Agent Recruitment
Powerful Presentation Techniques For Recruiting Experienced Agentsby Judy LaDeur
The secret to having a powerful presentation when you get face to face with the experienced agent you want is to pretend you are working with a buyer! Let’s first review how we work with buyers.
When you are working with a buyer, the first thing you do is bring them into the office for a qualification interview. If you are like me, you first began by telling them how you work, and what they could expect. I told perspective buyers that the first thing I needed to do was to ask them a series of questions. I wanted to know what they liked and what they disliked about their current home. I also wanted to know which location would be best as well as their financial requirements. I even wanted to know what their color scheme was, what type of furniture they had, their lifestyle and any detail that might make it easier for me to find their home.
If you were like me, as they were describing what they wanted, certain properties and certain areas would pop into my head. After I asked all the questions, I would then look in the current inventory of homes and find the right ones for them. I always told them that my goal was to find their home the first time out. Even though they usually persisted that they were not going to buy anything on their first time out, I would just smile and say “That’s OK. But my goal is to find the 4-5 homes that best suit your needs, and if it’s the right one, you’ll know it.” I would then show the properties that met their needs and look for “that look” to come across their face. You know the one I am talking about. When you know they’re sold. Remember how long that drive would take to get back to the office so you could write an offer? You can sense the tension, but also the excitement. We know as Realtors that if that step takes too long, they might get cold feet. So we confidently and quickly moved through the paper work and financial details, so that we can get their signature on the contract and ultimately get them happily moved in to their new home. Sound familiar? We are going to do the same thing with recruits.
Step 1: When your recruit comes in, spend a few minutes telling them about who you are as a company, and some of your accomplishments in the marketplace. Tell them that your goal is to find out more about them, and at the same time have them find out more about you, so that together you can both arrive at the right mutual decision, together Let them know that you have a process that you like to follow. First, you’ll ask them a series of questions designed to determine what they like, as well as what they dislike about their current firm. You also need to know what they are looking for in a company, what they do to generate business, and what type of support they currently have. After you have secured the necessary information, you will then present only those systems, which currently meet their needs. After you have presented those systems, you would like to get their feedback and answer any questions that they might have, and then it everything still sounds good, you will discuss the various compensation programs that are available. At that point they should have enough information to make a decision, that day. (You will want to be prepared if they say, “I’m not going to make any decision today.” Just remember, that’s what all those buyer's said as well! You should just smile and say “That’s OK. My goal is to give you enough information so that you will be able to make a decision…today.”
Step 2: The next step in the interview is the Questioning Process. Before you tell them everything you have, you need to find out what they want. This is a challenge for many Brokers. It is only natural that when you have a recruit finally sitting in front of you, you want to give them as much information as possible, as quickly as possible. But it very important to first determine their needs. Ask questions to determine what their concerns are, what they want, what they are unhappy about at their current company, and what it would take for you to hire them. This is the most important part of the interview process. If you conduct the qualifying part of the interview just as you would with a buyer, you’ll do great. Ask 20- 25 questions and secure as much information as possible about their needs, but remember, do not present your systems yet. On occasion, I hear brokers that ask a few questions, and then get so excited when the agents needs are the same as their systems, that they begin presenting their systems while still trying to determine their needs. Can you imagine that same scenario with buyers? Let’s say you had just begun asking them your qualification questions, and when you said, “Tell me what you are looking for”, they say they really want a large kitchen, and then you suddenly get excited and say, “Let me show you a home with a great kitchen.” Then you take them out and show them a home with a great kitchen. You turn to them and say, “Hey, isn’t this a great kitchen?” They say yes, and you then say “OK, Lets’ go back to the office and see what else you want in a home.” Five minutes after resuming the qualification interview, they want a secluded back yard, so you jump up and say, “Hey, I know a home with a great yard!” You then show them the home with a great yard, and proceed back to the office to continue qualifying. Doesn’t that seem like a silly way to show homes, and wouldn’t it be difficult for the buyer to select the right home that meets all their needs if we showed homes that way? If you, as the broker, begin presenting your systems while trying to determine their needs, the process is just as confusing for the recruits.
Step 3: As they answer your questions, the right systems for that agent should be very clear. Don’t present the systems as you think of them, but instead, present the 5-7 systems that best suit their needs after you have asked all the questions. Each presentation should be customized to meet their needs. It should be based on what they want, verses what you think they should want. Always stress the benefit of each system you present. The benefit to the agent should be additional income, a better work environment, systems that support their efforts and allow them to increase their production, or just make them feel better. Get confirmation from them on how it will help them in their career. You could ask them questions such as: How do you see yourself using that system? What impact will it have on your business? How much more could you earn if…? If they get excited about the various systems that you are presenting, you’ll know you are on the right track. In fact, if you have presented the right 5-7 systems, you should see the same look on their face as you see in the face of a buyer who has just found their home. If so, ask them, “How does it sound?” If they say “Great!” you should say, “It is a great place to work, and you’ll be a great addition to our team. Let’s take a look at the compensation program.”
Step 4: Just like a buyer, once they have found their home (your office), go through details and compensation quickly. Most agents are emotional decision makers, and do not like details. If they feel good about you and what they have heard, they will join. If they are a logical decision maker, they will ask for any additional details they need. But you must ask them to join you! No stalling or stuttering at the end. Be strong. “I’d like you to join our team.” (smile) Follow these steps and you will be amazed at how many say, “Yes”.
-----------------
Copyright© 2002, Judy LaDeur. All right reserved. For information contact Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com.
Marketing