In my last article the focus was around your job: Marketing real estate services to agents -- presenting a compelling reason for them to join your firm.

Let's talk about some of those services: technology, marketing, advertising, training, and a whole list of things that will support the agent and serve the consumer.

Wait a minute. Are the above services and support what agents are looking for? Let's explore this a bit further.

Sure, technology is important and so is marketing and advertising, but if you can't clearly articulate a plan of action for an agent and empower them to put it into their daily activities, is that really a service? No, it's just creating a perception that Super Recruit will thrive in your company and their business because of all the things that you have available and offer.

Let's go back to the true real estate service that you are marketing -- you.

So you've got all kinds of marketing, advertising, and technology for Super Recruit. Now what? What is Super Recruit going to do with it? How will they put it all into action?

Are you ever surprised after a fabulous recruiting interview and can't understand why Super Recruit didn't join? How about they were confused and maybe you didn't give them a clear picture and belief that all your tools could make them more productive? Does that make sense?

In "marketing real estate services" you must naturally present the feature and benefit. Great website and lead generation equals more closings. That's a communication of feature/benefit, right?

Good, we've got that part out of the way. "Now how does that work and how will it play into my plan of action?" asks Super Agent. Unfortunately they rarely ask and walk away feeling like they were presented a bunch of fluff. It all sounded good, but you didn't deliver a clear picture of the process and ability for them to see how it could actually take place in their business.

How about this?

Super Recruit, we've got an incredible farming strategy that provides you with compelling marketing pieces for the next 12 months, postcards that are community specific and very likely to be read and kept by the consumer.

The first step is for us to pick a farm for you that has high turnover and is not dominated by one agent or company. Next, we will focus on your copy and the message you want to deliver. The message that we will focus on is "I am the market expert."

Now that may sound a bit like chest-beating, but stay with me here. What we want to do with your content of the postcard is deliver valuable market-data to the consumer on a monthly basis. Would this tell your farm that you are the market expert? Of course it will. In addition, we want to make sure that the copy includes something to cause the consumer to take action, "call immediately for your free up to the minute market update".

Market-proven pieces with compelling copy sent to your scientifically chosen farm once a month. Our objective will be to capture 20 percent of the business in that neighborhood. How does that sound, Super Recruit?

Call it simple, but ask yourself the last time you sat down with an agent and helped them choose a farm based on scientific research, reviewed their marketing pieces, and most importantly, measured the results of their activities over time?

Now was I crystal clear in articulating the features, benefits, and plan of action? I think so. Will the agent leave the interview with a clear understanding of one of our services? What is the true service involved in the above process?

Serving is the leader taking the time to choose the farm, support in creating compelling copy, and measuring the results; accountability. Does that define your value to Super Recruit?

Reevaluate your interview. Spend less time talking about the things your company offers and more time on how you will support the agent by putting it into action and adding your value to the process.

Agents don't join or leave a company. They join or leave the leader. How are your leadership skills?