Are You Communicating Your Real Value?

Posted on January 13, 2024 by The Profitable Recruiter

real estate recruiting, communicating value

13 Jan

In today’s market, simply offering “good stuff” isn’t enough to attract top agents. While most companies boast excellent tools and opportunities for agents to thrive financially, these alone won’t guarantee effective recruitment. The key lies in demonstrating the tangible value of your services. Without clear evidence of this value, agents may remain skeptical, rendering your value proposition ineffective. Utilizing concrete data such as studies, testimonials, and actual results strengthens your case and underscores the real impact of your offerings.

One of the most effective methods to showcase value is through agent testimonials. By letting agents share their success stories, you shift the burden of proof away from yourself. These testimonials inherently validate your services, making your job easier during the recruitment process.

However, articulating your value begins well before the interview stage.

Building trust and relationships with potential recruits through thoughtful engagement lays the groundwork for a smoother recruitment process. Leveraging social media and strategic marketing, such as “Just Hired” announcements, can pique interest and showcase your team’s accomplishments. Regular communication, whether through phone calls or other channels, also plays a crucial role in discussing and reinforcing your company’s value.

This moment is also opportune for reevaluating your value proposition. Remember, your value proposition extends beyond tools and systems; it encapsulates the overall benefit and impact of your services in exchange for an agent’s effort or investment. Your proposition should not only highlight these benefits but also provide compelling evidence of their effectiveness.

In today’s competitive market, identifying what sets you apart from competitors is crucial. Ask yourself:

What unique advantages do you offer over other brokers?
What innovative practices or services do you provide?
How do your systems and tools help agents maximize their earnings?
What enhancements do you bring to your agents’ work environment?
What tangible results have agents achieved a year after joining your team?

Once you’ve pinpointed these unique selling points, tailor your presentation to address the specific needs and desires of potential recruits. Use a structured approach:

Reiterate their needs as identified during the questioning phase.
Present a solution or tool that addresses those needs.
Reinforce your solution with visual aids and testimonials to demonstrate real-world results.

By adopting this focused and evidence-based approach, you’ll not only reinforce your value proposition but also significantly enhance your recruitment efforts in a changing real estate market.

Recruiting is about staying top of mind. The more contacts you make CONSISTENTLY, the more recruits you will have. Need help? Join The Profitable Recruiter.

In addition to the weekly emails, the recruiting platform is loaded with scripts, lumpy letters, seasonal letters, notes, social media content, and various other recruiting tools each month. We also have seven and a half hours of intense recruiting training and articles with some of the top brokers in the country and industry experts sharing their tips for success on our blog. Check it out at www.TheProfitableRecruiter.com

Join today and take advantage of our special offer of 50% off with the promo code 50OFF for any 6-month or annual membership. It includes up to 10 manager seats per membership. That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move! In addition, you can add up to TEN managers for each membership. Questions? Contact us today at 813-957-2989.

7 Steady Strategies for Today’s Real Estate Recruiters

Posted on January 6, 2024January 7, 2024 by The Profitable Recruiter

06 Jan

Real estate recruiters face the constant challenge of attracting and retaining top talent in a highly competitive market. To stay top of mind with their prospective agents, recruiters need to implement effective strategies that build positive relationships and foster growth. In this article, we’ll explore seven things that real estate recruiters should be doing right now to stay top of mind with their prospective agents.

Regular Communication: Recruiters should be regularly communicating with their prospective agents through email, phone calls, and other messaging channels to provide updates on market trends, new properties, and industry news.
Personalized Outreach: Recruiters should customize their outreach to each prospective agent based on their interests, background, and experience. This can include sending personalized messages or inviting them to industry events or networking opportunities.
Social Media Presence: Real estate recruiters should have a strong social media presence across multiple platforms like LinkedIn, Twitter, and Facebook. This will help them reach a wider audience of prospective agents and share relevant content.
Offer Training and Development: Recruiters should offer training and development opportunities to help prospective agents improve their skills and knowledge of the real estate industry. This can include webinars, seminars, or workshops.
Be Responsive: Recruiters should be responsive to prospective agents’ questions and concerns. This shows that the recruiter values their time and is committed to building a positive relationship.
Show Recognition and Appreciation: Recruiters should show recognition and appreciation to prospective agents who demonstrate exceptional performance or potential. This can be done through public recognition, incentives, or bonuses.
Create a Positive Culture: Finally, recruiters should create a positive culture that fosters teamwork, collaboration, and support. This will attract and retain top talent and help build a successful team.

Lastly, real estate recruiters need to stay proactive and innovative in their efforts to attract and retain top talent. By implementing the seven strategies outlined in this article, recruiters can build positive relationships, provide value, and create a culture of support and growth. By staying top of mind with their prospective agents, recruiters can build a successful team that delivers exceptional service and results in the competitive world of real estate.

Recruiting is about staying top of mind. The more contacts you make CONSISTENTLY, the more recruits you will have. Need help? Join The Profitable Recruiter.

Make Those Calls!

Posted on November 11, 2023November 12, 2023 by The Profitable Recruiter

11 Nov

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 winter 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.

Change Your Thoughts and Change Your Results

Posted on October 13, 2023October 14, 2023 by The Profitable Recruiter

13 Oct

Recruiting Mindsets for Success

By Real Estate Recruiting Speaker and Coach Judy LaDeur

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

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

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

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

The same applies to recruiting.

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

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

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

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

For more great ideas on giving your agents the best resources possible, while attracting awesome new agents, join The Profitable Recruiter. Take advantage of our special offer of 50% off with the promo code 50OFF any pro membership. That’s 45% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training! What are you waiting for? When you join – you and up to 10 managers can access your account! Try it for a month and see what it can do for you.

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

Posted on September 9, 2023September 12, 2023 by The Profitable Recruiter

09 Sep

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 October to do it!

Here are three great places to start:

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.
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!
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.

Why Use “Lumpy Letters” in Your Real Estate Recruiting?

Posted on July 14, 2023July 15, 2023 by The Profitable Recruiter

14 Jul

Because They WORK!

Lumpy letters are a great way to get your correspondence to potential recruits OPENED, NOTICED, and TALKED about because they are different, stand out, and include something in the envelope that is bulky so it piques the curiosity of the agent and makes them want to OPEN it to see what’s inside. Each month, we deliver up new lumpy letter ideas for members to try. We get really creative with these, and brokers love them because they are fun to use, but even more so because they get RESULTS. They are a great way to have agents buzzing about YOUR creativity, sharing that information with their fellow agents and helping you position yourself as the broker to call when they are ready to make a move!

Here’s how it works:

Every month you get at least TWO or THREE lumpy letters to send to your recruiting hit list. At the bottom of each letter, we share a link or suggestion for where you can purchase the ‘gift’ or token that you will send each month to your recruits. The gifts are always inexpensive but are always creative, fun, and attention-capturing.

Order the item, or head to a local store to acquire the number of gifts you want to send for the month.
Get padded large mailing envelopes big enough for your item.
Copy and paste your message onto letterhead or into a card.
Create your list of the top 10-50 agents you’d like to connect with in the next 30 days.
Address and mail to your VIP hit list.
Follow up with a call to touch base, and use the fun lumpy letter as an ice-breaker for the conversation.

Staying positioned in the minds of the agents in a market is a critical priority for brokers looking to grow their team with the right people at the right time. Lumpy Letters are a great way to help them do that.

Here’s an example:

You have a lot to smile about …

It’s so good to see agents who project so much positivity in our market. Agents just like you who are crushing it – hitting goals and setting new ones. Setting great examples for others. Being the best of the best for their clients.

This week, I just wanted to send you a little note to say everything you are doing is getting noticed in the best possible way. You inspire others, and I hope every day brings you something to smile about! I would love to sit down with you and discuss how we can take you as far as you want to go in this business (and maybe even further!)

I’m around if you need anything. Until then – keep smiling!

(Handwritten signature)

Broker Name | Company Name | Broker Phone | Broker eMail | Website

Use with: https://www.4imprint.com/product/108463/Smiley-Adhesive-Notepad

Our Profitable Recruiter Members tell us this is some of the most enjoyable parts of recruiting. Picking out which lumpy letters to send each month and to who. They love the calls they get from agents, some laughing and appreciative, some genuinely grateful for the personalized attention and out-of-the-box ideas. They also love how it creates opportunities to stand out in a market as a broker who not only gets the job done – but appreciates the “little things” that differentiate and make people feel valued and special.

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 creative how-to’s 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 membership.

Not sure if this is the right thing for your company? Contact us today 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.

4 Keys to Keep CHANGE from Creating VULNERABILITY

Posted on May 7, 2023May 8, 2023 by The Profitable Recruiter

07 May

Recruiting Secrets to Stay AHEAD of the Competition

By Real Estate Recruiting Coach Judy LaDeur

Agents are, understandably, nervous about what market change and looming headlines mean for their businesses, and they are eager for the skills and tools they need to navigate an industry that has seen tremendous CHANGE, especially in the last year and a half.

We have all heard the saying; the only constant thing in life is change. The same is true for your business. Change is necessary and needed to move forward. However, change is also the #1 reason for vulnerability in a real estate office.

When you are vulnerable, you can lose agents. There are also times when you should NOT implement a change.

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. It has the potential to create some resistance in your office. We understand that it’s impossible to implement a change and have everyone be happy. But here are some tips for implementing change to control vulnerability.

#1: Try to involve your agents whenever possible: If you are changing locations, ask a team of agents to help you locate a new location. Go out with them to scout out new office space. 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. Let them spend their time with the designer, but you can make the final decisions.

#2: Use the exchange method: When you take away or add a service, use that opportunity to evaluate all your existing services and tools. Whenever a company tells me that they are going to add a tool or service, I usually ask them, “Are you planning to discontinue any services or tools in the near future?” Or if they want to discontinue something, I want to know their plans for the near future. This allows you to hold a business meeting with your agents and explain that after careful evaluation of all your tools and services, you are making some changes to support them in their business better. You can explain that a certain tool or service is not yielding great results, so you are implementing something better for them. Another example is: If you are changing compensation, or implementing a new fee, time it with the implementation of a new service. “We are implementing a transaction fee of ($Amount), but you will no longer be charged for (service).”

#3: Grandfather your existing agents whenever possible when you are changing compensation or fees: Money is always a tricky change, possibly the most delicate one. When possible, “grandfather” the existing agents and apply the change to those new agents who will be joining after the implementation. Another idea is to grandfather all agents whose production is above a certain amount. You could say, “If you are generating GCC of $90,000.00 or more, you will be grandfathered with regard to the new changes.” You can also grandfather agents who have been with the company a long time. “If you have been with our firm for 10 years, or your production is $(Amount), you will not be subject to the new changes.” Keep in mind that emotional agents will usually not leave because of the money, but they are hurt that after so many years, or at their level of production, that you would take money out of their pocket, or not honor the original agreement that they had.

#4: A management change is also tricky: 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 would be more vulnerable with a new logical manager. If the manager that you want to put into place is a different personality, you can decrease your vulnerability by putting in an interim manager, or yourself, while they go through their mourning period over the loss of the manager they liked. What I found worked well was to personally manage the office for a period of 6-12 months. During that time, I would look for a new manager. When I found the new manager, I would bring them in as a manager in training and co-manage with them for 3 months. After 3 months, I would turn the office over to the new manager and ease out over the next 30 days.

Times to avoid change: There are two times that you want to avoid making a change, if possible. Do not make changes during “recruiting season” or when their production is at a low point. The months of August/September and December/January are probably the two most vulnerable times to make a change. Agents typically have fewer listings and pendings during this time, so making a move is easier. You also do not want to make a change while you are already vulnerable from a prior change. For example, if you just changed the name of your company, don’t change the compensation plan the following week.

Bottom line: The best way to retain your agents if you are vulnerable, is always to be working on retention. Start today by sending thee notes a week to your agents. Think of something nice to say about them and let them know how much you appreciate them. If you always practice retention, the competition will have a tough time raiding your office.

Continue to learn how to master recruiting skills and be the broker to join in your market. If recruiting is a challenge for you, we can help.

Join us 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 which covers:

interview skills
objection handling
phone calls
recruiting strategies
handling stalls
recruiting to specific personality types
and so much more…

What are you waiting for? Join today and save 50% — and add up to 10 managers on your account at no additional cost.

Not sure if this is the right thing for your company? 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.

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

Posted on February 12, 2023February 13, 2023 by The Profitable Recruiter

12 Feb

Much More Than You Realize

By Judy LaDeur

In honor of Valentine’s Day, I thought this post was perfect!

Most Brokers and Recruiters right now are focused on recruiting those agents in other companies who are not happy about their production and fearful about what market change means for them. But what about your own agents? Are they happy? Are they getting what they want and need from you as their broker? It’s not just about money; other factors determine why an agent leaves. The #1 reason that most agents leave a company is that they don’t feel appreciated or valued as an agent. This is the time of the year to focus on retention, ensuring that your agents do not leave. There is a tool that I find very valuable as a Broker and Coach. It’s the 5 Love Languages Test.

I know. You are asking, why do you need to know their love language? The Love Language tells you HOW they want to be appreciated. This is equally important in any relationship. Not all people show or receive appreciation in the same way. By understanding how to best show your agents that you care, you will have better retention and a stronger sense of community within your office.

The 5 Love Languages are:

Words of Affirmation
Acts of Service
Receiving Gifts
Quality Time
Physical Touch

By communicating authentic appreciation in the language of appreciation most valued to each person, you are more likely to communicate appreciation for that person on your team or in your life.

I was asked to facilitate a leadership retreat once. When I asked what the goal was, the Broker said that the team was not working together and he was getting resistance. By noon on the first day, I could easily see that there was a disconnect between him and his team. I had each person take the 5 Love Languages Test. Here’s what we discovered: The Broker’s love language was gifts, so he was constantly giving his leadership team expensive gifts to show that he appreciated them. However, none of the managers had gifts as their love language. In fact, it was rated at #5, or least significant, on all of their reports. Every member of his team scored Words of Affirmation or Quality Time as what they needed or wanted from him. This Broker was very rarely available for one on one time, so they were feeling unappreciated and frustrated. He was amazed that all the gifts that he was giving them did not mean anything to them. They were given in a spirit of sincerity since it’s his language. If they were doing their job, he did not understand why they needed one on one time or affirmation that they were doing a great job.

I see this quite often in real estate. Many Brokers tell me that the person is being paid to do a job and that they don’t understand why they need to tell them that they are doing their job well. However, if they are not doing their job well, they need to be told. Many Brokers think that if an agent is making a lot of money, they are happy. This is not necessarily true. Studies show that everyone wants to feel appreciated and told or shown that they are doing a great job.

I had a broker in Texas tell me that she and her husband went to a course on the 5 Love Languages. Her language was words of affirmation. It was essential to her that he tell her that he loved her, which he rarely did. His love language was acts of service, which helped her to understand why he was constantly doing things for her. Once she understood his love language, their relationship improved. When he came in and said, “Honey, I planted all those flower bulbs for you and trimmed the bushes, she would hug him and say, “I love you too!”

As a recap, the way YOU want to be appreciated is usually how you show appreciation to others, but if that is not THEIR Love Language, then your efforts to show that you care might go unnoticed.

Another important tool to understand those you work with is the DISC test. It’s a powerful assessment tool in the recruitment of new associates, as well as existing associates.

Knowing a person’s love language shows how that person wants to be shown appreciation, while the DISC tells you what they want and how they will respond when they are unhappy.

When you know both how to communicate appreciation in ways meaningful to each team member effectively and what your agents want, powerful results can follow — improving your team’s sense of feeling truly valued and increasing the level of success throughout the organization.

Why not take the test today? You can give it to your team, as well as those critical people in your life. For a free copy of the test, go to: http://www.5lovelanguages.com and click the button that says, Learn Your Love Language.

As a reminder, it’s far easier to keep a good agent than it is to recruit a good agent!

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

Join today and take advantage of our special offer of 50% off with the promo code 50OFF any membership. That’s 50% off everything you need to be in the right place at the right time when the agents you want are ready to make a move – including SEVEN HOURS of recruiting audio training which covers:

interview skills
objection handling
phone calls
recruiting strategies
handling stalls
recruiting to specific personality types
and so much more…

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Step-By-Step Recruiting

Posted on January 13, 2023January 14, 2023 by The Profitable Recruiter

13 Jan

Set Your Goals and Do the Math

By Judy LaDeur

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

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

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.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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.
Stay true to the 3-7-27 rule. Your engagement on Facebook, as well as calls and texting, is designed to build their trust as soon as possible. It is based on the Rule of Marketing: 3-7-27. It takes 3 direct contacts for them to remember who YOU are. It takes 7 direct contacts for them to connect you to your company. It takes 27 direct contacts for them to trust you, to like you, and to feel as though they can approach you when they are ready. BUT it also requires the messages to be positive and inspiring, which causes them to like you before they meet you. Direct contact is a call with a response, a text with a response, a social connection with a response, etc. Any time they respond in any way, you are building a relationship and trust.

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

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

Do Recruiting Incentives Work?

Posted on January 7, 2023January 8, 2023 by The Profitable Recruiter

07 Jan

Yes, But…

By Real Estate Coach Judy LaDeur

The simple answer is “yes”, BUT some incentives work better than others, and it all depends on the behavior pattern of the agent.

Most brokers use money, or financial incentives to motivate their agents to help them recruit. The problem with that is that most real estate agents are emotional decision makers, who are motivated more by what you do for them than what you offer to them in the way of money.

Let’s look at what agents do on a daily basis. If they like their loan officer, they refer them to everyone. Why? Because they are paid to refer business to them? No. It’s because they want everyone to have a positive experience when they are buying a home. Many real estate companies have their own in house lenders, and ask agents to refer the business to them. Some even have financial incentives. Does an agent use their loan officers just because they can get paid, if they have a loan officer that they feel can do a better job for their clients? No. They also refer attorneys, inspectors, etc. For an emotional agent, when you offer to pay them to secure their support, it does not feel good to them. Some say that they even feel guilty about getting paid. There are real estate organizations who offer incentives to recruit, but when I ask them how well it works, they admit that most agents do not care if you are paying them to recruit. You might be asking yourself why I said that recruiting incentives work at this point. As you recall, I said yes, but…

Let’s look at what works and for which type of agent. If you have a driver personality, or an analytical/logical personality, that person is motivated by money. They actually prefer money over other types of incentives. This allows them to spend it the way they want. Statistically, 10% of agents are drivers and 5% are analytical, so 15% of agents will be motivated by the money. However 85% are not!

How do you motivate the 85%? What do they want? Recognition! When they are happy in their work environment, and they truly feel that it’s the best place to work, they will invite others to join. When they give you a referral, they are just looking to be recognized in a personal way that shows you care. When an agent gives you the name of an agent who might be a good member of your team, send a thank you note to their home that says, “Thanks so much for helping us build our team of associates with agents just like you! I really appreciate it.” After the agent comes in to the office for an interview, give the referring agent an update. If the agent joins your team, do something special for that agent. When I say “special for that agent”, I am referring to something that tells them that you know what is important to them and that you care. If the agent is a driver, they probably would like a financial reward, so that’s’ fine. But chances are they are emotional, so think about what they like. Maybe it’s a day at the spa, or a certificate for dinner at a nice restaurant, or a really nice bottle of wine. Perhaps you have box seats to a sporting event and you know that agent enjoys sports. Whatever you give them, put it in a card and say “Thanks so much for recommendation of (Agent Name). They are a great addition to the team and I could not have done it without your help!” There’s no need to announce that you are offering incentives. Make a habit of asking who they would recommend, and follow up. Once you have recruited them, present them with the note and gift. You will be amazed at how quickly they give you another referral. Why? Because they enjoy working with you, and they appreciate the recognition.

Mary Kay Ash, founder of Mary Kay Cosmetics said, “Every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ If you can do that, you’ll be a success not only in business but in life as well.” She was known for the way she made people feel. What will you do to show your agents how much you appreciate them when they refer an agent to you?

Want to learn more about building your dream team in less time and with less headaches? Join The Profitable Recruiter and gain access to 7 hours of training via downloadable links including interview skills, scripts, objection handlers, and more. PLUS, you’ll have access to entire libraries of recruiting letters and notes, emails, social media content, training webinars for recruiting and retention, and opportunities to network with the best of the best. Join today and take advantage of our special 50% off with the promo code 50OFF.