On September 11, 2001 our country was paralyzed by one of the most tragic events in history. Most brokers felt awkward calling agents. “What should I say?”, hey asked. “How can I ask them to make a move when we are on the brink of war? Why would they move when the economy is so unstable? How long should I wait before calling again?” Perhaps if you think of recruiting as a logical process, those questions seem valid. However, very little about recruiting agents is logical, and almost nothing about recruiting real estate agents makes any sense if you think about it for too long.
Would it surprise you to know that many of the recruiters and brokers I coach, had their best month of the year that September? In fact, each of them confirmed they lost about 10 days, but it was still a great month for recruiting!! Why? Agents are emotional in nature. When they feel bad, their production drops. When their production drops, they look for a new home. If a manager in your market place is worried about the market, chances are their office is feeling the effects of that manager’s attitude. I had many of the top managers and brokers in the country call me in September 2001 and ask, “How do I move forward? What should I be doing right now?” My answer was simple. Get them back on track. Have roundtable discussions about the opportunities in the market place right now. Help them create flyers and letters for their clients. Do lots of stuff for retention, and make the office a place that is positive, supportive and fun to be at. Buy the book Fish and learn how to make the office a fun place to be.
One of the managers in my coaching program came up with a brilliant plan. She decided to make the month of October, Agent Appreciation Month. Every week she did something special to show her agents she cares. One week she is had massage therapist come in with a mobile chair, and everyone got a free massage to get rid of the stress. One week she has arranged to have an ice cream truck come to her office, and she treated everyone to his or her favorite ice cream treat. One week they were all invited to her lakefront home for day in the sun, and she also planned a parking lot bar-be-que. Linda had all of these events planned prior to September 11,. So, like most managers, Linda asked me if I thought it was OK to have all that festivity so soon. (Don’t forget even Jay Leno and David Letterman removed humor from their shows, and were nervous about bringing the humor back too soon.) I responded, “Do I think it is OK! I love the idea, in fact, why not tell the agents on your hit list what you are doing, as well. It is a great way to let the other agents in the marketplace know how much you care about your agents. In fact, why not ask them to stop by?” So, Linda inserted coupons for each of the events into her mailing with a note that says, If you need a break, why not stop by?
Agents need to be in a positive and supportive environment so they can continue to be productive. Those recruiters and brokers, who put their systems in place earlier than September of that year, were reaping the greatest rewards. They had already established their relationship with the agents in the marketplace prior to the tragedy in September. So, as they were making their calls, the agents wanted to come in and talk and they wanted the right environment to stay focused and on track. My experience indicates that the agents tend to make a move to the office or broker that they are most comfortable with, especially if that broker has maintained consistent contact with them. It’s just timing, and the time is right for those whose systems are in place.
Is it too late for those who have procrastinated about getting their recruiting systems in place? Absolutely not! Traditionally, the months of November through February are the best months of the year for recruiting agents. Start with your systems, take care of your own agents, and get on the phone. You should commit two to three hours per week to your recruiting. If you need help getting started, just call (800) 719-4228, and mention this article for my Recruiting Season Special. My system of five CDs which cover systems, dialog, interview skills and closing skills normally sells for $249. But you can purchase it for only $99 plus $6.
For more information contact Judy at (630) 876-0052 or e-mail judy@judyladeurinternational.com