerns the best.

Herb Kelleher, CEO and co-founder of Southwest Airlines, has discovered that by becoming personally involved in the workplace, and in the jobs that his employees do, he can unleash a tremendous amount of energy among his workers.  For example, Kelleher often helps flight attendants serve beverages to customers when he flies on his airline.

At Hewitt Associates, new employees are made to feel special. “I joined the firm about six months ago as a writer/consultant in New Jersey,” said a new-hire. “I was surprised at the level of detail that had gone into the preparation for my arrival.  One of the more experienced writers left a welcome note on my desk, along with a ‘survival kit’ (including a candy bar) and everybody came by my office to personally welcome me to the team.  For the first two weeks or so, every day somebody made a point to stop by and ask me to lunch.”

What type of reception do your new agents get when they join?

Some great “non-cash” ways to show you care:

  • Call an agent into your office just to thank him or her; don’t discuss any other issue.
  • Post a congrats note on the agent’s phone when they get a new listing.
  • Volunteer to do an agent’s least desirable work task for a day.
  • Have the President of the company or the regional manager call an agent to thank him or her for a job well done.
  • Have someone wash the agents’ cars in the parking lot during lunch.  Stuart Thomas, a great Broker in California, does this on a regular basis, and his agents love it!
  • Carry a supply of your cards with you and as you ‘catch people doing something right,’ immediately write ‘thanks,’ ‘good job,’ ‘keep it up’ and what they specifically did in two to three words.  Put the person’s name on the card and sign it.
  • Have lunch or coffee with a group of agents that you don’t normally see. You can announce over the office intercom; I’m buying lunch today. Who wants to join me?

In the book, The Leadership Pill, Blanchard and Muchnick explain profit this way: “Profit is the applause you get for taking care of your people and creating a motivating environment for people.”

As a broker and manager, your top priorities are recruiting and ensuring that your team of agents have not only what they need to succeed, but that feeling that they are where they belong in terms of their business “home”.  A lot of that comes down to those little things that you can do as a business leader to make people feel appreciated, cared for, and valued.  We’d love to hear what YOU do to help agents feel special in YOUR office!

Want to learn more about hiring the best agents for your team, and keeping your team happy and productive?  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 25% off with the promo code 25OFF any pro membership.  

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 25% off with the promo code 25OFF any pro membership.  

 

Four Things Every Broker Can and Should Do to Get Their Recruiting Program in Place

Recruitment Concept - Qualified Candidate

And Keep It On Track

By Real Estate Recruiting Coach Judy LaDeur

recruiting real estate team members

  1.        Get organized! Do you have your hit list in a database management program? Do you have categories set up to easily locate and communicate with your potential recruits? Are you talking to the right agents for your firm?  Many brokers just jump right in and start randomly calling agents, without a specific approach or plan of action. Use this time of the year when many agents are busy with the spring market and get organized.  Review the list of agents, and add some new agents to the list that you have not yet met or talked to. Here’s an article on creating your hit list.   Don’t look at agents as they are, but rather as they could be with your organization and under your leadership.  What are the compelling reasons for an agent to join your team? You should have 12-20 compelling reasons for an agent to join. Each of your systems or opportunities should also bring value to their career. Take this time to create a visual, showing results, for each compelling reason, to be used in the interview process.
  2.        Communication: Communication is one of the most important elements of the interview process. It pre-sells the agent on the benefits of joining your team.  Your communication/ marketing consists of the following: email campaign, phone calls, social media interaction and comments, personal notes and personal interaction at Realtor events, social events and open houses. Your communication is how you build the relationship.  Most agents require at least 3 phone calls, 3 marketing pieces, and some personal interaction before they make the decision to even meet with you. Take the time to create compelling marketing pieces to get their attention. August is the beginning of recruiting reason.  Start your marketing/communication now so that you are ready to recruit the agents that you want, then.
  3.        Positioning: Once your marketing and communication is in place, the key is to stay constantly positioned, in a positive, no – pressure way.  Not every agent is ready to make a move, but someday they will decide it’s time for a change and you want to be the broker that they think of first.  Use occasional texts, emails, social media comments and phone calls every three months to stay positioned.  One of the best tools to stay positioned are the weekly motivational emails in The Profitable Recruiter marketing platform.  Each one is motivational and inspirational, which agents enjoy recruiting and reading.  Not yet a member? Enjoy a 25% discount off any of our memberships with the code 25OFF at www.TheProfitableRecruiter.com.
  4.        The Ability to Discover and Convey Value:  When  you are face-to-face with a potential recruit, your job is simple.  Learn what it is that they want through asking the right questions, and then present what they want in a way that conveys value to them.  Your questioning process should last 20-30 minutes.  Dig really deep to uncover needs, wants, desires and those things which they do not like at their current company.  If you ask the right questions, they will tell you what they want. Once you know what they want, present only those systems and opportunities which they indicate an interest in.  Tell them what others have experienced when they joined your team. Results show and convey value, so testimonials are great too!

Is recruiting a challenge for you?  We can help.  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 25% off with the promo code 25OFF any pro membership.  

Building a SALABLE Book of Business

business

How You Can Help Agents Succeed at a Higher Level

by Real Estate Coach Judy LaDeur

Recent NAR predictions state that nearly 70% of active real estate agents will exit the business over the next 5 – 10 years, most intending to simply walk away from the business they have spent years building.  Of the agents that would like to sell their business most don’t know how and without help would likely experience problems with tracking, second party referrals, the buying or selling agent going to another company as well as trying to determine who is responsible for keeping the business going through advertising, marketing and mailing.  Understanding how to help an agent sell their business is a Recruiting/Retention tool that allows a company to capture the market share of retiring agents within their market. It’s not just for agents that are considering retirement in the next five years, it’s also a great opportunity for agents with five or less years in the industry who want a jump start by purchasing someone else’s business, as well as the agents who find themselves in between these two scenarios who want to learn how to make their business saleable in order to get top dollar in the future. The best part is that there is no money up front, but lots of money over the next 5 years, so it’s easy for any agent and any broker to implement.

NAR predicts that over 50% of the REALTORS® who currently sell real estate will retire, relocate, or leave the business due to serious illness in the next ten years. Each time one of your agents leaves for any reason, you lose that market share.

What’s the first step? Your agents should have a saleable business. If their business is not currently set up in a contact database management program, then it cannot be sold.  To leverage their business and take advantage of this particular program (the ability to sell their real estate business at some point in the future) – that is the first thing you should do as a broker. Educate your team about the importance of having their business organized and set up in a CRM program. Offering that program is a good retention and recruiting tool. It should have the ability to set up several categories and upload photos. The more categories you have, the more valuable your business will be.

Components of a good data management program:

  • Easy to use. When we get busy, we are less likely to use a program that requires a lot of steps to enter the data.
  • Robust. The notes area should be sufficient to make 20-30 notes on each client after each call and or visit. Remember, you will have this data base for many years and the notes are important when you sell.
  • Diverse. You should be able to create a minimum of 20 categories such as: Great for referrals, Buyer, Seller, purchased 2-5 properties from me, investor, seller prospect, buyer prospect, farming area, bowling club, family member, friend, out of area friend who refers clients, Facebook, LinkedIn, Twitter, leads that were referrals, etc.
  • Intuitive. If you have taken my course on how to know how they will make their decision based on their behavior pattern, you would also add the categories of expressive, amiable, analytical, and driver.
  • Searchable.  Remember, you can have 1 client in 6 different categories, but you want to be able to say, “I have 267 people who have purchased a home from me, but 198 of them have purchased 2 or more homes from me.  However, note that 190 people in my data base were sent to me as referrals from a client in my data base.”
  • Detailed.  Keep all details about the clients, their families, their referrals, property details, etc. on their contact sheet.
  • Have the ability to create alerts.  You should be able to put reminders about when you will make contact with them on your calendar from this program.
  • Exportable.  You should be able to easily export from the data base for your mailings.
  • Group-able.  You should be able to set up groups for purposes of sending group emails or specific group mailings.
  • Visual.  A great feature is the ability to have their photo on their contact sheet!

The more people that are in the database, the more valuable the business is when they decide to retire, relocate or leave the business for any reason.

Marketing is another important component.  A recent survey showed that 87% of people surveyed reported that they definitely would use their agent again, but didn’t because they can’t remember who they are or how to find them!  Are you agents marketing to their data bases on a regular basis? What are you doing to support their marketing? Studies show that 10% of the people in their database will do business with them or refer business to them each year if they stay in contact. For most of your agents, that is more than their current level of business.  Your agent should do the following to build and maintain a strong business:

  • Stay in touch 12 times per year with something of value in writing. Our Profitable Sales Agent Newsletters are the perfect tool to stay positioned with something of value every week.
  • See your past clients and sphere of influence at least twice per year.
  • Send personal notes 4 times per year.
  • Talk to your clients at least 3 times per year.
  • Interact daily using social media

If their business is organized and they are marketing on a consistent basis, they are positioned to sell their business for hundreds of thousands of dollars.  The How to Successfully Sell or Acquire a Thriving Real Estate Business kit is available for purchase on our site at www.JudyLaDeurInternational.com for just $79, or sign up for The Profitable Recruiter today and receive this kit as our free gift to you.  We’ve even got a terrific letter that you can send to your recruiting prospects promoting the fact that, with your company, you will help them build a business they can SELL for a nice profit when they are ready to leave the industry.  What a powerful way to recruit this season!