It’s your first day of school and like every year before, the teacher makes you stand up to say who you are and what you want to be when you grow up. Among your peers you hear aspirations of being doctors, veterinarians, professional athletes or an Instagram Influence, but you… when you grow up, you want to be a real estate recruiter. Don’t be shy, don’t let the haters back you down from your dream. Being a real estate recruiter is no small feat and you should stand proud with your shoulders back. Graduation comes and the day is finally here, you hold that real estate salesperson license in one hand and shake your broker officers hand with the other. She pats you on the back and says “So, you want to be a real estate recruiter” and this is where your story begins.
What Does A Real Estate Recruiter Do Exactly
We begin with the foundation, no better place to start, seeing as how you can’t build a mansion with a piece of sawdust. In most people’s minds when they think recruiter, their silly brains automatically go to college football. While I’m personally a rooting fan for ‘Ole Miss, the meaning of ‘option’ is going to be very different as a real estate recruiter vs a Nebraska Cornhusker.
Our friends over at Ziprecruiter, define the duties of a real estate recruiter as someone who “is responsible for seeking out and recruiting new agents to join a real estate team”. I suspect you figured that part out, seeing as how this is your life long dream job, but we want to make sure everyone is following along.
What Kind Of Real Estate Recruiter Are You
Recruiters come in basically three different forms. You can be a brokerage level recruiter, a team recruiter or an agent recruiter. Deciding which of these categories you fall into will determine what is your main priority and what is your side hustle.
As an agent recruiter, your number one gig is your real estate business. Buying, selling and procuring new clients is how you keep the lights on. You may hang your license with a brokerage that encourages you to bring your licensee friends to do the same, and if they do, you receive a bonus or profit share of some sort.
Some agents refer to these brokerages as multi-level marketing brokers or perhaps even the dreaded term “pyramid scheme” brokerage. However, it can be a nice way to earn some cheddar on the side of your commission from real estate sales. Make sure when you are considering one of these brokerages, that you understand their policies and whether X number of agent recruitment is required to be affiliated with them or if you are free to choose that path as icing on your bank account, if you see fit. After all, in this role, your main focus is prospecting for clients not populating your brokerage.
A real estate team is typically established by a couple high producing agents, who instead of breaking off into their own brokerage, like the structure of their parent broker but still want to manage a small team. Typically you will find one or two leaders, then one to three layers of agents below them. As a team, you may be rewarded with goodies you wouldn’t otherwise receive, such as better cap rates, lead generation, referrals among the collaborative, and mentorship that you wouldn’t be able to get if you were off on your own. A real estate team may have a dedicated recruiter or each of the salespeople may have a hand in recruiting for their team. Team recruiting may lean more towards inexperienced licensees, as the team leads can assist them in gaining knowledge of the sales process by running their transaction coordination.
The big dog, the head honcho, the big cheese! (Not to be confused with a Cheesehead for the Greenbay Packers) Call this job what you like, but brokerage level real estate recruiters are bringing in agents on, you guessed it, a brokerage level. Once on-boarded, these new recruits are welcome to join an established team within the brokerage or be single agents, but the broker recruiter is this persons full-time position. In this role, you’ll be expanding beyond just canvassing your subdivision in order to work your sphere of influence. For a broker level recruiter, your recruiting circle may include entire metro areas or state(s) depending on their brokerages size and reach.
How to be a real estate recruiter
A recruiter has to headhunt agents the same way your Aunt Louise is out cougaring for her fourth husband. Maybe we should say similar, since you (hopefully) aren’t wearing leopard print when on the prowl.
- Step 1. Do research to figure out your target.
- Are you hunting new licensees, seasoned pros, or the monkeys in the middle
- Step 2. Figure out your hook, shtick, spiel.
- Whatever it is that you have to offer them that they can’t get where they are now or anywhere else they may look into going.
- Step 3. Get in touch.
- This day and age there are 20 plus ways to get in contact with someone. USE ALL TWENTY WAYS.
- Step 4. Socialize.
- You need to be where the wild things are, and by wild things, I mean agents. A recruiter has to be a social butterfly, professional mingler and master of the smooth ‘here’s my card, call me’ move. No magic tricks though. Nothing ruins a possible deal faster than pulling your business card from behind their ear.
- Step 5. Follow up.
- Don’t take being left of read lying down, this is no time for a fumble. You don’t have the luxury of being shy. You are straight forward, business, get to the yes or no faster so I can move onto my next target, guy.
And then, magically (organic magic is allowed) you get your Yes and you proceed to on-board your new recruit. Or maybe that’s someone else’s job and you just connect them with the next person in your relay.
Again, with the magic, I SAID NO. We’re not talking about a woman on a bulls-eye with throwing knives! Referring back to Step 1 above, define what type of agent you are going to be recruiting. When you figure out who, the how becomes easier.
If you dream of molding the minds of America’s youth, and having a hand is shaping the real estate culture of the future like Swayze with the pottery wheel in Ghost, I recommend focusing on the fresh and green newbies who are ready to dive in with their clothes on. The best part about starting with brand new licensees and training them, is that they don’t have any bad habits yet. It’s your job to give them the correct coaching, training and mentoring to help them succeed. This is the time to channel your flair for relationship building, motivational speaking, and problem solving. Plus you’ll get to use phrases like “Go get ‘em, Tiger!” and have the team call you Coach. Just keep the tushie pats on the game field or you might end up recruiting an HR department instead.
The Pros League
For veteran real estate recruiters, who never met a challenge you didn’t face head-on, you will want to go after the big game – top producers, big wigs, heavy hitters. You are a recruiter trying to poach from the other Hunters and Huntresses. Your schmoozing skills have to be next level and confidant yet never pushy. You didn’t like the obnoxious salesman that tried to coerce that way-out-of-your-budget engagement ring on you, don’t be pushy in your recruiting either.
Refer to step 2 above and have a strategic outline of what you can do to help their business. Can you offer them better compensation in splits, fee caps, profit sharing or maybe just better support, tools and technology. The best of the best did not get there by resting on their laurels, they are in it to win it and business is business. So, take a page out of the Godfathers repertoire and “make him an offer he can’t refuse”.
Reach out and Tackle Someone
Just kidding, they don’t like that. But do reach out! There is no excuse for not being able to attempt contact with anyone not living in a tree house. And let’s be serious, even if they DID live in a tree house, it’s 2019, I’ll bet it’s got WiFi. Pick your poison when it comes to outreach and communication. Mix it up, set a schedule and ditch the excel sheet for tracking. Did I mention it’s 2019? That means there is a CRM just for you, the recruiter.
In this case D is for determination. The best approach is multi faceted and persistent. For example: let’s say you call 50 agents on day 1. Day 2 those 50 get a text and a new 50 gets their day 1 call. Day 3, the first 50 get an email, the second 50 get a text and a new 50 get their first phone call. See where I’m going with this? The key to whatever outreach package you decide on, is to stay organized, stay consistent and track your results. Not sure what that looks like? We’ve got you.
Perhaps you have phone anxiety and freeze when someone actually answers your call. Because really though, who answers numbers they don’t know? REALTORS (and weirdos) DO! Anyway, if you aren’t down with using a recruiting script but don’t want to get stuck in a stammering, “Oh, well, I, Uh….” conversation, you’ve got a cornucopia of options for outreach.
- Make it personal and individualized
- Blast a large amount at once
- Flyers/ info-graphics- we all like visuals
Yes there are people who still use USPS and walk to the end of their driveway daily to see things in print. If you don’t know what USPS stands for or how to address an envelope, no judgement, just keep scrolling down this list.
Our friends over at SlyBroadcast have taken the calling out of cold calling. Now we’re just cold voice mailing. Keep it short and simple, we all have a short attention span these days. Try to not sound like a robot, pretend you’re leaving a message for your best friends mom.
The introvert and busy business women’s preferred method for literally everything. Stop with the chit chat and get to the point. What do you want and when.
Power point is just as useful today as it was when you were using it to explain the antiquity of Rock ‘n Roll in your American History class or your science fair presentation on moon rocks. Use templates to put together a nice production and host live webinars about your brokerage once a week.
Start your own or jump on with the Pod-Pros as a guest.
I mean, obviously! If you’re hiding a knack for the written word, get it out there, man! Ink to paper or brain waves to keyboard taps. Keep a blog on information relevant to real estate, real estate recruiting, or just real estate humor. Anything that keeps your audience engaged and coming back, helps with organic leads finding their way to you. For instance, I’m sure since you’re this far into this article, you’ll probably go Google me when you’re done soaking up this knowledge bomb I’m dropping and see what else I’ve written. Keep them engaged.
- Ask to connect
- Endorse their skills
- Post and Share
- Like their business page
- Invite your friends list to like your brokerage page (if not done already, create said brokerage page)
- Post info-graphics, brokerage and market updates (not just new listings, the agents you are after have MLS access already)
- Post in Realtor groups (but read the rules carefully)
- Start a Realtor group for referrals, tips, lead generation
- Facebook messenger
- Follow (not in a stalker way)
- Mention agents in your posts
- Hashtag everything
So, you still want to be a real estate recruiter? Of course you do, it’s the best! Like Bobby Boucher’s momma always says, “Dilly Dallying is the devil” so go out and be your own cheerleader. Who are we-REAL ESTATE RECRUITERS What do we want-RECRUITS When do we want them-NOW How do we get them..really guys, we JUST went over this.