Lack of value is the primary reason an agent flies out the door. With little or no value all they know to ask for is money, that's all they perceive in the relationship.

If it's not about the splits, why do agents ask? Value.

Last time you bought an airline ticket what did you look for? Sure a nonstop would be nice, but today it's about "peanuts" and "price". Why is this? When there's little or no value, all that can be offered to the consumer is price. Wouldn't it be great if agents were satisfied with "coffee" and a "great split"?

Take a look at your recruiting interview and then your value delivery in the relationship. Surprisingly, you find the recruiting interview will come back into play in the "exit interview". Wrapped around this is the safety valve that you can have in place in the form of standards and agreements.

Let's start with your interview.

Many interviews take on the face of a sales presentation. Typical mistakes are not asking enough questions about the recruit and exaggerating your company's features while failing to articulate the benefits. Don't sell in the interview. So what can you do differently? Here are some suggestions:

• Have an agreement that money will not be discussed until both of you recognize there is value match that will create a long term working relationship.

• Find out what's important to the agent. What are they looking for?

• Seek to understand. Restate their responses to the questions in your language.

• Ask questions, don't sell!!

• Determine if there is a value match? They will more likely listen and comprehend when you connect the benefits of your coaching/office to their needs and wants. Remember, to get agreement on those connections. The series of agreements will create the "value match". By asking questions and restating their answers you can now measure the agent's fit in your brokerage.

• Focus on what you can deliver, not what you think the agent wants to hear. Communicate your company features and clearly illustrate the benefits the agent will experience. Be sure that you can and will deliver.

• Finally, don't cave in on splits. If you hire someone based on money, they will eventually leave because of money. Rarely is there ever enough money to keep a relationship together.

Now deliver value.

• Be "the coach" for your agents. When agents have to pay a coach the your value begins to erode.

• Don't be a problem solver, be an inspiring growth leader.

• Expand your capacity as a leader, knowledge of the industry and ability to deliver this back to your agents. I'm sure you encourage agents to invest in themselves through continued training, how are you investing in yourself?

• Pack them in at your sales meeting and have them coming back for more. This is it, once a week to communicate your vision and deliver value to the most critical audience. How good is your sales meeting? How is your attendance? Would you feel comfortable inviting a potential recruit to your meeting? Don't plan your meeting 15 minutes before and expect a great result, plan it a week ahead of time and pack it with value. A great sales meeting will do wonders for recruiting and retention.

• Manage your office systems and lead your agents.

This is the solution to "I want a higher split". Interview by asking VS. selling, hire based on value VS. money and deliver as "The Coach" for your agents. Is that the cure all? No, but fill the gaps by doing your primary job of prospecting, interviewing and hiring agents. If you put these steps into action the next time someone else asks for a higher split you will operate from a position of strength vs. vulnerability. Agents don't leave because they get offered a better deal, they leave because they are no longer getting what they expect from you.

Remember, if an agent asks for a higher split, stand your ground and go back to the "mutual agreement" they signed when joining your office. It's rather interesting, agents want you to keep your agreements but we find at times theirs are negotiable. Last time I checked, agents talk to each other and if you give one a "higher split" your agents will love you for the wrong reason. Standards have been broken down and you have given life to the commission split virus. The next agent in line has been granted permission to ask for a "higher split". Now what are you going to do?

Published: April 12, 2004

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Jon Cheplak, ABR,GRI,CRS,CRB,CLHMS is the Founder of The Real Estate Recruiters, The Management and Recruiting Solutions Experts. Jon consults, coaches, and hosts retreats for brokers, owners, and managers internationally, supporting leaders in their growth and profitability strategies and tactics. He can be reached at 775-846-5748 or email him at recruit@therealestaterecruiters.com. Visit his website at www.therealestaterecruiters.com.