Q: I need a more effective recruiting system and a way to get the word out to associates whose work backgrounds include the willingness to work hard, learn the business and put in 40- to 60-hour weeks to get going. How can I find these go-getters?
A: For starters, develop a recruiting strategy that includes incentives that will entice current associates to bring in associates they know and want as co-workers. Immediate cash is the best incentive. It’s better than a percentage of closings because closings will take too long and the sales associates know it, and it’s better than free trips because they sound good but are of little interest to busy associates.
Sales associates, not the broker, should be the ones who talk up the firm’s great training program and referral-prospect system. Tell prospects what existing associates say about the training program — the more adjectives associates can supply, the better. It’s a sales job when she says it, but it’s a credible fact when her associates say it.
Wise also needs to quantify the information provided to prospective associates. Exactly what is the training program? How many leads can the new associates expect each month?
Using this information, Wise should send monthly mailings to experienced associates within the ZIP codes that her office services and then follow up with telephone calls to net some “mid-level” associates who may be ready for a change of scenery.
Be sure to check the National Do Not Call Registry before calling associates at their homes (the law doesn’t limit business-to-business calls, such as calls to the associates’ company phone numbers).
Meet the expert:
David Fletcher, president of Agents Boot Camp Inc., an Orlando-based real estate training firm that serves brokerages around the country.
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Ask the Expert
Q: I need a more effective recruiting system and a way to get the word out to associates whose work backgrounds include the willingness to work hard, learn the business and put in 40- to 60-hour weeks to get going. How can I find these go-getters?
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