Imagine you’re a scout for a top-tier sports team. Your job is to identify the most talented athletes, which includes the ones with the greatest potential. They have drive, skill, and dedication to push the entire team to victory. Real estate recruitment follows a similar principle. But agents these days are bombarded with “join our team” messages. So, how do you craft a compelling pitch that resonates with the types of agents you want to hire? Here’s a messaging playbook from Weichert® to help you build and grow your winning team.
Know their game
Just like star athletes, successful agents are motivated by many factors. Understanding what motivates them allows you to tailor your message to their aspirations and pique their interest in connecting with you. Keep these areas in mind when developing your key messages:
- Growth and development. Successful agents constantly strive to hone their skills and knowledge. Highlight your commitment to training, mentorship programs, and access to cutting-edge tools.
- Financial potential. Don’t shy away from talking about money. Showcase what you can do to take them to the next level, including lucrative lead programs, possible perks for exceeding goals, and flexible compensation.
- Community and collaboration. Top agents understand the power of teamwork. Promote a strong company culture that fosters collaboration, knowledge sharing, and a sense of belonging.
- Technology advantage. High-performing agents leverage technology to their benefit. Highlight your investment in innovative technologies like virtual tours, lead generation platforms, and powerful CRM systems. Ask us about myWeichert®, powered by kvCORE technology, and learn how it creates a recruiting advantage for our broker-owners.
Master your message
Now that you understand what motivates your targets, you can begin to craft powerful messages that resonate with future real estate agents. We are fans of these key strategies:
- Utilize personalization. Avoid generic pitches by using information about the agent’s experience and achievements to tailor the message. Research their past listings or areas of expertise and show how your brokerage can help them excel in those specific areas.
- Focus on value. There’s more to an agent-broker relationship than commission splits. Craft messages that put the emphasis on the total package, which can include ongoing training, a proficient tech stack, and one-on-one mentoring. This creates a compelling story with long-term growth and productivity in mind.
- Provide data-driven results. Use stats to showcase your brokerage’s achievements. Highlight agent success stories or positive client testimonials. Data provides quantifiable evidence that your work environment fosters measurable success.
- Create a call to action. Don’t leave your target agent hanging. Include a clear call to action, whether it’s a link to a careers page, an invitation for a call, or an offer to meet for coffee to discuss their goals.
- Employ a passive recruitment strategy. Passive candidates are those who are not actively looking for a new opportunity but might be interested if the right one presents itself. According to Glassdoor, passive candidates are 120% more likely to make a strong impact at your business. This is a particularly great strategy for new agent recruits.
Choosing the right channels
Having a powerful message is only half the battle. You need to unearth where your future agents are so you can target them effectively. Here are some recruiting channels to pay close attention to:
- Social media. Leverage LinkedIn to target specific agents by industry experience and location.
- Industry events. Attend real estate conferences or networking events where go-getters gather.
- Targeted online ads. Use platforms like LinkedIn ads or realtor-specific forums to tailor your message to a highly relevant audience.
- Referrals. Encourage your existing agents, staff, or even vendor partners to spread the word about your supportive and successful brokerage.
- Content marketing. Create valuable content (e.g., industry trends, market insights) that showcases your expertise and culture, and attracts high-potential agents to your brand.
Remember, real estate recruitment is just the first step in the long-term plan for building a strong team. Retaining the right talent requires a real commitment to their success. Stay on top of onboarding and training opportunities to equip new agents with the knowledge and tools they need to thrive. Pair new agents with experienced mentors who can offer guidance and support. And implement a system for recognizing high performers and rewarding their achievements. The power of awards and recognition goes a long way, which is why we make it a staple at Weichert.
By following this recruitment messaging playbook, you can attract quality real estate agents who will propel your brokerage to the top of the market. See how the team at Weichert can support you in your efforts. Contact us today.
