RISMedia's Real Estate Magazine

JAN 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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82 January 2018 RISMedia's REAL ESTATE ATTRACTING TOP AGENTS Use core values to set the tone. Getting agents to join your broker- age isn't as simple as flashing your compensation structure or offering fancy tech. Rick Geha, leader of The Rick Geha Team at eXp Realty, looks for agents who reflect his own values. Geha says "Recruiting is a mind- set. It has to become a part of who you are." And part of that mindset is using a core set of values as your standards for your brokerage. "We've always tried to have a set of core values and a mission state- ment that align us with the right kind of people, the right type of lead- ership and the right kind of tools," said Nate Martinez, broker and co- owner of RE/MAX Professionals. Use behavioral assessments to con- firm an agent is the right fit. Hiring tools that can help with asking the hard, ethical questions, behavioral assessments can be used to bring out answers about integrity and other moral principles. Geha recommends that brokers take an assessment themselves to communicate more easily based on another person's results. These tools also control the quality of agents your brokerage attracts. "It's better to have really good agents come through the front door and stay, rather than having a re- volving door," said Murphy. Be upfront about what you offer. Getting quality talent is impor- tant, but you must work to capture agents' attention. Whatever you of- fer, Geha says people need to be able to "sink their teeth into it." Out of all the recruiting systems Geha has used, he says the great- est is the three-letter campaign: a series of three letters/emails that get sent at the beginning, middle and end of a transaction. The last congratulates the agent on the closing and includes a request to meet in person to receive a gift. IMPROVING AGENT RETENTION Use tools and education to keep agents interested. Martinez be- lieves the key to agent retention is in providing training and showing agents the benefits of working with their brokerage. He also treats his Top 50 agents a little differently from the masses. "What we do is training, coach- ing and a complete agent develop- ment," said Martinez. "It's really about trying to uncover what they don't know they need and putting a plan together for success." For many agents, tools and sys- tems may not seem attractive if they're afraid of using them. As Imprev's President and Chief Revenue Officer Bill Yaman noted, it's important to shift the conversation from pro- viding tools to deliver- ing services and the value of the capability. Don't forget about the agents you've hired. Martinez warns that other brokerages are looking to win over your unhappy agents. That's why he hosts anniver- sary dinners to get feedback and keep the connection between bro- ker and agent alive. It also has to be a mutual attrac- tion. Geha increases agent reten- tion rates by providing the same level of attention to those in his of- fice as he would to talent he's look- ing to recruit. "Have your people fall back in love with you every single day," said Geha. "And at the same time, have others fall in love with you, your company and what you stand for." RE To view the webinar in full, visit http://bit.ly/2BA9yZD. Liz Dominguez is RISMedia's associate content editor. Webinar Recap: The Keys to Attracting and Retaining Real Estate Talent by Liz Dominguez R ISMedia's recent webinar, "Brokers: Increasing Relevancy - New Ways to Recruit and Retain," sponsored by Imprev and moderated by Terri Murphy, speaker, coach and author with Workman Success Systems, provided insights on creating a strong recruiting platform and retaining agent business.

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