P.O.W.E.R. Broker™
Recruiting System
TAB 1
FOUNDATION...
Belief System
Recruiter’s Creed
Four Ways to Grow a Business
The “Key of 3”
Funnel System
Core System Assessment (Gap Analysis)
Goals & Analysis
(worksheets a/b/c...SAMPLE)
(worksheets a/b/c...for your use)
Effective Desk Occupancy (EDO)
Standards/Expectations
1
3
4
5
6
7
8
11
14
15
TAB 2
MARKETING & ADVERTISING SYSTEMS...
Advertising (Print/Online)
Personality/Aptitude Assessment
The Real Estate Simulator™ – FAQ’s
Agent Type online Recruiting Assessment
19
28
33
34
TAB 3
TARGET MARKETING...
Prospecting Tips
Neighborhoods (Phone or face-to-face)
Conversational Prospecting
Other Professionals
Other Sources
Licensee Applicants
Pre-License Schools
Postcard Campaign (Neighborhoods)
Agent Referrals (from existing associates)
SOI/Legacy Plan
Past Clients
35
36
37
38
42
43
44
45
47
50
TAB 4
FOLLOW-UP SYSTEM...
Sample Letters
Tracking Summary
53
55
TAB 5
90-DAY PROSPECTING PLAN...
Summary of Prospecting Activities
90-Day “Action Plan”
Weekly Summary Report
Weekly Recruiting Journal
Recruiting Results Form
56
57
58
59
60
TAB 6
HIRING A RECRUITING ‘PROSPECTOR’...
Responsibilities
Compensation
TAB 7
RECRUITING ‘EXPERIENCED’ SALES ASSOCIATES...
The Creed (Leadership/Opportunity)
‘Unique Value Proposition’ (UVP)
Consensus Candidate
Just Licensed
Licensed for 6 Months
One Year in the Business or Million Dollar Producer
Top Producer
Postcard/E-mail ‘Drip Campaign’
The ‘ACCELERATED’ Campaign
Summary of ‘Experienced Agent’ Recruiting Activities
61
62
63
63-A
65
66
67
68
69
70
73
80
TAB 8
CAREER SEMINARS...
Set-Up/Action Plan/Opportunities
Presentation Guide
Career Information Sessions
81
88
91
TAB 9
INTERVIEW & SELECTION...
Staging the ‘Perfect Interview’
“Core Value” Selection
Follow-Up to the Interview
94
100
106
TAB 10
COMMITMENT TO EXCELLENCE...
Letter of Expectation/Commitment to Excellence
Productivity Model
108
111
FOUNDATION
Subject
Belief System
Recruiter’s Creed
Four Ways To Grow Your Business
Key Of 3
Funnel System
Core System Assessment (GAP Analysis)
Goals and Analysis
Effective Desk Occupancy (E.D.O.)
Standards/Expectations
BELIEF SYSTEM
1. What DO You Believe In?
As a professional in residential real estate?
As a broker/owner of a real estate company?
As a leader of people?
2. DO you believe:
RECRUITING
foremost priority in building and maintaining a highly
real estate company?
How you start new sales associates makes all the difference in their overall productivity
and longevity (with you)?
Comprehensive, ongoing training builds competent and productive sales associates?
Setting goals with each individual builds and retains competent, productive and reliable
sales associates?
“One on One” accountability meetings held on a routine basis builds and retains motivated,
Success Expectations (minimum standards) lead to more highly productive and consistent
sales associates?
Holding open houses in large numbers, on a routine (weekly) basis, is the most productive
method of
and helps in decreasing the cost of advertising?
Sales associates prospecting on a routine and regular basis are more consistent in their
production and
in achieving their goals?
Each sales associate should be competent in delivering the most competitive and
compelling listing presentation in the market place?
You and your sales associates should be providing your clients and customers, the most
comprehensive and competitive, “one-stop shopping” services in the market place (FSA)?
1
BELIEF SYSTEM
Continued
Your company deserves and should be commanding “full commissions” on every
listing?
Capturing and managing all leads produces higher conversion ratios and leads to
more sales and listings; cost effectively?
Budgeting and business planning provide you the road map necessary to achieve
your goals?
Operating systems ensure quality and consistency in everything you do; perpetuates
the proper activities and habits among your staff; and leads to the outcome you desire
in your operations?
Tracking and measuring every aspect of your business through (KPIs); will assist you
in building more productive, effective and consistent operating systems and services?
A “consumer centric” business that focuses on clients and customers
foundation upon which to build and maintain a thriving real estate business in the 2000s?
Competent support staff helps to create happier, more productive sales associates
who stay with you longer?
Providing your staff with a highly functional and attractive environment, designed for
growth and the future, helps retain your sales associates and recruit new ones?
Recognition, even for the small stuff, can make the difference in someone’s production
and maybe even their career?
Everything you do, everything you are should promote tradition, long term opportunity
and stability?
2
RECRUITER’S CREED
“
…that you the Broker/Manager
conduct the day to day recruiting
activities is irrelevant; that the
activities get done, is…
”
3
FOUR WAYS TO
GROW YOUR BUSINESS
1) Get more production from
your existing associates…
2) Get more associates like the
ones you already have…
3) Combination of 1 and 2
4) Mass Recruiting = M/A
4
THE “KEY OF 3”
For the recruitment of “New” sales associates:
Focus on “The Key of 3” and the results will follow.
All prospecting, career events and interviews are conducted for the sole purpose of:
3 candidates committed to attending license school
2 of whom graduate with their license
1 of whom turns out to be an average producer
3 in school per month x 12 months =
36
2 who actually get a license x 12 months =
24
1 of whom turn out to be an average producer =
12
1 year = 12 new associates x ____________
= _____________ Closed Sides
Your average APPP*
2 years = 24 new associates x ____________
= _____________ Closed Sides
Your average APPP*
3 years = 36 new associates x_____________ = _____________ Closed Sides
Your average APPP*
X _____________
Average Company Dollar
Per Transaction
= _____________
Company Dollar
Focus on putting 3 people in school each month; the rest will follow…
***Annual Per Person Productivity
5
Rainmaker,
Real Star or
Real Estate
Simulator
6
CORE SYSTEMS
ASSESSMENT
7
Unique Value Proposition/UVP
Standards / Expectations
Mergers and Acquisitions
Interview / Selection
Value Displays
Lead Capture
Career Nights
Marketing / Advertising
Targeted Prospecting Plan
Goals Written
RECRUITING
TO BRING IN AGENTS
0
PARTIAL
FULL
CORE SYSTEM ASSESSMENT
YES
BUDGET
NO
GOALS &
ANALYSIS
WORKSHEET A
SUCCESS FORMULA
Gross Commission Income - (Determine Measurement Period)
Total sides - (same Measurement Period)
1. ______________
÷ 2. ______________
Average Gross Commission (per side)
3. ______________
(Line 1 divided byline 2)=
GCI / per side
Costs of Sales:
The company revenue is reduced by the cost of sales, which are commissions to sales associates,
royalties and any other direct costs (E&O insurance, national advertising, sign installation, etc.)
These costs are directly related to the production of revenue and not administrative or operating costs.
Note: It is suggested that sales associate commissions be calculated after certain costs are
deducted from gross revenue; i.e., E&O insurance, client follow up, national advertising, royalties
and other items determined by you.
E
L
A. Costs of Sales (before agent split)
Royalties (____% x Line 3)
P
National Advertising (____% x Line 3)
Errors & Omissions Insurance
M
A
Client Follow Up
Other*
S
B. Agent Commission
Line 3 Minus (A)
Total Costs of Sales:
_______________
_______________
_______________
_______________
_______________
_______________ Total (A)
=
_______________
x
_______________% (agent split)
=
_______________ Agent Commission (B)
______________ + ______________ = 4 ______________
(A)
(B)
Operating Income Per Side (Line 3 minus Line 4)
(Total Cost of Sales)
5. ______________
You won’t miss it. And, it will increase your bottom line by whatever percentage you deduct (6 - 10%).
8
WORKSHEET B
SUCCESS FORMULA
Company Budget:
Include only operating expenses. Do not include royalties, national advertising, commissions
paid to sales associates or any other “cost of sales.”
______________________
Average Monthly
Operating Expense
+
______________________
Profit
(Goal)
=
6. _____________________
Total Monthly Budget
______________________ =
Operating Income Per Side
(Line 5 on Worksheet A)
7. _____________________
Number of sided needed
for monthly budget
Sides needed to meet Company Budget:
______________________
Monthly Company Budget
(Line 6)
÷
E
L
Per-Person Productivity (PPP)
P
______________________
Number of Closed Sides
(Line 2 - Worksheet A)
÷ ______________________
Sales Associares
with at least 1 closed side
=
______________________
Current Annual Per Person
Productivity
(Line 8)
÷ ______________________
Number of Months in
measurement period
= 9. _____________________
Monthly Per Person
Productivity
(MPPP)
______________________
Number of Sides needed to
meet budget per month
(Line 7)
÷ ______________________
MPPP
(Line 9)
=
10. _____________________
Required # of
Producing Associates
monthly
______________________
Producing Associates
(Left of #8)
÷ ______________________
Total licensees during
same measurement period
(get from your records)
=
11. _____________________
% of Producing
Associates
(Positive Base)
______________________
Requires # of
Producing Associates
(Line 10)
÷ ______________________
% of Producing Associates
vs. Licensees
(Line 11)
=
12. _____________________
Total Licensees needed
to meet company goals
Final Analysis
M
A
S
9
8 . _____________________
Annual Per Person
Productivity
(APPP)
WORKSHEET C
Current number of Licensees (See Worksheet B, left of line 11.)
13.
Anticipated agent turnover (Line 13 x ____ %)
14. - _______________
E
L
Probable net associate population by year end, if no recruiting
took place during the year. (Line 13 - Line 14)
P
M
A
Licensees needed to meet company goals
(Worksheet B, left of line 12.)
S
LESS: Net Sales Associates (Line 15)
Total Recruits needed
GOAL:
Represents additional number of (Recruits) needed NOW...
to be on track for reaching goals.
10
(_______________)
15. = (_______________)
Net Sales Associates
16.
(_______________)
17. - _______________
18. = ________________
WORKSHEET A
SUCCESS FORMULA
Gross Commission Income - (Determine Measurement Period)
1. ______________
Total sides -(same Measurement Period)
2. ______________
Average Gross Commission (per side)
3. ______________
(Line 1 divided byline 2)=
GCI / per side
Costs of Sales:
The company revenue is reduced by the cost of sales, which are commissions to sales associates,
royalties and any other direct costs (E&O insurance, national advertising, sign installation, etc.)
These costs are directly related to the production of revenue and not administrative or operating costs.
Note: It is suggested that sales associate commissions be calculated after certain costs are
deducted from gross revenue; i.e., E&O insurance, client follow up, national advertising, royalties
and other items determined by you.
A. Costs of Sales (before agent split)
Royalties (____% x Line 3)
_______________
National Advertising (____% x Line 3)
_______________
Errors & Omissions Insurance
_______________
Client Follow Up
_______________
Other*
_______________
_______________ Total (A)
B. Agent Commission
Line 3 Minus (A)
Total Costs of Sales:
=
_______________
x
_______________% (agent split)
=
_______________ Agent Commission (B)
______________ + ______________ = 4 ______________
(A)
(B)
Operating Income Per Side (Line 3 minus Line 4)
(Total Cost of Sales)
5. ______________
You won’t miss it. And, it will increase your bottom line by whatever percentage you deduct (6 - 10%).
11
WORKSHEET B
SUCCESS FORMULA
Company Budget:
Include only operating expenses. Do not include royalties, national advertising, commissions
paid to sales associates or any other “cost of sales.”
______________________
Average Monthly
Operating Expense
+
______________________
Profit
(Goal)
=
6. _____________________
Total Monthly Budget
______________________ =
Operating Income Per Side
(Line 5 on Worksheet A)
7. _____________________
Number of sided needed
for monthly budget
Sides needed to meet Company Budget:
______________________
Monthly Company Budget
(Line 6)
÷
Per-Person Productivity (PPP)
______________________
Number of Closed Sides
(Line 2 - Worksheet A)
÷ ______________________
Sales Associares
with at least 1 closed side
=
______________________
Current Annual Per Person
Productivity
÷ ______________________
Number of Months in
measurement period
= 9. _____________________
Monthly Per Person
Productivity
(MPPP)
______________________
Number of Sides needed to
meet budget per month
(Line 7)
÷ ______________________
MPPP
(Line 9)
=
10. _____________________
Required # of
Producing Associates
monthly
______________________
Producing Associates
(Left of #8)
÷ ______________________
Total licensees during
same measurement period
(get from your records)
=
11. _____________________
% of Producing
Associates
(Positive Base)
______________________
Requires # of
Producing Associates
(Line 10)
÷ ______________________
% of Producing Associates
vs. Licensees
(Line 11)
=
12. _____________________
Total Licensees needed
to meet company goals
8 . _____________________
Annual Per Person
Productivity
(APPP)
Final Analysis
12
WORKSHEET C
Current number of Licensees (See Worksheet B, left of line 11.)
13.
Anticipated agent turnover (Line 13 x ____ %)
14. - _______________
Probable net associate population by year end, if no recruiting
took place during the year. (Line 13 - Line 14)
(_______________)
15. = (_______________)
Net Sales Associates
Licensees needed to meet company goals
(Worksheet B, left of line 12.)
16.
LESS: Net Sales Associates (Line 15)
17. - _______________
Total Recruits needed
GOAL:
Represents additional number of (Recruits) needed NOW...
to be on track for reaching goals.
13
(_______________)
18. = ________________
EFFECTIVE DESK
OCCUPANCY
14
EFFECTIVE DESK OCCUPANCY
STANDARDS /
EXPECTATIONS
Subject
Expectations
Notice of Probation
Succeeding at Leadership
Achievement Track
SUCCESS EXPECTATIONS
At ____________________________, our goal is to be the most competent and professional
team of real estate practitioners in the marketplace. After all, our customers and clients have
come to expect the very best in service from each and every one of us.
As outlined in our company “Letter of Expectation” we have established certain standards of
image, activity and productivity. In order to continue on our journey of delivering the very best
in service and professionalism, we must adhere to these standards.
As of ___/___/___, we will be adhering to our production standards as outlined in the
“expectation letter”. Those standards are as follows:
1. At least ____closed sides every __ months
OR
2. At least $________closed commissions every ___ months
OR
3. At least $______ closed company dollar every ___ months
standards, will be placed on probation during the next measurement period; which will be the
If, during the probation period, a team member meets or exceeds the production standards,
that team member will be removed from probation immediately.
If, on the other hand, a team member is unable or unwilling to meet the production standards
during the probation period, that team member may be asked to place their license with a
referral company or to simply transfer their license.
Our standards are in place to ensure that we are a team of professionals, who are known for
their competence and success.
Our goal is to be the very best in the marketplace!
If you have any questions about these expectations, please do not hesitate to discuss them
with me.
_______________
Date
__________________________
Sales Associate
COMPANY NAME / LOGO
HERE
15
NOTICE OF PROBATION
FROM: _____________________
TO: ________________________
RE:
_______________________
Date: ____/____/____
As outlined in our company “Letter of Expectation” and as presented on ___/___/___;
we have been adhering to our company production standards. As you will recall, we measure
the production of each of our sales associates every ___ months, based on the calendar year.
respective goals. However, we do have a minimum standard at which all associates must
produce.
During the ___ month measurement period of ___/___/___ through ___/___/___,
your personal production fell below the published standards.
Therefore, during the period beginning ___/___/___ and ending ___/___/___, you will be placed
on probation. If your production meets or exceeds the standards at any time during the probation
period or at the end of the probation period, you will immediately be taken off probation.
If on the other hand your production remains below the standard, one of the following
would happen:
1. You would continue on probation for another ___ months. This decision would be based
upon your progress made during the initial probation period and is at the sole discretion
of management…
3. Your license would be sent back to the state licensing department…
4. Your license would be place in our “referral company” where you could still earn
income through referral fees…
_____________, we sincerely want you to be successful here at ___________________.
However, we do have certain standards which must be met.
Our success is not measured by the number of sales associates who leave us.
Please contact me immediately to arrange a time to meet. We have a complete program designed
to assist you in meeting and exceeding the standards as outlined in our company policy.
16
SUCCEEDING AT LEADERSHIP
To simply place someone on probation for sub-par performance is not in keeping with earning the right
to de-hire. Remember, our responsibility is to provide the environment, the leadership, the systems,
tools, and the track for success. We can’t make anyone successful, but we can provide the opportunity for success. Therefore, what must we have in place in order for a sub-par sales associate to
achieve the standards we’ve put in place?
SYSTEMS
ACTIVITIES
TOOLS
SERVICES
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
What are the options for those associates who cannot or will not perform to the standard?
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
17
ACHIEVEMENT TRACK
FOR SUB-STANDARD PRODUCERS
NAME __________________________________________
ACTIONS NEEDED
DATE FOR COMPLETION
_________________________________________
_______________________
_________________________________________
_______________________
_________________________________________
_______________________
_________________________________________
_______________________
_________________________________________
_______________________
SPECIFIC PRODUCTION NEEDED:
DATE FOR COMPLETION
GCI/CO$ ___________
______________________
SIDES ___________
______________________
MINIMUM WEEKLY ACTIVITIES:
Floor time Session
________
Open House
________
Expired Listing Contacts
________
FSBO Contacts
________
Neighborhood Contacts
________
Target Market Contacts
________
Listing Presentation
________
18
Prospecting Action Plan
MARKETING/
ADVERTISING
SYSTEMS
Subject
Advertising (Print/Online)
Personality/Aptitude Assessment
RECRUITING ADS
TWO THINGS MAKE RECRUITING ADS WORK:
CONSISTENCY AND PERSISTENCE
The ads never need to be huge and gaudy. Rather short and to the point. What makes them successful
quality. That’s being consistent!
The second point is that the ads should appear more than just a few times. They should be put into the
paper and left there. The only thing that changes is the actual ad content. That’s known as persistence!
We’ll show you how to double your income and keep your old job while you’re doing it.
NO EXPERIENCE NECESSARY. We’ll train you. Call Marilyn at ABC Realty today about
a new career in real estate. 555-1122
Want to DOUBLE your income? We’ll show you how. We’ll train you while you keep your old job.
Before you quit your old job, we’ll show you how to DOUBLE your income.
Absolutely NO EXPERIENCE wanted. We’ll train you. After that -- you can quit your job,
because you’ll have a new CAREER in Real Estate. Call Marilyn at ABC today. 555-1122
No experience wanted! We’ll train you - FREE! You can earn while you learn!
Call Marilyn at ABC Realty today. 555-1122
BREAKFAST CLUB
Join us for breakfast and we’ll treat you to an Investment opportunity,
a Career opportunity and a meal. Call Marilyn at ABC Realty today.555-1122
START A NEW CAREER
Our training system will have you making money without quitting your present job.
For more information call Marilyn at ABC Realty today. 555-1122
END THE DEAD END
Are you trapped in a career you don’t love? A career in Real Estate can provide you the path
to unlimited possibilities and income. Call Marilyn at ABC Realty today. 555-1122
YOUR EXPERIENCE COUNTS
Successful Real Estate professionals come from all walks of life. Many from backgrounds just like yours.
Call Marilyn about a career in Real Estate today, and bring your experience with you. 555-1122
19
CRAIGSLIST, CAREERBUILDER OR MONSTER
RECRUITING AD
The key to posting a successful Craigslist recruiting ad is to post it often. Ads appear on Craiglist based on
the time they were posted, with the most recent posts toward the top of the page. You won’t be able to repost
the same ad twice, so you’ll need to simply change the Title of the ad and repost it at least once a week to see
success. You can copy and paste the exact same message into the body of the ad…only the Title must change.
Sample Craigslist Ad – Education/Teaching Section
Thought about making a change?
If you are thinking about making a change, you should know that former teachers make incredibly
successful Realtors.
So if you think real estate might be for you, we invite you to join the company voted the #1 Best Place
to Work in (your market)...become a Real Estate Associate with (your company).
Be sure to ask us about our Scholarship Reimbursement Program!
Have you wondered how successful you could be in a real estate career? Visit www. (your website)
The (your market) area is still one of the strongest real estate markets in the country.
(Your company) is the:
- - Insert your statistics here
*Based on RealTrends 500
As the #1 real estate company in (your market) we are not only surviving, we are growing! Why? We
offer our associates:
- - Insert your value proposition here
- And much more!
To learn more, we recommend you attend one of our weekly free career seminars held at your local
beginning your career, provide you information on the schooling and licensing process, and answer
all of your questions.
Visit (your website) to sign up online for the career information session nearest you or call (your
phone number)
Location:
20
BECOME A REALTOR-SCHOLARSHIP
PROGRAM AVAILABLE
We invite you to learn more about the company that’s consistently (your company accolade and
name). We take steps to ensure our associates succeed, providing the very best in advanced
technology, training, marketing and advertising.
At (your company), our focus is YOU!
You may not think about it, but now is a great time to start a career in real estate. Now more than ever,
home buyers and sellers need a Trusted Advisor for real estate and the (your market) area is one of
the strongest real estate markets in the country.
Have you wondered how successful you could be in a real estate career? Click here to take our quick,
And be sure to ask us about our Scholarship Reimbursement Program for getting your real estate
license with the (your real estate school)!
What Skills Do You Need?
Prospecting – Prospecting is the most important responsibility you have to your business. A successful
real estate agent spends approximately 35% of their time engaged in direct prospecting activities.
Servicing – These are activities that directly service the client. Examples are: listing presentations,
buyer needs analysis, showing homes, etc. A successful agent spends approximately 35% of their
time engaged in these activities.
Administration – These activities fall into two categories: Those activities that are required to close
a transaction (i.e. inspections) and those activities that are required as a marketing manager and
business manager of a company (i.e. mailing newsletters). A successful agent spends approximately
30% of their time engaged in these activities.
Visit (your website) to sign up online for the career information session nearest you or call (your
locations!
Company Description
success and continual expansion. (Your company)
(your market), with
more than (# of associates) sales associates, the (your market) leading new homes and relocation
divisions, a mortgage company, title company, insurance company, an REO division, a concierge
division dedicated to home and move-related services, one of (your state) best real estate schools
and one of the top real estate websites in (your state).
20-a
(Your company) training program is designed to help you become productive and successful as
quickly as possible in your career. Our curriculum is delivered to you in phases as you begin and
advance your business. (Your company) believes that there is no better way to learn than to be able
to follow the lead of another great professional. Our mentoring program is a one-of-a-kind way to learn
from the best. From the exceptional training with proven results to the support services available,
(your company) offers unparalleled guidance to its associates.
Throughout the years, our company’s founders and have always focused on serving the industry and
the community in which the company has prospered.
(Your company) has been the leading full-service real estate provider in the (your market) market for
over (# of years) years. We are proud to be locally owned and operated and are committed to serving
We offer our associates:
- Insert your value proposition here
- And much more!
20-b
LIVE, WORK, PLAY - THE (YOUR COMPANY) WAY
Date: 2011-03-16, 9:53AM EDT
Reply to: your anonymous craigslist address will appear here
At (your company) we are taking bold and dramatic steps to ensure that our team members succeed,
even in this constantly evolving market. We provide state of the art Technology and Marketing to
generate more leads and better business tools to our associates. If you believe as we do, that there
advantage of every opportunity to succeed.
-Insert your company highlights or stats
(year).
(your website and phone number)
out how successful you could be (your RealSTAR website) 10 minutes could change your life...
20-c
NO EXPERIENCE NECESSARY
Date: 2011-02-21, 1:02PM EST
Reply to: your anonymous craigslist address will appear here
Want to DOUBLE your income? We’ll show you how. We’ll train you while you earn. Find out more
about a new career in real estate at the #1 Real Estate Company in (your market)
Take our FREE, quick personality assessment (your career website)
could be in real estate...10 minutes could change your life!
20-d
TRAINING, TRAINING, TRAINING
Date: 2011-02-21, 1:05PM EST
Reply to: your anonymous craigslist address will appear here
No experience wanted! We’ll train you – FREE! You can earn while you learn!
Take our FREE, quick personality assessment at (your career website)
you could be in real estate...10 minutes could change your life!
20-e
CRAIGSLIST, CAREERBUILDER OR MONSTER
RECRUITING AD
CONTINUED
(COMPANY) has been the leading full-service real estate provider in our market. We are proud to be locally
owned and operated and are committed to serving the real estate and home-ownership needs of our community
(COMPANY) is the:
- Bullet Points
- Bullet Points
- Bullet Points
- Bullet Points
- Bullet Points
We offer our associates:
- Bullet Points
- Bullet Points
- Bullet Points
- Bullet Points
- Bullet Point
21
GUIDELINES TO
SUCCESSFUL ADVERTISING
A.
Be creative and persistent. Stick to it week in and week out and be willing to mix
things up!
B.
Experiment / Trial & Error. Alternate ads from the weekday paper to the
then the following week in your weekly (usually Wednesday) local publications.
C.
Place your advertisements online, as well! The newspaper isn’t the only place to
advertise for recruiting. Websites like Craigslist.com are very successful to make
the phone ring.
D.
The ads above are eight ad ideas designed for “high volume” calls. They require
an effective “screening” system.
Note: The words in these ads lend themselves to attracting part-timers.You may
change or eliminate phrases such as “Keep your old job. Bear in mind however,
that you should discuss the goal of transitioning to full time during your interviews
and career sessions.
E.
Since these ads will yield a tremendous number of calls, the following system will
be helpful:
1. Never take incoming recruiting calls. You will constantly be dropping what you are
2.
3. Designate a person to actually handle the call.
22
Prospecting Action Plan
RESPONDING TO
AD CALLS
Subject
Disposition of Calls
Prospect Information
Return Call
Appointment Dialog
Career Session
DISPOSITION OF CALLS
OPTIONS FOR HANDLING
RECRUIT CALLS
ordinator or receptionist. They would perform a very quick “Screening process” and then:
OPTION #1
SET AN APPOINTMENT FOR A CONFIDENTIAL INTERVIEW WITH “RECRUITER”
a. time slots for interviews should be established in advance by recruiter
b. therefore, your designated representative knows when to set an appointment
with prospects
OPTION #2
GET NAME & PHONE NUMBER OF PROSPECT (CALLER) AND SET A TIME FOR
THE “RECRUITER” TO CALL THEM BACK
a. at least 2 “call back” times should be established in advance by recruiter
b. if prospect cannot take call at either time, have prospect provide time
OPTION #3
MAKE A RESERVATION FOR THE PROSPECT TO ATTEND THE NEXT “CAREER
SEMINAR”
prospect at career session…its an opportunity to do some qualifying &
screening before interview
23
Date: ________________________________________
PROSPECTIVE RECRUIT INFORMATION
Name:______________________________
Address:____________________________
___________________________________
Phone Number:____________________Cell:_____________________Email:_____________________
Area/Neighborhood:______________________________
Call Back
“Thank you for sharing this information. May I have Mr. /Mrs.
on (day) at
(time) or on (day) at
(time) ?
Our next Career Session is
(day)
at
(time)
RECRUITER
. We will be holding it at
APPOINTMENT WITH BROKER
give you a call
(place)
.”
CAREER SEMINAR
Day:
________________________________ Day:
________________________________
Date:
________________________________ Date:
________________________________
Time: ________________________________ Time: _________________________________
Phone: ________________________________ Phone: _________________________________
“Thank you for calling. I will send you some information about our company our system. In the meantime,
please give me a call if you have any questions.”
Follow-up package sent: (
) Yes
(
) No Date: ________________________________________
Follow-up call prior to Career Seminar
24
THE RETURN CALL
What interests you about a career in Real Estate? _____________________________
_____________________________________________________________________
How long lived in area?
(Stability)
_____________________________________________________________________
Activities involved in?
(Credibility and Sphere)
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
How long at present job?
(Responsibility)
_____________________________________________________________________
Any problems with working evenings or weekends?
(Ambition)
_____________________________________________________________________
_____________________________________________________________________
Kind of income looking for?
(Reality vs. Ambition)
_____________________________________________________________________
APPOINTMENT FOR INTERVIEW
Day: __________________________
Date: __________________________
Time: __________________________
CAREER SEMINAR RESERVATION
Day: ___________________________
Date: ___________________________
Time: ___________________________
Follow-Up calls:
(dates) _______________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
25
APPOINTMENTS
ANSWERING PHONE INQUIRIES
It is vital that the people handling the inquiries be sharp, pleasant people and service-oriented.
Proper orientation to the career opportunity concept will make this person more aware and
appreciative of the need to get as much information from the caller as possible.
Caller:
“Hello. I’m calling for some information about your ad in the paper
about a career opportunity.”
Receiver:
“Certainly, thank you for calling. My name is ______________________.
What’s yours? (WFA) May I have your phone number and address, so that
I could send you some information in today’s mail?” (Send follow-up package)
Caller:
(Gives information.)
Receiver:
“I’m scheduling appointments for (Broker/Manager) and I need to ask you
a few questions, okay?”
Caller:
(Answers the question.)
Receiver:
“What kind of work are you in now, _______________?
Caller:
(Answers the question.)
Receiver:
“Do you have any sales or people experience?”
Caller:
(Answers the question.)
Receiver:
“What interests you most about a career in real estate?”
Caller:
(Answers the question.)
Receiver:
“In the state of __________, you must be at least ________ years old to
get a real estate license. Do you meet this requirement?”
Caller:
(Answers the question.)
Receiver:
“M/M ___________. _____(Broker)_____ will be contacting you at
___(time/date)____ . Okay? (If not, give alternate time.)
NOTE: You must establish a time within 24 hours when you will get back with these prospects.
Inform your people to offer two options for the call back time (each time should be exact, such
as 4:15, etc) when they will be contacted.
26
CAREER SEMINAR
ANSWERING PHONE INQUIRIES
It is vital that the people handling the inquiries be sharp, pleasant people and service-oriented.
By participating in the planning of your career session he/she will be more aware and appreciative of the need to help get the public to turn out for your career session.
Caller:
“Hello. I’m calling for some information on your career session.”
Receiver:
“Certainly, thank you for calling. If you’ll just give me your name and address,
I’ll send you some information in today’s mail.”
Caller:
(Gives information.)
Receiver:
We still have some space available for our next career session on
___/___/___. I can make a reservation for you right now. Would you like
me to do that for you? Great! If by any chance you cannot make that date,
please let me know. We usually end up with a waiting list. My name is
______________. By the way, may I ask how you heard about our
career sessions?”
Caller:
Answers the question. (If newspaper, which day?)
Receiver:
“Thank you. It really helps us to know how you heard about it. What kind
of work are you in now, ______________?”
Caller:
Answers the question.
Receiver:
“___________, I have reserved a space for you at our career session.
Please bring your wife/husband as our guest if he/she can make it.
It has been our experience that they will really enjoy the program also.
And again, thank you for calling.
Be sure to enter information on phone inquiry form.
27
ADVERTISING SYSTEM
SET UP
2. These ads will be placed:
Online:
3. These ads will be placed:
Daily
Weekly
4. Who will place these ads:
5. When:
(Day of the Week/Month)
6. Ads will be rotated how often:
7. Who will respond to inquiries:
Online:
Phone:
Email:
8. Disposition of all responders (response options)
Call Back:
Day
Time
Set Appt.:
Day
Time
Career Session Invitation:
Day
Time
9. Who will send C/N invitations:
(When)
(Day/Time)
10. Who will send C/N reservations:
(When)
(Day/Time)
27a
Prospecting Action Plan
PERSONALITY/
APTITUDE TOOLS
RealSTAR at a Glance
1. Simplicity – It is so easy to get complicated and too detailed. We have taken every step to insure
that this system stays simple.
2. Time Involved – When you are recruiting, “online” potential candidates are looking for quick
solutions… This assessment takes less than 10 minutes to complete. All the conventional wisdom
dictates that to keep an online visitor through completion of the assessment the best results are
achieved when the online “experience” takes less than 10 minutes.
3. Customization of the results page – We know that ultimately the result of the assessment is in a
marketing piece for “your” company not our company.
4. Delivery of the results page – As you will see the results are immediate. That is immediate for
the candidate, as well as you receive the results immediately.
5. Consent – On the registration form the candidate gives their consent to you receiving their
assessment results.
6. Accuracy – In all the thousands of assessments that have been completed, in our knowledge we
have received no word that anyone has disagreed with the results.
7. Content – There are 60 “choice” type questions that deal with life situations not real estate. As
far as asking real estate task-related questions to an individual who is not trained in real estate, the
results would be meaningless.
8. Length of the assessment results – To maintain consistency with our desire for simplicity the
RealSTAR offers exactly what brokers need today, a simple straight forward solution to the evermounting pressure for recruiting. Not only is this program simple and straightforward but many
would agree that we include with it the very best management training available in the industry.
address any unique circumstances you may have.
Cliff Baird, MBA, PhD.
www.realstarrecruits.com
THE REAL ESTATE SIMULATOR™
WHAT IS THE REAL ESTATE SIMULATOR™?
The Real Estate Simulator™ is a web-based assessment tool that helps brokers recruit, select, train and
manage the complete recruiting process.
HOW DOES THE REAL ESTATE SIMULATOR™ WORK?
The Real Estate Simulator™ accomplishes this by evaluating selling skills, personality and IQ. This is the only
The highlight is a simulation where a person gets to play the role of a real estate agent by interacting with
virtual clients interested in buying and selling property. Potential recruits are taken through the whole sales
cycle from building a rapport to closing the deal. As they go through the simulation their actions are compared
to top performers.
Brokers get an attractive “clickable” banner site placed on their sites with a message that entices recruits like
“Are you interested in a career in Real Estate? Try our Real Estate Simulator™ to see if it’s right for you”
When a potential recruit clicks on the banner, they are taken instantly to a contact information form followed by
the results. These results can be used to “hook” candidates in for an interview. The report indicates the kinds
of questions brokers can focus on as well as the kind of investment they have to make to get the person up
training needs.
HOW DOES THE REAL ESTATE SIMULATOR™ HELP BROKERS?
This powerful recruiting-lead generator has helped brokers from across North America:
1) Increase the number of recruits
2) Choose agents that will provide a strong Return on Investment
3) Target training efforts to reduce skills’ gaps.
WHY IS THE REAL ESTATE SIMULATOR™ EFFECTIVE?
The Real Estate Simulator™ is unlike all other assessment tools in eight important ways:
1) It is designed for the real estate profession
2) It is delivered via the Internet
3) It is interactive
4) It addresses the key questions that new recruits want answered
5) It demonstrates brokers’ commitment to agents’ success
6) It helps brokers build relationships with recruits – regardless of their experience
7) It sets brokers apart from the competition
8) It allows the broker to identify an agent’s strengths and weakness.
Finally, to ensure that The Real Estate Simulator™ is always relevant, it is constantly being validated with
managers, agents, and brokers within the Real Estate industry.
WWW.REALESTATESIMULATOR.COM
33
AGENT TYPE ONLINE RECRUITING ASSESSMENT
FROM RAINMAKERS MARKETING,LLC
INTERESTED PEOPLE FIND YOU
an online personality assessment to engage prospective recruits in the process of seeing if a career in real
estate is right for them.
cost per potential recruit of less than $10.00. This System is easy to use, inexpensive, and effectively
increases the number of prospects that commit to sitting down with a recruiter or manager to discuss
career opportunities with your company.
POST IT WHERE THEY ARE LOOKING
Craig’s List to promote their career assessment test.
SPEND RECRUITING $ WISELY
most responses.
your potential recruits.
Contact:
Dwayne Mosley. Rainmakers Marketing, LLC
262-439-8879
Dwayne@wemakeitrain.com
34
Prospecting Action Plan
TARGET
MARKETING
Subject
Prospecting Tips
Neighborhoods (Phone or Face to Face)
Conversational Prospecting
Other Professionals
- Cosmetologists
- Insurance
- Teacher
License Applicants
Pre-License Schools
Postcard Campaign (Neighborhoods)
Agent Referrals (From Existing Associates)
Past Clients
PROSPECTING TIPS
Recruiter / Broker
Make time, at least 3 days per week to make 5 calls by phone and 5 personal contacts.
10:00 - 11:30 am
Saturday morning.
capable of calling within 72 hours
Note: If you’re making personal contacts in neighborhoods, make them at the same times
you would make phone calls:
4:30 p.m. - 6 p.m. Tuesday- Thursday and 10 a.m. - 11:30 a.m. on Saturday morning.
Be consistent and persistent
35
PROSPECTING
NEIGHBORHOODS/MARKETPLACE
(DOOR/PHONE)
DIALOGUE:
Broker:
“Hi, M/M_______________? I’m_____________, President of ___________________.
Perhaps you’ve heard of us?
I was wondering if you could help me for just a moment?
to represent us in this area and that’s why I’m calling. I’m looking for someone looking to
from your area (or neighborhood).
Other than Broker:
“Hi, M/M___________________? I’m ______________ representing _____________.
Perhaps you’ve heard of us? (WFA)
area/neighborhood, and that’s why I’m calling -- to see if you could help me for just a
moment. M/M___________________, we’re looking for people who are bright, honest,
ambitious and would like to double their income. We only have three positions available,
SUMMARY
get back with referring party with follow-up results.
36
CONVERSATIONAL PROSPECTING
DIALOGUE:
“Hi! How are you today? (WFA) Fine. My name is____________________. What’s yours?
(HAND THEM A BUSINESS CARD)
___________, have you ever thought about the possibility of doubling your income? (WFA)
Have you ever considered Real Estate? (WFA)
I’ve found that a great many of my top sales people came from backgrounds just like yours!
I’m holding a Career Seminar on ____(day)____, ____(date)____ at ____(time)____ at ____
(location)____. I’d like to make a reservation for you, unless you’d prefer to come in for a
In the meantime, I’ll send you some information in the mail. What’s your address?”
a. If not interested: “Who do you know that might be interested in doubling their income?”
b. Close for interview or Career Seminar;
Get name and address
37
PROSPECTING ACTION PLAN
TARGET MARKETING OTHER PROFESSIONALS
SOURCE:
inside salespeople, outside salespeople, brokers, housewives
and on and on!
APPROACH:
NOTE: Many “Target Prospects” are registered or licensed in their respective
Professional Registration.
38
SAMPLE LETTER
Date
Mary “Cosmetologist”
1234 Sunshine Parkway St.
Louis, Missouri 63000
Dear Mary,
In your business, you obviously get to meet and know a wide range of people. I’m sure many times you
develop friendships with your clients. Wouldn’t it be nice if you had the opportunity to help some of
those people with other aspects of their life as well as their appearance?
A career in real estate could be that opportunity. Before you decide it’s not for you, consider a few
things:
You could very possibly DOUBLE your income.
You could still keep your job as a cosmetologist.
You’d have the opportunity to help friends with their home buying needs.
At (office name), we realize that as a cosmetologist you already use many of the skills it takes to be a
successful sales associate in real estate: You’re a good listener; you manage your time well, and you are
used to keeping up with a changing business.
These are just some of the reasons why you should consider a career as a Real Estate Sales Professional.
I’ve included some information that will tell you more about the career opportunities with our company.
If you’d like more information, Mary, please feel free to call me: (phone #); or fill out the enclosed reply
card and drop it in the mail. We’ll contact you at your convenience.
Thank you for your time.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
39
SAMPLE LETTER
Date
John “Insurance”
1234 Sunshine Parkway
St. Louis, Missouri 63000
Dear John,
In your business, you obviously get to meet and know a wide range of people. I’m sure many times
you develop friendships with your clients. Wouldn’t it be nice if you had the opportunity to help some
of those people with obtaining the “American Dream”, as well as insurance?
A career in real estate could be that opportunity. Before you decide it’s not for you, consider a
few things:
Real Estate is a natural companion to insurance, as most
home buyers are in need of insurance.
Selling real estate will mean built-in leads for your insurance
business and vice versa.
At (office name), we realize that as an insurance agent, you already have many of the skills it takes to
be successful at real estate: You’re a good listener; you already have sales and presentation skills, and
you manage your time well.
These are just some of the reasons you should consider a career as a Real Estate Sales Professional.
I’ve included some information that will tell you more about the career opportunities with our company.
If you’d like more information, John, please feel free to call me at: (phone #); or fill out the reply card
and drop it in the mail. We’ll contact you at your convenience. Thank you for your time.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
40
SAMPLE LETTER
Date
Terry “Teacher”
1234 Sunshine Parkway
St. Louis, Missouri 63000
Dear Terry,
There are some basic skills that every teacher must possess, in order to do the job well. Some of those
skills are listening, presenting ideas and time management. It just so happens those are the very same
skills that every successful sales person possesses; especially in the field of Real Estate.
At (office name), we are always looking for people with the particular skills and abilities necessary
to be successful in Real Estate. As a teacher, you most likely possess those skills and abilities.
Before you decide that a career in Real Estate doesn’t interest you, please consider a few things:
You can keep your teaching position AND sell real estate.
You could very possibly DOUBLE your income.
Recognition is a top priority with us.
We believe talent like yours should be used to its fullest potential. That’s why you should consider a second career, or even a full time career in real estate. I’ve included some information that will tell
you more about the opportunities available with our company.
If you’d like more information Terry, please feel free to call me at my office: (phone #); or fill out the
enclosed reply card and drop it in the mail. We’ll contact you at your convenience. Thank you for your
time.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
41
TARGET MARKETING
SOURCES OF PROSPECTS
42
PROSPECTING ACTION PLAN
APPLICANT LETTER
Date
Dear _______,
Congratulations! You’re on your way to an exciting new career in real estate! The first and most important step in reaching your goals is choosing the right company.
At _________________________ we know you’ll feel right at home. You’ll get all the support you need
to make your business thrive and give your clients every advantage. You’ll grow in a family of professionals who share you exuberance, talent and drive. You’ll receive the support of local, hands-on managers, and be valued and rewarded for being the best you can be.
We have ___ sales offices over a four county area. Please go to www.________________ to find the
office you would like to interview and partner with. Need help deciding? Call our corporate office at
XXX-XXX-XXXX for assistance.
We look forward to helping you get started.
Sincerely,
Name, CEO
Company Name
43
PROSPECTING ACTION PLAN
Real Estate License Schools
You may or may not have access to school rosters. If not:
(A)
Market to “applicant list”
(B)
If applicant list is not available, then market to:
(C)
New licensee list
44
Prospecting Action Plan
POSTCARD
SYSTEM
Subject
Postcard System
Sample Postcards
Response
POSTCARD SYSTEM
1.
2.
Print or write message on the reverse side of one card.
3.
Do not put a salutation on card, but do put your close and signature on card.
4.
Use a felt tip marker or pen (black).
5.
Take cards to printer and have them print message on card.
6.
(Example: “Dear Bob”) (Use same felt tip pen.)
7.
8.
An assistant can do this.
9.
See examples of messages on next page.
SUMMARY
career seminar.
Note: In today’s world of technological advancements; these postcards could
45
POSTCARD SYSTEM
NEIGHBORHOOD
#1
NEIGHBORHOOD
#2
Dear Bob,
Dear Mary,
I’ve been trying to reach you and have been unable
to do so. I need to speak with you about a position
with my firm. You could very possibly double your
income the first year.
We are expanding our firm in your area. I need to
speak with you about a sales position. You could
very possibly double your income and you can work
your own hours.
If interested, call me at 555-1122 on Thursday
between 2:45 and 4 p.m.
If interested, please call me at 555-1122 on Tuesday
between 2 p.m. and 4 p.m.
Thank you,
Thank you,
Joe Broker
Joe Broker
PROFESSIONAL PERSON
#3
NEIGHBORHOOD OR
PROFESSIONAL PERSON
#4
Dear John,
Dear Mary,
I have been trying to reach you and have been
unable to do so. I need to speak with you about a
position with my firm.
I’ve been trying to reach you and have been unable
to do so. I need to speak with you about a sales position with my real estate firm.
You could very possibly double your income, and
this work fits in perfectly with your schedule as a
(firefighter, teacher, etc.)
You could very possibly double your income while
working your own schedule.
Please call meet 555-1122 on Wednesday between
3 p.m. and 5 p.m. to set a time together.
If interested, please call me at 555-1122 on
Thursday between 2:15 p.m. and 3:45 p.m.
Thank you,
Thank you,
Joe Broker
Joe Broker
46
SAMPLE RESPONSE TO
A POSTCARD CALL
DIALOGUE
“Hi! My name is _____________. What’s yours? (WFA)
First of all____________, let me say thank you for taking the time to call me.
You’re probably wondering why you received a postcard from us.
_____________,
At any rate __________, I need three bright, honest and ambitious people interested
in doubling their income. And I’m combing a highly selected area of homes using this
Tell me, ____(name)____, what caused you to call?”
Close for career seminar or interview.
If not interested, ask if they know of anyone who is.
47
Prospecting Action Plan
ASSOCIATE
REFERRAL
Subject
Legacy
Agent S.O.I.
THE LEGACY PLAN
(Company’s Name)
is pleased to have a rewards program for sales associates who recruit
successful new associates. Our company encourages sales associates to assist in recruiting additional sales associates. As a result in 2009,
(Company’s Name)
will begin the new Legacy
Plan; a revenue sharing incentive program to offer stronger rewards to associates who actively
participate in the business building process.
Associates will be rewarded based on the following model:
4%
1%
1st Generation
2nd Generation
Associate
1st Generation — A
(Company’s Name)
Sponsor Associate recruits a prospective associate to join the company. The Sponsor Associate receives 4% of the company dollar generated by
this new associate for as long as both associates are with
(Company’s Name)
.
2nd Generation — A
(Company’s Name)
Sponsor Associate will also receive 1% of
the company dollar generated by any associate that is recruited by a 1st Generation associate.
In otherwords, a
(Company’s Name)
Sponsor Associate will receive 4% of the company
dollar produced by anyone they recruit (1st Generation) and 1% of the company dollar produced
by anyone recruited by their 1st generation associate (Second Generation); for as long as each
associate is with
(Company’s Name)
.
There is no limit as to the number of 1S1 and 2nd Generation associates a
(Company’s Name)
Sponsor Associate may refer; however, the Legacy Plan does not go beyond 2nd Generation.
In order for an associate to be enrolled into the Legacy Plan, the Sponsor Associate must physically
48
THE LEGACY PLAN
CONTINUED
This will exclude those recruits who:
1. Have already enrolled in and/or is attending the
(Company’s Name)
Real Estate
School; and is already in the
(Company’s Name)
recruiting pipeline.
2. Have attended a
(Company’s Name)
3. Have already been contacted by
career seminar
(Company’s Name)
Management and/or staff
In order for a Sponsor Associate to be able to participate in the Legacy Plan, he/she must be
licensed with
(Company’s Name)
. If the associate has a license with our Referral
Company, they are allowed to participate in the Legacy Plan and will receive the program’s rewards.
In order for the prospective associate to qualify as a Legacy Plan recruit; he/she must at least have
a license with our “Referral Company”.
(Company’s Name)
interpretation of the Plan as it may apply to any person, matter, or circumstance will be made by
management in its discretion.
Policies & Guidelines are subject to change as we gain experience with this new program. Ample
notice will be given in advance of any changes to these Policies & Guidelines.
49
STAFF-GENERATED
“SPHERE OF INFLUENCE”
Have each of your staff suggest one or two people (friends, relatives, acquaintances) whom they
Send each person on the list a personal letter, inviting him or her to come talk to you about a career
SAMPLE LETTER TO SPHERE OF INFLUENCE
Note: Only send out the number of letters you can, and will, follow-up with a phone contact.
Dear Susan,
I was speaking with Joe Jackson (recommending agent) this morning and your
name came up in the conversation. Joe spoke very highly of you and even suggested I contact you about a career in real estate.
Joe said you are a highly motivated person, with good communication skills who
just might be interested in a lucrative and rewarding career in Real Estate. Joe
believes you have exactly what it takes to be very successful in our industry. As a
result of my conversation with Joe, I’d really like to meet with you and discuss the
possibilities.
I am always looking for quality people who are self-motivated and success oriented. And it sounds like you may be just the kind of person I’m looking for.
A career in real estate offers new challenges, freedom from the 9 to 5 routine, and
the opportunity to get paid what you are worth. If any of these sounds interesting
to you, please give me a call. I think the possibilities are endless, and I’d like to
talk to you about some of them.
In the meantime, I’ll be contacting you shortly to explore those possibilities.
Sincerely,
ABC Realty
Joe Broker
Vice President
50
Prospecting Action Plan
PAST
CLIENT
Subject
Letter
Script
SAMPLE LETTER TO PAST CLIENTS
Date
Name
Address
Dear Mr. and Mrs. Client,
As a valued client of ours, I would like to personally invite you to our next Career Seminar.
Many of the people we help with finding or selling a home realize that real estate is a very
attractive and rewarding business opportunity.
I am now expanding my firm and I’m looking for bright, ambitious and honest people;
interested in doubling their income. That is why I am offering you this opportunity to look
at a career in real estate.
(Name of Agent)
enjoyed working with you in (buying/selling) your home and
feels that you might just be a real asset to our firm.
The next Career Seminar will be held at
(Place)
on
(Day)
,
(Date)
at
(Time)
. I’ll call you in the next few days to discuss the possibilities further.
I have enclosed some information about my company and our company. If you have any
questions, please give me a call.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
51
PAST CLIENTS
In this campaign, you may choose to call past clients directly or send invitations and then call.
Recommendation: Send invitation followed by call
TELEPHONE SCRIPT
(Use when calling past clients directly.)
“Hi, M/M______________? M/M______________? I’m, ________________, representing
_______________. I’m calling as a follow up to a letter I sent you the other day.
First of all, I wanted to make sure you’re (happy with your new house) or (everything went well
with the sale of your home).
and honest people interested in doubling their income.
I’d like to extend a special invitation to you to come to our next Career Seminar. We have found
attractive and rewarding business opportunity.
And I wanted to offer you the opportunity to take a closer look at a career in real estate.”
OR
Who do you know that might be interested in doubling their income?”
NOTES:
transaction was a favorable experience for that past client
52
Prospecting Action Plan
FOLLOW-UP
SYSTEM
Subject
Sample Letters
Tracking Summary
CAREER SEMINAR INQUIRY
Date
Dear Mr. Prospect:
Thank you for your interest in a career in real estate. Today, more than ever, real estate is
providing many people an opportunity to fulfill their dreams and reach their goals.
At ________________, we’re very proud of the career opportunity we’ve been able to provide to our associates.
Enclosed you’ll find some very helpful information about real estate and our company.
I’m looking forward to meeting you at our next Career Seminar on ____(day)¬¬¬____,
____(date)____, at ____(time)____. Reservations have been made for you. If for any reason
you can’t make it, please call and we’ll make new arrangements.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
Send a business card and the “Career Oriented” brochure with this letter.
SAMPLE FOLLOW-UP LETTER
53
INTERVIEW/APPOINTMENT
SAMPLE FOLLOW-UP LETTER
Date
Dear Mr. Prospect:
Thank you for your interest in a career in real estate. Today, more than ever, real estate is
providing many people an opportunity to fulfill their dreams and reach their goals.
At _____________, we’re very proud of the lucrative career opportunity we’ve been able to
provide to our associates.
Enclosed you’ll find some very helpful information about real estate and our company.
I’m looking forward to meeting you when we get together on ____(day)____, ____
(date)____, at ____(time)____. If for any reason you can’t make it, please call and well’
make new arrangements.
See you on the ____(date)____.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
54
PROSPECT FOLLOW-UP
Date: ___________________________________
Name: ______________________________________________________________________
Telephone: __________________________________________________________________
Address: ____________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
How Contacted:
Face to Face prospecting
______________________________
Phone
______________________________
Mail
______________________________
Referral
______________________________
Ad
______________________________
Other
______________________________
Response: _________________________________________________________________ _
__________________________________________________________________________
Next Contact Date:
Result:
_________________________________
_______________________________________
_________________________________
_______________________________________
_________________________________
_______________________________________
_________________________________
_______________________________________
_________________________________
_______________________________________
_________________________________
_______________________________________
55
Prospecting Action Plan
90 DAY
PROSPECTING
PLAN
Subject
Summary of Prospecting Activities
90 Day “Action Plan”
Weekly Summary Report (Learning Your Laws of Averages)
Weekly Recruiting Journal (A Different Way to Look at Activities)
Recruiting Results Form (Another Way to Keep Track)
SUMMARY OF PROSPECTING ACTIVITIES
1.
Advertising (traditional/online)...passive
2.
Marquee/sidewalk sign/windown sign (now hiring/agents wanted)...passive
3.
RealStar/Real Estate Simulator/Rainmaker...passive/proactive
a. promoted on back of business cards, all print material, website, etc.
4.
Conversational prospecting...proactive
a. restaurants, grocery store, vendors to your company, etc.
5.
Target Marketing (geographic)...passive; except for ‘gold calling’ (proactive)
a. neighborhood (“gold calling”/letter/postcard system)
6.
Target Marketing (demographic)...proactive, unless not followed by phone call
a. insurance
b. cosmetologists
c. teachers
d. real estate school rosters
e. applicant lists
f. new licensee lists
g. past clients
h. agent SOI
Note: (6 a-h) should be a letter, followed by a phone call within 72 hours; so only send the number of
each, that you intend to follow-up on with a personal call; otherwise, it’s just passive prospecting...
total...
56
90 DAY
RECRUITING PROSPECTING PLAN
THE PASSIVE PROSPECTING ACTIVITIES I’LL COMMIT TO FOR THE NEXT 90 DAYS ARE:
1.
_________________________________________________________________________
2.
_________________________________________________________________________
3.
_________________________________________________________________________
THE PRO-ACTIVE PROSPECTING ACTIVITIES I’LL COMMIT TO FOR THE NEXT 90 DAYS ARE:
1.
_________________________________________________________________________
2.
_________________________________________________________________________
3.
_________________________________________________________________________
THE NUMBER OF CONTACTS FROM EACH “PRO-ACTIVE” PROSPECTING ACTIVITY THAT I’LL
COMMIT TO:
ACTIVITY
DAYS
TIME
DAILY NUMBER OF
CONTACT GOALS
PERSON
RESPONSIBLE
1. ____________
__________
_________
_________________
_______________
2. ____________
__________
_________
_________________
_______________
3. ____________
__________
_________
_________________
_______________
Interview Goals
per week:
Person
#:__________
Days:__________
Time:__________
Resposible __________
CAREER SESSIONS PLANNED (recommend weekly session)
DATE
TIME
PLACE
FACILITATOR
SET UP: PERSON
RESPONSIBLE
1. ____________
__________
_________
_________________
_______________
2. ____________
__________
_________
_________________
_______________
3. ____________
__________
_________
_________________
_______________
4. ____________
__________
_________
_________________
_______________
Broker/Manager _____________________________________
57
WEEKLY SUMMARY OF
RECRUITING ACTIVITY
WEEK OF:____________
ACTUAL CONTACTS MADE
PROACTIVE
ACTIVITES
MON
TUE
WED
THU FRI
SAT
WEEKLY
TOTAL
1.
__________________________
____________________________________________
2.
__________________________
____________________________________________
3.
__________________________
____________________________________________
Totals
____________________________________________
SUMMARY OF RESULTS
______________________________________
Number of attendees at Career Seminar ____________________________________________
Number of enrollments to Pre-license Training _______________________________________
Number of licensed associates obtained
Broker/Recruiter/Mgr.
___________________________________________
__________________________________________________________
_______________________________________________________________
Business Phone _______________________________________________________________
Fax # _______________________________________________________________________
EMAIL Address _______________________________________________________________
58
59
Licensee List (letter/postcard)
TV
Experienced Agents
Attended Closing
# of Contacts ____
Co-op Agent
# of Contacts ____
Open House Agent # of Contacts ____
Target Audience (Teachers, etc.)
Phone
# of Contacts ____
Face to Face
# of Contacts ____
Target Neighborhood
Phone
# of Contacts ____
Face to ace
# of Contacts ____
-Experienced Agents
-New Recruits
Postcards/Email Campaign
TARGET AUDIENCE
Letter/Postcard (followed by call)
Legacy Introduction
Other
Past Client (letter/phone)
Legacy Introductions (agent SOI)
School Attendees
Applicant List
Licensee List (New/6 mos/12 mos)
Other
PROACTIVE PROSPECTING
Applicant List (letter/postcard)
Radio
New Recruits
School (letter/postcard)
LICENSEES
Online
ADVERTISING
PASSIVE PROSPECTING
MANAGER WEEKLY RECRUITING JOURNAL
# of Contacts ____
# of Contacts ____
# of Contacts ____
# of Contacts ____
# of Contacts ____
# of Contacts ____
# of Contacts ____
# of Contacts ____
# of Contacts ____
Social Media
Real Star
Career Builder
Business Plan
INTERNET
60
Experience Agents
School
New
Experienced
# of Interviews
# Enrolled
# Hired
# Hired
__________ _________
__________ _________
__________ _________
__________ _________
__________ _________
__________ _________
New Recruits
# of Interviews
__________ _________
Net Gain/Loss
Career Seminar
# of Attendees
_________
_________
_________
_________
_________
_________
_________
_________
__________ __________ __________
__________ _________
Experienced Agents
# of Contacts
(Monthly)
Cumulative
(Annual)
Cumulative
_________
_________
_________
_________
_________
_________
_________
_________
__________
__________
__________
__________
__________
__________
__________
__________
___________
___________
___________
___________
___________
___________
___________
___________
___________ ____________
___/___/___ ___/___/___ ___/___/___ ___/___/___ ___/____/___ ___/____/____
# Terminated
New Recruits
# of Contacts
Week Ending
RECRUITING RESULTS
HIRING A
RECRUITING
PROSPECTOR
Subject
Responsibilities
Compensation
RECRUITING PROSPECTOR
SOURCES:
Administrative Assistant
High School Students
Homemaker (part-time)
Inactive Sales Associates
Part-time Sales Associates
SYSTEMS:
Recruiting Prospector’s responsibilities would include:
Make _____________ phone contacts per day.
Make _____________ phone contacts per evening.
Make _____________ face to face contacts per day (optional: broker).
Mail _____________ postcards per week.
Mail _____________ past clients per week.
Mail _____________ existing-agent letters per week.
Mail _____________ target-market letters per week.
Email ______ e-Postcards per week (or month)
Email ______ e-mail drip campaigns every month
Email ______ e-Newsletters every month (or quarter)
during the week.
All can be found on the Roadmap under Stop point 4
61
RECRUITING PROSPECTOR
CONTINUED
PAY STRUCTURE: (Contract Labor, Outside Contractor)
_____________ per hour.
_____________ per week
_____________ per interview
_____________ per Pre-license Enrollee
_____________ per Pre-license Graduate
_____________ for each transaction up to 12 months
EXAMPLES: **(after 14 months)
$ 25 x 8 monthly interviews
$ 75 x 3 monthly enrollees
$125 x 2 monthly graduates
$150 x 1 monthly transaction
(24 agents x 1/2 tx per month
Base Pay of $150 per week
x
=$200 x 12 months
=$225 x 12 months
=$250 x 12 months
=$150 x 12 months txs
12 months)
= $600 x 12 months
Total Annual Income
= $ 2,400
= $ 2,700
= $ 3,000
= $21,600 (for 1st 12 months)
=$ 7,200
=$36,900
**It will take one full year to get to the “full plan” of compensation, plus 2 months
to get started with full scale activities
Recruiting prospector works about 25-30 hours per week at most.
If an “experienced associate” is recruited, pay recruiter a one time bonus based on
experienced associate’s previous year’s production (documented); And perhaps,
a bonus or override on each closing for one year.
62
Prospecting Action Plan
RECRUITING
EXPERIENCED
SALES
ASSOCIATES
Subject
The Creed (Leadership/Opportunity)
Unique Value Proposition (UVP)
Consensus Candidate (Letter/Script)
Just Licensed (Letter/Script)
6-Month License (Letter/Script)
1-Year License/Million $ Producer (Letter/Script)
Top Producer (Letter/Script)
Postcard/E-mail Drip Campaign
The Accelerated Campaign
Summary
RECRUITING EXPERIENCED SALES ASSOCIATES
THE CREED TO HIRING THE “EXISTING” SALES ASSOCIATE:
“YOU DON’T HIRE OR EVEN STEAL EXISTING ASSOCIATES;
YOU ATTRACT THEM!”
Attracting existing sales associates to your company has everything to do with:
In other words: Tradition, credibility and opportunity attract quality, experienced associates.
It may be that you and your company are not yet ready to attract existing associates.
There may be some things you still need to put into place before you’re ready.
See checklist on next page.
The Ultimate Question is: What is your “PERCEIVED IMAGE” in the local industry?
THE 2 REASONS A SALES ASSOCIATE LEAVES YOU OR JOINS YOU:
LEADERSHIP/OPPORTUNITY
LEADERSHIP
1. Personal relationship with broker/manager
(Attitude/Environment)
LEADERSHIP
2. Recognition
(Motivation/Environment/ Attitude)
OPPORTUNITY
3. Training
(Opportunity/Motivation)
LEADERSHIP
4. Management Support
(Direction/Goals/Interest)
LEADERSHIP OPPORTUNITY
5. Compensation
(Competitive/Sensible)
63
WHAT IS YOUR UNIQUE (ULTIMATE)
VALUE PROPOSITION?
(UVP)
1. Can you name at least three reasons why any or all of your associates
joined
2. Can you name at least three reasons why any or all of your accociates stay
3. Why not ask your associates; ask these two questions at your next sales
meeting...then build your UVP!
Your UVP Should Have 3 Components
1. Overarching “Statement”
2. Primary DDU (s)…Ultimate Differentiators
Different/Distinctive/Unique (3-4)
3. Remaining DDU(s)… (unlimited)
Note: Do you have something as minimal as a tri-fold pamphlet promoting your
UVP and DDU(s)?
63-A
RECRUITING EXISTING AGENTS
THE BEST METHOD OF RECRUITING IS TO KEEP
THE SALES ASSOCIATES YOU HAVE.
“No one can recruit your sales associates away from you;
you can however, lose them!”
“The most productive sales associates make the most money;
not necessarily the associate with the highest split!”
Questions to ask yourself before going after “experienced” sales associates:
1. Have I ever tried to recruit existing agents?
2. Do I normally go after the new licensees or existing agents, and why?
3. Do I presently need more agents?
5. Should I go out and try to recruit the top producers in my community?
Things to keep in mind:
1. The number one recruiting market has always been the new licensee.
Because of this we’re missing 90% of the market- existing productive agents.
3. Today, other brokers are trying to recruit your people.
4. Every new licensee is being recruited by everyone else in town.
5. Be careful of “bottom line” management in recruiting. Spend some money on recruiting.
6. Meet experienced recruits with pre-printed cards.
7. Article XXIV no longer exists.
8. It takes a stronger sales person to recruit experienced agents than new recruits.
64
CONSENSUS RECRUITING
Send personal letters to any agent who co-ops a sale with one of your associates expressing your
Have your associates vote on one person. Then actively recruit that “Consensus Candidate” with
the help of your agents. Example: Have an agent call the “Consensus Candidate” one day. Another
agent can send a personal note. You, and the person who nominated the candidate, can take the
“CC” to lunch.
SAMPLE LETTER TO CO-OP AGENTS
Date
Dear (Co-op Agent):
Thank you for your help and cooperation with the sale on 1234 Smiley Road. Jim
Smith of my office tells me it was a pleasure working with you.
Please let me say how nice it is to hear about true professionalism among other
associates; I know that’s a quality we work very hard to achieve at ABC Realty.
Because Jim spoke so highly of you, I’d like to extend an open invitation to you.
If at any time you would like to visit our office, it would be a pleasure to meet
with you.
I’m always interested in having someone of your caliber on my staff. And, I
would like to take this opportunity to share with you some of the benefits of associating with our company. Of course, if you are presently contractually engaged, I
do not want to interfere.
Please feel free to call me. I look forward to hearing from you.
Sincerely,
ABC REALTY
Joe Broker
65
SAMPLE LETTER
“Just Licensed”
Date
Mary Agent
1234 Sunshine Parkway
St. Louis, Missouri 63000
Dear Mary,
Congratulations from everyone at (office name) on passing your real estate exam in January.
Now that you’ve been in the real estate business for a few months, let me ask you a few questions:
Are you getting the training you thought you would?
Are you getting enough management support?
Are you making the money you thought you would?
If you answered “no” to any of these questions, I’d like to remind you that you have the power to
change your situation!
I’d like to tell you about the most comprehensive Training System in the industry; designed so you
can EARN while you LEARN.
In addition, we can assist you in developing a complete “activity plan”, customized to help you
reach and achieve your fullest potential!
Finally, I can show you how our TRAINING and SUPPORT can make you money - NOW!
Let us share our experience and knowledge with you. Of course, if you are presently contractually
unable to discuss this matter with us. We don’t want to interfere.
If you are interested in more information or a confidential interview, please me at (phone #), or fill
out the enclosed reply card, and we’ll contact you at your convenience.
Sincerely,
ABC Realty
Joe Broker
President
66
SAMPLE LETTER
“Licensed for Six Months”
Date
Mary Agent
1234 Sunshine Parkway
St. Louis, Missouri 63000
Dear Mary,
During your first six months in the real estate business, I’m sure you’ve learned much about the
industry; but have you been provided specific training in:
Developing a perpetual “Book of Business”?
Generating qualified leads for you?
Ongoing career development?
Business planning?
These are just some of the reasons why our sales associates are so successful. We’d like to tell you
more about what we can do for you. Of course, if you are presently contractually unable to discuss
this matter with us, we don’t want to interfere.
If you are interested in more information or a confidential interview, please call me: (phone #), or
simply fill out the enclosed reply card, and we’ll contact you at your convenience.
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
Enclosure
67
SAMPLE LETTER
“One Year in Business” or “Million-Dollar Producer”
Date
John Top Producer
1224 Sunshine Parkway
St. Louis, Missouri 63000
Dear John,
Congratulations on a fine year! I’m sure you worked very hard and deserve all that you have
achieved.
As you are most probably aware, one of the challenges that many sales associates face in our business, is that of consistency. No matter how good a year one might have, it seems they are always
starting over the next year. At ____________________, we have solved that dilemma.
One of the many commitments we make to our sales associates, is that of helping each person
“build a book of business.” This helps insure an ever increasing and consistent income; Year in
and year out!
Additionally, we are committed to providing our sales associates with the finest personal training
and COACHING in the industry.
The programs and services we can offer you are very comprehensive. So, I’ve included our company brochure to further illuminate those opportunities.
We’d like to discuss the opportunities open to you in our system; but if you are presently contractually engaged; we don’t want to interfere.
If you’d like to talk privately, please call me at (phone #)
Sincerely,
ABC Realty
Joe Broker
President
Enclosure
68
TOP PRODUCER
Dear _____________,
There’s just no getting around it-we’re in one of the most challenging markets the real estate industry has
ever faced!
The bad news is that many sales associates and real estate companies will not survive the next 18-36 months.
The good news is that for those with a solid foundation beneath them and the skill and ability to “weather
the storm”; there is a wonderful opportunity to not only survive, but to THRIVE!
At ______________________________________ we are taking bold and dramatic steps to ensure that our
team members succeed, even in this very tough market. And we’d like to see you succeed right along with us!
Having a solid “footing” and exceptional abilities will help you survive in this market; But, having an
exceptional partner along side, can help you thrive and prosper!
We believe that there are three distinct benefits sales professionals will need in order to flourish in today’s
economic climate:
1. A “CUSTOMIZED” COMPENSATION PLAN…a plan designed specifically for you, to
reward your performance and improve your “split”; and one that holds the line on your
expenses or even eliminates them.
2. LEADS… This year alone, _________________________________________ will distribute
over ___________ of buyer and seller leads to our sales associates; and right now, that benefit
alone may be the single most important factor in getting you through this challenging time.
3. COACHING…Each of our sales managers is a certified coach via the_________ Coaching
System. In short, that means we can and we will personally work with you in executing your
plans. We are prepared and ready to meet with you on a weekly basis if you choose; in order
to ensure your success.
If you believe as we do, that your business partner should be providing you leads, coaching, higher commission
splits and lower expenses; then we are in agreement, and together we can take this market by storm! Right
now we owe it to ourselves to make sure we take advantage of every opportunity to succeed.
Thank you for your consideration and please feel free to contact me to explore the possibilities further.
Until then I remain,
Sincerely Yours in Service,
Name
CEO
Company Name
P.S. If you are currently under contract and are unable to discuss matters further, please advise me,
as I do not want to interfere with that contract.
69
EXPERIENCED AGENT
POSTCARD/E-MAIL DRIP CAMPAIGN
SET-UP
1. Determine messages using your Company’s “Unique Value Proposition”
a) What are the “Key Messages” you want to convey?
2. Using your local MLS or Broker Metrics or Real Data strategies; compile
the list of sales associates in your primary market; who are you looking
for?
a) Top Producers
b) “Decliners”
c) “Rising Stars”
d) Agents below your company average production
THE CAMPAIGN
1. Send/e-mail one postcard per week; or one every other week
2. After sending four e-mails/postcards (4-8 weeks) call candidate or invite
them for coffee, etc.
a) follow the schedule after every four e-mail/postcards
Note: (See “Accelerated Recruiting Campaign” for scripts)
70
EXPERIENCED AGENT POSTCARD SYSTEM
Are you ready to join the
best team in town?
We invite you to join the
(COMPANY NAME).
Sales associates at our company earn
on average 76% commission splits.
Wondering how? Just ask.
In today’s real estate market,
you need a partner you can trust.
Let us be your perfect partner.
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME).
and to learn more, please visit our website.
and to learn more, please visit our website.
There are some things you
can’t do without…
#1 Real Estate Company in the
Area. ____ Years in a Row.
(WEBSITE)
Like the family culture at our company.
Our unique quality and character is just
one of the reasons our agents voted us
#1 Best Place to Work.
Are you ready to join the best team
in town? We invite you to join the
(COMPANY NAME).
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME).
and to learn more, please visit our website.
and to learn more, please visit our website.
You could earn $250,000
Our company distributed
thousands of leads to our
sales associates last year.
Do business the _____________ way:
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME).
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME).
and to learn more, please visit our website.
and to learn more, please visit our website.
71
EXPERIENCED AGENT POSTCARD SYSTEM
CONTINUED
Exceptional Coaching
No Desk Fees
No Agent Transaction Fees
Up to 90% Split
Every sales manager at our
can work for you!
coach…and our coaching is
FREE!
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME) family.
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME) family.
and to learn more, please visit our website.
and to learn more, please visit our website.
Our company was named the #10
company in our area for Philanthropic
Giving in 2007 & 2008. We believe in
giving back to the communities in
which we live and thrive.
Our associates save an average of $200
annually on Realtor.com. Some save
literally thousands because of our special
partnership with Realtor.com.
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME) family.
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME) family.
and to learn more, please visit our website.
and to learn more, please visit our website.
Build Your Legacy.
Our company is proud to have a rewards
program for associates who help
bring other associate to our company.
out that our Legacy Program is a
great retirement program!
Are you ready to join the best team in
town? We invite you to join the
(COMPANY NAME) family.
and to learn more, please visit our website.
72
RECRUITING EXPERIENCED AGENTS
The “Accelerated” Campaign
SET UP
STEP #1:
Identify your “recruiting sphere” (primary targets)
TOOL: Broker Metrics
- Volume/Units…LTM/PTM
NOTE: you need to become real familiar w/RDS and/or Broker Metrics
STEP #2:
Use “growth” tab to identify:
- Game Changers (Top Tier Producers)
- Rising Stars (newer agents steadily climbing)
- Decliners (agents w/dramatic decline in production)
STEP #3:
Create a database of “recruit(able)” information
- “Export Contact Information” tab
- Export/download to your desktop/print info
- Type in competitors web address; hit space bar; type agent name
- All the contact information you’ll need is there
STEP #4:
Summary of BM production reports
- Game Changers, Decliners, Rising Stars, Outstanding Month
73
MAKING CONTACT
STEP #2:
Commit to 4 hours per week; 1 hour a day – 4 days a week
STEP #3:
For certain kinds of calls there is “SLY DIAL” (267) 759-3425
- when you’re trying to get in a lot of calls
- when, for whatever reason, you’d prefer to leave a message
AXIOM #1: The purpose of the call is to get an appointment; not to try to recruit
someone on the phone!
AXIOM #2: Always appeal to the Ego!
AXIOM #3: In these scenarios, always follow your call with a letter or note of thanks;
looking forward to meeting you; or congrats.
NOTE: Mail merger is available on BM
AXIOM #4: Use the assumptive close; don’t ask for appointment, assume you’re going
to meet; it’s only a matter of when and where…
74
The Call
Phone Dialogue/Script #1: Agent with (Outstanding Month)
meet you and to buy you a cup of coffee. I’m available Tuesday and Wednesday and I sure hope
you can make it; if you would, please call my cell phone and let me know what time works best for
you.
Phone Dialogue/Script #2: (Rising Star)
…John, I’ve noticed that you have grown your business dramatically over the past _____ months;
what a wonderful achievement in such a tough economy – Congratulations! John, I’ve heard
some great things about you and I’d sure love to meet you and buy you lunch…
Phone Dialogue/Script #3: (Top Producer)
…Sally, I’ve always had great admiration for you; year after year you’re among the best of the best
and I just thought it was time to meet you; I’d sure love to buy you a cup of coffee…
Phone Dialogue/Script #4: (Game Changer)
…Jane, I’ve always had great admiration for you; year after year you’re among the best of the
best and I just thought it was time to meet you; I’d love to send a town car to pick you up and have
lunch; OR, ____________________, our (President; Chairman; Broker) asked me to call you because he/she would love to send a car to pick you up to meet him/her for lunch…
Phone Dialogue/Script #5: Agent on the (Decline)
…Bob, I’ve always had great admiration for you and your stature within the real estate community; you have always been such a tremendous agent; the economy has obviously had a profound
impact on all of us. I’d sure love to buy you a cup of coffee…
75
HANDLING “PUSHBACK”
Should someone call back and leave a message; or say to you while speaking to them:
“I’m happy at __________ company; OR, I love my manager __________…
Your Response:
I simply wanted to meet you and get to know you a little better over a cup of coffee; I’m available…
76
THE APPOINTMENT
STEP #1:
Learn about the potential recruit (establishing rapport)
STEP #2:
Discuss your original purpose for contacting them
STEP #3:
Discussion points
STEP #4:
At the appropriate time ask: (Core Question)
“…If you were to ever consider a move, what criteria would you use to make
your decision?”
NOTE: Listen to what they have to say, and they will tell you what it takes to get
them interested in you/your company…
Candidate: I’m happy at __________; or I’m happy with my manager __________...
Your Response: I agree, __________ is a good company; or __________ is a good manager;
of course I believe that __________ is better! What do you like most about __________ ? (listen
intently) What do you like least? (listen intently)
OR
ter, OR, I think __________ is better! You know, most college graduates that go on to get their
master’s degree, go to a different college; not all, but most! It’s because they’re looking for a new,
perhaps, better environment so they can learn and grow. I think real estate is much the same; it
may take a change in environment, or coaching or business planning to take you to the next level
(for Rising Star, Top Tier, Outstanding Month agents). Make sense?
77
THE APPOINTMENT
Continued
Candidate: What kind of split can I get, or what kind of split are you offering?
Your Response: __________, you know as well as I do that compensation is important to everyone; and I know you wouldn’t consider moving to another company if your compensation were to
go backwards; believe me, we can work the math out… Let me ask you a question…if all compensation plans are identical, what would be the most important thing you’d be looking for in a
company? (listen intently)
NOTE: Depending on how the conversation is going, you could try a “sharper” closing technique:
__________, if I can make the math work to your satisfaction, are you interested in coming to
__________?
OR
__________, I’ll make the math work for you; what I’m really interested in knowing is if you want to
be with __________...
(listen intently)
__________, if I can convince you that __________ is a better environment for building your business; and that I can demonstrate to you in no uncertain terms, that you can dramatically improve
_________, if for no other reason, I’d like you to consider _________ as the place to be, if you
ever decide to leave __________; how would you feel about that?
NOTE:
fortable in closing the candidate.
-
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RULES TO REMEMBER
“unique value proposition”
“It’s about following you, because you can lead them to where they’ve not been before – Higher,
Better production and income; you’re Unique Value Proposition (UVP) is important, but not as critical as having them believe in your leadership!”
SUPPLEMENTAL
o GCI or CO$ net growth (annually, quarterly)
o Measure monthly your net gain or loss
- GCI/CO$ hired less GCI/CO$ terminated
already have. Do for them what you’d do for new candidates (letters/cards/calls)
o
o
o
o
o
o
o
o
Congratulations on a great month
Game Changer (Top Tier) – Best of Best (consistently)
Decliners (crashing and burning)
Big Sale
Congratulations on 1st year in business
Rising Star
Congratulations on 6 months in business
Congratulations on getting license
o Find anybody’s birthday
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EXPERIENCED AGENT
RECRUITING ACTIVITIES
Summary
1. Consensus Agent
2. School Roster
3. New Licensee
4. 6 Months in the Business
5. 12+ Months in the Business
6. Ongoing Postcard Campaign
8. Stop in at Closing
9. Stop by Open House
10. Take an agent to lunch once a week.
11. Accelerated Recruiting Campaign
NOTE: Recruiting experienced sales associates is a process not
an event!
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CAREER
SEMINAR
Subject
Set-Up/Action Plan/Opportunities
Presentation Guide (Discussion Topics/Talking Points)
Career Information Sessions (Short, Sweet and To The Point)
CAREER SEMINAR
DATE / ACTION PLAN
Advertising:
What:
____________________________________________________________________
Where: ____________________________________________________________________
When: ____________________________________________________________________
Who:
____________________________________________________________________
Personal Contacts:
What:
____________________________________________________________________
Where: ____________________________________________________________________
When: ____________________________________________________________________
Who:
____________________________________________________________________
Where:
Facilities / Equipment: _________________________________________________________
___________________________________________________________________________
Date:_______________________________ Time: _________________________________
Who sets up: ________________________________________________________________
Career SeminarFacilitator: _____________________________________________________
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WHAT YOU SHOULD GET
FROM A CAREER SEMINAR:
and professional.
WHAT YOU SHOULD AVOID:
excite your attendees with the “Big Picture” of a career in real estate.
Be prepared and rehearsed.
everyone. Instruct staff prior to the Career Seminar what you want from them.
PROSPECTING TECHNIQUES:
need sales associates
local media.
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CAREER SEMINAR
CHECKLIST
Miscellaneous items
publications
this manual)
cookies and/or brownies, etc.)
Have in Place Prior to Your Meeting
Equipment and Furnishings
and in good repair
wall to show presentation
and clutter-free
presentation
outside facility
Equipment and Furnishings (continued)
display in meeting area
and collated
be playing
in room
professional
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REFRESHMENTS
DISPLAY
(OPTIONAL)
LECTERN
CAREER SEMINAR
ROOM SET-UP CHART
SIGN-IN HANDOUTS
LAPTOP/
PROJECTOR
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__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
Address
Name
GUEST LIST
CAREER SEMINAR
How did you hear about this?
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
___________ _________________________
Phone
IMPORTANT TIPS FOR A
SUCCESSFUL CAREER SEMINAR
meeting room of a local bank, hotel or title company. Make sure the location projects
the right image for you.
handouts and a nametag.
GAME PLAN FOR SUCCESS
EVERY TUESDAY
7:00 PM
YOUR OFFICE
INVITE PROSPECTS TO FOLLOWING WEEK’S SEMINAR; NOT THIS WEEK’S
EVERY RESERVATION FOLLOWED BY A CONFIRMATION LETTER OR CARD
EVERY CONFIRMATION LETTER OR CARD FOLLOWED BY
A “REMINDER” PHONE CALL THE DAY BEFORE THE EVENT
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PROSPECTING OPPORTUNITIES
Real estate schools
Adult education centers
Previous buyers, sellers, investors
Church, Schools and social groups
Hairdressers, housewives
Former employer, retirees
Military personnel and spouses, veterans
Local politicians, Rotarians
Chamber/Junior Chamber of Commerce members
Teachers, nurses, secretaries, waitresses
Homeowners’ associates, neighbors
Auto dealer/staff
Gas station owner/staff
Accountant/bookkeeper/staff
Banks and S&L employees
Employment agencies
Retail employees
Mortgage company employees
FSBOs
Past clients and customers
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CAREER SEMINAR
PRESENTATION
GUIDE
Subject
Career Seminar Program
CAREER SEMINAR PROGRAM
DISCUSSION TOPIC
DIALOGUE
success just by being here.
information to make a “yes” or “no” decision
on real estate.
are considering a new career have concerns
about their “ability to succeed”.
bar none!
than ever before in history.
Quality Service.
more attractive.
In Your Real Estate Partner?
7. Associate with Excellence!
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CAREER SEMINAR PROGRAM
CONTINUED
DISCUSSION TOPIC
DIALOGUE
Driving Business To You
(USP – Unique Selling Proposition
UVP – Unique Value Proposition)
(mortgage, title, insurance, etc.)
having their own website
millennium strategy for marketing & prospecting
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CAREER SEMINAR PROGRAM
CONTINUED
DISCUSSION TOPIC
DIALOGUE
at all levels
22. Testimonials – (Optional)
New Agent
Working for (Company’s Name) is absolutely wonderful. First of all the training this company offers
is best by far. Extensive material and knowledgeable agents inspire me daily. As a new agent, I can
honestly say that I am respected and treated like one of the family. I am now a proud member of this
company.
Experienced Agent
One reason why I joined (Company’s Name) was because I liked training and the close follow up we
were never made to feel like we were imposing on them when asking a question. Although we were all
independent of each other I felt everyone was in our corner to succeed. We have strong leadership at
_____ and in this every changing world that is a comfort. The Company is innovative, supportive and
continues to explore avenues to help us succeed. I feel no need to look elsewhere.
23. How Do I Get Started?
real estate license
27. Any Questions?
28. Thank Everyone for Coming!!
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CAREER SEMINAR
CAREER
INFORMATION
SESSIONS
(CIS)
Subject
Career Seminar Program
Career Information Sessions (CIS)
(Short, Sweet and to the Point)
last about 30-45 minutes. There are only four questions to be answered at these sessions:
1. How do I get started?
Explain your state’s educational and licensing requirements. Provide handouts about local schools, schedules and
pricing. BE ABLE TO ENROLL THEM RIGHT THERE IN YOUR OFFICE.
2. How much will it cost to get a license and get started in my new career?
Provide each participant with a handout outlining the costs associated with getting a license and costs associated
with starting their career. Your outline of costs, provide them with a timeline of when each cost is due.
3. How much can I earn; what are the possibilities and realities?
Provide each participant with an income grid (see below) outlining your company’s averages (Sales price,
commissions, commission splits, etc.). Show them the reality of average income earnings and the possibilities for
them if they become a top producer.
4. What do I do next?
Ask them if they have any questions; tell them to take some time and think about what you’ve shared. If still
seminar.
DO NOT TRY TO SELL THEM ON YOUR “UNIQUE VALUE PROPOSITION (UVP). You’re looking to see who will
call you back. If they do, you probably have a winner.
At the end of the session thank them for coming. Do not tell them you will call them. Give them your card and ask
every week for three months with all dates for your career sessions.
Note: It’s best to include all dates of your career sessions in every ad for the next 12 weeks. If ad space is too
expensive, you can remove the “old dates” each week from each new ad.
At the end of 12 weeks, take a break for 2-4 weeks, then begin again. Consistency and patience is the name of the game.
prospecting to once a month or every other week, you would tell them it is too inconsistent.
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Career Information Sessions
MARKETING/ADVERTISING
AD # 1
REAL ESTATE SCHOOL STARTING SOON
QUESTIONS?
1. HOW DO I GET STARTED IN REAL ESTATE?
2. WHAT DOES IT COST TO GET LICENSED?
3. HOW MUCH CAN I EARN?
4. WHAT NEXT?
WE HAVE ANSWERS!
PLEASE JOIN US AT ONE OF OUR
FOLLOWING INFORMATION SESSIONS:
DATES:
TIME:
RUN YOUR ADS EVERY WEEK FOR THREE MONTHS; THEN TAKE A BREAK FOR 2-4
WEEKS. MEASURE YOUR RESULTS, TWEAK YOUR SYSTEM, THEN GO AGAIN.
ALTERNATE AD:
Have you ever thought about getting into
REAL ESTATE?
We’ve got the answers to all your questions. Join us!
DATE:
TIME:
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Career Information Sessions
(Initial Expenses)
REAL ESTATE SCHOOL
$ _______________
BACKGROUND CHECK
$ _______________
TAKING THE TEST
APPLICATION FEE
TEST
LICENSE FEE
SUB TOTAL
$ _______
$ _______
$ _______
REALTOR AFFILIATION
NAR
STATE ASSOCIATION
MLS
LOCKBOX
SUB TOTAL
$ _______
$ _______
$ _______
$ _______
SALES TRAINING
FAST START
LISTING PRESENTATION MATERIALS
SUB TOTAL
$ _______
$ _______
$ _______________
$ _______________
$ _______________
PERSONAL MARKETING
- 4 open house signs
- 4 sign riders
- 2 car signs
- business cards
- name badge
- photo
-announcement cards
SUB TOTAL
$ _______________
GRAND TOTAL
$ _______________
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INTERVIEW &
SELECTION
Subject
Staging the Perfect Interview
Core Value Selection
Follow-up to the Interview
94
STAGING “The Perfect Interview”
Six Questions to Consider
1. Who is (should) greet the candidate?
2. How do (should) the candidate be
greeted?
3. Where should the candidate be taken?
4. When should you (interviewer) come and
get them?
5. Where should you take them (when
will/should you conduct the interview)?
6. How will you provide their initial
recognition
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CORE VALUES
1.
What are your “Core Values” (beliefs)?
2.
What characteristics does one need to possess in order to be successful in
your company?
4.
Your “Core Values”?
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
5.
Characteristics needed to be successful in my company:
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
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CORE VALUES
6.
What questions can I ask that will help me determine if someone possesses those
characteristics necessary to be successful in my company?
Characteristics: _____________________________________________________________
Questions: _________________________________________________________________
Characteristics: _____________________________________________________________
Questions: _________________________________________________________________
Characteristics: _____________________________________________________________
Questions: _________________________________________________________________
Characteristics ______________________________________________________________
Questions: _________________________________________________________________
Characteristics: _____________________________________________________________
Questions: _________________________________________________________________
Characteristics: _____________________________________________________________
Questions: _________________________________________________________________
Characteristics: _____________________________________________________________
Questions: _________________________________________________________________
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“CORE VALUES /
CHARACTERISTICS”
Candidate: __________________________________
Date: __________________
Manager: Are you willing to invest your precious time in this person?
INDUSTRIOUS:
Willing to work hard to achieve a goal. To work diligently and on one’s own initiative.
WILL TO WIN:
Enjoyment of competitive activities. To be the best. To out-do others.
GENERAL INTELLIGENCE:
Ability to comprehend and assemble facts. To acquire knowledge.
A degree of effective intelligence.
HONESTY:
A Quality of basic sincerity in every relationship. Integrity. Reliability.
INITIATIVE:
Taking action when needed, without prodding. Willingness to initiate action.
PERCEPTION:
To see what is really there.
SOCIAL KNOWLEDGE:
The degree to which the social patterns of the job are normal and natural to the candidate.
AMBITION:
A continuing desire to know more, to gain skill, to increase his position in life.
The level of aspiration.
CONFIDENCE:
A fundamental belief an individual has in his own ability. A belief in himself.
The tendency to make one’s own decisions.
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“CORE VALUES /
CHARACTERISTICS”
PERSISTENCE:
TACT:
The talent of being graceful and diplomatic with others. Personal charm.
COMMUNICATIVE ABILITY:
The ability to talk, listen, write and understand ideas clearly.
MOTIVATION:
The need to achieve. The drive the individual has to achieve objectives.
HAPPINESS:
A state of well-being. An attitude that life is worth living. A willingness to exhibit enthusiasm.
PHYSICAL HEALTH:
EMOTIONAL STABILITY:
The ability to tolerate frustrations and stand up under disappointments.
To avoid extreme variations of emotion.
PERSONAL IMPACT:
Outward appearances. Expressed enthusiasm and general likableness.
Consideration of others.
DOMINANCE:
The need to control and direct the activities of others and the forces within one’s environment.
ACCEPTANCE:
The capacity to make and hold friends. To maintain good working relationships
and personal acceptance by others.
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CORE VALUES
EXAMPLES:
Sense of Humor…
“What’s the funniest, most embarrassing thing that has happened to you?
How did you handle it?”
Initiative…
“What’s the hardest thing you’ve had to do in your business life?”
Ambition…
“Where do you want to go? Or, where do you want to be in “x” years?”
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INTERVIEW &
SELECTION
INTERVIEW
FOLLOW-UP
SAMPLE
FOLLOW-UP LETTER
(AFTER FIRST INTERVIEW)
Date
Dear Mrs. Prospect:
I enjoyed meeting with you the other day. Your honest and sincerity were very
impressive. I think you’ll agree we have some exciting reasons to get together
again.
It is my hope that you’ll have time to discuss this opportunity with your family as
well as interview other companies before we meet again.
It’s very important that you are sure about your decision and that you have the
support of your family.
I’m looking forward to seeing you again on (date) at (time). In the meantime, if
you have any questions, please feel free to contact me.
Sincerely,
Office Name
Joe Broker
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SAMPLE
FOLLOW-UP LETTER
(AFTER FIRST INTERVIEW)
Date
Dear Mr. Prospect:
I enjoyed meeting and speaking with you the other day. I always enjoy speaking
with people about real estate.
One on the most critical elements of being successful and happy in any business
is timing. Real estate is no exception. After our discussions the other day, I feel
this may not be the best time for you. Yet, I sincerely thank you for your consideration.
Good Luck and call on me if I ma be of help to you in any way.
Sincerely,
Office Name
Joe Broker
106
COMMITMENT
TO EXCELLENCE
Subject
Letter of Expectation/ Commitment to Excellence
Productivity Model
EXAMPLE LETTER OF EXPECTION
(It is not done yet. Make as comprehensive as possible. Personalize salutation to each associate)
to run on will insure your success in this business, and with our company. Part of this track is reaching
agreement on a number of issues. All of our sales associates receive this letter upon hiring and have found
that future problems were alleviated through this clear communication.
Training
For Our Newly Licensed Agents or Agents With Limited Experience
Our training curriculum is designed to bring you into production quickly. We expect your full cooperation
and attention in completing this dynamic and useful curriculum. There is much technical information to be
learned.
will focus on these technical issues. They must be mastered for
liability and performance reasons.
(a brief outline of topics covered, time frame)
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
you far & above the competition.
All Sales Associates
On a regular basis we offer career development opportunities designed for all agents with all levels of
experience. This business is ever changing and it is important to keep up with new trends, changes in laws
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Goal Setting
Personal Production goals are the driving force behind your business plan. They should be written and
reviewed regularly for progress against them. Management will work with you to formulate the goals on an
annual basis. All___________________sales associates will set goals that are consistent with the minimum
production standard our company adheres to.
Prospecting
The lifeblood of our business is Prospecting. Although there will be opportunities for you to work leads
generated by the company, your continued success will only be assured with a systematic prospecting
campaign. Management will work with you to craft a prospecting plan tailored to meet your goals.
108
EXAMPLE LETTER OF EXPECTATION (CON’T)
Success Expectations (Minimum Production Standards)
tive sales associates remain keen enough, in their skills, to provide the quality service our customers expect
our doors, hurts the image that you are representing. In addition, our company maintains a vast array of
support services for our sales associates and customers. In order to continue, the company needs to meet
productivity. The minimum standards for each category are:
(activity)
1.____________________________________________________________________________________
2.____________________________________________________________________________________
3.____________________________________________________________________________________
(productivity)
1.____________________________________________________________________________________
2.____________________________________________________________________________________
3.____________________________________________________________________________________
Professionalism
ourselves in our professional image in the marketplace. Your ability to look like a successful professional will
open doors that will otherwise close and, quit possibly, remain closed throughout your career as a result of
selves in putting the customer at the top of our priority ladder. I all encounters we expect all ________sales
We have to be able to communicate. Some information is not suited to the “Memo”. For this reason, we
designed to provide motivating and helpful information.
Performance Reviews
Periodically, we will work together in review of your performance. This is an opportunity for collaboration and
Our interest is in your success and we will share proven systems, tools and techniques to keep you producing at a high level. These performance reviews may take place as often as monthly.
_____________________________
Sales Associate
_____________________________
Broker
109
COMMITMENT TO EXCELLENCE
any 30-day period.
utmost importance.
If I’m a seasoned sales associate, I can also determine if I’m on track by monitoring
my activities during any 30-day period.
So, whether I’m a rookie or a seasoned veteran, the 30-day Fast Start/SuccessTrak
Activity System can provide me the track to follow to reach my goals.
To that end, I hereby commit to participating in and following the SuccessTrak
System to the fullest over the next 30 days!
Name___________________________________________________________
Date____________________________________________________________
Broker __________________________________________________________
Date____________________________________________________________
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Know How
*Teach (Learn)
*$%
(Practice)
*Contest (Execute)
Expectations
*!&# !$
$ %$
* &#% #$
*Action
*Feedback
*Improvement
*Repeat
Accountability
*$&%$
* !' %
*&%)! Productivity
PRODUCTIVITY MODEL
SUCCESS EXPECTATIONS
As you were introduced to previously, the Productivity Model is our foundation for building success.
As a reminder, the Productivity Model is:
Expectations + Know How x Accountability = Productivity
We know that by understanding your goals and helping you understand our expectation of you, fully
engaging in the educational opportunities provided, and giving your manager permission to hold you
accountable to activity, you will be successful. You and your manager will have an opportunity to discuss
your success goals. Here, we will outline our expectations of you.
Activity Expectations
We believe that the following list represents an important set of expectations, which will lead to your
success in real estate:
(mortgage, title, insurance, home warranty).
Performance Expectations
Having productive sales associates is important to our company in order to promote a positive workplace,
maintain a quality experience for our client, and continue to provide a vast array of support services to
you and the client. Below are our expectations for you:
2 buyer-side contracts per month.
maintain a minimum level of business of 12 closed sides.
Summary
Feeling uncomfortable after reading these expectations is natural. However, failing to create activity and
performance clarity for you is just as negligent as not providing tools and training. If these expectations
exceed your personal goals, please speak with your manager. If these expectations are less than your
personal goals then reach out and use all the tools that our company provides you to accomplish your
level of success.
112