By Real Estate Recruiting Speaker & Coach Judy LaDeur
Recruiting remains the #1 challenge for most brokers and managers. Recently, a broker walked up to me and said, “It’s just too much! If I get the letters out, I don’t have time for the calls. When I do make the calls, I forget to follow the process because I just want them to come in for an interview. Then when I am in the interview, instead of following the 7-step process, I fall back into my old habits of sell… sell…sell! It just seems impossible to remember everything!”
Sound familiar? I assured the broker that he was not alone. Sometimes it is easier to start out slow, and just do two or three things, but do them well. Here are a three tips that you can follow, which should make it easier to get the agents you want and stay on track with your recruiting.
Tip #1: The entire interview process needs to stay focused on what they need and what is best for them, not you. A very common phrase that many of the brokers in our coaching program hear is “You were the only broker who took the time to ask questions about what I needed, and what was important to me. That’s why I chose your firm.” Sound too easy? It’s true! When they come into your office, tell them that your goal is to find out what is important to them, and to determine what their needs are so that you can help them make the best decision for their career.
Then spend 20-30 minutes just asking questions in a very reflective way, and think carefully about what they are saying, and what they are looking for. Think of it as solving a problem. Pretend that they are a friend who has come to you for advice, and your goal is to help them make the right decision. If you focus on them, you will be less inclined to try to sell them. You will be amazed at how easy it is to hear what they need, or want. After you have asked your questions, and assessed their situation, you should then present only those systems that address their needs, and solve their issues. After presenting the “right systems”, watch their body language, and ask yourself, “Are they sold?”
If so, very calmly, and very confidently, smile, sit back in your seat, and say “When you came in today, I said that my goal was to help you make the best decision for your real estate career. Based on everything that we have discussed here, it seems as though you’re right. You’ve gone as far as you can with your current company, so let’s take you to the next level in your career. We have a transition packet that is designed to make your move as smooth as possible.” At that point, you should begin reviewing compensation as well as those details that are necessary to make the move. After you have presented the necessary details, smile and say, “So, let’s get you on board”.
Tip #2: Adopt a new attitude while you are conducting the interview. Instead of trying to talk them into joining your firm, maintain a different attitude. Pretend that you have a full office of very productive agents, and the only way you can hire this agent, is if you let one of your existing agents go. This new attitude will help you be thoughtful and reflective, and they will not feel the pressure that so many recruits say they feel in the interview process.
Tip #3: When you hear stalls and objections, don’t panic! And don’t try to talk them into joining. Just keep asking questions. Two year olds are great closers. Why? They just keep asking questions, until they hear the answer they want. Here are some great responses to use during the interview and at the end of the interview: “Why?” “Why not?” “Why do you feel that way?” “What makes you say that?” “Why would that keep you from making a move today?” “Really? Hum.” “How would you propose that we solve that problem?” Here’s a sample of how it works. If you ask them to join, and they say they can’t do it today, just smile and say, “Why Not?” You’ll be amazed at how often they say, “I don’t know”. You would respond with “I don’t know either, so let’s do it!”
You have to keep smiling, and keep it fun. If they say they can’t move because they are good friends with the broker, you might say, “Really? Hum…” Then smile and make them justify that statement before going further. After that you might ask, “If someone approached your broker and offered to buy their firm for a lot of money, would they consult you prior to making their decision about selling their company?” You’ll have to practice it a few times to get into the habit of asking verses selling, but you should see great results.
Recruiting is vital to your success and survival as a company. Start with a few small steps, and move forward from there. The first step is to identify which agents you want and build relationships with those agents. Our newest product, the Ultimate Real Estate Recruiting Letters and Marketing Resource Library is a great tool to help you get started building those relationships today! It’s filled with what to do, when to do it, and what to say solutions that makes recruiting that much easier. Learn more about this exciting, results producing product by clicking here to visit us online or call us at (630) 402-0898 today!