As a broker or team leader, you know that attracting top-producing agents to your group is one of the two most important things you should be doing. (The other is, of course, generating new leads.)
But competition is fierce for agents who are good at what they do. And if you’re not able to offer a huge financial incentive or a high-end clientele, it’s easy to feel discouraged.
Because for the kind of agents you want, especially the younger Millennials, money is not the top factor in deciding where to work.
Or looking at it another way—the agent you attract primarily with money will always be ready to leave for MORE money.
To recruit the right people, you need to use a stronger attraction than that. As you approach prospective agents, you need to think like a salesperson, which means looking at the job from their perspective.
Here are three key ways to do it.
1. Sell their career to them
Sure, they need to know the nuts and bolts details of the job and what their expected duties will be. But don’t focus on the job description. Flip it around to their perspective and talk about the personal satisfaction and professional growth they’ll experience.
Everyone wants to enjoy what they’re doing, so first, figure out how being an agent at your brokerage can achieve that and then talk about the potential you see in them if they choose that role with you.
2. Show that you know your customer
For an agent to stay with you for the long-term, it’s important that the “culture fit” of the candidate be given as much weight as their suitability for the role.
It’s easy to think of it as simply recruiting, but it’s really a sales process. And in sales, you want to tailor your message to the specific person sitting in front of you.
So beforehand (and where appropriate), find out about what they’re interested in and look for ways that it aligns with your brokerage’s culture. Maybe they’ve “liked” a charity on Facebook that your group also supports. Or maybe they like to travel somewhere that people in your office also like to go.
When you show you understand a little bit about them and have thought about how a person exactly like them will fit in, your brokerage becomes a very attractive choice.
OK. The first two points were about your candidate, their career, and how they will fit into your culture.
Now it’s time to talk about your brokerage and your destination together.
3. Show them they can be part of something larger
Explain to your candidate how they will fit into your long-term plans for something great.
You need to be able to articulate how your brokerage is different, but even more important, what your end goal is. (If it’s just “sell tons of houses,” you might need to think about this.)
The feeling of working alongside a strong team toward a worthy goal is invigorating. It makes it exciting to get up every morning. If an agent believes that at your company he or she has the possibility of contributing to the creation of something larger, you’ll beat “more money” every time.
Competition for agents is not going away anytime soon. By focusing on these three things, you can make your brokerage a magnet for outstanding real estate talent.