Public opinion polls consistently show that real estate agents are held in very low regard by the public -- and it's our own fault. We need to present the best image and provide the best service possible, and that starts with our agents.

Name one other profession where new hires are allowed to decide whether or not they will go through the training program. In most companies, there are structured and required training programs. How can someone do the job for which they were hired if they aren't taught how to do it and what's expected of them? If the new hire decides they don't want or need the training and do not attend, you can bet they won't be working for that company very long.

I have yet to see a real estate company with a required training program for new agents take action on an individual who fails to attend.

If a new agent fails to attend training for no valid reason, that is a warning sign of one or more potential problem areas:

• Lack of self-discipline;
• Difficulty in accepting direction;
• Failure to follow through on commitments;
• Lack of dedication.

If they are creating a problem right out of the gate, what are they going to be like later? Do you really want to take that chance?

Let's run our real estate companies as real businesses, using practical and proven business practices. On the subject of new agents, here's the outline which you as the owner/manager should at least consider:

1. If your company has a formalized training program, you can hire new agents. If you don't have such a program, create one and don't hire agents until you can train them. You'll be doing them and yourself a favor.

2. Make the interview process a meaningful one:

   • Require a written employment application plus a resume with references.

   • Ask the right questions.

   • Listen carefully to the prospect's answers.

   • Watch closely how the individual handles themselves.

   • Require financial information.

   • Be honest with them about what the real estate business really entails, the bad as well as the good.

3. Follow-up with the references and former employers.

4. Do a background and credit check.

5. Make sure the person understands that the company requires 100 percent attendance at training sessions -- if they fail to comply they will be terminated immediately.

6. Explain that the company expects a certain production level after a reasonable period of time.

Companies make an investment in their people, and the real estate business is no different. Brokers have every right to expect a return on that investment.

Published: January 11, 2005

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Mark McCloud is the owner of McCloud Seminars, a sales and management training/consulting company. He has over thirty-five years experience in real estate sales, marketing, management and providing educational services. He holds the professional designations of ABR, BA, CREI, CRRS, GRI, MMDP and was awarded the Outstanding Professionalism Award. He is a published author and public speaker, recognized for his insight and common-sense approach. He is available for training, consulting, and public speaking engagements. He can be reached at: 360/281-2086, .