This article was previously published in an October 2015 issue of NAR's REALTOR Mag.
Many broker-owners include recruitment goals in their annual business plan. But what steps, if any, are brokers or designated recruiters taking to involve managers and current agents in those goals?
You should get their feedback if you’re trying to attract and retain a dream team of agents, suggests Doug Devitre, real estate trainer and author of Screen to Screen Selling (McGraw Hill, 2015). These five tips from Devitre will help you gain insights into company resources, facilities, and culture from your team to develop a successful strategy for achieving your recruitment and retention goals in the year ahead.
- Learn how valuable your support services are to agents. Survey office managers and agents to see how useful your company’s core brokerage services, existing processes, and use of technology are to them, Devitre says. For example, whether it’s training sessions, lead generation systems, or marketing tools, ask managers how those services are being communicated to current agents, and solicit suggestions for improvement. Find out what technology improvements, if any, could help support agent performance.
- Ask agents why they love you (or hate you). Find out why your current agents joined your company by asking them in a formal survey, Devitre says. Make time to interview some of your top agents one-on-one. Also, if you don’t have an exit interview or survey already in place, develop one for 2016. Finding out why agents leave can be just as valuable as finding out why they joined.
- Find better ways to articulate your value. Devitre suggests using manager and agent feedback to fine-tune your company’s value proposition. Calculate the tangible and intangible value offered by your brokerage, he says, and show how that differentiates your brand from other real estate companies in your market.
- Smooth out the logistics of recruitment. Host a discussion with managers to share thoughts and ideas for attracting the type of agents you want. Solicit new ideas for finding talent. Discuss the new-agent onboarding process to expose opportunities for improvement, Devitre says.
- Make sure your brick-and-mortar space is useful. Tour your offices to scope out opportunities to build team culture, improve training, or sell more real estate, Devitre says. Assess all conference rooms, training rooms, entrances, and exits. Are the facilities welcoming? Do they portray your brand? How can they be more useful for your current and future agents?
Check out Find Your Dream Team in 2016: Part 2, in which Devitre offers ideas for building a successful digital recruiting campaign.