By Amanda Ross
Recruitment and retention are critical if a real estate brokerage is to survive. Having a great reputation in your community is also extremely important, especially in today’s highly competitive world.
When an agent from another brokerage is considering a move, you want to be the only option they consider. This doesn’t mean you must have super commission options or some fancy marketing tactic or know everything under the sun. The top three things agents want in a brokerage are great broker support, awesome admin staff and savvy training.
Don’t get me wrong, there are other things that matter, but they start at number four on the list (and for some agents different items will be in the top three). So also consider having really good technology, a nice-looking office in a good area and a well thought-out website that generates business.
Let’s take a closer look at the top three things:
1. Serious broker support – Agents, especially new ones, need you to be there for them. They need to really believe (because it’s true) that you have their back. When they’re in a tough situation, they need to know they can count on you.
That means you need to be present – in the office at least a few times each week (if not every day). You must answer your phone when they call or get back to them quickly to help them through a situation. You must take care of things yourself.
Every time the agent doesn’t see you in the office is another day that they question their choice.
Every time you fail to call them back is another missed opportunity to build that relationship with your most important asset.
Every time you pass the buck to another person (staff member or manager) is another moment when that agent feels unimportant and unneeded.
Every time you’re awesome is another time they’re telling other agents or friends who are considering a real estate career how great you are. Solid support is one of the easiest ways to build your reputation and brand in the real estate community. Recruiting new and productive agents is the key to your business. Don’t miss out by forgetting your top priority.
2. Top-of-the-line admin staff – When an agent walks in or calls your brokerage, are they impressed with the level of professionalism and guidance they receive?
Agents deal with your staff more than anyone else in this business. Don’t ignore the value they bring to your brand. Your full-time staff members are a tremendous reflection on you and your brokerage. A poorly managed team can bring down the entire company. The right people in the right place give agents a feeling of security and an added layer of trust that they picked the best brokerage to grow their business.
Part-time staff members are often over-looked, yet they work with your agents and other agents in the community on some of the busiest days of the week in our business. Make sure they are just as good as your full-time people.
3. Training, training and training – No matter how long someone has been in this business, there is always something to learn. New agents are in desperate need of your direction and know-how. Build a solid program that covers everything; buyers, sellers, generating leads, goal setting, contracts, marketing plans and more.
Don’t only offer great “newbie” training. Build some amazing training for the agents who have been in the business for a few years. Maybe even start a monthly top-producer genius group where a handful of like-minded agents share their own trials and tribulations. I know some agents will be hesitant to share, but you’ll be surprised at how many would love this and be open to helping others grow. No egos allowed!
Every agent who attends your training and knowledge sharing sessions should feel like they walked away with something wonderful.
You don’t need to have all the knowledge. There are some topics that you just won’t know about, so why not bring in the right person who does know? Have a training session with legal experts, investment planners, senior specialists, video marketing gurus, social networking, financial advisors and more. Help agents plan for the future – care about them!
There are so many ways to build a stronger brokerage. Always remember that flash without follow-through is going to get you nowhere – fast.
People don’t like to feel duped, so if you say your brokerage provides weekly training, do it. If you say that you call everyone back within one hour, do it. If you say you only hire the best staff, do it.
Work to be your very best and the very best will follow.
Amanda Ross is the owner and CES (Creator, Educator, and Strategist) of RealtyBoost (www.RealtyBoost.ca), where she helps brokerages and sales reps build strong brands, smart strategies and more knowledge that brings value to their clients. Follow Amanda on Twitter, @ImAmandaR or @realtyboostca.
