Ahhhh A day in the life of a real estate broker. Running a business means setting goals and expectations for your brokerage. I would imagine you’re in the game because you want your brokerage to grow and to continually produce revenue. How do you get that to happen? By setting goals to get you there. The objective of making your current agents as productive as possible is very important, and necessary, for your brokerage to stay in business. However, it may be time to give thought to an often neglected area of revenue generation. Enter- recruiting real estate agents.
Agent recruiting is typically overlooked, botched or half-baked by brokers and can easily become their downfall. Being active in agent recruiting should be a top 3 priority. Not only is agent recruiting an effective way to grow your brokerage, but also to increase revenue. The time is now! If you are unsure where exactly you want to start in your tactical plan, or are looking for some new real estate recruiting ideas to incorporate, you have come to the right spot. Without further ado, let’s dive into some tips to improving your recruiting strategy.
What do you have to say for yourself? Sorry if you read that in your mom’s voice. Defining your brokerage’s mission, goals, and culture is the first step to creating an effective recruitment campaign. This should be at the center of all your recruiting materials. Simply put, this is how brokerages recruit top agents. The last thing you want to do is send out material that confuses a potential new agent on the intentions of your brokerage. You now have a clear definition of your brokerages values and can decide on the brand you want to promote. Let’s get cracking on building your recruitment campaign.
You have defined the experience of your brokerage as a tight knit, Olive Garden, ‘we treat you like family’ group, then need to back that claim up. Incorporate the culture of the brokerage into recruiting materials, include examples and instances that show what you are advertising is proven. Promote your annual brokerage picnic you have for your agents every summer, flood your social media with happy hours, volunteer work or make an office tour video where everyone gets to say fun facts about themselves. Yes, even Karen gets her 15 seconds of fame to spend talking about her 3 cats. Every claim you’re making about your brokerage, should be supported in your recruitment campaign with specific events like these.
Potential new agents aren’t just going to take you on your word. Any accredited agent will do their homework on your brokerage, social media stalk you and come to their own conclusion. Will they find what you are preaching is genuine, or that you’re just another snake oil salesman. Agents want to be shown that you do actually have a happy staff, positive work environment, and that every agent is contributing towards common goals.
After the focus and content of your recruitment campaign has been solidified, you now must make the decision on how to present your materials to agents. There are countless options for real estate recruiting ideas including outreach platforms, in-person, paid, organic, virtual, just so many.
Get your head in the right mindset and mentally prepare for all the no’s. It’s a numbers game and it’s just business. They’re not saying no to you, they’re saying no to your company. Want to know the secret of the best agent recruiters? They’re fiends for feedback. Get the nitty gritty on why they don’t want to join and use the data you gather to re-target your next round.
If anyone is being honest, they will tell you that drip emails suck and they ignore the majority of emails they receive in a day. So the question is, how do you stand out and get a person’s attention when it is likely they will leave you on read, send you to spam, unsubscribe or flat out delete without opening?
Start by stating boldly, what your brokerage can bring to the table for a specific agent. Identify what that agent wants out of their brokerage and see if yours is able to make that accommodation. People want to know why a partnership with you, specifically, is better than where they currently hang their license or jumping ship to the big-box-broker around the corner. So, begin your email with stating exactly that. Realtors don’t have time for nonsense and could have been the creators of TLDR.
It is also always a good idea to make the email personal. While this may be a time consuming task, it is sure to pay off in the long run. Agents will be able to easily identify when they are reading a mass email, which they will likely ignore, versus a message that seems to be from you to them. Use their name in the email, and include some work related information you have found on them, or why you are interested in working with them. End every email with a call to action. What is it you want them to do? Call you, schedule a webinar, coffee? If you don’t give them a CTA, you may as well have just handed them a business card with nothing but a smiley face and ‘Have A Nice Day’ written on it.
Social Media Direct Messaging
Direct messaging on social media may seem like a very informal and non effective way to contact a potential employee, but in reality it can easily produce wanted outcomes. Many agents that are active in the market today are present on social media. Most of them even consistently use social media for work related purposes and have push notifications turned on for their mobile apps. Due to this, it is not out of line to message someone on a social media outlet for work related topics.
When messaging an agent for recruiting purposes, keep the message concise and to the point. No one appreciates a stranger sliding into their DMs and then having to read something that looks like an email. Let them know you were impressed with their page and that you’d like to discuss what your brokerage can offer them, and while we’re using so many acronyms today, we can throw in a KISS- Keep it short & simple.
Agent recruitment content that you pay for, allows you to reach and engage with your intended audience quickly and directly. Instead of wondering if anyone is actually reading your blog posts or begging for social media likes to get your page seen by prospective agents, paid content pushes your specific recruitment material towards them. Following the gold coin road can be very effective when trying to recruit agents quickly, but in the long run, it is not always cost effective.
For example, say you paid $3,000 to release an ad that has agent recruitment content. The ad brings you five potential new agents that are interested in joining your brokerage. Procuring each of those agents cost you $600. Paid ads are useful, and guarantee you exposure, but it is not recommended to rely on them alone. The best recruitment campaigns are a combination of multiple methods and tools. Paid advertising allows you to reach the most agents possible, and in turn recruit the most agents you can.
We don’t mean grass-fed, free range, non GMO recruiting. Organic recruitment techniques refer to strategies that focus on naturally spreading a positive message. Not just peace and free love, but items like this blog post for instance. Organic content can be especially beneficial to brokerages since agents want to know they are partnering with a reliable, community oriented business. Organic advertising, whether it be for attracting clients or recruiting agents, does tend to require more creativity and commitment, but is an essential part of the mix when talking real estate recruiting ideas.
Social Media Utilization
Just as there is an app for every niche, there is a social network for it too. Social media can be utilized in countless ways, and is one of the most effective outlets for specifically recruiting millennial real estate agents. Young, new and seasoned agents alike, are specifically looking for companies that are active on social media platforms. It shows that a brokerage is capable of effectively using new technology to promote their business and their agents. The bare minimum, must have accounts for your brokerage are
To make sure these accounts are impressive to potential new agents, there needs to be constant posts relating to your brokerage, and the agents within it. This has become its own full time job for many large companies. What not to do? Keep posting listings. They’re agents, they have MLS access too they don’t need to see your listings clogging up their news feed.
Creating a Facebook group is just one way to start creating a positive social media presence that does not directly involve your brokerage accounts. A Facebook group is much different than a Facebook page, which your brokerage may already have. A Facebook group is a place where you, and other members can post articles, videos, and other material that would be helpful to the members of the group. It is a common space where people can share advice, network, and where you can post recruiting materials intermittently. Using groups as a recruiting tool can be effective in your recruitment efforts if you are diligent about putting in the time and commitment they require to be successful.
A Brokerage Blog
You’re thinking, “um, that sounds boring.” Well, surprise! I kept your interest in THIS one so far! Having a well maintained brokerage blog can promote your brand as a whole, and as a bonus, brings you interested agents. Blogging can become time consuming, but put in the necessary work. It will become a valuable asset to your brokerage. An effective blog can skyrocket your search engine optimization, and be a hub spot for new potential agents to gather information about your brokerage.
It doesn’t have to be plain text. You can incorporate social media, video work and pretty pictures into your blog as well. Post the articles you and your agents write to attract attention to your site and create more traffic for it. Video work is a tool that is growing in popularity every year. Video testimonials from current agents in your brokerage, as well as video content even as basic as an office tour, can be a very useful agent recruitment tool. Positive videos that show a great work environment are not only attractive to potential new agents, but clients as well. When you peruse the internet for any given topic, aren’t you more likely to click a 30-60 second video? Your target audience is too.
Face to Face
Meeting potential new agents in person, in a relaxed setting, is a tactic that every brokerage should utilize. Face time helps you to decide if they are a good fit with your current staff, and alleviate the new agents anxiety. Relaxed gatherings like these are an opportunity for you to truly show the culture of your brokerage, instead of just talking about it.
Maybe schedule this for when Greg from accounting is out of office, since the last time he had tee many martooni’s. But hosting a happy hour at your office is a good time for your current agents, and your potential new ones alike. New agents can come into the office and get a sense of what the community is like. They will be able to see current agents in your brokerage interacting with each other, and gain a clear picture of the culture, relationships and camaraderie. This gives the potential new agent a chance to talk to current agents and ask them questions in a more relaxed setting than a one on one , sit down, interview style meeting.
It is important to not only speak about the culture of your brokerage, but to show that a positive atmosphere truly does exist. Brand new agents who have just received their license, along with seasoned pros, can sense a toxic work environment. So, regardless of who you are attempting to recruit, and even if you’re not recruiting, who doesn’t love happy hour? It’s right there in the title.
Lunch and Learn
Which actually for you, is a Starve and Teach. It doesn’t sound as catchy, but no one wants to see you talk with your mouth full. A lunch and learn is a more formal version of a happy hour style event. Invite potential new agents to lunch at the office or a nice place near by. This produces an environment where the focus topic is the brokerage and what it can offer new agents, but still in a relaxed setting. You are able to drive the conversation like you would in a formal meeting, but there is less pressure on newbies.
The future is now. Using virtual tools creates and nurtures interest in your brokerage. Agents may be apprehensive about your company and not feel confident enough to come to an in-person event just yet. Don’t make the mistake of assuming the agent has no interest in your brokerage, perhaps they’re just not comfy cozy going stag. Holding virtual meetings and activities allows agents to foster their interest until they are comfortable enough to attend an in-person event.
Webinars can be very useful in getting your message out to potential new agents. Use your Facebook group, social media accounts, blog, and email lists to invite agents to learn more about your brokerage. Even if no one actually attends the set webinar, record it and send it people who expressed interest in attending. Webinars are an excellent device to spread your message to large groups of people from the comfort of your office.
Be flexible with this tactic though. Try holding some webinars during business hours, and some after hours. People have busy schedules and you may be more likely to get their attention if they are not at work.
Agent Recruiting is the Backbone of Your Brokerage
Continuing and being proactive in agent recruiting is a goal that your brokerage has to focus on. Real estate agents are necessary for your business to operate and generate revenue. Simply put, you need them. So when it comes to a brokers strategy for recruiting real estate agents, your mantra should be ‘the only thing that stays the same, is everything changes’. You should always be trying out new real estate recruiting ideas, and implementing new strategies. You never know what approach, or combination, will prove to be the most effective for your office. Therefore, it is best to be creative and have an open mind when mapping out your recruitment campaign. If you ever feel like you have hit a wall with agent recruiting, there are helpful resources available to get you right back on track.