Make Those Calls!

A Recruiting Pep Talk

By Real Estate Recruiting Coach Judy LaDeur

Now, more than ever, making your phone calls should be your priority if your goal is to continuously build a great team. I do know that everyone has the best of intentions, and life happens. The world is crazy right now. There is so much distraction.  However, now is the best time to get a great return on your investment of time spent on the phone and getting those appointments booked!

If you don’t make your phone calls, you could miss out on some great recruits this season.  BEFORE everyone is in full swing FALL mode – this may be a good time for agents who have not yet ramped up their business to make a move. That’s why we are seeing so many agents doing just that. I recently talked to one of my clients with a team of 12 managers that recruited 59 experienced agents in one month!  Their combined production is $189,000,000! What would a month like that do for your results? The only way to know is to get on those phones. Of course, marketing, promoting your results, and networking also plays an important role. Marketing, promotion, and networking should enhance your results when calling.   Would it be easier to make calls if you had just hired 59 top-producing agents in the past 30 days? Of course, it would, but it all starts with the call.

This time of the year, if you are not going to make the calls to book appointments, then hire someone who will.  Someone recently told me that they thought that making calls was right up there with flying on airplanes, going to the dentist, or having a spider crawl up your leg as the greatest fears to the Broker owners of the nation.  What are you afraid of? I have literally made thousands of phone calls, and I can count on one hand how many times someone has been rude to me.   If someone even thinks of taking a tone with me, I’m quick to remind them, “I just wanted to remind you the fact that I’m calling you is a compliment to you today.”  Usually, I’ll get a change of heart “I’m sorry, I appreciate your call; I was just…” Whatever their reason, stay on task and stay positioned.

One of the best movies I have ever seen that helped me with sales calls is the movie Boiler Room.  Ben Affleck plays the role of a recruiter for new sales reps in a finance firm.  While training a group, he tells them, “There is a sale made on every phone call; either you sell them to buy something, or they sell you why they can’t, but either way, a sale will be made.”  What a powerful reminder.  Keep Ben’s line in mind as you make your calls this month.  Set yourself up for success.  Plan your calls out ahead of time.  Know who you are calling before you get to work. Many of the top recruiters still use the “old school technique: which includes a notebook with the names and numbers of those they are going to call written out.  In the movie The Pursuit of Happyness, the true success story of Chris Gardner, this is the best example of discipline in phone prospecting I have ever seen.  Chris is limited in the time he can call prospects, so he doesn’t drink water, which saves trips to the bathroom, and he never hangs up the phone, which saves him eight minutes a day.  I’m not suggesting anything that extreme; however, have a plan before you arrive at the office tomorrow of who you will call and have their numbers handy.  This organized plan will hold you accountable for your success.

Bottom line? Fire up those phone lines and make the calls. There are six specific audio-training downloads that revolve around phone scripts and strategies in your Profitable Recruiter classroom.  The tools are right there at your fingertips – let us know if you need help accessing them!

Continue to learn how to be the master recruiting skills and be the broker to join your market. If recruiting is a challenge for you, we can help. Join The Profitable Recruiter and gain access to 7+ hours of audio training via downloadable links, powerful recruiting letters and notes, emails, social media tips, 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 for any pro membership.  

We’re taking the guesswork out of recruiting for brokers — and they love it.  We can do the same for you! Questions?  Email us today.  

Powerful Phone Skills Can Be Easy!

Putting ALL the Pieces in Place for Successful Recruiting

By Real Estate Recruiting Coach Judy LaDeur

What do top recruiters/brokers do daily to ensure consistent results in recruiting?   It is really pretty simple.  Most do what others are unwilling to do to get the desired results!  There are several steps to mastering phone calls and many great reasons to pick up the phone. Here are ten 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 hosting.
  4. Pay them a compliment. It could be on 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 the special systems and services that your company offers.
  10. Invite those who left to come back!

Regardless of why you call them, what to say seems to be the biggest challenge for most brokers and recruiters.  For your best results, you should follow a process that 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 occasionally, 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 once 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 pique their curiosity to learn more.

There are also days of the week and times in 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.

Do you want to hire more agents?  Mastering the phone is an important part of the puzzle! Not only will you learn many of these vital tools in the 7+ hours of audio training that you get as part of your Profitable Recruiter Pro membership – you have the advantage of learning on demand – individually or as a leadership team.

And if you HAVEN’T put systems in place to ALWAYS have the tools you need to grow your team with fewer headaches and more results – consider joining The Profitable Recruiter today.  Take 50% off with the promo code 50OFF — PLUS, can 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, webinars on demand, scripts, letters, social media tools and more!  What are you waiting for? Register today.

7 Strategies for Real Estate Recruiting Success

A LOT has changed in the last year – but some strategies are always in season. If you’re ready to take your recruiting game to the next level, let’s look at a few of our favorites that always seem to help real estate recruiters knock it out of the park. Some take just a few minutes of your day – but the results — are extraordinary!

Here are a few of our favorites: 

  1. Stay positioned with your entire recruiting list using the Profitable Recruiter Monday Morning email newsletters. These provide non-salesly, motivational, action-oriented touchpoints which keep you top of mind as a broker/recruiter so that when people ARE ready to make a move, they think of your organization.
  2. Customize those emails. While we love a good cut and paste, your emails should be branded to your organization.  Consider including links to agent testimonials, links to pages on your site that refer to compensation differentiators, a personal note from you or your leadership team, a spotlight of recent recruits, including their name, photo, and charity of choice, and links to upcoming training or networking events.
  3. Send Lumpy Letters to the top 25 recruiting prospects every month. Have some fun with them – and follow up with those prospects.
  4. Use LinkedIn to connect with potential recruits. Send your prospects a message, endorse them, write a reference on LinkedIn, then follow up. More often than not, you’ll have done more than their current broker.  While you’re in there – be sure to do the same for your CURRENT team of agents!  Set aside 15 minutes a morning to do this one simple strategy – you’ll surprise and delight yourself with the results!
  5. Sponsor fun events. We loved the Taco & Tequila Tuesdays, Wine Down Wednesdays, and even virtual happy hours that many of our members have hosted. They are fun networking opportunities where agents can connect, share ideas, and learn.  Some host it at a restaurant near their company headquarters and offer dessert back at the office, where they can tour the facility and learn more about what the company offers.  Their current team of agents’ “admission” to the event is to bring another agent.  Everyone has fun – and it’s bringing agents through the doors!
  6. Call at least ten agents a day for appointments. You won’t reach all ten more than likely, but you are making the calls and contacts and setting the stage for success.
  7. Let them know that you want them on board. Often brokers feel like it is too strong to ask for the commitment after the first recruiting appointment, but what they don’t realize is that often means the potential recruit isn’t even sure that you WANT to hire them. Be assertive and friendly – and try Judy’s classic handshake close that has helped brokers worldwide hire people on the spot.  (You can learn more about that in the interview skills section of your 7+ hours of audio training.)

These powerful steps are a great way to create the kind of dramatic momentum you are looking for. The right tools, strategies, and of course – perseverance as a recruiter is a win-win-win combination.

Stay positioned with the agents you are eager to recruit!  Join us today and take advantage of our special offer of 50% off with the promo code 50OFF any membership.  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training!  What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.    

How to Identify & Hire the BEST New Candidates

How to Identify & Hire the BEST New REAL ESTATE Recruiting Candidates

From Personal Experience…

By Real Estate Recruiting Coach Judy LaDeur

There has never been a better time to hire new-to-the-industry agents. The great news is that the new agents WANT support, training, and a broker who cares and is there to support them. This describes many of the real estate offices out there, so let’s make hiring the “new ones” a priority.

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

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

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

Ready to kick up your recruiting and position yourself to attract the agents you want sooner rather than later? Join top brokers from around the nation who are members of www.TheProfitableRecruiter.com. You’ll get all the tools you need each month to position yourself as the broker to join when agents are ready to make a move. Fine-tuning your skills this summer? All pro members get access to over SEVEN hours of training via downloadable links, including interview skills, scripts, objection handlers, and more. PLUS, you’ll have access to entire libraries of recruiting letters and notes, emails, social media content, training webinars for recruiting and retention, and opportunities to network with the best of the best.

Join today and take advantage of our special offer of 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!

Creating Your Fall Recruiting Hit List (Don’t Wait)

Overcoming One of the Biggest Recruiting Hurdles Brokers Face

Hands down, one of the biggest obstacles brokers have to kick off their recruiting efforts is building the list.  It’s a little funny because most of these same brokers would be first in line to teach their AGENTS the importance of building THEIR list – their farming/prospecting pipeline.  In a time where competition is high, and recruiting isn’t a ‘should do’ but a ‘MUST do’ – it’s time for all brokers to ‘walk the same walk’ that they encourage their agents to walk.  In other words – build your list! And don’t wait until September to do it!

Here are three great places to start:

  1. Competitors:  List ten companies in your market that are at an equal or just below market share level comparatively to your office and identify the 5-10 agents you would most like to recruit from each and put them into your database.  Jot down any facts you know of these agents; the more information you have on the front end – the easier it is to identify their hot buttons during your marketing and, eventually, in your interview.
  2. Your Agents:  Some brokers find this a little tricky, but here’s a great approach for making that conversation easier. Here’s a sample dialogue for you:  “Hey Bill, I’d love for you to do me a favor.  Take out two of your business cards.  Now flip the first one over and write co-broke on the top for me.  Please share the name of an agent with who you really had a great co-broke experience within the last 90 days.   Awesome – now, flip the other card over and write One Desk on the top.  Now, if you don’t mind sharing  the name of the person who, if we ONLY had room for ONE AGENT in our market, you’d think would be a great fit for our office and you’d be proud to be associated with – who would that be?”  Then you can quickly discern who the top agent fits would be by comparing all the cards from your agents. Follow up with these agents is a very ‘warm’ recruiting call.  “Hi (name) – I asked my agents recently to let me know if we only had ONE desk, who their top choice in the market would be to fill it.  Your name came up seven times! I’m very impressed.  I’d love to make a little time for us to get to know each other better and discover how we might be able to make that happen!”  You won’t get all of them right away – but put those in your database as well – with an identifier as “co-broke” or “one desk” and stay in touch!
  3. Your local board:  The agents most likely to make a move fall into the 1-7 year category.  We’ve shared strategies and dialogues before for recruiting those 12-24 month agents that are usually great prospects.  Look at the top 200 agents in your market and find common denominators that would make them a good fit for your company.  A good rule of thumb is for every 100 agents on your prospecting list…10 should be top producers, 20-30 new agents, and everyone else should fall into that mid-range producer level.  The last group will have the most turnover and the highest potential for recruiting.  Put them all in your database with identifiers for the level they are at and their time in business – as well as any other information you can find.

Now, start marketing!  Connect with them all via your weekly eNewsletter.  Next, segment your top hit list (A-Group) and send lumpy letters to these top 25 or so per month.  Stay in touch, follow up, and be present in the marketplace.  Recruiting is all about POSITIONING yourself to be the broker agents WANT to call when they are ready to make a move!

Is recruiting a challenge for you?  We can help.  Join The Profitable Recruiter and gain access to 7+ hours of audio training via downloadable links, powerful recruiting letters and notes, emails, social media tips, over 30 webinars for recruiting and retention, and opportunities to network with the best of the best. Take advantage of our special offer and save 50% on YOUR New Pro Membership with Promo Code: 50OFF.

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

One Quick Dialogue to Get You BACK on the Phones

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Say NO to Rejection

by Real Estate Recruiting Coach Judy LaDeur

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

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

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

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

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

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

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

For the next 30 days, I just want you to call, discuss something that they will feel good about, compliment them and close with this phrase. “Do you have anything special planned for the rest of the summer?” (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 or at the beginning of the next quarter and then ask them to come in for an interview.

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

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

Join today and take advantage of our special summer offer of 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!

Questions Open Doors in the Interview

Hiring the Agents You Really Want

By Real Estate Recruiting Coach Judy LaDeur

I was asked, “What is the most important thing that you need to do to be successful in recruiting?” My response, without hesitation, was “Asking the right questions”.  In every step of the recruiting process, asking questions, and asking the right questions is the key to success. Let’s look at each step of the process:

  • Phone Calls: When you are making your calls, remember that you should not do all the talking. Tell them why you are calling, then ask questions. Ask them what they know about your company, how their career is progressing, what they would want in a company if they were to make a change. Learn as much as possible about that agent. Remember, if they are emotional, the more they talk, the better you are doing.
  • The Interview: Before you begin to tell them what your company has to offer, you must first ask questions to determine what they are looking for, what they are unhappy about, what they would want if they were to make a move, etc. The more effective you are at asking the right questions, the more likely you are to present the right systems.
  • The Presentation: While presenting your systems, the interaction between you and the agent is critical. If you are the only one talking, chances are that they will start to tune you out. Keep them engaged in the interview by asking them questions and getting their feedback as you present your systems. Again, if the agent is emotional, the more they talk, the better you are doing. 70% of all sales agents are emotional by nature. If you keep them engaged in the conversation, you will have a much better chance of hiring them that day!
  • The Close: The close is a statement designed to have them take action and commit to joining your team. When they have concerns, they will throw out stalls and objections. This is when questions are very important. Don’t try to overcome the objection right away, but instead, follow the 5-step objection handling process. By asking questions about their concerns, you can usually discover the best solution for that objection. When you have the best solution to the problem, ask a question to tie it down. “If I can solve (the problem), is there anything else that would keep you from saying yes today?” If that is the only problem, solve it!

We all know that Einstein was a genius.  What you might not know is a famous quote that says it all when it comes to asking questions. Albert Einstein said: “If I had an hour to solve a problem, and my life depended on the right answer, I would spend the first 55 minutes determining the right questions to ask!”  When a recruit is sitting in front of you, you have one hour to solve the problem of “What would it take?” When you take the time to ask the right questions, everything gets easier!

Having the right systems and strategies in place year-round takes some of the guess-work out of your success.  We are happy to be a resource to help you stay in touch month-after-month, give you the scripts and dialogues you need to close even the savviest of agents to join your team.  Want to learn more about how to become a more profitable recruiter?  Check out our Membership Benefits and enroll today.   

Take advantage of our special offer!  Make any Profitable Recruiter Pro Membership part of your business plan, and take 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 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, more than 70 webinars on demand, scripts, letters, social media tools and more!  What are you waiting for? Register today

Are YOU Closing Three Times?

How to Get Better at Closing

By Judy LaDeur

When I ask Brokers what they need most, they almost always say that they need to become better closers. When I ask why they think they need to get better at the close, the obvious answer is that if they are better closers, they will sign up more agents.  To an extent, that’s true. Everyone needs to be a good closer to be at the top of their game, but what is a good closer?

A good closer is someone who does these five things:

  • They set it up properly. From the time the interview starts, they are closing them to join “if it’s determined that they are a good fit.”
  • They ask the right questions to know what it’s going to take.  If you know what it’s going to take, you will present the right tools and solutions.
  • When you present the right tools and solutions in a way that shows and proves value, the agent wants to join.
  • A good closer also knows HOW to close the agent. Amiable agents need assurances and security. Expressive agents need to “feel good” about the decision. Logical agents need to KNOW that it’s a good solid business decision.
  • And of course, you must ask them to join! Not just one time, but several times.

You may have heard about the Northwestern University Study that says that 78% of the time, you must close three times to get the sale, but most do not know what that really means.

Do you just keep asking them to join the same way? No! If you ask someone to join your team at the interview (that’s one), and they say “no, or sounds good BUT…”, just smile and say that’s fine, but if you were going to join today, what would it take? (That’s two).  Listen to what they say, feed it back, (so if I hear what you are saying, if you were going to join today, we would need to…” Then question it.  “Tell me why that is important. Tell me more about that, please. Why-what-how questions will help you to get more details from them.

When you have enough info, isolate the objection and offer to solve it. “Is that the only objection? If I could overcome that today, would you be willing to move forward?” (That’s three.) At this point, you need a “yes”. In the absence of a yes, you are dealing with a stall, and you can’t overcome a stall.  Start the process over again and ask, “What else is holding you back?”  However, if the person said, “Yes if you can overcome that, I would be willing to join…”, then simply overcome the objection and close again.

Remember the saying, Close often, and then close again. Just like you do with buyers and sellers if you saw the sale take place that day, work hard to put it together!

Remember there are seven and a half audio HOURS of dialogues, strategies, closes, objection handlers, etc. in your Profitable Recruiter System. Top brokers tell me they tap these resources at least twice a month to continuously fine-tune their recruiting skills. It’s no secret that’s why their recruiting numbers are so high! Be sure to listen to my signature handshake close (yes, that’s me in the picture above at a recruiting retreat).  It works like a CHARM.

Want to learn more about hiring the best agents for your team, and keeping your team happy and productive?  Join The Profitable Recruiter and gain access to 7 hours of training via downloadable links including interview skills, scripts, objection handlers, and more. PLUS, you’ll have access to entire libraries of recruiting letters and notes, emails, social media content, training webinars for recruiting and retention, and opportunities to network with the best of the best. Join today and take advantage of our special 50% off with the promo code 50OFF for any 6-month or annual membership.  

Not sure if this is the right thing for your company?  Watch this video on demand to learn why brokers of every company size are making it their turn to way to stay positioned for recruiting success in today’s market — and putting the fun back into their recruiting.  We’re taking the guesswork out of recruiting for brokers — and they are loving it.  We can do the same for you! Questions?  Email us today.  

 

Step-By-Step Recruiting

Set Your Goals and Do the Math

By Judy LaDeur

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

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

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

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

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter.  Take advantage of our special offer! Make any Profitable Recruiter Pro Membership part of your business plan, and take 50% off with the promo code 50OFF — PLUS, have the ability to add up to 10 managers or admins to your account at no extra cost!  That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training, more than 30 webinars on-demand, scripts, letters, social media tools and more!  What are you waiting for? Register today

It’s NOT Just a Numbers Game

It’s a PEOPLE Project

by Real Estate Recruiting Coach and Speaker Judy LaDeur

Since the dawn of recruiting, we’ve all been told, “it’s a numbers game,” and “it’s a contact sport”.  While a portion of that is true – you do have to contact a number of people CONTINUOUSLY to recruit new agents and build your company, it’s not JUST about numbers – or contact.  It’s about PEOPLE.  And RELATIONSHIPS. Because that is the business you are in really.  Not real estate – but those hard working folks who list and sell every day that are people.  Getting to the heart of what makes them tick, what makes them successful, and what makes them think of you when it’s time to make a change is the biggest job you have.

So there are a three truths you should know…

  1. It’s not about the money.  Almost every time an agent leaves a current broker it doesn’t have anything to do with money.  It’s usually a lack of trust, a breakdown in the relationship, or a shift in culture in the company.  So keep this in mind – both for staying in touch with those you want to recruit – and maintaining a great relationship with those current agents you want to KEEP.
  2. Salespeople don’t like to be SOLD.  If every contact you make with the folks in your pipeline is about pitching them to move to your office, save yourself time and money now.  It won’t work. What does work is CONSISTENT interaction? Non-threatening, non-salesy interaction with something of value.  Something that makes them WANT to hear from you.
  3. It’s not about the first contact or the last.  It’s about showing up time and time again in a supportive and positive way.  Agents who are looking to make a move don’t go with the first broker that tried to recruit them or even the last – they go with the one who is rock-steady and always there.

Our brokers are loving the way we help them stay consistently in touch and build those relationships.  And our Monday Morning Wake Up Call eNewsletters are not only getting the job done for bringing on new recruits – but for helping their agents build their book of business too.  As motivational messages with a clear story to tell, valuable information to share, and inspiration that kick starts the week off right, it’s become a tool that allows brokers to stay in touch, share a real estate success strategy, and keep top-of-mind with both their recruiting prospects and their current team.  The side benefit?  Is the agents then share that message with their sphere and farm and your branding and positive impact on the market spreads.

Picture this:  Let’s just say, for easy math’s sake, you are a broker with 50 agents in your office.  (Multiply the math for your current numbers.)  You send your message every Monday to your current agents.  You deliver the agent version of the Monday newsletters (that we provide to our members) and invite them to tweak it, make it their own, and send it to their sphere and farm. If each of your agents has 200 in their sphere or farm, you’re then reaching 10,000 people each week (and helping your agents do the same.)  Add to that a recruiting hit list of 50 agents, and you invite them to also tweak and make it their own and share with THEIR sphere or farm. That’s 20,000 each week you are touching.  That’s going a long way towards making a serious impact on your market, your communities, and the agents who service it.

Will they all do it?  Of course not.  But will it stick with the ones who are eager to take the lead?  Absolutely.  Will it make a difference to those agents who are ready to make a move and wondering who to turn to in terms of a new company, culture, and broker relationship?  You bet it will.  Position yourself today to be THE broker to talk to in your market.  Actively. Consistently.  Positively.  Your bottom line will thank you for it.

The key to making recruiting easier – and even more fun is to dare to be different. To set yourself apart from your competitors.  Our members tell us that we make that so much simpler by providing the creative how-to’s each and every month so they can focus on getting face-to-face with new recruiting prospects.  Every month they can choose from new lumpy letters (for top rung recruits), seasonal letters (for B & C lists), and they stay positioned with all of their recruiting lists by using their Monday Morning Wake Up Call eNewsletters and social media tools. Then they use the training they get from the 7+ hours of audio training and 35+ webinars on-demand to feel confident, competent and ready for anything when they have that recruit on the phone or in an interview.  

You can too!  Join today and take advantage of our special offer of 50% off with the promo code 50OFF any 6-month or annual membership.   We’re taking the guesswork out of recruiting for brokers — and they are loving it.  We can do the same for you! Questions?  Email us today.