In any sales organization, top-line revenue solves everything. Whether you are opening an office in a new or existing market, trying to increase marketshare and profit, or replacing agents from natural attrition, one thing is for sure: Recruiting new sales people to your team will dramatically increase all of your key operational measurables.
The challenge for most managers and brokers is closing the gap between setting your goals every year and actually achieving them. Getting caught up in the day-to-day administrative duties can distract you and keep you from performing your highest dollar-producing activity, which is recruiting. Good intentions to implement a new recruiting idea never actually come to fruition, and weeks and months go by. Instead of leading the charge with determination to achieve your recruiting results, you review at the end of each quarter with upper management that, yet again, the numbers just aren’t there and you didn’t hit them.
Dissatisfied with the lack of results, excuses are made—and then, of course, rationalization sets in, and, unfortunately, everyone “hopes” for better results next quarter. Saying things like, “We’re going to go after co-broke harder and stronger this quarter” or “We really need to increase new agents and we’ll see what happens” are both statements without an action plan, and result in zero activity. Just saying these things will not will them to happen.
How do we move toward a results-oriented strategy that will produce immediate, real results and grow our offices—on purpose? Here are eight of the proven methods I coach real estate sales managers and brokers to implement that will immediately create results for you, and, once committed to, substantially increase every area of your operation.
- Have a written strategy for recruiting and review it daily. First, let’s realize that you are still in sales. You sell your brand, its value proposition and your company’s culture. Your strategy and plan should outline the specific activities you committed to doing on a daily, weekly and monthly basis to achieve your recruiting objectives. Once the plan is committed to paper, you now have the action plan you need to literally “take action” on. Review this list daily and keep it with you at all times.
- Be held accountable to your action plan. Share your plan with your broker, regional manager or another manager as an accountability partner. When something is tracked and measured, it improves. When it is tracked, measured and recorded, it exponentially improves, because you become laser-focused on making it happen. You are not just committing in theory (words), but committing to performing the activities in your plan to execute them (action). This is essentially making sure that what we say we are going to do, we actually do. Don’t be a sayer; be a doer!
- Focus on both net gain in agent count and in company dollar revenue. It is vitally important that you hire new agents that become producing agents quickly. Just hiring people to hire a lot of people is not effective, and a waste of everyone’s time. Hiring on purpose and being selective requires you to qualify the candidates by asking great questions, and then getting them up and running with success immediately.
Hiring experienced agents is an instant jolt of production, as they are already trained and actively listing and selling. You will get the benefit of their production immediately to your monthly numbers—but remember: To actually grow your operation, you need to be adding more to the revenue. A very wise and wonderful mentor of mine taught me that that for every agent you lose, you will need to recruit two agents: one to replace and one to grow. Just replacing doesn’t grow your operation. Adopt this mindset and you will rock it!
- Hold career seminars at your office and promote them on social media with a Facebook boosted ad and landing page. These work and will attract new recruits to you.
- Create a co-broke target list of agents with whom you wish to develop a relationship. Contact them regularly offering help, support and marketing tools, and tell them your value proposition. Recruiting experienced agents takes time and is based on building a relationship of trust and confidence with them. Connect with them on Facebook and support their posts and private message them. Make them want to hear why your team is so successful, and how they would sell more and make more with you, guaranteed. Let them know it’s in their best financial interest to meet with you to see how you will personally coach them to hit their goals, and why you are such a valuable coach, partner and resource to their success.
- Avoid ‘flystrip’ recruiting, and, instead, recruit on purpose. “Flystrip” recruiting is when an agent joins an office just because it happens to be in their town. They sought out the office, and already knew they wanted to get their license. These agents are great; however, you didn’t initiate them getting into the business—they did.
- Set recruiting activities and calls into your calendar. Who have you recruited into the business who is now a top agent in your office or company—someone who you directly initiated? This is the kind of on-purpose recruiting that will revolutionize your mindset and your confidence, and help you meet and exceed your annual recruiting goals.
- Go after your personal sphere and people you know. Some of the people in your personal network would make fantastic real estate agents. Make a list of 8-10 people in your sphere who you could teach to sell and be successful in real estate.
Implement these proven strategies to create leads in your recruiting pipeline, recruit new and experienced agents to your office, and substantially grow your office on purpose with a plan! Good luck and happy recruiting! Please share your stories with me at firstname.lastname@example.org.
For a copy of my exclusive Broker/Manager Recruiting Assessment and Success Guide for Recruiting, email email@example.com.
Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour. For more information, please contact firstname.lastname@example.org or 844-989-2600 (toll free) or visit www.sherrijohnson.com.
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