It’s imperative that Brokers recruit top agents to sell your brokerage services. In order to entice and retain agents, Brokerages need to develop a clear value proposition for potential agents in order to convince them that working for your brokerage will advance their brokerage career. By offering competitive industry tools, supporting the sales agent’s personal brand, and developing an attractive culture, brokers can make themselves indispensable to their agents.
Here are a few ways how brokers recruit and retain talented sales agents.
Invest in technology that makes your sales agents better
One way brokers recruit and retain sales agents is by investing in brokerage technology. The majority of agents use technology on a daily basis and Agents have come to rely on brokerages to help share the cost of broker technology.
Identifying what technology motivates your agents should help determine your recruiting pitch. Here are a few examples of technology that increases agent productivity:
- Document management – Legal documents and signatures make up a large percentage of an agent’s job. A transaction management software, such as DocuSign, helps agents keep client documents organized and in one place. Electronic document management is a value-add for both clients and agents.
- Video marketing – Video marketing is a trend your brokerage should promote when recruiting agents. Some brokerages hire in-house videographers or create engaging, easy-to-launch video emails with BombBomb.
- CRMs – A great customer relationship manager (CRM) makes a world of difference to an agent. CRMs help agents organize their prospect information, respond to clients, stay in touch with past clients, and automate everyday tasks. Check out Follow Up Boss.
Recruit agents at every experience level
Experienced agents looking to transition to a new brokerage and new Agents looking for their first broker will have a different set of expectations. Just like a good agent adjusts their pitch depending on the client, your Brokers Recruiting agents should advertise different elements of your business to recruit different candidates. Here are some ideas that will help attract either new or experienced agents.
Recruiting experienced agents:
- Create a winning office space – A killer office space is a simple, yet effective way to show value to experienced agents. Ensure your agents have a dedicated workspace to chat with clients, catch up on emails, and post listings. Having an office your agents can use to stay organized and feel at home in also helps build relationships between agents and gives your workplace culture.
- Improve agent marketing- Brokerages who support their agents’ marketing efforts are extremely valuable to agents looking for new ways to reach prospects. Whether your brokerage has a marketing manager creating content for social media, a dedicated blogger writing shareable content, or you use a service like OutboundEngine to share stories with clients, social media and blog content is crucial for the success of your agents.
- Invest in employee culture – Culture fit is an important focus when recruiting experienced agents. How an agent melds with your brokerage’s culture is not only an indicator of how they will perform but also how long they will stay. Investing in a winning brokerage culture is important for both the success of your brokerage and of your agents.
Recruiting new agents:
- Help your agents develop a personal brand – Whether you’re a national or boutique brokerage, brand recognition has value to first-time agents. Help your new agents design business cards, make your logo easily accessible for use online, and help coach your agents to refine their unique value proposition for clients. Brokers who invest in their agent’s brand offer enormous value to candidates looking to develop their identity. Make sure you emphasize your branding initiatives with candidates so they can envision their potential growth if they were to join your brokerage.
- Start a mentorship program – There’s no substitution for great leadership among agents. Brokers recruit agents by offering your first-time agents a mentorship program that pairs new agents with senior agents on your team. Cross-training not only benefits new agents who are eager to learn the best practices of your brokerage, but it also helps seasoned agents invest in their personal growth and increase their standing in your brokerage. Try hosting a monthly lunch-and-learn program so new agents have the opportunity to learn from the best agents in your brokerage.
- Advertise career growth – Career growth is a great selling point for any agent but it’s especially important for new agents. During the interview, introduce candidates to agents on your team who began their career with your brokerage. A visual example of career growth is an unrivaled advantage for showing candidates what your brokerage can provide for them. Talk to candidates about what they are looking for from their career and demonstrate how your brokerage will foster their development as an agent.
Show agents your brand value
When brokers recruit talented agents, the brokerage needs to display its value. To convince candidates that your business, culture, and brand are worth their investment, it’s crucial to get your message out into the community. Your brokerage should utilize all of its resources to find, attract, and organize potential hires. Here are some ways brokers recruit agents by personalizing the recruiting process:
- Encourage agent leadership – Your current agents are one of your brokerage’s most valuable sources for recruiting. By either bringing in talent from their personal network or successfully representing your brand in the community, your agents are an indispensable tool when recruiting new talent. By providing value for your agents, your brokerage will create its best advocates for your brand.
- Put your culture (and agents) on display – Your brokerage’s culture should show candidates the advantages of joining your team. Capture a snapshot of your culture by starting a culture blog for candidates checking out your website. Put your agents front and center — celebrating their success is important, so take into consideration that what you celebrate is as important as how you celebrate it. Agents may be wooed by a big year-end party, but recognizing the little victories like work anniversaries, reaching sales goals, and birthdays demonstrates how a brokerage truly values its agents. .
- Host live events – In addition to searching for the best candidates, hosting events at your brokerage is a great networking tool for current agents and candidates who may consider joining your brokerage down the line. It also demonstrates to agents that your brokerage is a place that fosters career growth and development.