You’ve started down the path of recruitment. We’re not talking college football, military, or your second cousins kooky group of ‘followers’ he keeps trying to invite you to. This is real estate recruiting, where you are the salesperson, selling your brokerage to salespeople, to convince them to do their sales under your brand. Just as the saying goes, “Don’t BS a BS’er”, it’s just as hard to sell to a salesperson. Any salesperson, or Realtor worth their salt, is already being head hunted by every other broker. They are looking at the same reports from the MLS that you are: sales volume, transaction sides, team growth and putting together their plan of attack, which usually includes their recruiting real estate agents scripts.
Do scripted conversations really work in the sales world anymore?
While the short answer is yes, you don’t want to be the broker who is using the one from www.RecruitingRealEstateAgentsScripts.com ← Not a real site, please don’t click it, not even for ideas. Just don’t. When it comes to embracing or eighty-sixing scripts, just keep in mind that If you’re going to do something, do it right and jingle all the way, no one likes a half-a$$ed jingler. So let’s jump in and explore the world of recruiting real estate agents scripts and get you a good place to start.
Before you can even think about pitching your ‘insert whatever you’re selling here’, it doesn’t matter if it’s your brokerage, your used lawn mower on craigslist or your nieces troop cookies, the absolute first thing to figure out is why anyone would listen to you or want to know about this product in the first place. Whatever it is you’re selling, I promise you’re not the first to sell it, I have probably heard of it before, and I may already have one, so what makes yours so great that I should give you the time of day? Sound harsh? Maybe this isn’t the best position for you then, because recruiters have to be sharks on the hunt, and you need to be ready to start throwing elbows on the last lap when that finish line comes into sight.
What’s the difference?
What makes your brokerage different than all the others that are calling, texting, emailing and taking these agents out for coffee? Anyone who is willing to listen to your pitch has one question in their mind- “What’s in it for me?”. You need to be ready with the bullet points of what you are offering a new recruit that no one else is. This does not have to be gimmicky when you’re piecing together your real estate agent recruiting scripts, we’re not looking for a “Come on down! Sign over your license and you can pick a mystery door”. This is the time to think about what agents really want from their brokerage and if you are providing those things better than your competition.
What Do Agents Want
Ahhhh, the age old question to the greatest mystery of life, oh no wait, that’s what WOMEN want. Back to agents. Agents, like men, are not difficult creatures to figure out. The basic outline of what makes a Real estate salesperson loyal to their brokerage boils down to these following 5 points:
Brokerage compensation plans have become more like health insurance plans in that they are difficult to understand, you feel nickel and dimed and by the time you’ve signed on the dotted line, you’re pretty sure you’re getting a raw deal but are too tired from signing your life (and your paycheck) away, you just deal with it. Think about all of the fees associated with being a Realtor nowadays.
- Commission splits
- Referral fees
- Monthly fees
- Setup fees
- Yearly fees
- Training fees
- Desk fees
- Transaction fees
Agents also have to consider and pay out association dues, MLS fees, out of pocket health insurance and having to save to pay their taxes. When you’re putting together the ‘why you’ portion of your recruiting real estate agents scripts, this is going to be one of the most important pieces. The public may think that real estate agents are overpaid because all they see is the small portion of what the agent does for them during their transaction, but agents have overhead like every other entrepreneur running their own business.
How does your brokerage compare and help them with these expenses while still earning enough on the back-end to keep your brokerage not only afloat but profitable. If you don’t have an answer to this question yet, you want to put in your research and compare companies. I assure you, the agents you are going to be calling have already done the same.
Is it rude to say ‘duh’ anymore, because, well, DUH! Agents want leads like Koala bears want water! What, no one else read that National Geographic article? Well, they do. Badly. What can your brokerage do about getting agents leads? You don’t necessarily have to go the pay-per-click route through search engines or social media. Some brokerages have partnerships with lead generating programs or are simply willing to do the research and setup for their agents for any site that qualifies leads and routes them out.
Whichever way you go about helping your agents generate leads, you can bet dollars to donuts, while you’re recruiting, it will be their second question once they agree to hear your pitch. This leads us to our next point, which the agent may not think to ask about but is incredibly important, not just for the sake of good business but for the sake of your brokerage compliance standards and reputation.
We understand that ‘training’ doesn’t sound like a day at Swing-Around-Fun-Town. Training sounds like a day of trying not to fall asleep, while a monotone teacher taking roll call keeps saying ‘Bueller’ and you spend the entire time counting how many dots are on that ceiling tile. However, training is essential in this industry.
Anyone who has dealt with a poorly trained agent, either from the broker view point, the other side of the transaction or the unfortunate client who put their largest investment into the hands of said poorly trained agent, they will all agree that passing the Realtors exam does not make you a real estate agent. The classes to attain your license, mostly just cover real estate law and vocabulary words like ‘Chattel’ that you’re never going to use again. Real training is crucial to know how to actually buy and sell property. How can you pitch during your recruiting real estate agents scripts about training?
- Do you offer it
- What is covered
- Is there a cost for it
- Mandatory or Optional
- Available virtually or on-site only
- Mentorship programs
- Follow an experienced agent
- Join a team to gain experience
- In house technology training
- Broker availability
- Continuing Education Courses
- Does your brokerage contract with a reputable CE school to get your agents discounts
- Does your brokerage host any classes that are free to your agents
Everyone wants to feel like they know what they are doing. It’s a terrible feeling to be flying blind. Let agents know during your recruiting conversation, what types of training you have available to them and that you have their best interest in mind. A poorly trained agent is good for no one, including themselves. When they close zero deals, the poorly educated aren’t going to blame themselves on Google and Yelp.
Gone are the days of hand writing contracts and faxing over offers, Brenda. It’s 2019, 4 years past the timeline of Marty McFly cruising a hoverboard. When it comes to real estate technology, make sure you’ve chosen systems that are user friendly,especially for agents who think of themselves as technological dinosaurs. A couple systems that agents are looking for:
Real estate tech, such as Transactly, offers built in offer management, showing schedulers, task templates and even client logins for transaction transparency.
CRM- Customer Relationship Management
A great CRM is crucial to agents to keep track of their current and past clients, communication with leads, SOI, drip campaigns, and staying in front of any potential business.
Good news broker- Trix may be just for kids but CRMs aren’t just for agents and their leads. All that customer relationship management we just mentioned, Brokerkit does that for you, the recruiter! Ditch the excel sheet and move into a professional CRM that was designed around your needs.
You can lead a broker to water but you can’t make them answer their phone. Most real estate questions and emergencies come up outside of 9-5 and there are too many brokers who hold office hours of 8:30am-8:45am. Don’t try to reach them outside of that block, they apparently have a life that doesn’t include assisting their agents. Support is an absolute must when outlining your recruiting real estate agents scripts. Agents, like any of us, want to feel part of something. Everyone feels good with a safety net and someone they can rely on to ask their questions. Reassure your recruits that you’re all on the same team (or you hope to be) and their success is your success. Tell them what kind of support they can expect by joining your brokerage, such as:
- Support Department
- Compliance Department
- Brokers cell number
- Legal line
- Transaction Coordinators
Perhaps your brokerage has a general inbox or phone number that multiple people monitor to offer quicker customer service to your agents, afterall, they are your clients and the ones you need to keep happy.
The Rookie vs The Expert
Your recruiting real estate agents scripts are going to vary depending on the talent you are after. A new licensee will be understanding of a higher split but will want more in terms of a great training program, while a seasoned pro will likely be the opposite. The players may be different, but the game is the same, so when putting together your attack list of recruits, make sure you sort them by skill level so you know what the big guns in your arsenal are going to be.
When writing your recruiting real estate agents scripts, you want to pre-plan for the agents rebuttals. I like to call this plan the ‘bullet theory’. As a way to improve your real estate recruitment, for every excuse the agent comes at you with, you’re going to have a pre-thought out, quick reply, just like a bullet in your chamber. The most common reasons an agent does not want to switch brokerages:
Go back to the top and have your answers ready about how you plan to beat their current plan. Back to the health insurance comparison- agent A may prefer a higher premium with less out of pocket while agent B prefers an HSA. The point? They’re paying about the same but it’s the options and choices that were presented to them that makes them feel more in control about their decision.
Co-workers and the atmosphere
Good news! You can bring them with you, the more the merrier. Some brokers even offer some type of referral program benefit for bringing your agent friends along with you when you switch. Think of hard expenses vs lost opportunities. Instead of paying the agent out a cash referral fee, maybe there is a credit you can give them from their brokerage fees.
My Broker has been so good to me
Remind the agent that they are an independent contractor, not an employee. Friends are great, but you don’t owe your broker anything. Take them out for happy hour, don’t limit your earning potential. It’s business, not personal. Maybe remind them that with the better compensation plan they will receive at your brokerage, they can go on vacation with their old broker buddy. Maybe the first round is even on them.
Benefits of the brokerage
What do you do for your agents that they can’t get where they are. Some chummy things to consider researching would be, discounts for their everyday lives, maybe a partnership with a phone provider. Host agent happy hours or team building to ramp up the camaraderie. Other ideas are to partner with preferred vendors that offer the agents and their clients discounts for being part of your brokerage.
Comfort of the familiar
Remind the agent that this is their business and they want to get the most out of it. Resting on your laurels is for the birds, get up and make your life what you want so you can retire. Make a side by side comparison of their current brokerage vs yours before your meeting to present to them and show them if they were willing to step outside of their box, that it’s not so scary out here and you can actually expect more than you have. Do you want to be the cowardly lion or the king of the forest?
Now you have a starting point in your skip down the yellow brick road of real estate recruiting. The biggest advice to take away from this when you’re writing your real estate agent recruiting scripts is, let’s say it together, Don’t BS a BS’er, because agents are like bloodhounds, and can sniff out a weasel a mile away. Still true in 2019, honesty is still the best policy. Be confident enough in your brokerage to never fib facts to get them to drive the car off the lot, because when it breaks down in 100 yards, they’ll push it back. Do your due diligence, your research and map out your plan of attack. Find the line between good follow-up and stalker, don’t take the no’s personally and remember you are selling to a salesperson. Good Luck.