April 2023 Update

Case studies typically aren’t meant for cold candidates and are usually more to help further down the recruiting funnel. But we can apply the critical benefits to new candidates by summarizing.

Master the art of telling the story and make these work for you in outbound outreach.

Create 2-3 sentence summaries highlighting the experience of an agent who joined and found success with your brokerage. Keep it simple and highlight these topics:

• Current/before state
• What they changed
• What happened as a result?

Do this based on a select group of agents with different career and client needs; now memorize them or create a quick cheat sheet. Now that you’ve simplified your core value propositions, it’s time to use them in the proper cadences. Bucket them into several categories, add them to your automation sequences, or plug them in naturally to your general outreach.

Make sure you match your candidates’ needs. You don’t want to pitch how you helped new agents succeed to an experienced luxury agent looking to expand. Match companies of similar size/industry. Don’t send a case study for Bank of America to a small local business.

Now how do you incorporate them into your cold outreach?

Avoid a canned pitch that jumps into the story and incorporate them into the conversation casually. Here are a few examples of how to do it.

“How you handle your clients and listings reminds me of “XXXXX,” an agent we recruited last year. They were not satisfied with their coaching and backend support. At their last brokerage, they used X but switched to Y once they joined up, drastically increasing the efficiency of their client outreach.”

The key is to relate the conversation to the example and casually lead into these stories. It’s a great way to lead into the ask for the meeting. Here’s how you could do that:

“Open to hearing exactly how we helped Agent X solve this problem?”

Try it out!