Larson Profile Of Today Sw Florida Recruit

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Larson Profile Of Today Sw Florida Recruit

  1. 1. Profile of Today’s SW Florida Real Estate Recruit
  2. 2. Today’s Agenda A word about Larson Educational Services Common perceptions about licensing education Five things that make us different Profile of today’s real estate recruit Things to consider Profile of today’s REALTOR Why choose Larson Educational Services?
  3. 3. A word about Larson Educational Services Larson Educational Services is a family-owned business that opened in November, 2008 Larson Educational Services is an approved Florida Real Estate School, CAM School, Mortgage Business School and NMLS Approved Course Provider
  4. 4. Common perceptions about licensing education The SW Florida market has several providers, but a common perception of licensing education has been:  Homogeneous product  Most fail the exam  Most hate the course = Selection criteria: CHEAP / FAST / CLOSE
  5. 5. What is YOUR viewpoint? Q. As an employing broker or manager, what do you want from the school where you send your recruits?  RECRUITS PASS THE EXAM  KNOWLEDGE OF THE BUSINESS  ENTHUSIASM FOR A FAST START  COME BACK ALIVE!
  6. 6. Five things that make US different from the rest 1. Our curriculum 2. Our instructors 3. Our course materials 4. Our classrooms 5. Our attitude
  7. 7. 1. Our CURRICULUM is different Not a guessing game. An up-to- the-minute program of study that focuses students on what they really need to know to succeed on the exam and get off to a fast start.
  8. 8. 2. Our INSTRUCTORS are different We hire the best instructors in the business. It’s that simple
  9. 9. 3. Our COURSE MATERIALS are Superior No one has more effective sample exams and course workbooks. 100.00% 92.00% 90.00% 80.00% 70.00% 60.00% 50.00% 44.00% Pass 40.00% 30.00% 20.00% 10.00% 0.00% All others Larson Course I + Prep
  10. 10. 4. Our CLASSROOMS are different Our classrooms are shining examples of what classrooms should be. In short, ours are professional classrooms – in every sense of the word. Opening soon in Naples!
  11. 11. 5. Our ATTITUDE is different We orient everything we do from the customer’s perspective. We expect to earn the right to be YOUR SCHOOL. Today, sharing valuable information is part of our commitment to give you MORE than what you expect.
  12. 12. Profile of Today’s Real Estate Recruit
  13. 13. Lee County new licensees 1786 1800 1600 1400 1315 1200 1066 1013 1000 875 737 800 587 600 522 450 400 200 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 13
  14. 14. Survey Says… Each of our real estate licensing students completes an Anonymous Survey at the conclusion of Course I. The following data were collected from February, 2009 – January, 2010
  15. 15. Q. What is the primary reason for attending real estate classes? 1. Income and investment opportunities 41% Improve my credit card status / make more money / only means to make good money today / better my family’s life / love real estate investing / market is improving / now is the time / want to be on top of investments
  16. 16. Q. What is the primary reason for attending real estate classes? 2. Attributes of the business 35% Be my own boss / help people buy / freedom / like helping people find a nice home / like people, like houses, like money / love real estate 3. Career change 12% New career, sales oriented / it fits at this point in my life / always thought about it / more control of future 4. Another tool in my belt 12% Background in lending / property management / CAM / contacts in finance / construction / foreclosure
  17. 17. Q. How did you first contact the broker or office? 1. Personal contact: friend, family or customer 2. Searched the Internet 3. Found on Craig’s List IF YOU DON’T ADVERTISE, THEY DON’T THINK YOU’RE HIRING!!
  18. 18. Q. What was the primary reason you chose this broker? 1. Personal relationship 42% Already work there / friend or through a friend / known for x years / ethics / compatible goals / motivated me / business relationship 2. The broker offered MORE 36% Commission split / support / lower fees / paid some start-up costs
  19. 19. Q. What was the primary reason you chose this broker? 3. Training / mentorship 14% Proven plan for success / training and successful history / mentorship 4. Paid for my classes 8% Offered scholarship / paid for my classes / offered to pay tuition
  20. 20. Florida Unemployment and struggling industries  12/2008 7.6% 12/2009 11.8%  Jobs lost 232,400  Mortgage / Housing  Furniture  Securities  Services
  21. 21. What do real estate recruits do now? 40 37 35 RE Related 30 Other 25 19 19 20 Self 15 9 Sales 10 7 4 5 Services 0 Medical
  22. 22. Agents by race 90 84 80 70 60 50 40 New Agents 30 20 11 10 2 2 1 0 White Hispanic Black Asian Other
  23. 23. Agents by gender 60 60 55 50 45 40 40 30 New Agents Current Agents 20 10 0 Male Female
  24. 24. Agents by marital status 60 58 55 50 45 42 40 30 New Agents Current Agents 20 10 0 Married Unmarried
  25. 25. New agents committed to a broker before enrolling 80 77 70 60 50 40 New Agents 30 23 20 10 0 Committed Not Committed
  26. 26. New agents by own versus rent 80 71 70 60 50 40 New Agent 29 30 20 10 0 Currently Own Currently Rent
  27. 27. New agents by hours expecting to work per week 40 36 35 30 27 25 20 17 New Agents 15 13 10 7 5 0 0 0-20 21-40 41-50 51-60 61-70 71+
  28. 28. New agents by age versus national trend 30 30 28 25 24 24 20 20 20 20 15 New Agents 15 12 National 10 6 5 0 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
  29. 29. New agents by household income 30 29 28 25 20 18 17 15 New Agents 10 8 5 0 0-20 21-40 41-60 61 - 80 80,000+
  30. 30. New agents by source of income 50 50 50 40 30 20 New Agents 10 0 Primary source Secondary source
  31. 31. Things to consider Career Night: Do-it-Yourself Disc Web-based recruiting Participating Broker Program  Materials at LarsonEd Career Night  Participating Broker Connection  LicenseTrak Scholarship Program
  32. 32. Recruit, Train and Retain Thoughts on management functions and the need for training / re-training
  33. 33. 2009 REALTOR Profile Realtors & Technology 60% of Realtors have a website aged an average of 5 years. The most common info on the websites is the member’s own listings. Over 1/3 use social networking sites. 17% of Realtors regularly use blogs, RSS feeds and podcasts, up 5% from last year. Years in practice had no bearing on use of social media.
  34. 34. Realtor Demographics Typical REALTOR® is a 54 year old white female who attended college and is a homeowner. 60% of all Realtors are female. The median age of Realtors is 54 years old. 25% state real estate is not their only occupation. Under 50% of Realtors surveyed noted real estate is their primary source of household income. 9% of Realtors were born outside the U.S.
  35. 35. Business Activity Brokerage specialists averaged 7 transactions in 2008 and averaged 8 in 2007. 40% of Realtors transacted at least one property in foreclosure. 23% of business originated from past client referrals for Realtors licensed 16+ years 39% of Realtors generated “some” business from holding an open house.
  36. 36. Income & Expenses Median gross income fell 14% to $36,700 in 2008. Median gross income of Realtors with 2 years or less experience was $8,600. Median gross income of Realtors with 16 years or more experience was $53,900. Realtor annual business expenses were $5,810 70% of Realtors are compensated on a percentage split commission. 27% reported uncertainty about being in business for 2 more years
  37. 37. Brokerage Models 50% are affiliated with an independent, non- franchised brokerage. Median firm has 23 brokers and agents. 25% have spent 11+ years with their current brokerage. 64% of brokers have some ownership interest 72% receive no benefits through their firm. 12% worked for a firm that was bought or merged in the past 24 months.
  38. 38. Designations and Affiliations 35% hold at least one professional designation 20% have a GRI, 13% have a ABR, 10% have a CRS and 5% have a SRES 16% hold a specialized training certification (like e- pro) 25% belong to one or more affiliated institutes or councils. 11% belong to CRS, 10% to REBAC, 4% to WCR and 3% to CREB
  39. 39. Professional Focus 7% of sales associate licensees do something other than sell The average years of experience is 10 years. 82% specialize in residential real estate. 22% have a secondary focus on relocation, 21% in commercial brokerage, 17% in residential property management, 14% in land development, and 14% in counseling.
  40. 40. Why choose Larson Educational Services? Our unique course development strategy prepares for exam success Our students don’t just start, they get a license.
  41. 41. Why choose Larson Educational Services? Our students come back to you alive, happy and excited  They will succeed on the exam  They will NOT be recruited or solicited  Their energy will carry into the office
  42. 42. Why choose Larson Educational Services? We cater to brokers who recruit:  Massive scheduling for a fast start  Competitive pricing  Consistency in educational objectives, materials and instructors  Consistency with in-house training
  43. 43. Why choose Larson Educational Services? In short, we will be YOUR SCHOOL Thank you, and best wishes for continued success!

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