GO THE DISTANCE

Long Game Sustainability

We all have different goals. No matter what size you are or what size you want to be. Be that local market boutique market go-to. Be that multi-market or regional player. There is a place for all.

Recruiting is not just about growth, it is about brokerage financial wellness too.

Agents leave for many reasons. it’s hard not to take it personally. Positive net agent count is needed, for now, for your exit strategy, for peace of mind. Attract the right agents. Take the conversation beyond the split.

What you say Matters

Different levels of career achievement require different conversations. Learning what is important to each individual leads to authentic discussions. Be interested and get to the root of their why.

It’s a relationship that has to grow. Give it time and get unattached to the outcome. That will engage your most authentic self and build trust.

The split is not often the why, so focus on their story. Build on it.

People Refer People

Agent attraction has a lot to do with your street perception. Creating a culture of attraction impacts how others view you.

How? Lead, teach, coach, support, be kind. Internal culture becomes external reputation.

If your agents value the culture, they will take it to the streets! They will personify that feeling to other agents. It grows, positivity is contagious. Leaders create other leaders, and going the distance depends on it.

Timing is Everything

Just like a sales lead. A potential recruit won’t just choose you out of the gate.

When recruiting an agent with any level of experience, timing is everything. Are they carrying listings? Down year over year? In a growth cycle, need more support?

Focus on what their why, and how you can support that. Your value proposition and how it is unique.

Build a relationship as a trusted professional, even if they don’t choose to move now. Think of your agents - what compels them to leave or stay?

Perception of Value

We all want to share our story. For an agent considering a change, they want to know yours but also want to know what you can offer to help them achieve their goals.

Your value proposition is your extraordinary level of service, and your family culture. It’s true, but you have to articulate more. They hear that from everyone.

What you uniquely offer to your agents, their clients, it’s what crafts your Value Proposition. It is more definable.

You offer more than you may realize. A little collaboration filled with questions and insights will lead us to defining how you are special.

Tools, coaching, leads, support, training, marketing, ancillary services. Crafted in the most resonating way, it sets you apart.

Marketing Mix

When something happens that compels an agent or team to consider a change, you will be the first one they think of. If you have a marketing and follow-up strategy.

A solid process and in-place systems executes this. Showcasing your many unique offerings through individual outreach messages is the recipe for a marketing campaign across multiple channels. Social media, email, digital advertising, call talk tracks, texts, video, and more.

3-5 plus different outreach channels results in more activity, more conversations, more appointments, more potential joins to your brokerage or team.

Follow-Up is the Issue

It’s hard to recruit. Not knowing exactly what to say, rejection, overcoming obstacles.

Mindset is the name of the sport. Mindset plus action is the winning combination.

Process and Systems. CRM foundation. Categorize agents by career level. Custom automated outreach messaging based on category. The CRM can guide follow up. Automate recruiting tasks, recruiting journey, and marketing plan.

Just like operations needs a process, so does recruiting. Without a process, there is a low chance for building a nurture relationship.

Everyone is a Potential ‘Recruit’

Culture matters, integrity matters, character matters.

Think of your business first,and reflect. Try to avoid personal bias, outside opinions, assumptions.

Ask yourself if they will bring value, ideas, energy, a different personality.

It may not be your personal cup of tea, but allow an expert, a lone wolf, a newbie that needs a lot of help, a challenger, into your consideration. Get to know them.

A group of people with different attributes can create a success story for the books!

Junk Leads

Just like buyer and seller leads, recruiting leads need to be nurtured. Bringing an agent on is almost never a one and done phone call.

Don’t throw away the no-shows, no contact, no response agents. We can craft different ways to reach out and start a conversation.

Conversational outreach is what resonates. And if it is automated, the right messaging will start a real discussion. Process and systems make all the difference, and you will see the results.