When I was a young boy I learned how to fish by baiting a hook and dropping the line in the water, and then patiently wait for the fish to come to me.
When I got older, I realized if you want to catch more fish, you have to cast a wider net, just like a funnel.
Isn’t agent recruitment the same?
Today we have an unlimited amount of technology to help us create a funnel that brings real estate agents to us including social networking, websites, email, drip campaigns, and employment advertisements. In our business we embrace technology to help us cast a larger net.
No matter what technology platform you use to engage possible recruits, one thing you must ensure is that you have a consistent message. Agents are looking for a company that can articulate their message, demonstrate the values and leadership they espouse, and a culture of inclusiveness that ultimately helps them close more deals.
1. Social Media Recruiting
Social Media Recruiting is most likely the first technology you embrace, after all aren’t most agents we know on Facebook?
Whether you use LinkedIn, Facebook, MySpace, Google+, Tumblr, or Craigslist, the key is to be consistent in your message and how it is delivered. Ask yourself two questions:
- What does your company stand for?
- How is your company going to show an agent they can have greater success?
Know who you are targeting, but be subtle. Agents do not like to be sold, especially in a public forum where peers may be watching. If an agent is considering a move they too will be subtle. They may engage you in your network, perhaps you will find them liking, sharing, or commenting more than usual. This is a sign that they are engaged in your message, take the time to reach out one on one and say hi.
Social networking sites are also great places to pick up on agents personalities, professionalism and their business acumen. Fit and personality may be subjective elements, but they are critical to making the right cultural hire for your company.
2. Website Recruiting
Website Recruiting is another technology that nearly 100% of real estate companies use. Are your agent recruitment efforts simply a part of your company’s overall website? Could I visit your website and find property listings, market information, and videos along with a tab that says “careers?” If so, you’re probably not having much recruiting luck.
Agents today are smart and savvy. It’s time to create a unique and exclusive recruitment site that engages agents through interaction, simulators, games and information that challenges them to think about your company and their business. Your recruitment site should focus on the success of your agents and the tools that help them succeed.
Give visitors a clear understanding into why they should work with your company.
3. Network Recruiting
Network Recruiting is the oldest of the technologies. It is a shaking hands and kissing babies recruiting tool. Don’t discount networking meetings, real estate tours, and open training sessions either. They are all a part of your agent funnel.
Even though we have a myriad of electronic tools at our disposal agents still want to know who they will work with. Don’t be shy, invite them to your agent meetings, let them see how excited and engaged your current agents are and the tools in action that will make them more successful.
Tip: Do you have special business cards just for recruiting when you’re in these settings? You can make a possible recruit feel special by singling them out and handing them a special card designed to tell them everything they need to know about your organization at a glance.
And finally, do you have what they need?
At the bottom of the funnel the recruit needs to feel that they are in good hands. Agents want to know that you have the management system that excites them and can get them to the next level of productivity.
Brokers need to clearly express their resources and display confidence in the tools they offer. Agents today are not going to fall for false technology promises made by managers or brokers who don’t understand how to apply the technologies that will improve the agents business.