10-Step Process for Recruiting Call Results

It Doesn’t Have to Be Difficult!

by Real Estate Recruiting Coach Judy LaDeur

What do top recruiters/brokers do on a daily basis to ensure consistent results in recruiting?   It is really pretty simple.  Most do what others are Businessman taking phone callunwilling to do to get the results they want!  There are several steps to mastering the phone calls, and many great reasons to pick up the phone.  Here are a few great reasons to call an agent:

  1. Your office  has a co-op transaction with that agent
  2. Your agent has identified them as a great agent to do business within your market.
  3. Invite them to a social or educational event that you are hosing,
  4. Pay them a compliment. It could be in their production or just the way they conduct business.
  5. Introduce yourself if you do not know them.
  6. Suggest getting together to meet and exchange information over coffee.
  7. Check the progress of a first or second-year agent.
  8. Follow up with agents that you have met with, but did not YET hire.
  9. Call to tell them about your special systems and services that your company offers.
  10. Invite those who left to come back!

Regardless of why you are calling them, what to say seems to be the biggest challenge for most brokers and recruiters.  For your best results, you should follow a process which allows you to build the relationship and secure the info that you need when the time is right for that agent to make a move.

Our process teaches you how to diffuse the initial response of “I’m busy” or “I’m happy where I am.” When you can lower the resistance in the first few seconds, the call is much easier.  Many brokers jump right in and ask them to meet. That works on occasion, but asking a few questions and engaging them in the conversation will usually result in a better close ratio.

Most agents will say “no” at least two times, before saying “yes”! The secret is asking them more than one time in more than one way! Most agents will say no before even listening to what you have to say. It’s important to say something that will not only get their attention but peak their curiosity to learn more.

There are also days of the week and times during the day which will have better results. Those who understand the Rules Behind Successful Calling, will have fewer no-shows and spend less time making the calls, and more time face to face with the agents they want.

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

Join today and take advantage of our special offer of 40% off with the promo code 40OFF any pro membership.  That’s 40% 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.

Proving Value in the Age of Disruptors

Last week, we hosted a powerfully informative and insightful webinar with Coach Judy LaDeur on which she discussed discuss what brokers and agents need to do to position themselves to thrive despite disruptors such as companies “buying” agents, technology interruptions and more. Empowering, insightful and just what real estate brokers need to hear during this transitional time.

Profitable Recruiter Members, log in here and visit webinars on demand to watch our other recent webinar all about the DISRUPTORS in our industry.

Continue to learn how to be the 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 40% off with the promo code 40OFF any 6 month or annual membership.  That’s 40% 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! Need more information? Contact us at 813.957.2989. Happy recruiting! 

 

Are the Disruptions in the Market Impacting Retention?

Keeping Your Team Together

By Real Estate Recruiting Coach Judy LaDeur

Today’s best agents are being heavily recruited, and the options that are being presented are enticing: Checks, marketing packages, leads, specialized branding, shiny new tools and even retirement options.  For many Brokers that we are talking to, it’s definitely more stressful than it has been in the past.  New technology and changes in the way that business is being done require that Brokers stay sharp, at the top of their game and in tune with the tools agents need to compete in a world where consumers are more educated and also have more options.

Are Brokers losing their agents to the competition? That depends. Most of our clients are NOT losing agents, or at least no more than normal. It is recruiting season, which means that a certain percentage of agents will change firms, but the question is why are they leaving, and what are they looking for?

Here are some facts with regard to why agents leave firms

  • Weak agents will always look for an easier way to make a living.
  • If the company is not staying current, delivering the tools that agents need, the best agents will leave.
  • Some agents are not prepared for retirement, which might only be a few years away. They are looking for a solution. If your company does not have a solution, you might lose those agents.
  • Agents want to feel appreciated and will leave if they feel they aren’t.
  • For some agents, it’s all about money, so they will leave for a higher split, lower fee, or a check.
  • Some agents are not willing to do what it takes to succeed, so they quit.

If you are losing 10% of your agent base per year, or more, you definitely should take steps to increase retention.

But the question today is, “Will the new startup companies in the market, or the many changes taking place, make it more difficult to retain your agents?” That depends on YOU, the Broker.

Retention is about creating VALUE on two levels. You with the agent and the agent with the consumer. Both are your responsibility.

Ask yourself these questions:

  • Do your agents have what they need to compete in today’s real estate market?
  • Are you meeting the needs of the agents and the demands of the consumer?
  • Are your agents educated about their competition, and can they show enough value to overcome objections and secure the listing?
  • Are you engaged and connected to your agents? Do they enjoy working at your firm?
  • Is each of your agents selling at least 6 homes per year?
  • Do your agents have the technology to be fully mobile?

If the answers to those questions are yes, then you are doing great. If not, what can you do to fully support the agents, and meet the demands of the consumer?

A NAR 2018 survey shows that 85% of agents want to be fully mobile when it comes to their real estate career.  They want to manage their transactions from start to finish on their mobile device. They also want what they need to be delivered fast because speed matters today. The consumer expects speed and when the agents don’t, or can’t respond fast enough, it creates stress.

The good news is that it’s still about the relationship for most agents, as well as most consumers. Here are some ideas to maintain that relationship:

  • Create a superior “high touch” experience for the agent and consumer.
  • Use videos to stay in touch with agents and clients. It’s more personal.
  • Add a Consumer Care Specialist or Agent Services Specialist.
  • Use technology to automate processes and increase efficiency, allowing them to sell more with less stress.
  • The MAJORITY of Home Sellers and Buyers still want an agent to hold their hand during the transaction.

What’s Your Action Plan?

  • Your Agents Are Your #1 Asset and #1 Clients. How can you honor that relationship?
  • They love food, fun, and recognition!
  • Now is the also the time to teach your agents who want “out” to sell their business and transfer it to one of your agents.

Let today’s changes inspire and motivate you to create new ways of doing business and propel your business to a new level.

Profitable Recruiter Members, log in here and visit webinars on demand to watch our recent webinar all about the DISRUPTORS in our industry.

Continue to learn how to be the 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 6 month or annual membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  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.

 

 

 

 

Proving Value in Today’s World of Disrupters

by Real Estate Coach Judy LaDeur

Today, more than ever, Brokers and Agents need to prove the value of their services. For Brokers, it’s about having the tools and technology to recruit and retain the best agents. For agents, it’s about having the tools and technology that the consumer wants. Both are the responsibility of the Broker, and Brokers who fail to respond to the needs of the agents, as well as the consumer, will find it increasingly difficult to attract or retain the best agents.

One of my favorite sayings is: In the absence of value, money becomes the substitute. There has never been a time when that is truer than it is today.  For clarification, I am not saying that all Brokers who offer a low fee structure lack value.  They could definitely have agent tools and support.  However, what we have seen is that a Broker who lacks tools, support, and services will typically have a compensation schedule with a very high split or low fees.

The majority of companies out there have a very competitive compensation and fee structure, based on the services that they provide. The challenge today is: How do you communicate the value of what you offer in services and tools in a way where money is not the deciding factor? It’s a fact that the Brokerages with the most services and support will cost more because it takes money and support staff to deliver those tools and systems.  If it were just about money, every agent would be with the company in town who would pay them the most or charge them the least. Ask any Broker who has that type of set up and they will tell you, much to their surprise, that the money does not have much of an impact.  In fact, one of my coaching clients has an office in their market that offers 100% commissions to the agents and does not charge them anything!  Yes, that’s a little crazy but there are other reasons for wanting the best agents on your team. That Broker is not recruiting agents from my client. Why?  Because the agents see the value in what is offered at their current office.  In today’s agent world, the value of what you offer is equally important for recruiting as it is in retention, but let’s talk about recruiting.

Once you have identified what the agent wants, the second step is to present the solutions that need and want. Here is where Brokers need to spend some time. Everyone has all the basic stuff that agents want and need.  What do you have that others don’t and most importantly, what are the results that your agents are experiencing as a result of that support? For example, everyone has training, but perhaps yours is more personalized. Maybe you have coaches who work with your agents.  What are the results that agents have with your style of training? Everyone has marketing, but perhaps you have a marketing director, or an automatic drip marketing campaign. If so, what are the results of the agents who consistently market with your system? Value is created when you can offer proof, in the way of results, when you are presenting those solutions. Earlier this year, we created a set of templates for each of you to use in your presentation. They are in your toolbox on the Profitable Recruiter Site. They are easily customized, but the best part is that each has a place for an agent testimonial about that tool or service. If you have not downloaded these tools, please do so today. People remember more of what they see than what they hear PLUS visuals have a greater impact. The best agents recognize value and are willing to pay for it. The same is true for cars or kitchen cabinets. There is a buyer for everything, and there is an agent for every company. Who are the best agents for your company? Those who want and see the value of what you offer.

Need more help? Sign up today for a very exclusive retreat where we work one on one with Brokers to develop their interview skills. This is a limited space event and only 7 spaces remain. If you are not hiring the agents that you want, don’t miss this event!  Oct. 10th – 12th Herrington Inn, Geneva IL. Register today by calling 630-402-0898 or click here for your enrollment form.

Profitable Recruiter Members, log in here and visit webinars on demand to watch our recent webinar all about the DISRUPTORS in our industry.

Continue to learn how to be the 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 6 month or annual membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  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.

 

 

 

 

 

 

 

 

 

 

 

What is Your Solution to the Disruptors in Your Market?

By Real Estate Recruiting Coach Judy LaDeur

Last week’s article talked about the disrupters in the market. That article has generated lots of activity, as well as many inquiries and questions from our readers.The number one question asked was, “How do I set myself apart?”  The answer is easy, but it does require that you think outside the box and commit to branding yourself, your office, and your agents as experts or specialists.

If I were to ask your agents this question: “What are you known for and what is it that you do best?” What would their answer be? The answer is what will set them apart from the competition, especially when there are disruptors in the marketplace. If you are not sure, here are some ideas:

  • Negotiation Specialist
  • Valuation Specialist
  • Staging Consultant
  • Marketing Strategist
  • Better Days on Market Results
  • High List to Sell Ratio
  • Fewer Expireds
  • High Listing Inventory
  • High Average Sales Price
  • Luxury Specialist
  • Farm & Acreage Expert
  • Land Development Expert
  • Senior Market Expert
  • Multi-Cultural Specialist
  • Highest Production

This is quickly becoming the age of specialization, and your agents get to choose what they want to be known for.  How will your agents brand and market themselves in a way that causes them to stand out from the crowd? What support can you offer in this area?

How do you create the desire on the part of the agents to be a part of what you are building?

Next week, we’ll share some valuable ideas on what YOU can do to provide the right environment for your agents to find their field of specialization. This week, help determine the “who and what”, and then we will help you with the how.

This topic is the focus of our retreat in October.  Creating value in a market filled with opportunities for the agents that you have and the agents that you want. As the Broker, it is your responsibility to be armed with the tools and resources that will allow you to recruit and retain the agents that you want in todays fast moving market. If you’re battling disruptors, don’t miss this event. Let us help you navigate through uncertain times and come out on top! Register today by calling 630-402-0898 or click here for your enrollment form.

Profitable Recruiter Members, log in here and visit webinars on demand to watch this week’s webinar all about the DISRUPTORS in our industry.

Continue to learn how to be the 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 6 month or annual membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  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 Disrupters: How Will They Change the Face of Real Estate?

The word we keep hearing in the marketplace is the “disrupters”.  What are they, who are they, and are they here to stay? My prediction is yes. Disrupters by their definition are an event or an organization that disrupts the flow of business as it has always been done.  They shake up the marketplace, and in some cases, change entire industries. A few disrupters that we have all seen in recent years are Uber, Airbnb, and YouTube.  They broke the rules, gained momentum, got sued, won, and almost overnight three major industries were forever changed.

Now we have some major disrupters in the real estate industry. Players who are not playing by the “rules” that we have established.  Mega-startups are presenting our best agents with huge checks which is not playing by the rules.  Companies are mad, and some are fighting back. But we have seen that in the past, so it’s not entirely new. They are offering virtual platforms, but that’s not new. Discount brokerages are popping up, but that’s not new either. So what’s causing all the commotion? I think it’s a lot of things all happening at the same time, but the real disrupters to our industry are technology and dollars — millions in private funding for the new start-ups.

Technology is being funded and fueled by hundreds of millions of dollars this year, and that is something that we have NOT seen in the past. That is the true disrupter. Why? Because we can’t stop technology from changing the face of our industry or changing the way that business will be done as we move forward. This is a change that is causing many Brokers to reinvent themselves and how they will do business in the future, while others will fight, kick, scream and refuse to budge from their position, for now.  What is different about this change is that the consumer is being educated about the new tools, the new technology, the new apps, the new transparency and the new way to buy and sell homes. This is impacting our industry at a grass roots level, which is the consumer.

Yes, there are many disrupters hitting many of you at the same time. For now, the major markets are the targets, and those Brokers are feeling it. It’s not just incentives for agents, but it’s incentives for consumers. New toys that the consumer can use to buy and sell, and that’s why I think Brokers and agents need to pay attention and up their game.

I receive calls weekly from Brokers and clients who are nervous and looking for direction.

What’s the solution? Whether you are a Broker or an agent, there are three ways to keep those disrupters from disrupting your business.

#1: Build the relationships.  We are an emotion-based industry, filled with emotional agents, emotional buyers, and emotional sellers. Most people want to have that REALTOR that they trust at their side, and most agents want that Broker that they can see and talk to. As a Broker, what are you doing to build and maintain the relationships with your agents, your greatest asset? Most of them just want to know that they are appreciated and cared for. It’s also time to train your agents to build that trust and relationship with their clients and customers.  Remind them to stay positioned with their weekly emails, which are a great tool to keep positioned for referrals and repeat business.

#2: Set yourself, your agents and your company apart with specialization.  Be the expert in your geographic area, or your area of expertise or a niche. Those who set themselves apart have always survived the ups and downs of real estate and typically are the Brokers and agents at the top.

#3: Learn how to compete on value. People will always pay more for a product if you can show and prove value. I see this as the number one area that Brokers and agents should give special attention to. What is the value for each of your tools and services and can you PROVE the value?

The combination of relationship, specialization, and proving value is the solution. I think much of the fear right now from Brokers is due to the fact that this is all new. It’s coming at them fast. They were not prepared and they are not quite sure how to get prepared, which is why we created a special Retreat for Brokers and Recruiters, October 10th – 12th in the Chicago suburbs.

This is a NEW Course designed to help Brokers create, identify and present the value of what they offer so that they can move forward, recruiting and retaining the best agents WITHOUT Disruption.

Farmers insurance has a great commercial with J.K. Simmons who says, “We know a thing or two because we’ve seen a thing or two.”   I’ve seen all the disrupters of our industry for the past 40 years. I know a thing of two because I’ve seen a thing or two and survived it. That’s why I wanted to create this specialized training for today’s brokers.

If you are battling the Disruptors in your market, or just want help recruiting the best agents, based ON VALUE, don’t miss this event.   Let us help you navigate through uncertain times and come out on top! Register today by calling 630-402-0898 or click here for your enrollment form.

Profitable Recruiter Members, log in here and visit webinars on demand to watch this week’s webinar all about the DISRUPTORS in our industry.

Continue to learn how to be the 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 6 month or annual membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  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.

 

Seeing is Believing!

We live in a visual world! We have all heard that people remember more of what they see than what they hear, but do you know why? There are several reasons, but first, let’s take a look at how your brain stores information.

Did you know that your brain stores audio information in one way — a more temporary way — and it stores visual information in an entirely different way. A way that will make the memory easier to recall. You see, visual images tend to have more things we instantly associate with them — for example, a picture of some horses on a farm, instantly calls up images of hay, riding, a barn, a cowboy, etc., and those connections make the information more “memorable” and thus, makes recollection easier and more likely. Or in the world of Recruiting, a visual of one of your agents, with a quote about their success, or a graph of your success, will stay in a prospective recruit’s memory longer.

Think about it like this: Has someone told you their phone number and before you could say it a few times over in your head or write it down, you got briefly distracted by something … and POOF! The phone number is GONE! Or someone asks you to get something for them, but by the time you get to the next room, you forget what it was! The short-term memory can forget things almost instantly when you are distracted, which happens frequently in our business. Think about sales agents. Are they focused and always listening while you talk, or are they sometimes distracted and thinking of all the things they need to do? A verbal recruiting presentation to a distracted agent is a recipe for disaster!

Here’s another great tip: If you want someone to remember your message, tell them a story. Our brains are far more engaged by storytelling than a list of facts–it’s easier for us to remember stories because our brains make little distinction between an experience we are reading about and one that is actually happening. And visuals add a component to storytelling that text cannot: speed.

According to research compiled by 3M, the corporation behind Post-it Notes, visuals are processed 60,000 times faster than text, which means you can paint a picture for your audience much faster with an actual picture. It’s no surprise then that HubSpot’s social media scientist Dan Zarrella found tweets with images are 94% more likely to be retweeted than tweets without. When you are talking about your tools and success, use real-life scenarios and stories to have a more powerful presentation.

Since 65% of people are visual learners according to the Social Science Research Network, one of the best ways to drive your message home is through visual content. Which is why we created an easy-to-use tool for Brokers and Recruiters to use for their recruiting presentation.

Our tool of the month earlier this year was a set of Compelling Reasons templates, ready to customize with your info and use in your next interview. September is recruiting season, which makes THIS the time to get prepared.  As a member of The Profitable Recruiter, this tool is included in your membership and is easily customizable.  You can also buy a customized set of 12 for your company for $198 for non-members. Email us here.

Sign up today and join us for a free webinar July 31st at Noon Eastern on effective marketing and positioning, just in time for Recruiting Season. REGISTER HERE.

It’s a fact that Top Recruiters and Top Agents use visuals in their presentations for the same reasons that I am going to recommend that you do. It works! Not only does it have more of an impact when you are giving the presentation, it’s absolutely essential if they don’t sign up that day. Within JUST THREE days, 97% of info they HEARD is gone! Make a lasting impact using visuals that convey your value propositions and the compelling reasons to join YOUR team.

Continue to learn how to be the 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 6 month or annual membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  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.

How Not to Get Raided by Your Competition

And Stay on the Winning Side of the Agent Tug of WarBusinessman in tug of war concept

By Real Estate Recruiting Coach Judy LaDeur

I have had several requests to write an article about how to protect yourself against a raid from your competitors. Interestingly enough, my research has shown that if you consistently show your agents that they are valued and appreciated on a regular basis, and they know that they, and their needs, are your priority — you probably don’t have much to worry about. Let’s examine why an office becomes vulnerable.

Change is the #1 reason for vulnerability. When you implement change, there are a certain number of agents who will be unhappy with the change, and therefore you could lose a few. In addition, if you lose a good agent, you can easily lose another one in the next 10 days. If you lose 2-3 agents in a few weeks, you could be in trouble.  Why? The grass always looks greener on the other side… (But most agents forget that it is just as tough to mow!) You are most vulnerable if you lose an emotional agent. They usually leave if they are hurt or angry. Unfortunately, they will want their friends to follow them. You must always take proactive steps when an emotional agent leaves. You should have a one-on-one meeting with the agent who is leaving. If you can not correct the problem, or convince them to stay, let them know that they are always welcome if they want to return. Keep it businesslike and professional. Do not get angry with them. You would not believe some of the stories that I hear, such as the managers who threw the agents stuff into the parking lot while demanding that they leave in front of their peers.

Next, have one-on-one meetings with their close friends, and get their feedback as to why the agent left. Ask how you can create a more favorable environment for the agents who are there. If the agent who left insists on calling your other agents, confront the agent who left. Let them know that you were supportive of their decision to leave but you are hurt that they would intentionally try to harm or disrupt your office. Emotional agents usually back off if confronted.

Also, you need to remember that about 70% of all agents are emotional in nature, so they make emotional decisions. For Example: If you do something that they feel hurts them emotionally or betrays their trust, you can lose them. You can also lose them by not giving them the recognition they feel they deserve. The bottom line is this: If they are hurt, they might leave. The good news is that they usually do not leave for money.  They will say it is for more money, but that is rarely the case. Most agents do not worry about the money. They know that if they are happy, the money will be there. Here are a few tips:

With regard to change: It would be impossible to implement a change and have everyone happy with that change. When implementing change, try to involve your agents whenever possible.

Location: If you are changing locations, ask a few of your agents to help you locate a new location, then go out with them to scout out the options.  Let your agents sell the group on the new location.  You could also set up a committee to determine the new colors for the office and ideas for office design.

Compensation: If you are changing compensation, or implementing a new fee, try to time that change with the implementation of a new service. Such as: We are implementing a transaction fee of (dollar amount) but you will no longer be charged for (service). You can also “grandfather” the existing agents when you are changing the compensation.  Or, you can grandfather all agents whose production is above a certain amount. You could say, “If you are generating GCC of $90,000.00, you will be grandfathered with regard to the new changes.” You can also grandfather agents who have been with the company a long time.  For example, you can say, “If you have been with our firm for 10 years, or your production is (dollar amount), you will not be subject to the new changes.” Keep in mind that emotional agents will leave, not because of the money, but because they are hurt that after so many years, or at their level of production, that you would take money out of their pocket.

Management:  A management change is also risky. Whenever you change managers, you should consider the personality of the manager that is being replaced. If the manager that is being replaced was very friendly, emotional and well liked by the agents, you could be vulnerable if you put a logical manager in that office. Better to use an interim manager, or yourself, while they go through their mourning period over the loss of a manager they liked.  If you can keep the personality the same, that’s the best option.

My research has shown that 70% of agents are emotional in nature. What that means is that they need to feel appreciated, they need to like you, and also believe that you like them.  The competition is always “courting” the good agents. They enjoy the attention, but they like you best. If you suddenly get angry at them for talking to the competitor, you could lose them. When I knew that my agents were going to lunch with the competition, I would always say, “If you are not getting at least one call, letter or invitation each week from my competitors, then you need to look at your production. The best agents are always being courted!” I would then ask them where they were going to lunch. If it was not an expensive place, I would say, “Are you kidding? You are one of my best agents! Call them back and tell them to meet you at (fine restaurant name).  Order something expensive! You’re worth it.”  I knew that if I worried about them going to lunch, or became defensive or angry, I was far more likely to lose them.

Bottom Line: I have discovered over the years that what it takes to get them is what it takes to keep them. They just want to be appreciated and know that you care about them, and their success.

Start today by sending three notes a week to your agents. Think of something nice to say about them and let them know who much you appreciate them.  If you always practice retention, the competition will have a tough time raiding your office.

Continue to learn how to be the 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 6 month or annual membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  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.

#1 Question Brokers Ask

What Kind of Marketing Do I Use?

By Judy LaDeur

The #1 question that Brokers ask is what type of marketing is most effective to market themselves, their tools, and their firm.  There are actually two types of marketing and both are essential to long-term success. The two types of marketing are educational and positioning.

Educational marketing is the type of marketing that educates the agents about who you are, what you offer, why they should consider your firm when they are moving.  This type of marketing is very important. The goal is to create curiosity and desire to know more about your company and the opportunities that you offer. You might talk about your training and the results. Anyone who wants to increase their business would be curious or desire to know more, which is how you would then secure interviews. Or you could send out a sample of your marketing pieces, showing agents the quality of your marketing materials as well as the results of some of your agents who are consistent with their marketing. The job an effective “educational” campaign is that the candidate should be 50% sold on your firm when they meet with you, as a result of this type of marketing and education.

What if the potential recruit is perfectly happy and has no desire to move? Are they going to read what you send out? Maybe not. So, how do you get this person’s attention? That’s where the other type of marketing comes in, which is called positioning. This is marketing that is designed to keep you positioned with the agents that you want to recruit in the future. It needs to be non-threatening. In fact, you should not ask them to meet with you or try to recruit them in your positioning pieces at all. They are simply designed to build the relationship and maintain “top-of-mind” awareness at all times. They are motivational or inspirational in nature. Agents look forward to hearing from you when you send “feel good” marketing pieces, which is why we created The Profitable Recruiter weekly eNewsletters. They are messages that everyone can connect with or relate to. PLUS, when your recruits, as well as your agents, send those marketing pieces to THEIR clients, friends, and family, YOU are helping them stay positioned with their database for additional business. It does not get better than that!

Brokers who stay positioned with our emails say that they recruit an additional 6-8 agents each year, just by staying positioned! If you are not yet a member, I would like to invite you to join at 50% OFF. If you are not completely happy with your membership, you can cancel at any time. Another member benefit of The Profitable Recruiter is our monthly webinars. The topic of our July webinar is marketing. We will go into much more detail with regard to various marketing ideas that we have seen – what works – and what doesn’t. If you are not a member, I would like to invite you to join us and our Profitable Recruiters for our July webinar July 31st at 12:00 EST – you can register here.

As you roll out your marketing campaign, include both educational and positioning pieces and apply the Rule of Seven, which is an old marketing adage. It says that a prospect needs to see or hear your marketing message, it will take at least seven times before they take action. Now the number seven isn’t cast in stone, but it’s a good rule of thumb!

Recruiting Season starts soon. Are you ready?

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

Join today and take advantage of our special offer of 35% off with the promo code PLAN35 any pro membership.  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!  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.

Past or current Profitable Recruiter member? RENEW today and save 45% with the code RENEW.

 

 

 

Building a SALABLE Book of 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 database 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 database were sent to me as referrals from a client in my database.”
  • 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 database 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 databases 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. 

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

Join today and take advantage of our special offer of 40% off with the promo code 40OFF any membership.  That’s 40% 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.

Past or current Profitable Recruiter member? RENEW today and save 45% with the code RENEW.