Get a Step Ahead of the Competition

 

Refocus on Recruiting Now

By Judy LaDeur

Traditionally, many brokers wait until fall to refocus on recruiting. If that sounds like you, it might be time to re-think your game. Put systems in place NOW to attract, connect, and engage with the recruits you want, and you’ll be the broker to beat come recruiting season in autumn.

Here are some guidelines for recruiting the experienced agents that you want:

#1: Remember that it is not what you do that makes the agent move; it is what their broker or company does or does not do that makes them move, or motivates them to look at their options. It is what you do between now and then that causes them to call you when that day comes. That is why it is so important to keep your mailings going out on a regular basis. You never know when something will happen to make them unhappy. With regard to your mailings, keep in mind that your marketing pieces are designed to educate them as to what your company has to offer.

#2: Your marketing pieces should also create curiosity and desire to know more about your company, your results, and your systems.  Testimonial letters from your agents make great recruiting letters. Do not try to sell them the entire company in just one letter. Each letter should focus on one unique thing about your company, and should show the benefit to the agent, as well as the results that your agents have had by utilizing that system. Your marketing pieces should appeal to the emotional agents as well as the logical agents. Emotional agents like things that are cute, fun, humorous, and emotional in content. They also relate to success stories about other agents. Logical agents like their letters to be factual, business like, and to the point.  You should alternate between emotional and logical letters so that you are relating to everyone. You should have a marketing piece that goes out one time every two weeks. The marketing piece can be a letter, postcard, email, company newsletter or anything that educates the agents in the marketplace to what you have to offer. Look to your Lumpy Letters and seasonal letters in your system for more ideas as well.

#3: If your results are slowing down, take a look at your hit list. With new agents coming into the real estate business every day, your hit list should constantly be updated. At least 30%-40% of your names should be agents who have been in the business for less than one year. Statistics show that most successful agents make their first move during their first year in the business. I believe that is because they do not know what to look for in a company when they are newly licensed, but the good ones learn quickly who the best companies are for them. Those same studies show that most agents are with three companies in their real estate career and that they stay with the second company an average of 7-9 years. That is when they are building their career. So, if you do not get them before their first move, you may be waiting a while. The majority of the agents on your list should be agents who sell an “average amount of real estate for your area”.  Averages vary quite a bit, but usually, an average agent is someone who sells 1-3 million per year. An average producer is usually more willing to look at their options somewhere else. You should have 30%-40% of your hit list as average producers.

#4: You must follow up your letters with phone calls. If you make the calls, the agents will come in. I recently held a class on developing phone skills with a group of managers who did not regularly call the agents in their area. In just two hours of calling for appointments, the managers booked over 50 appointments. The challenge these days is finding the agents, not getting the appointment. For this reason, I recommend that you call the agents in the morning. You should talk to at least three agents per day to keep your pipeline full.

#5: In addition to sending out letters and making phone calls, you should do whatever possible to stay face-to-face with the agents in your market place. That includes Open Houses, Broker Tour and Luncheons, Broker and Realtor Functions, invites to special events that your company is holding, or just stepping out of your office and saying “Hello” when an agent stops in for a key.

Remember that recruiting is a contact sport. The more contacts you make, the more recruits you will have. Need help? Join The Profitable Recruiter.

In addition to the weekly emails, the recruiting platform will be loaded with scripts, lumpy letters, seasonal letters, notes, social media content and various other recruiting tools each month. We also have over forty webinars on demand, seven and a half hours of intense recruiting training, and articles with some of the top brokers in the country and industry experts sharing their tips for success on our blog. Each month we feature one broker who will share their best ideas to recruit the agents you want. We also feature a top producing agent each month who will share their tips for increasing the production of your agents. Check it out at www.TheProfitableRecruiter.com

Join today and take advantage of our special 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!

 

Summertime Recruiting and Retention

How to Stay Strong in the Heat

By Real Estate Coach and Speaker Judy LaDeur

Let’s think about summer for a moment. Most people are REALLY excited to see warm weather arrive, especially those of us in the north. This spring was a great market for most agents, which means that they will have lots of closings in June.

Female real estate agent handing keys to new home owner

Lots of closings = lots of money. Lots of money to most agents in the summertime = “Play, party, vacation, BBQ, beach and boating.” That is perfectly

fine because they have earned it and they deserve it.

Let’s fast forward to mid August: Vacations are over, kids are back in school, and they are back to work. However, their pipeline is now empty! When an agent’s inventory of listings and sales are low, it is easier for them to make a move! That’s why they call September “Recruiting season”.

From the viewpoint of recruiting: It is critical to build and maintain relationships throughout the summer via social media, emails, letters, notes, calls or personal interaction. Don’t wait until September. I have discovered that summer is the time to passively stay in touch, and July is the time to start making those calls and booking your interviews. It’s an easy time for agents to meet with you. Offer to help them develop a last quarter strategy to have their best year ever!

From the viewpoint of retention:  If it’s recruiting season, it means that the competition will be “gunning for your agents” too! If your agents return from vacation and their production is low, they will also be vulnerable to the advances from your competition. Make plans NOW to implement a training/coaching program for the end of August. It’s also a great time to review their goals and business plans. Are your agents on track to hit their goals? Are they marketing to their base of business this summer? Make training and support very intentional each year at the end of summer break.

Another great way to stay passively in touch with your recruits and your agents is The Profitable Recruiter. We provide a weekly series of motivational and inspirational emails designed to create connection with both your recruits and current team members. All you have to do is copy and paste into your email system and schedule to send every Monday morning. We’ll even do the work for you with our new concierge service.

In addition to the weekly emails, the recruiting platform will be loaded with scripts, lumpy letters, seasonal letters, notes, social media content and various other recruiting tools each month. We also have over forty webinars on demand, seven and a half hours of intense recruiting training, and articles with some of the top brokers in the country and industry experts sharing their tips for success on our blog. Each month we feature one broker who will share their best ideas to recruit the agents you want. We also feature a top producing agent each month who will share their tips for increasing the production of your agents. Check it out at www.TheProfitableRecruiter.com

Join today and take advantage of our special 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!

 

Look Behind You…

Your Best Recruits Could Be Your PAST Agentspast agents future success

By Real Estate Recruiting Coach Judy LaDeur

What an exciting time this is in the world of recruiting. Brokers and agents all across America are finally getting face to face with all those agents who have put them off during the spring market. This fall is predicted to be a great season for recruiting, and it’s a great time to call those agents who left your company over the past 10 years.

We had some crazy market conditions which created panic, chaos and mayhem, but time heals all wounds. For some of those agents who thought the “grass was greener” elsewhere?  They found out that it is just as hard to mow somewhere else.  That leaves an opportunity for you to open the door again and invite them to see what they’ve missed in their time away.

Which of your good agents did you lose over the past 10 years? Do you want them back? It’s easy. Pick up the phone and call them.  But first, give some thought to the qualities that the agent has, or a funny situation that occurred when they worked for you. Which sincere compliment can you give that agent? Why did they go to that firm? Are they missing out on brand awareness, resources, tools, training, technology or broker support? Maybe you’ve set up a new training system, mentoring program, or added marketing tools?  Is your agent production through the roof?  Are they making more money than the average agent in your market?   We are in the midst of a strong and emerging market.  These are excellent times to build your office and increase your market share.  Ensure that you are a part of the celebration by working today to change your future in a positive way!

Reach out and make the call and let them know that it might just be the perfect time for them to “come home” — sometimes the PAST can be a great part of a new FUTURE.

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!

Attention Real Estate Pros: Have You Checked Your Pulse Lately?

The Secret Weapon for Real Estate Pros to Generate Leads on LinkedIn

By Guest Blogger Rhonda Sher

One of the most overlooked resources in the world of social media for real estate agents is LinkedIn.  LinkedIn is a platform that can help real estate agents grow their referral base, generate leads and enhance their brand and credibility. Many real estate agents spend their time on other social media sites like Facebook, and ignore LinkedIn which is where connections to powerful referral partners like divorce attorneys, mediators, financial planners and other professionals can be created.   LinkedIn is a place to establish credibility, produce valuable content, put videos of happy clients talking about their experience and create powerful referral partner relationships.  It all starts with a complete, professional profile.  Once that is accomplished, the lead generation can begin.

One of the best ways to take advantage of LinkedIn’s reach is to publish on their platform Pulse. It is free and easy to use.  The purpose of publishing on Pulse is NOT to sell – it is to inspire, motivate and educate the readers.

Keeping in mind the fact that LinkedIn promotes content from their Influencer network quite heavily, it makes sense to publish on Pulse and to look at what makes a post successful.

Steve Rayson, a writer for Buzzsumo wrote an article in December 2016 entitled The Most Successful LinkedIn Headlines and Topics of 2016.   Steve found that the most commonly used three word phrases are:

  • You need to
  • Why you should
  • Can learn from
  • The future of

These headline starters are ideal for real estate agents to use.  They meet the criteria of educating, motivating and inspiring.  Think about what you can write about incorporating these commonly used phrases.

If you want to generate more leads, increase your credibility and brand and be seen as a thought leader and resource that connections will refer to as an expert, consider publishing on Pulse consistently.  Here are a few topics to get you started:

  • Trends you need to know about in (your local market)
  • Why you should remove personal items when holding an open house
  • What you can learn from kids selling lemonade at a homemade stand
  • The 7 things you should expect from your real estate agent

Sharing an opinion on a topic allows readers to get to know you on a more personal level. The subjects to write about are endless.  Read other people’s posts on Pulse to get some inspiration.

If writing is not your specialty, consider outsourcing it to a specialist.  Make sure that the ghostwriter understands you, your brand and can speak in your voice.  One of the best places to find a ghostwriter for your content is on LinkedIn.

Take your pulse and start writing.  Do it consistently and your visibility as well as your leads will increase.

Rhonda Sher is a Business Connection Specialist, author and speaker.  She is an expert on LinkedIn and works with realtors, business professionals, speakers, coaches and entrepreneurs helping them generate revenue and relationships.

Ready to kick 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 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!

Want your eNews recruiting done for you? Check out our new Concierge service that manages your email marketing for you! 

LinkedIn for Realtors – Converting Relationships to Revenue

With Guest Rhonda Sher

We were thrilled to host guest Rhonda Sher, the LinkedIn Diva who shared powerful, insightful strategies that real estate professionals can begin using immediately to drive new business, recruit great agents and present themselves in the most professional way possible. The statistics she shared and solutions for moving your business forward were wonderful and we are so grateful for her time and willingness to share.

You can connect with Rhonda at Linkedindiva.blogspot.com.

Thanks so much Rhonda!

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

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

Want your eNews recruiting done totally for you? Check out our new Concierge service that manages your email marketing for you! 

 

How to Keep Your Recruiting Momentum Going All Summer…

A Webinar on Demand

by Judy LaDeur

Summertime.  A time when most are ready to put things in slower gear and take some much needed R&R. We wanted to share a webinar we did last year that helped many brokers stay positioned all summer long with the agents they wanted to recruit — and still have time for fun! Recruiting season is not that far off – don’t lose the foundation you’ve built during these slower months!  Here’s how to stay at the top of your game!

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

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

Want your eNews recruiting done totally for you? Check out our new Concierge service that manages your email marketing for you! 

Speaking of webinars, members, be sure to join us June 7th at 1pm Eastern for a very special guest Rhonda Sher, the LinkedIn Diva for a very special Broker and Agent Webinar!

Topic: LinkedIn for Realtors – Converting Relationships to Revenue

In this powerful webinar you will learn:

  • How to connect with referral partners
  • Why Realtors Need to be on LinkedIn
  • How to take your LinkedIn profile to profit – the secrets to a profile that creates instant credibility
  • How to invite connections that count

How to Identify & Hire the BEST New Candidates

From Personal Experience…

By Real Estate Recruiting Coach Judy LaDeur

There has never been a better time to hire new to the industry agents.  Many brokers say that the average age of their existing agents is close to 60 years old. That creates a few concerns for many brokers. First, these agents will soon be retiring. More importantly, the millennial home buyers are getting ready to enter the real estate market, and most brokers admit that they know they need to hire some younger agents who can communicate with the next wave of buyers.

The great news is that the millennium agents WANT support, training, and a broker who cares and is there to support them. This describes many of the real estate offices out there, so let’s make hiring the “new ones” a priority.

What should you look for?  Is there a way to know who will succeed?  What does the right new agent look like? Here are some great guidelines to follow:

  1. Be honest about the position:  I think we owe it to them to be honest about the career they are about to embark on, and their ability to work in a commissioned sales job. They trust us to only hire them if they can make it, but unfortunately, that’s not always the case.Tell them up front. “If I think that you can make it in the real estate business, I will hire you today. If I don’t hire you today, you should reconsider your decision to go into real estate. I am telling you that because ours is an industry where anyone with a license can find a job somewhere.  But getting hired is not an indication that you will make any money. In fact, 90% of the people in this business earn a poverty level income. But again, if I think you’ll make it, I will hire you. And if I do hire you, I will do everything possible to insure your success. Does that sound fair?”  I always had their attention when I told them that, and they knew that I was serious.
  2. I would tell them the good stuff, as well as the challenges — and build some humor into it. Tell them that very successful real estate agents make well over $100,000.00 per year, and they can earn that after a few years. I told them that they could set their own hours, because they were the boss. They could sleep late, or leave early. I then explained that they could have any insurance policy they wanted, and any retirement plan that they wanted as well. They could take unlimited vacations, without asking anyone’s permission. I would then smile and say, “How does it sound so far?” Of course, they would say great. I would then continue with, “Of course, even though very successful agents earn over $100,000.00 per year, 90% of all agents earn under $30,000 per year. You can come and go as you please, but if you are not working, you are not earning any money. You should be prepared to work an average of 60 hours per week for the first year, and maybe every year! You can select an insurance and retirement policy, because you pay for it. You can take vacations any time you want, but someone needs to cover your business, and if you are not working, you are losing money. Are you still excited?”  You would be amazed how many people do not know what it means to be an independent contractor. I was looking for the agent who understood the risks, and still wanted “in”. I went on to explain that there are two types of jobs in the world. High risk / high-income jobs, and high security /low income jobs. The higher the risk, the greater the potential for income. In the stock market, as well as the job market. That’s why banks pay very little interest on a savings account. There is no risk, and therefore, the return is low. But your money is very safe. That’s why you make more if you are willing to take a risk. I would then find out why they wanted to give up the security of a “real job”, and go into real estate. I looked for desire, motivation, confidence, passion, drive, and tenacity. I asked lots of questions, and I paid attention to how I felt as they talked. I looked at their past successes, and failures. How did they handle problems?  How hard were they willing to work? Did I believe they could make it? If so, we continued.
  3. There are lots of other things that will increase their odds of making it.  A professional image, financial security, a strong sphere of influence, good eye contact, good people skills, and a need to make money. The more pluses they have, the greater their chance of success will be.

Create your own checklist. On the left, list those things you should be looking for in the interview, and then make notes after each item. The answer should be pretty clear by the end of the interview. By the way, I always told them up front, that if they decided to go forward with a career in real estate, and I decided to hire them, they would need to sign up for their real estate class that day. As a result, most of the good candidates signed up that day and got started with their career.

Ready to kick 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 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!

Want your eNews recruiting done for you? Check out our new Concierge service that manages your email marketing for you! 

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 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!