The recruiting fantasy goes something like this: find a great location,
create an attractive working environment, establish a presence in the
market, provide good support services, and offer competitive commission
splits. Then, one day, agents will just walk through the door and join
your agency.
The recruiting reality is this: while all the above factors are
important, recruiting is a process unto itself. It takes time and
effort. This truth is something many brokers seem to forget, ignore, or
avoid. Perhaps the reason lies in the fact that those of you who own
real estate agencies share a trait common to all of us in the industry:
you thrive on instant gratification. We are all really impatient with
anything that can't be accomplished immediately.
Unfortunately, you can stand on your head and spit wooden nickels, and
the recruiting process is still going to take as long as it takes! The
best way to start the process is by recognizing this, taking a deep
breath, and settling in for the long haul. You should be pleasantly
surprised every time someone joins your office quickly, but should not
come to expect this occurrence.
The recruiting process is ultimately a highly personalized one, with
each office bringing its unique strengths to the table. However, there
are certain definable steps that characterize all good recruiting
programs.
These steps are:
The Approach
Let prospects know you are interested in having them join your office.
This is accomplished by first creating your "hit list", identifying
those agents you want. Once the list is established, institute a program
of regular, consistent contact (phone calls, emails, and/or snail-mail).
Determining the Needs of the Recruit
Don't assume you automatically know what makes your prospects tick. When
the opportunity presents itself, ask the prospects what is important to
them.
The Presentation
When you get the recruiting appointment, don't "wing it". Would you
want an agent to be unprepared for a listing appointment? Having a
well-organized, professional recruiting presentation is every bit as
important. Bear in mind the prospect's priorities and emphasize those
points during your presentation.
The Close
Believe it or not, many brokers can't bring themselves to ·ask for the
sale·. When the moment is right, ask the recruit to join you.
Overcoming objections
This final step is the clincher. Listen, really listen, when recruits
tell you about their doubts. Chances are they are just nervous and want
to be reassured. Be positive and up-beat, and your confidence will be
infectious.
These are the steps in a process. How long will this all take? The time
frame will vary from prospect to prospect. But some recruits might take
up to a year (or even longer) to make the switch. Okay, now deep
breath.
Published: May 28, 1999
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