Diane turtonrecruitingdripcampaignscript


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Diane turtonrecruitingdripcampaignscript

  1. 1. Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  2. 2. OverviewAn experienced agent recruiting process can take YEARS. If it doesn’t lastfor a minimum of 4 years you are going to miss some serious retainedcompany dollarFrequency: DMA (Direct Marketing Institute) stats say the optimum length between contacts is 21 days. The internet has drastically changed that interval. It is too easy to hit the “delete” button… The interval now has to be a maximum of 14 days, 7 days is optimal.Messaging: Message must show your knowledge - Agents are looking for a coach and a mentor with knowledge and skills. Message must offer the agent something of value - Content and value rich. Each message in the drip campaign should contain information that an agent can actually use to build their business. (i.e. Lead Generation, For Sale by Owner Marketing, Business Planning, Building a Team, Sourcing their Business and more) Message must offer just enough information to leave them wanting more - You are not going to take them step by step through every system and Script process. Every message must have a call to action - To get someone to do something or take action what do you have to do? ASK THEM TO DO IT! The Importance of TechnologyTechnology:While the general population of NAR is probably in the Baby Boomer generation,there’s a thrust to bring in the Gen X and Y agents, and these individuals live andbreathe technology. Diane Turton, Realtors For a lot of them, it’s rare to get any sort of postage delivery. By utilizing drip campaigns, you’re working in a more comfortable medium for them. Agent Recruiting Drip Campaign In this new reality, it is important to track the number and types of transmissions to prospects, send targeted campaigns, track the open rates and the opt-outs and you need the ability to send text-based messages, linked messages as well as HTML-based communication- this drip campaign will do all of the above! Brokers who have embraced drip campaigns are seeing far superior recruiting results. Ultimately it’s about staying in touch and in front of the prospects
  3. 3. Week 1: Join A Winning Team Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  4. 4. Week 1: Designed to Get Them Thinking!The Greatest Question You Could Ask An Experienced Agent RecruitSo, how do you get a happy real estate agent that you want to recruit, to even startthinking about leaving their current real estate company? They are happy. Theyhave a good commission split. What more could they want? Right? They aren’t goingany where. Are they?Ask them this one question to get the wheels spinning:Is Your Firm Investing In Your Success? Don’t try to answer it for the recruit. Don’t start telling and selling the recruit on how much, how or what you would do to invest in them. Just ask the question. This will be tough, because they won’t have an answer. At least not a good one.The reason why this is the greatest single question you could ask an experienced realestate agent recruit is that it will get them thinking. The recruit will start asking themselves a bunch of questions and start to think. You want the recruit to start thinking. To start questioning. When that happens, you have a happy agent, with a good split that is open to idea’s and opportunity.If you ask a question that they have an easy answer to, you didn’t ask a good Scriptrecruiting question. Diane Turton, Realtors Agent Recruiting Drip Campaign
  5. 5. Week 1: Talking Points“Proven Tools” speak to our turn-key Customizable Services:Marketing Your Home Entry into a Multiple Listing Service (MLS) entry on multiple systems Listing presence on the Diane Turton, Realtors website Realtor.com enhanced exposure Targeted local and regional advertising Tailored internet exposure on numerous websites Full time marketing department to assist your agent Customized marketing guarantee Provide and update CMA’s throughout the listing process Photography inside and out, aerial photography where appropriate, virtual tours Scheduling and hosting of caravans, broker and public open houses Strong visual market presence; placement of our recognized lawn signs Direct mailing of customized “Just Listed” mailers Development of special property flyers In-house marketing department and Agent Resource Center Event marketing and promotions Rental services Hands-on broker, Diane TurtonConsulting & Negotiating Script Schedule appointments and field calls from Realtor community Diligent follow-up programs with qualified buyers Contact client at least once a week with feedback and market updates Internet lead associate to liaise between qualified buyers and your agent Assist in the negotiations on offers from qualified buyers In-house relocation department to assist you with your move One stop shopping with Turton Financial Holdings: Signature Mortgage, Title and Insurance Home warranties available Diane Turton, Realtors Highly qualified office support staffManaging the Sales Transaction Agent Recruiting Drip Campaign Complete all related listing paperwork explaining documents, i.e., seller’s disclosure, CIS, etc. Liaise between client and attorneys Consult and manage all major steps of the home sales process from contract to closing, i.e., gaining conditional contract signatures, scheduling and managing inspections, final walk-through, closing deed transfer, etc.
  6. 6. Week 2: Leveraging Your Best Talents! Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  7. 7. Week 2: Designed to Differentiate!The reason why most real estate brokerages and real estate recruiters fail is that theyare only talking about features of the company. Recruiters only talking about theirown business, their own company, what they offer.How does that benefit a real estate agent? How is that going to help with areal estate recruits fear of change when all a real estate recruiter talks aboutis features?No matter how different a real estate brokerage is from others, the one service youcan offer to real estate agents that you are trying to recruit is a diagnosticassessment, which Diane Turton, Realtors will call a Talent Assessment.Other terms for a Talent Assessment include Diagnostic Assessment, strategicassessment, gap analysis, business process evaluation, needs analysis or even aninitial consultation.By offering a Talent Assessment designed to leverage their natural talents and skillswe go beyond our internal features and instead focus on the recruit. Script Diane Turton, Realtors Agent Recruiting Drip Campaign
  8. 8. Week 2: Recruiting TalentThere are specific interview questions you can ask in order to gauge whethera person is passionate about their work. Gauging passion, commitment andpromptness will help you uncover their secret talents!Passion springs from a person’s deeply felt convictions. It is visible in the emotionalresponse of the candidate. To assess the candidate’s passion, ask: What do you like most about your current job? What part of your job is most fulfilling? Why? Follow up with: Can you describe a work opportunity that meant so much to you that you put everything else aside to be involved in it? What did you do? How did it work out? Please give me an example of a time when your heart wasn’t in your work, and describe what you did about the situation. Have you ever worked for an organization whose mission did not match up with the things you feel strongly about? Describe situation and how you handled it.Committed people follow through on the promises they make and take responsibilityfor the achievement of plans, sticking with work until it is completed. Committedpeople take responsibility for the consequences of their actions and do not blameothers for their own mistakes or failures. To assess this competency, ask: What plans were set for you in that job? What plans did you set for yourself? Please describe a situation where the plan was set by your manager and you Script were accountable for completing it. What happened? How did it work out? Describe a situation where your role was to set the direction for the work and things didn’t go as you’d expected. What setbacks did you experience in that assignment? How did you respond? What did you do to achieve your goals? How well did you achieve them? Please give an example of a time when you exceeded your goals.Promptness requires good planning and time management. People who are promptmake sure they allow enough time to accommodate unexpected changes. They place Diane Turton, Realtorsa high value on the importance of other people’s time, and avoid inconveniencingothers. Here are some good questions to assess a person’s promptness: Agent Recruiting Drip Campaign Please give an example of a situation when the timeline for a project was cut short, but you were still expected to deliver. How did you handle this situation? How do you keep your calendar under control? Have you ever been unavoidably detained? How did you handle it? What have you done to avoid missing deadlines? Please tell me about a time when your best efforts failed. What did you do?
  9. 9. Week 2: Assessing Talent Listen for candidate responses that include a description of the problem the individual faced, the actions taken to address the problem and the results of the actions. To evaluate candidate responses, give extra weight to those that have: Multiple job-related examples Recent, challenging examples Examples with a significant impact Examples in which the candidate took accountability for the outcome To check your thinking on how important these qualities are within Diane Turton, Realtors, ask top performers how they would answer your interview questions. Use their responses as a guide for evaluating their talent. Chart their responses appropriately below to gauge their ability as a potential Diane Turton, Realtors Agent:Competencies Unqualified Less Qualified Fully Qualified Highly Qualified Super StarTechnical Incompetent Needs extra training Meets high standards Does it better Sets standards ScriptMotivation Unmotivated Needs extra pushing Self motivated Does more, faster 120% committedCooperation Uncooperative Needs urging Fully cooperative Initiates helping Proactively coachesViewed by team Distraction Avoided A contributor Trains, sought-out Asked to leadImpact on team Demotivating Neutral An asset Influences others Motivates othersPlanning Reactive Passive On top of issues Anticipates issues Forward-looking Diane Turton, Realtors Agent Recruiting Drip Campaign
  10. 10. Week 2: Talking PointsHere are some things to do to achieve better results hiring sales agents:Know the sales process from beginning to end before ever interviewinganother candidate. Prospecting and lead generation Qualifying the lead and conducting needs analysis Proving your products worth in comparison to the customers needs Preparing some type of offer or proposal Closing and negotiating the offerBenchmark the recruit’s performance by asking about these issues: Get specific details about how recruits have managed a lengthy sales cycle. Find out their track record of making quota and how they recovered when things went sour. Walk through the sales process at a few major successful accounts and compare this to yours. Walk through the sales process where the recruit was unsuccessful and compare this to yours. Compare your typical buyer to the types of buyers the recruit successfully handled. Find out how successful the candidate was working for different sales managers, Script ask about their styles, then compare these to your management style.Benchmark the recruit’s past performance to critical success drivers. For sales, the primary keys to an accurate assessment include a comparison of the sales process, the types of buyers involved, the sales cycle, the complexity of the product and associated terms, and the degree of competition. Behavioral issues cant be ignored including persistence, learning DTRE offerings, organizational skills, and team leadership, among others, but these are secondary to having a track record of sales success in a comparable Diane Turton, Realtors situation. Agent Recruiting Drip Campaign
  11. 11. Week 3: What’s In It For You? Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  12. 12. Week 3: Designed to Intrigue!In the 21st Century, everyone has “stuff.” What everyone doesn’t have isSUBSTANCE! Here’s where we set ourselves apart from others in market…Industry Best Internet Service Center and Lead GenerationTalking Point: Salesforce, an industry leader in Customer Relations ManagementProprietary Resource Library with Supporting Documents and Advanced Self-Marketing FeaturesTalking Point: The Diane Turton, Realtors Resource CenterManagement Support and AssistanceListing Exposure on dianeturton.com, Realtor.com and moreReference: All the websites that realtor.com enhanced listings automatically feed intodianeturton.com eMail AccountCustom bio and contact page at dianeturton.comTalking Point: Option to include personal agent page on business cards. Agent pagehas direct link to agent listings and is linked to Salesforce!Office Computers, Software, Copiers and Fax, MLS Lock BoxesPrint and Online AdvertisingTalking Point: Diane Turton, Realtors several online initiatives that are effective,return on investment and cost-effective to agents, i.e. B:C eNewsletter, blog, internalwebsite content control, social web tutorials for agents and more.Networking and Community Outreach EventsTalking Point: DTRE’s name recognition as a sponsor of many high-profile Scriptorganizations including the Lakewood Blueclaws and the Father Alphonse concertseries. Plus, our many community outreach activities which generates a lot of pressattention and exposure, i.e. FoodBank, Giving Tree, scholarships, etc.DTRE Signature Financial Services for integrated one-stop client offeringsTalking Point: Turn-key solutions can be a big selling point for agents. Theconvenience for the client and the trusted single point of contact is a significantoffering.Relocation and Referral ServicesOngoing Training and seminars for Experienced Agents Diane Turton, RealtorsTalking Point: As the trend shifts to online marketing we are arming agents with thetools and knowledge they need to leverage this platform.Unparalleled Personal Promotion and Marketing Tools Agent Recruiting Drip CampaignTalking Points: Downloadable and Customizable PowerPoint Listing Presentations Agent Announcement Cards Business Cards (First 1,000 + discounted additional quantities) Just Listed / Just Sold cards (First 25 + discounted additional quantities) Bulk Mail Discount PackagesTalking Point: Emphasize hands-on broker, Diane Turton!
  13. 13. Week 4: Corporate Culture Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  14. 14. Week 4: Designed to Lead!The Week 4 drip does reiterate many of the no-cost perks included in Week3, however, Week 4 speaks specifically to culture, atmosphere and lendsitself to discussing DTRE mentorship.Talking Points:non-competitive environmenthands-on managers and broker, Diane TurtonSite how you, specifically, have led your agent team.in-house marketing departmentIn-house marketing is more than just a service, it is marketing prowess that keeps ontops of all the latest trends.grow through on-going training, workshops and seminars.Particularly in the area of online and technological tools which Gina Doyle providestraining on, DTRE is always moving in a forward direction.are surrounded by an award-winning team of professionalsDiscuss top producers in your office and their winning attributes.pay no up-front errors and omissions insurance (Incomes > $10K)work out of 17 strategically located sales offices Script Diane Turton, Realtors Agent Recruiting Drip Campaign
  15. 15. Week 5: Career Enhancements Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  16. 16. Week 5: Designed to Entice!To help simplify the entire real estate process, Turton Financial Holdings,LLC, an affiliate of Diane Turton, Realtors, is proud to offer a complete set offinancial real estate services.With Turton Signature Mortgage, Turton Signature Title Agency, and SignatureInsurance Agency, LLC, we provide home purchasers with an in-house, one-stopshopping service for financing and real estate services to help make what can be anoverwhelming process as easy and hassle-free for your recruit’s clients.Buying and selling a home should be a seamless and rewarding experience and DTREoffers the ultimate in convenience and service.Talking Points: Owners title insurance is an essential part of the home-buying process, providing homeownership protection that is critical to the security of any home. Title insurance is issued only after a thorough search of the title, requiring a detailed examination of historical public records by experts. Turton Signature Title Agency, LLC utilizes only highly qualified attorneys, title agents and notaries to conduct closings. Script Turton Signature Mortgage, LLC utilizes a proprietary search engine to access the most competitive loan programs and financing terms, as well as automated loan underwriting software to further streamline the application and funding process. With one of the nations highest application approval rates, Turton Signature Mortgage works hand-in-hand with all of our sales associates to get our clients home fast. Diane Turton, Realtors Signature Insurance Agency, LLC is able to offer a wide variety of products and providers, including Agent Recruiting Drip Campaign some of the nations most highly-rated companies as well as other major regional and national insurance carriers. With its expertise, combined with advanced technological systems and personalized customer service, Signature Insurance Agency is positioned to be able to find the best coverage, at the best price, for each customers unique situation.
  17. 17. Week 6: Unparalleled Service Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  18. 18. Week 6: Designed to Set The Standard!Talking Points:Buyer-Side“I love getting to know people and being able to play the matchmaker between theirneeds/desires in a home and the plethora of properties available. I take pride in mybusiness and have high standards for myself and the services I offer. In this market,you will feel like a kid in a candy store- let me help you find the sweetest deals!”Seller-Side“The marketing package we are able to offer as agents of DTRE, is second to none.Your home will truly be primed for sale through a grapevine of industry networks,online websites, and immediate advertising in numerous publications like the APP andHomes and Land. Preparation will include extensive comparative price planning andeven home staging resources to give you the greatest confidence in exposing yourfirst-class style home.”Not ready to buy or sell yet?“Call me to book a meeting where we can set you up with some goals that will helpyou plan and prepare for a successful and prosperous future in real estate ownership.Let’s get you on track. Those who think ahead, stay ahead!”What to Expect Script“You can expect to be well-informed and promptly kept up-to-date on alldevelopments related to your transaction. The purchase or sale of your home, retaillocation, land, or secondary investment property can be an emotional and stressfuldecision.““I see myself more as a consultant and networking advisor than anything else. In thisposition, it is my responsibility to provide you with the facts and options you need inorder to make the most educated and intelligent decisions possible. If I can’t answer Diane Turton, Realtorsyour questions, you will be quickly connected with another experienced professionaluniquely qualified to give you the best answer. DTRE is a leader in first-class qualityservice and you can expect to receive the highest standard of treatment.” Agent Recruiting Drip Campaign
  19. 19. Week 7: You’re Invited! Script Diane Turton, RealtorsAgent Recruiting Drip Campaign
  20. 20. Week 7: Designed to Call To Action!Every drip email MUST have a call to action - to get a recruit to call or emailyou. Week 7 is the ultimate call to action, the opportunity for a recruit toshadow one of your winning agents.Tips:Choose An AgentChoose an agent you feel perfectly embodies DTRE and the kind of agent you arelooking for. This agent should have a number of listings with scheduled open houses.Choose A PropertyChoose from your selected agent’s listing properties that you feel embodies astandard DTRE listing for your office.Choose A Day and TimeOnce you have selected an agent for a recruit to shadow, and a property that you’dlike them to see during an open house, select open house date and time youanticipate will be heavily trafficked. Present them to your recruit as available timesfor their shadow and agree on a time.Your selected agent should be able to answer basic questions about companyculture and working at Diane Turton, Realtors. Script Diane Turton, Realtors Agent Recruiting Drip Campaign