The art of war

The Art of WarIn Agent Recruiting

Offensive and Defensive Strategies For Success

Are we in a recruiting war?

Today we are going to talk about setting up some

systems and techniques to manage your recruiting so

that you eliminate the biggest enemy…YOU…giving you more time to

concentrate on the smaller threats….

What MUST you have if you are going to

fight a war?

YOU MUST HAVE AN

OFFENSIVE&

DEFENSIVE

STRATEGY

What do we mean by Offensive and

Defensive STRATEGY for recruiting?

Offensive = Taking action to actively

recruit agents to your firm.

Defensive = Retention

Will you have better ability to recruit and retain agents if it is obvious that you do

have a strategy?

Yes..Nobody signs up for the army unless they feel

confident there is a strategy to win.

Before we start forming a STRATEGY it is a good idea to

understand why soldiers come and go from any firm.

Take the last 5 agents that joined your firm and write

down the two biggest reasons they were motivated to join your firm. You’ll have a total of 10 reasons listed

on your sheet.

Write This Down…

- No direction at the old company

- Like your technology- Need leadership

So..why do soldiers move?

- You have a good reputation

- Your agents have a good reputation

- They don’t like their office meetings

- Bad company culture at former company


- Their company closed down- Need more leads- Their business is down- They just wanted a change



- Money- Need training- Cutbacks have reduced staff, commission splits,

etc.

1. They are mad about something.

But the 2 Biggest Reasons Why Soldiers Move

2. Not feeling the love.

It’s how we are madeHumans are emotional beings…

much of what we do in life is guided by emotion, not logic.

Agents will justify their move with a whole slew of logical reasons once they have

made the decision but if you talk candidly with them throughout the recruiting process

you will find out that they are:

They will justify

1. Mad about something.

2. Not feeling the love.

In forming our defensive recruiting techniques (our retention) all we have to do is configure a

strategy where we….

Why is this good for us?

1. Don’t make them mad.

2. Make them feel the love.

Because when it comes to our offensive strategy (recruiting) the logical stuff doesn’t matter…

Why is this bad for us?

1. National Advertising2. Higher caliber of agents3. Design Center & LeadStreet

4. Earn More $$$$

Not really…in fact throughout today’s program we are going to show you how to:

WE ARE IN TROUBLE!

1. Set up a retention strategy where agents always feel the love...

AND if they occasionally get mad about something the strategy ensures they are glued to the brand so tightly they can’t move.

AND we are going to show you how to

Don’t forget offense…

2. Set up a recruiting strategy where agents begin to feel UNLOVED by their current firm because of all the LOVE that is coming from their new office of choice. Agents don’t know what they don’t know. We are going to set up a long term strategy to teach them what they don’t know.

:

A good recruiting campaign has an emotional impact on the agent you are recruiting.

We are going to show them over time how un-loved they are at their current firm.

When done correctly

FACT:

96% of abused women report that they stayed in their relationship because they never felt the kind of love like that they received from the abuser.

At many firms

Abused women: They don’t know what they don’t know.

Abusive Relationships

Agents from some firms bring back their own leads, while paying 35% referral fees to their office. They thought their firm loved them…not realizing that those leads belonged to them.

Selling Back Leads

Just didn’t know what they didn’t know.

These Agents

When they now know what they didn’t know they know that their current firm is a no no.

Keep in mind

It is important to keep in mind that the bond between an agent and their firm is a

RELATIONSHIP

Good, bad, or indifferent, it’s a RELATIONSHIP. Handle it like one!

When forming your strategy…

One more thing…Don’t forget about the Patriot

Missile

Let’s Start With Defensive Recruiting

Techniques

Step 1: Educate Your AgentsThe best way to bond your agents to your firm is to educate them about the competition. Let them know how other firms compare to yours.

You do not want your agents going on a recruiting appointment just to find out what the competition has to offer. Their recruiters are quite skilled and you can't risk losing an agent. Therefore, the onus is on you to learn and understand the ins and outs of what your local competitor is offering and then explain it at all of your sales rallies and agent meetings.

This requires you to research the competition and prepare detailed dossiers about major local competitors.Give your agents interview questions that will help your agents ask the RIGHT questions if they are shopping around.

Spend 5 minutes at every sales rally explaining the truths about your competitors.Your dossiers and interview questions will be helpful in that:

1.Your agents are less likely to shop if they already know the answers.

2.If they do shop, they will be prepared to ask the right questions.

Stars Must Be Aligned For Profit Sharing

In order to collect residual the sponsored agent must: A.Close a transaction AND B.Close a transaction on a month in which the office is profitable AND C.The sponsored agent cannot have capped on their commission split. In other words, there must be a perfect storm of conditions before the sponsoring agent is eligible for residual income.

Step 2: Educate Buyers and Sellers

How do you educate buyers and sellers?

Teach your agents to do it!The ABSOLUTE #1 way to tie your

agents to YOUR firm is to teach them how to educate buyers and sellers about your firm as compared to the competition.

Teach your agents how to sell the Value Proposition of your firm at the Buyer and Listing Presentation.

Per Agent ProductivityCaliber of AgentsTraining on DemandNational or local Advertising Schedule

By assisting your agents with putting together a buyer and listing presentation that incorporates the key aspects of the Value Proposition they will:

Secure more contracts.They will be properly selling against the competition EVERY SINGLE DAY.

There are hundreds of ways to incorporate the Value Proposition into a listing and buyer presentation.

Most agents don’t do it, because they don’t know any better.

It’s up to YOU to show them that by doing this they will win more listings and buyer contracts.

If, starting today, your agents use the Value Proposition every single time they meet a buyer and seller, do you think it would be very easy for them to leave to a competitor

down the road?

Some agents might not care about YOUR business if they

were to leave….but they DO care about THEIRS.

You also must teach your agents helpful dialogues to share with buyers and

sellers …

"Mr. Seller, I think very highly of Ralph Realtor from ABC Realty, but I have some concerns if you hire him. Did you know that Ralph Realtor works for a firm where he gets residual compensation when he recruits agents into his firm?

The reason that I'm concerned for you, Mr. Seller, is that if an agent from you firm were to bring an offer in on your home, would Ralph Realtor negotiate to get you the best possible price, or would Ralph Realtor compromise on your price so to preserve his relationship with that other agent so that Ralph has a better chance of recruiting that agent to earn the residual income.

Now, Mr. Seller, I'm not saying that would happen, but the residual income program that they offer leads me to wonder if sometimes the sellers that list with that firm tend to get the short end of the stick in favor of that agent being able to recruit to his down-line."

When your agents use that on their listing presentations can you see how it lessens their

ability to move to ABC Realty at a later date?

Step 3: Systematize Your Culture

1. Email your agents congrats on new listings, under agreement, solds, etc…

2. Monthly Sales Rallies3. SWAT Tours4. Birthday Lunch Clubs5. Love Notes to Agents and Family

Members6. Strategy Task Force – Focus Groups7. Agent appreciation events

Step 3: Systematize Your Culture8. Email regular information to your

agents to help them in their businesses9. Regular training and sharing events10.Warm Greeting Campaign11.Social Network with Your Agents12.Community Initiatives13.Complaint Free Culture14.Say Thanks at Thanksgiving15.Keep an eye on their goals

SystematizeIf you do NOT systematize your culture you will have to be good friends with everyone – your own agents and your recruits…

-Family cook-outs-Vacations-Shopping, dinners, etc

Being Friends

Is not a bad thing, but you only have so much time for more friends.

When you’re friends, people have a sense of loyalty because they feel the love.You need to systematize your culture so that you gain the loyalty by spreading the sense of love…without you having to befriend every agent.

Email Love NotesSpend Time Daily Sending Email Love Notes to your agents based on the MLS Hot Sheet

Congrats on Your New Listing! Congrats on putting Main Street Under

Agreement! Congrats on your sale at 252 White Street! Great job on co-broking with my agent! Great job on that price reduction!

Sizzling Sales Rallies•Instead of having a monthly sales meeting, have a monthly Sales Rally that is structured so that it motivates, educates, and inspires people. If done correctly this will become a key to your recruiting and retention success.

•Let’s take a quick peak at a great Sales Rally…

Make it Memorable1. Welcome Quote “The purpose of competition is

not to beat someone down but to bring out the best in every player. – Walter Wheeler

2. CMN Cell Phone Challenge3. Welcome New Family Members4. Anyone have something GREAT to share?5. We do!6. State of the Market7. State of the Office

Really Memorable8. Tips and Tricks Section9. Kudos Awards10.30 Second Pitch11.Rock Star Award12.Upcoming Events13.Update from the Leadership Task Force14.Great Reads15.As Always Reminder

S.W.A.T. Team

•See What Agents Think.•Meets on the same day each month (ex. First Friday).•Agents fill out a SWAT Analysis Form at each home.•Have your mortgage partner provide snack packs.•Tour meets back at office at the end for a marketing debriefing.•Your agents will love it, your sellers will appreciate it, and recruits will enjoy it as well.

Birthday Lunch Club-Host a Birthday Lunch Club each month. Invite your agents who have a birthday within that month. Invite special recruits too!- Find a restaurant that will give each agent a special birthday treat (ex. A 10% off coupon to come back at another time)-The club should meet at the same time every month so that it’s always part of your schedule.

Say Cheese

Take a photo at the luncheon and send one to each agent that attended with a personal note card.

Get to Know Them!Use the Birthday Lunch Club as an

opportunity to get to know your agents. Use unique ice breakers.

•Go around the table and have each agent talk about their worst vacation.

• Have each agent talk about their best or worst real estate experience.

Send Your Agents Lots of Love NotesBirthdayMother’s DayFather’s Day

Anniversary to your firm

Grandparent’s Day

Dear John...

I wanted to drop you a note to say Thank You. Nancy is a fabulous sales agent and she’s doing a fantastic job in her career. She talks of you often and I realize that her sales ability is a direct result of the support from you and the kids. Not only is she lucky to have you, but I am too. Thank you for being part of our family.

-Andy

Powerful Stuff!

Send 5 notes per day to your agents and their families.

If you don’t like writing go to…

www.MyRandomActsofCardness.com

Task Force & Focus GroupsGive your agents a voice and they will build great things.

When they feel like they have contributed in some way to your office, they are less likely to leave. They feel LOVED!

Agent Appreciation EventsSurvey your agents.

•What kind of event?•What day of week?•Just agents or families too?•How much would you be willing to pay?•What ideas do you have for an event? •Would you like to be involved in planning the next event?

Social Committee

Let your agents plan the event!

Give them a budget

Then, just show up!

Email them Regularly To Keep Them Informed!

Info about the market

Success Tips

Just Enlisted

Media Articles

Charitable Initiatives

Classes and Training Programs

Press releases

Monday Morning Motivational Message

Agent Productivity Reports

Market trends

Updates about events you are attending

Marketing pieces

Email Retention

Done correctly your email campaigns become part of your value proposition.

Training & Sharing Events

Train your agents regularly. It will make them more productive and it will bind them

to your firm.

Types of Training Programs•Top Agent Interviews•Host lunch and learns•Round tables•Formalized training programs – Buffini •DVD and CD Training•And MY Personal Favorite….

WEBINARS!•www.GoToMeeting.com $99/month.•The program creates the invitation.•You can see who signed up and how long they watched.•Agents can login from any web based computer.•You can do them live and take questions.•You can also record them for listening to later.

Acknowledge Them!

WARM GREETING CAMPAIGN

Hi Mr. Seller,This is John Doe from (Your Firm Here) and I am calling to say thank you

for choosing to list your home with (Your Firm Here). Nancy is one of our best agents

and you are in great hands with her. If there’s ever anything I can do for you

please don’t hesitate to call me. Thanks again for choosing Nancy and (Your Firm

Here)!

Social Network With Your AgentsAs you grow, this is the single easiest way to get

to know your people on a more intimate level. -What’s happening in their world?-What do they like to do?-What do you have in common with them?

Make sure they get to know you too!

Community Initiatives

Take the team approach to raising money for communities and charities.

Walk for a Cure

Charity Yard Sale

Blood drive

Keep an Eye on Their GoalsMeet with them annually to review their business plan.

Let them know where they stand regularly.

Pick up the phone and talk to them four times a year to ask them if they are happy with their results so far.

Complaint Free Culture

Make it clear that your offices are a COMPLAINT FREE ZONE!

www.AComplaintFreeWorld.org

Thanksgiving Day ThanksEvery Thanksgiving Day we send an email out to our entire organization and it says why we are thankful for each individual at our firm.

Matt M. – For always being positive

Diane P. – For being a fixture at our sales rallies

Nancy R. – For coming to the conventions

Dave N. – For always attending broker luncheons

Step 4: Maximize your potentialStart your own Group – share with other Firm

Owners owners Meet regularly Put together quarterly events Help each other recruit Share office facilities Share your training programs Done correctly, your group will give you a recruiting advantage!

Step 5: Dispel Myths With Your Own Agents

1. Encourage a sharing atmosphere ( You are not on your own).

2. Change the way you speak – eliminate the word office bill – expense – cost – split and replace with investment.

3. LOVE your medium producer (We make elite producers – you don’t have to be elite to join).

Step 6: ACT•Your agents are being recruited by the likes other firms. •Don’t do NOTHING. You must ACT! You must be vigilant! •You must make sure your agents know that you want them…you care about them…and that your office is there for the long haul because you have a STRATEGY for success.

Now Let’s Look at Our Offensive Strategy =

Taking action to actively recruit agents

to your firm.

Step 1: Define Talent & Prepare DatabaseWho is it that you’re targeting?Any agent? New Agent? Seasoned Agents?New Agents? Consider the impact on your office, your current agents, your staff, and other agent’s you’re attracting.

New Agent Quandary Do you have training programs? Does it lower per agent production? Will these agents rely on other agents for

support? Grass is Always Greener Syndrome. Be careful unless you’re equipped to

handle new agents.

Seasoned Agent Quandary There are very likely agents you DON’T want in your marketplace.

Some seasoned agents will bring a negative net recruiting affect.

Agents or Profitable Agents? Is there a minimum production

standard? Sometimes as owners we are so

focused on adding agents that we aren’t paying close enough attention to the profitability of each agent.

Agents should be categorized as assets or liabilities and you should be recruiting assets!

Sometimes we like liabilitiesThere are many reasons for recruiting one:

oYou foresee the ability to increase sales for that agent.oBy attracting this one agent you will attract other agents from that firm.o To show continued recruiting momentum at your office.oThat agent is highly recommended by someone.oMortgage and title referrals.

Keep Profitability In MindSteps to Recruiting Assets:

1. Know what it costs to recruit an agent.2. Know each agents production (use MLS or

programs like Recruit Tracker or Brokermetrics).3. Develop a minimum production standard.4. If you do recruit a liability – know it and be

prepared to turn them into an asset.

Spread The News•Once you have set your minimum standard, share that with the agents you are recruiting and the agents in your firm. Have a candid conversation about costs and why a minimum standard is necessary.•This will make it much easier to have conversations with agents down the road if they fall below the standard.•It also allows agents to think in terms of a manager or owner.

Let Them Know WhyLet recruits know that your minimum production standard is necessary so that you continue to recruit the crème-de-la-crème of agents in the business.

Agents like the prospect of becoming a member of an elite group.

Have some swagger!As you explain your minimum production

standard practice the following explanation:

“We are a destination office for career professionals.”

Write Down Your Standard

•Minimum 1 year experience.•Minimum production 1.5 million per year.•Good reputation in the industry.•Works in the area.

Then Stick To It!Recruit agents that fall within your stated recruiting guidelines.

Talk to agents about the cost of recruiting and how it pertains to your commitment to helping each agent grow their business.

An owner/manager without a recruiting database is like an agent without a sphere of influence database.You can keep your list in Excel, Top Producer, Act, or any other contact management program.Add 5 people a day every day until you’ve compiled your entire list.Update Regularly.

Your Database

Track Your Touches

Top ProducerIf you use a program like Top Producer you can keep more detailed notes each time you call a potential recruit so that you don’t make the common mistake of

repeating yourself or calling people twice in a given day.

Tracking

Update RegularlyStay on top of your database and update it with accurate emails, office information, etc. on a regular basis. You

don’t want to be speaking to an agent only to state an

inaccuracy about what that agent is doing now. You

show you care by showing that you know what is

happening in that agent’s business.

Step 2: Work The PhonesYou should be time-blocking a piece of everyday to dedicate to recruiting. By doing so you will guarantee maximum results.Call 10 people on your hit list EVERY DAY – No Exceptions!

Congratulations on Your Listing, Under Agreement, Sold – Shows You CareGreat marketing, advertising pieceMeet for coffeeYear to date productionCongratulations on award or accomplishmentAgent referral

What Do I Say?

•Make this the first item on your agenda every day. Do it before checking email, voicemails, or handling problems.•As busy owners if we don’t prioritize our recruiting calls each day, it will rarely get accomplished.•If you make your calls before doing anything else it will take up very little time and you will see the appointments start lining up quickly.

Prioritize

Call Cell Phones Only.The more rejections – the more likely the next one will say yes.The most successful owners have the highest number of rejections.

Step 3: Email 3 Times a WeekInfo about the market.Statistics about local towns.Info about your agency and the competition.Share marketing pieces.Just Enlisted.Media articles.Success tips.Upcoming classes and events at your office.

Make sure they can un-subscribe.Make them informative and educational enough that people won’t.Use a program that has a mail merge to create personalization.

MAKE YOURSELF THE EXPERT – FOR YOUR FIRM AND THEIRS!

Monday Morning Message

Google Alerts•Use Google Alerts to find articles about your local marketplace.•Use keywords like “real estate in Boston MA.”•You will receive an email alert anytime a media article comes out with your keywords.

Step 4: Open Office ConceptInvite your Hit List to EverythingOffice sales rallies, events, training programs. Treat them like they already work for you!

What Should I Invite Them To?•Office meetings/sales rallies (btw you should be doing these once a month)•Training programs/webinars•Company sales rallies•Real Estate or company wide conventions•Birthday lunch club•SWAT Tour•Your agent appreciation events – holiday events etc

Common Objection“I don’t want Ronnie Recruit coming to our training programs, Sales Rallies, or any events, because she will gain knowledge she can use to improve her business and maybe even take away from mine.”

The Truth

By teaching agents how to run a referral business then each agent is concentrating on building his sphere of influence. Rarely will those spheres cross over.

The Truth

•Rarely do training programs or conventions make or break an agent, they simply enhance knowledge.•Let your agents know that you selectively invite your top recruits to your programs because you want to ensure the growth of the firm by attracting great agents like them. Ask your agents to support your cause by supporting the agents that come to your events.

Step 5: Encourage Agents to Recruit

Office Check Request Should Say – Should We Recruit this agent?If your agent recommends someone, follow up immediately. “As Always” in Signature Line.“As Always” at end of Every Sales Rally.“As Always” in Voicemail.Explain to your agents the importance of growth and how you appreciate their help in the process.

As Always... if you know of anyone who would appreciate working at a

rewarding and professional real estate office that is dedicated to enriching the lives and careers of its agents, please call me with their name and business

number and I would be happy to follow up and take great care of them!

Step 6: Daily I Care EmailsSpend Time Daily Sending I care emails to your recruits based on the MLS Hot Sheet

Congrats on Your New Listing! Congrats on putting Main Street Under

Agreement! Congrats on your sale at 252 White Street! Great job on co-broking with my agent! Great job on that price reduction!

Love You!

Dear Dave,Congratulations on putting 210 White Street Under Agreement. Keep up the great work!

Brand Your EmailMake sure your emails are well branded: Contact Information, Recruiting Website, Social Networking links, Blog links, Testimonials- LinkedIn Link, Brand Book, As always line

Stacey AlcornRE/MAX Prestigewww.RemaxPrestige.comCell: 978 479 4053

* See My Best Selling Book Here* Check Out A Day In the Life of RE/MAX Prestige* Not Your Ordinary Real Estate Office - See Why* Ever Heard of P3 Coaching? Learn More* Great mortgage service call Joe & short sale needs, Ephriam•RE/MAX v The Industry

RE/MAX Prestige: We are dedicated to bringing positive change to the lives of those around us: our agents, staff, and clients. Our one of a kind culture is built on agents sharing ideas and successes. We are a family in all senses, committed to one another's success and invested in the hopes and dreams of each member. Who do you know that would thrive on a team that is dedicated to coaching, inspiring, and leading each member to a balanced life of personal and professional success? Please share with me their name and I will gladly follow up and take great care of them.

Top Producer

•Top Producer has an unsubscribe feature on the email which tells you the unsubscribe date.•It allows you to personalize mass emails.•Has some other neat Activity Email features you can utilize within your office.

Top Producer

•You can use the email function so that your administrator can send the emails right from Top Producer.•It also allows you to keep a history of all contacts with the recruit.•Top Producer has an unsubscribe feature on the email which tells you the unsubscribe date.•It allows you to personalize mass emails.•Has some other neat Activity Email features you can utilize within your office.

Top Producer

Step 7: Network & Social Network

Get to know people in a social capacityA Power Recruiter is ever present.Take advantage of all networking events.

Your board Chamber of Commerce Women’s Council of Realtors

Getting To Know YOU!IMPORTANT:

You are not at these events to RECRUIT, you are there to get to know people!

Agents want to work for people that are like them. If they don’t know you and you don’t know them then you can’t develop commonalities.

Remember

If you aren’t there getting to know people,

the owner down the street might

be.

Three of the BEST recruiting tools of this century: Twitter – Facebook – LinkedIn.Keep recruits up to date about the status of your office every day:

New Agents joined.Number of transactions.Training and rallies.

Befriend Them Using Facebook•Establish relationships through commonalities.•Comment on agent successes.•Help agents who voice their frustrations.•See who’s staying busy in the marketplace and congratulate them.•Let agents know about blog updates.

CourtingSocial networking is a nice passive way for agents to get to know you. As your business grows some agents will feel intimidated about approaching you because they see you as an extremely busy business owner. Through mediums like Facebook and Twitter you can demonstrate that you are just another person… you have a family, friends, hobbies, etc. You show your commitment to real estate but are able show your personal side as well.

Learn About Their Families

Have a pulse on their business

Find Out What Fun Is

Set Up A Fan Page

LinkedIn

Use LinkedIn Endorsements by Endorsing your agents as well as others. In turn you will receive endorsements back.

Step 8: Build Your Value PropositionA value proposition consists of the

sum total of benefits which a real estate firm promises that an agent will

receive in return for the agent’s investment and loyalty to the firm. Put simply, the value proposition is what the agent gets in return for choosing

to work there.

How You Will Be Evaluated An agent can evaluate a firm’s value-proposition on two broad dimensions with multiple subsets:Relative Performance: what the agent gets from the firm relative to a competitor's offering.

Price: which consists of the investment the agent makes into the firm to acquire the ability to market him or herself using the tools of the firm.

How You Will Be Evaluated

•What do you have to offer potential recruits?•What is the Value proposition?•What is your unique value proposition?

Once you know your value proposition…You will be ready to: •Build your recruiting presentation. •Build your brand book.•Talk to recruits.

Step 9:Recruiting PresentationIt takes significant time, money, effort and resources to get an agent to sit with you. Make sure that when they do, you cover all aspects of your organization.A powerful PowerPoint Recruiting Presentation is key in showing that you’re professional, organized, and in charge.Make sure your presentation creates dialogue. You do NOT want a one way conversation – ask lots of questions.We will review later in the program a full recruiting presentation.

•Turn Your Recruiting Presentation

Into a 60 Minutes With Your Firm Class to

Recruit several agents at once.

•Many agents who are intimidated to come in for a one-on-one meeting will opt to take a live Webinar.

60 Minutes With Your Firm

Step 10: Build Your Brand Book

Use a program like MS Publisher to build a book that highlights who you are.Set up a web-link so agents can view an online version.

Thank You With a Motivational Message

What is your competition

saying? Establish your value

proposition by addressing the misconceptions

articulated by your competition

.

•Agent’s need to be able to walk away from your first meeting with a professional book that explains why they should choose your firm over the one they are at.•You can also send this in advance of a recruiting appointment to make your initial meeting more fruitful.•Update it every year.•Use high quality paper and make sure it WOWS people.•Don’t include compensation plans in it.

Brand Book?

•When your PowerPoint recruiting presentation is not available you will be able to use your Brand Book as a key recruiting tool.•In most instances you will use both the PowerPoint presentation AND the Brand Book so make sure they highlight different features of your organization. You don’t want them to be identical.

When Will You Use It?

Use www.Issuu.com to turn your Brand Book into a web

based recruiting tool!

Step 11: Open House Survival Packages

What better time to visit recruits then Sunday afternoons while they are sitting at an Open House?Don’t go empty handed. Bring your Open House Survival packages. This is a great ice breaker and agents will appreciate your thoughtfulness. Use the opportunity to spend time talking to that agent about their business.

Trapped!

•Bottled Water• Snacks• Real estate word search (www.armoredpenguin.com/wordsearch)• Your Brand Book• A Payday candy bar – with a label on the front of the bag which says “Your Payday is in the Bag”

What is In It?

•If the open house is busy, don’t stay. Drop off the package, say Hello, and move on.• If there’s nobody there spend some time getting to know the agent and talking about their business.•Map out your route in advance. On any given Sunday you can visit as many as 10 Open Houses!

The Rules

Step 12: Career Nights

Chunky Growth•There is nothing more exciting than recruiting by the masses using career nights.•Schedule one evening per month or every other month where you do a presentation at your office for people interested in learning about your organization.

•Use your PowerPoint Recruiting presentation as your teaching tool.•Send invitations out to your entire recruiting database.

Ask a few of your own agents to come to the event to speak about their experiences in joining your office.Often times it will take much phone work and continuous emails to get attendance at these events. The biggest challenge is that agents don’t want to publicize that they are inquiring about a change.

Think Outside The Box!!!

Step 13: Thanks for Co-Broking

Send a letter or personal note card thanking each co-broke

agent for his or her hard work!

Hey…Just Want To Say Thanks!

To avoid any potential tangles, don’t send the thank you letter to agents at other local franchise firms.

Careful!

Step 14: Voicemail Advertising

Thank you for calling Stacey Alcorn, Talent Acquisition Manager for RE/MAX Prestige. Congratulations to Leslie Brenker, Gail Perdicaro, and Karen Couillard who just joined our amazing team. I’m not available to take your call right now as I’m currently interviewing another great candidate for our firm but if you leave a message after the tone, I’ll call you back as soon as possible. Oh… don’t forget to ask me about our amazing short sale webinar!

COOL FREE SERVICEwww.YouMail.com

-Personalized voicemails for specific people-Email your voicemails to someone else-Voice recognition of email callers

Step 15: Recruiting Website

Every office should have a professional office website as well as a recruiting site which highlights membership benefits.

•If your firm provides a website use it but personalize it with your own border and domain name.

-It’s a passive way that agents can learn information about your firm before making the initial appointment.-You can put a link for your recruiting site on:

•Your email signature line•Your company website•Social networking sites•Business cards

Why Do I Need One?

Step 16: Get Good at Hand To Hand Combat!

The Way We Speak

As you master your power recruiting capabilities we would encourage you to practice your speech patterns and

vocabulary in a way so that you maximize your conversations with

potential recruits. Let’s take a look at some examples.

Walk the Walk

Eliminate the Word Agent. Instead Use Team Member.

“When you become a team member at (Your Firm) you’ll enjoy the benefits of our training programs.”

“The team members at (Your Firm) always welcome our annual team appreciation events.”

And Talk The Talk

Eliminate the Word Cost. Instead Use Investment.

“Under this compensation program you would receive 70% of your earnings and 30% would

be your investment into your business.”

“The maximum investment you’ll make at the office level is $25,000”

Your Words Mean Everything

Eliminate the Word Commission. Instead Use Compensation.

“We offer one of the most comprehensive compensation packages in our industry. Let’s

go over it.”

Get Rid Of It!

Eliminate the Word Split. Instead Use Share or Investment.

“We offer a 95% compensation sharing program where 5% is your investment into the

(Your Firm Here) Brand”

No Splits!

Eliminate the Word Office Bill. Instead Use Office Membership Investment (OMI).

“The monthly Office Membership Investment is $1500 per month. That includes…”

Office Bills Are Bad

Also Use Creative Job Descriptions for Staff Members to Highlight the Important Aspects

of Their Positions:Creator of First Impressions

Director of Corporate Evolution

Talent Acquisition Scout

Chief Excellence Officer

Not Your Average Bear

•Never put compensation plans in your recruiting materials.•Never talk in terms of office bills or fees, but rather in terms of Office Membership Investment.•It’s best to have 2-4 compensation plans that you stick to for EVERY team member. They will always talk. If you offer one special deal you will eventually have to substantiate that.

Let’s Talk Comp

Compare your office membership to a gym membership. This will save you from team members haggling with you based on services they don’t plan on using.

Just Like The Gym!

•Compensation should only be discussed in person and at the END of your recruiting presentation.

•Let the agent know at the outset of your appointment that you’ll talk about the compensation package throughout the presentation as it relates to the value proposition.

At the End

•Once you’ve gone over the compensation package have a conversation with that agent which covers two important details:

First: What is the COST of staying where they are?

•Be detailed. Find out every detail about what they are paying and what is being deducted from compensation at their firm. This information is key for future recruiting appointments.

Ok, Now You Can Say Cost

Second: How many transactions would they estimate they would add to their yearly business with each of the following tools: LeadStreet Education & Training at Your Firm Great company culture and attitude Design Center Marketing MaterialsTop Market Share and Per Agent Production Stats

Your Value Proposition

Your Members Only Site with real estate letters, scripts and dialogues, and 24/7 access to real estate forms.Your own sign and advertising callsInternational Referral ProgramTop Brand AwarenessCommunity Initiatives in the marketplaceSuperb technology for CMA’s, email marketing, and more.

And More…

Quantify the number of transactions they will receive

from each transaction and figure out the expected dollars generated. This will alleviate

any questions as to compensation structure.

How Many Deals?

“It’s not about the investment you’ll

make at (Your Firm), it’s about what it will

cost you in lost business each

month if you don’t make this career advancement.”

Memorize This

A Few Last Pointers•Make sure you are clear about what they will have to pay for.

•Never speak negatively about their current compensation package or the firm they are working for.

M&A Questions

1. Background about Your Firm.

2. How many offices were new? How many M&A?

3. How do we find candidates for M&A? Why do a merger?

4. How do you price an office? How do you tell an owner that office is worth very little?

5. How long does it take?

6. How do we handle confidentiality until closing?

7. How do we handle avoiding tortuous interference?

8. Are they always smooth? What are the biggest pitfalls?

9. What are key components of a merger contract?•Non-competition agreement•Asset vs. stock purchase•Have an attorney and CPA review everything•Always think "What Happens If" when preparing contract

10. How do you announce it? Do you let any agents know in advance?

11. How do you combine the offices? •M&A task force

12. How do you incorporate a new owner into the office?

13. How do you handle negativity by agents?

P3 CoachingP3 Coaching

What is P3 Coaching?

To increase an owner’s financial wealth and personal time with family and friends by implementing our recruiting, retention, training and profitability systems.

OUR GOAL:

How can P3 Coaching help my business?

P3’s BROKER MONTHLY Program P3’s BROKER MONTHLY Program Helps You: Helps You:

- Stay on top of Agent retention.

- Attract elite sales professionals to your firm. - Get your own management and recruiting team at a fraction of the cost.

Here's what you get as a Broker Here's what you get as a Broker Monthly subscriber:Monthly subscriber:

Broker Monthly Broker Monthly NewsletterNewsletter• Arrives the first of every month, covers the 12 most important aspects of operating a successful real estate firm. • It is a "must read.”

• Covers: Recruiting, Retention…

• Motivation

• Technology Tip

• Sales Rally

• RE/MAX Value Proposition

What’s in the newsletter?What’s in the newsletter?

• Sales/Negotiating

• Book Snapshot

• Broker Liability Protection

There’s more inside…There’s more inside…

• Daily Operations

• Team Section

• Real Estate Humor

And MORE!And MORE!

What else comes in the What else comes in the Broker Monthly program?Broker Monthly program?

Three Recruiting Emails Each Three Recruiting Emails Each WeekWeek

Why?•Best way to stay in touch with agents on a consistent and ongoing basis.

The Challenge:•Original content, motivating, thought provoking.

The Solution:• We send you a recruiting email three times each week. You customize it and send it out.

Content DrivenContent Driven

Quality of life Coaching to greatness Sharing business building tips Marketing tips Competitor analysis

Monthly Sales RalliesMonthly Sales Rallies

• Delivered in PowerPoint.

• Motivational and educational materials. •80 to 120 slides.

What’s in a Sales Rally???What’s in a Sales Rally??? Quote of the month Does anyone have something great

to share? Welcome new family members Kudos

There’s more!There’s more! State of the Market & State of Our

Office Technology Tip Motivation and Inspiration Rock Star of the Month Practical tools for success

And more!!And more!!

30 Second Pitch The Mortgage Minute Upcoming Events As Always…

Training, Training, and More Training, Training, and More Training!Training!

• Thirsty for knowledge.

• Offices that offer the best training are the offices that grow.

•We do the work for you and YOU get the credit!

A Few of our Training A Few of our Training Programs…Programs…• Expired to Hired

• Crafting Your Business Plan

• The Power of Pre-Listing

• Why Blog For Business?

• How to Find, Attract, and List FSBO's

• Facebook and LinkedIn for Realtors

Short Sale Basics Workshop

• Training Modules on LeadStreet and Design Center

• Building Teams that Thrive

• Lead Generation for the Seasoned Agent

• Lead Conversion for Results

• Win The Day – 21 Steps to a Successful 2010

• Be a Win The Day Mentor!

• We send you the email invitation and you forward it to your recruits and your own agents to offer them these free programs.

How do I run the How do I run the training?training?

• New Webinars.

• “People don't care how much you know until they know how much you care.” • Show them you care.

Doesn’t the same training get old after a Doesn’t the same training get old after a while?while?

NO!

Monday Motivational Monday Motivational MessageMessage

• Arrives every Monday in your inbox.• Insert your name and send it out to agents and recruits.• Filled with motivational and inspirational messages.• A great way for your agents to start their week.

Monthly CALL TO ACTIONMonthly CALL TO ACTION

• Live call hosted by the founders of P3 Coaching.

• Discuss materials.

• Call is based on feedback from thriving P3 clients.

P3 Members Only SiteP3 Members Only Site

• Exclusive access, 24/7.• Tons of recruiting and retention tools.

•Marketing flyers for recruits •Recruiting Letters•Scripts and dialogues

What’s on the P3 Members Only What’s on the P3 Members Only Site?Site?

There’s more!!!There’s more!!!• Motivational messages for your agents.• Archive of past Broker Monthly

Newsletters.

And MORE!And MORE!• Sales Rally PowerPoints and agendas. • Sample brand books and recruiting

presentations. • An event calendar with all of our upcoming

training programs.

WELCOME TO THE MARCH 2010 SALES RALLY

So, What is the Cost?So, What is the Cost?

For the next 30 Days! Our For the next 30 Days! Our giftgift

to your region.to your region.

After 30 Days…

$300 $300 a montha month! !

Any Firm Size!!!Any Firm Size!!!

Thank YouThank You

P3 CoachingP3 Coaching