Get a Step Ahead of the Competition

Posted on by The Profitable Recruiter
21 Mar

Refocus on Recruiting Now

By Judy LaDeur

If you’ve been biding your time to kick your recruiting into high gear, 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 in this competitive market.

Here are five 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 about what you have to offer. Look to your Lumpy Letters and seasonal letters in your system for done-for-you pieces.

#3: If your results are slowing down, 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 careers and stay with the second company for 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 on 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 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 and 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 marketplace. 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 is loaded with scripts, lumpy letters, seasonal letters, notes, social media content, and various other recruiting tools each month. We also have 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. Check it out at www.TheProfitableRecruiter.com

Join today and take advantage of our special offer of 50% off with the promo code 50OFF for any 6-month or annual membership.  It includes up to 10 manager seats per 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! In addition, you can add up to TEN managers for each membership. Questions? Contact us today at 813-957-2989. 

 

One Quick Dialogue to Get You BACK on the Phones

Posted on by The Profitable Recruiter
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18 Mar

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!

Smart Strategy: Recruiting the Second Year Agent

Posted on by The Profitable Recruiter
recruiting-second-year-agents
25 Feb

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
  • 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 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 an 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 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 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!

 

 

 

Leading With Influence

Posted on by The Profitable Recruiter
19 Feb

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 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? 

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

Posted on by The Profitable Recruiter
12 Feb

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 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 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.  

 

Put PAST Agents on Your Recruiting Hot List

Posted on by The Profitable Recruiter
19 Jan

Now is the Time for Action

By Real Estate Recruiting Coach Judy LaDeur

A lot has changed in the last couple of years. It feels like everything in some ways, doesn’t it? For many agents, this was a time to re-evaluate their entire career and the way they do business — and that includes where they hang their license.

Just as agents are finding tremendous success picking up the phone and contacting everyone in their sphere to reconnect, check-in, and ask how they can help — now is the perfect time for you, as brokers and recruiters, to do the same with the agents who have left your company over the past ten years.

For some of those agents who thought the “grass was greener” elsewhere?  Many have 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 and what you are currently doing to help agents shorten learning curves, fire on all cylinders, effectively use technology and system tools to connect with clients and customers virtually — and what you are doing to support agents during this chaotic time.

Which of your good agents did you lose over the past 10 years? Do you want them back?  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, or 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!

Next, reflect on the relationship – and genuinely make the first part of your call about checking in. Seeing how they are doing. Learning about what — if anything — they need or might be struggling with. Let them know that you care and that you are there. In that conversation – they might realize that now is 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 season? All 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  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!

Step-By-Step Recruiting

Posted on by The Profitable Recruiter
13 Jan

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?

Posted on by The Profitable Recruiter
07 Jan

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.

Change Your Thoughts and Change Your Results

Posted on by The Profitable Recruiter
22 Dec

Recruiting Mindsets for Success

By Real Estate Recruiting Speaker and Coach Judy LaDeur

Recruiting remains the #1 challenge for most brokers and managers. Why? For many it feels overwhelming. Especially in today’s world of global distraction!

What can help? Keep it simple. Recruiting is just a process. It’s about building relationships, and being there when the time is right for an agent to make a move. It does not have to be stressful or even difficult. Here are a few reminders:

  • You can’t make someone move if they are not ready, which means they are not rejecting you.
  • Most agents need to like you and trust you to place their career in your hands.
  • What that means is that you should spend more time building the relationship and less time worrying about how to get them on board.
  • It’s just real estate! Combine the Art of Farming and staying in touch with your clients to build your system and stay positioned. When they are ready to move, it’s just like working with a buyer!

You can’t make anyone move until they are ready, but once they are ready, if they trust you they will work with you. What’s the secret to selling a home to a buyer in 1-2 showings? If you ask the right questions, understand that they are looking for and know where to find their home, it’s easy!

The same applies to recruiting.

Here are some tips that you can follow, as well, which should make it easier to get the agents you want.

The entire interview process needs to stay focused on what they need and what is best for them, not you. A very common phrase that many of the brokers in our coaching program hear is “You were the only broker who took the time to ask questions about what I needed, and what was important to me. That’s why I choose your firm.” Sound too easy? It’s true! When they come into your office, tell them that your goal is to find out what is important to them, and to determine what their needs are so that you can help them make the best decision for their career. Then spend 20-30 minutes just asking questions in a very reflective way, and think carefully about what they are saying, and what they are looking for.  Think of it as solving a problem. Pretend that they are a friend who has come to you for advice, and your goal is to help them make the right decision. If you focus on them, you will be less inclined to try to sell them. You will be amazed at how easy it is to hear what they need, or want. After you have asked your questions, and assessed their situation, you should present only those systems that address their needs, and solve their issues. After presenting the “right systems”, watch their body language, and ask yourself, “Are they sold?” If so, very calmly, and very confidently, smile, sit back in your seat, and say “When you came in today, I said that my goal was to help you make the best decision for your real estate career. Based on everything that we have discussed here; it seems as though you’re right. You’ve gone as far as you can with your current company, so let’s take you to the next level in your career. We have a transition packet that is designed to make your move as smooth as possible.” At that point, you should begin reviewing compensation as well as those details that are necessary to make the move. After you have presented the necessary details, smile and say, “I’d like to invite you to join our team!”.

When you hear stalls and objections, don’t panic, and don’t try to talk them into joining. Just keep asking questions.  Two-year-olds are great closers. Why?  They just keep asking questions, until they hear the answer they want. Here are some great responses to the objections you hear at the end of the interview. “Why?” “Why not?” “Why do you feel that way?” “What makes you say that?” “Why would that keep you from making a move today?” “Really? Hum.”  “How would you propose that we solve that problem?” Here’s a sample of how it works. If you ask them to join, and they say they can’t do it today, just smile and say, “Why Not?” You’ll be amazed at how often they say, “I don’t know”. You would respond with “I don’t know either, so let’s do it!” You have to keep smiling, and keep it fun. If they say they can’t move because they are good friends with the broker, you might say, “Really? Hum…”(smile) and make them justify that statement before going further. After that you might ask, “If someone approached your broker and offered to buy their firm for a lot of money, would they consult you prior to making their decision about selling their company?” You’ll have to practice it a few times to get into the habit of asking verses selling, but you should see great results.

Recruiting is vital to your success and survival as a company. Start with a few small steps, and move forward from there. If you need help building relationships with the agents that you want, the absolute best tool in the industry to stay positioned is The Profitable Recruiter.  We’ve got the strategies, tools and training that make connecting with agents incredibly simple – and amazingly effective.  Our brokers tell us we’ve made recruiting fun again for them.  We tell them THAT’S THE GOAL!

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 of 50% off with the promo code 50OFF any pro membership.  That’s 45% 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 Three Daily Practices of Master Recruiters

Posted on by The Profitable Recruiter
19 Dec

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.