Profile of Today‟s SWFlorida Real Estate Recruit 2012
Today’s Agenda Bagels, juice, fruit and coffee About Us Licensing Statistics DNA Agents Post-Licensing Co-Branded 14 Hr CE Interviewing and Selecting
About LarsonEdFlorida Approved Real Estate School • Pre-Licensing • Post-Licensing • Continuing EducationFlorida Approved CAM School • Pre-Licensing • Continuing EducationNMLS Approved MLO School • Pre-Licensing • Continuing EducationFort Myers, Naples, Sarasota and Online
AffiliationsGreater Fort Myers and the BeachesAssociation of REALTORS® • Core Law and Ethics provider – 7 times per year, including annual TradeshowNaples Area Board of REALTORS® • Core Law provider at annual TradeshowPunta Gorda-Port Charlotte-North PortAssociation of REALTORS® • 14 Hour Continuing Education – 2 times per yearBonita Springs-Estero Association ofREALTORS®Cape Coral Association of REALTORS®Sarasota Association of REALTORS®**NO other school is affiliated with this many**
New Sales Associates by County Lee 1201 784 719 607 637532 556 507 454 320 33002 03 04 05 06 07 08 09 10 11 12 6
New Sales Associates by County Collier 734 460 439344 372 353 267 239 215 195 16202 03 04 05 06 07 08 09 10 11 12 (proj) 7
New Sales Associates by County Charlotte 243 150 157129 120 99 78 85 59 63 6602 03 04 05 06 07 08 09 10 11 12 (proj) 8
New Sales Associates by County Sarasota 579 482 372310 300 310 188 216 172 186 19002 03 04 05 06 07 08 09 10 11 12 (proj) 9
ACTIVE vs. INACTIVE Sales Associates Active Inactive2894 8707 1556 5917 1694 51065813 4361 555 3502 1762 1207Lee Collier Charlotte Sarasota 10
NEW Sales Associates as a % of Total Sales Associates New Existing8070 5564 4886 6% 1663 5.6% 6%637 7.3% 353 99 310Lee Collier Charlotte Sarasota 11
Number of Brokerages and Branch Offices There are 2239 registered brokerages and branch offices in SW Florida 934 in Lee 507 in Collier 161 in Charlotte 640 in Sarasota
Brokerages Registering a New Sales Associate 2009-2012 1,385 did not register a new sales associate 854 brokerages registered a new sales associate in 2009-2012 in SW Florida 4,177 new sales associates licensed in that periodOf the 854 brokerages that registered at least 1new sales associate during that 4-year period…
Brokerages Registering a New Sales Associate 2009-2012 748 registered 5 or fewer new sales associates 106 brokerages registered 6 or more new sales associates 46 FRANCHISE/CORPORATE OWNED 1088 Licensees 24 avg. or 6 per yr. 60 BOUTIQUE/INDEPENDENT OWNED 898 Licensees 15 avg. or 4 per yr.
“Survey Says…”Each of our real estatelicensing studentscompletes anAnonymous Survey atthe conclusion ofCourse I. The followingdata were collectedfrom February, 2009 –November, 2012
Q. What is the primary reason for attending real estate classes? 1.Attributes of the business Be my own boss / help people buy / freedom / like helping people find a nice home / like people, like houses, like money / love real estate
Reason for Attending Real Estate Class Attributes of the Business 63% 57% 54% 35% 2009 2010 2011 2012 17
Q. What is the primary reason for attending real estate classes? 2. Income and investment opportunities only means to make good money today / love real estate investing / market is improving / now is the time / want to be on top of investments
Reason for Attending Real Estate Class Income and Investment Opportunities 41% 29% 26% 23% 2009 2010 2011 2012 19
Q. What is the primary reason for attending real estate classes? 3. Career Change New career, sales oriented / it fits at this point in my life / always thought about it / more control of future
Reason for Attending Real Estate Class Career Change 15% 12% 10% 8% 2009 2010 2011 2012 21
Q. What is the primary reason for attending real estate classes? 4. Another tool in my belt Background in lending / property management / CAM / contacts in finance / construction / foreclosure
Reason for Attending Real Estate Class Another Tool in My Belt 12% 9% 4% 4% 2009 2010 2011 2012 23
What do real estate recruits do now? 2010 2011 2012 26% “Other Category” 29% in 201024%24% 21% 26% in 2011 22% 20% in 2012 19% 18% 16% 13% 10%10% 10% 5% 5% 2%RE Related Self Services Sales Medical 24
Agents Already Committed to a Broker Before Enrolling in Class 2010 2011 2012 Nationwide 75% 73% 75% 74%27% 25% 26% 25% Committed Not Committed 25
Those who were already committed to a broker before class… 81% 9% 6% 4% Relationship Training Recruited More Money 26
Zig Ziglar (1926 – 2012) on Building Relationships“If you go looking for afriend, youre going tofind theyre veryscarce. If you go out tobe a friend, youll findthem everywhere.”
Zig Ziglar (1926 – 2012) on Working for MoneyThe railroad story……and the Larsonstory.
New Agents by Age 2010 2011 2012 49% 48% 43% 37% 33%25% 26% 20% 21% 18-34 35-54 55+ 30
Real estate field attracts younger agentsKeller Williams Realty agents Kendra Hoefs, 26,and Jessica Berube, 32, are part of a growingtrend toward younger real estate agents inSouthwest Florida. Sarah Coward/The News-Press
This year‟s crop of new real estate agents inSouthwest Florida is younger and savvierabout new technology – and they‟re moreserious about their work.
Real estate field attracts younger agents“They‟re graduating from Florida Gulf CoastUniversity, from Edison State College, fromSouthwest Florida College, and they get doneand they say, „Well, there‟s not a job there forme,‟^” said Brad Larson of Larson EducationalServices. “They may have friends or family inreal estate, and there‟s the relative ease ofentry: 30-day approval (by the state), $600 infees, eight days of classes and they can have areal estate license and be up and running.”
Real estate field attracts younger agentsSteve Koffman, a broker associate with Century 21Sunbelt in Cape Coral, said he‟s noticed the edgeyounger agents have because they‟re more at easewith social media.“As the economy stagnates, I‟ve been focusing ontrying to hire some 20- and 30-something agents,” hesaid. “The younger people, they‟re advertising onFacebook, their lives are very different from the waymine has gone. They‟re on top of the tech stuff.”
Real estate field attracts younger agentsSome of the new agents are attracted by the open-endednature of real estate sales.“It‟s all self-motivation because you don‟t have a boss,”said Kendra Hoefs, 26, an agent with Keller WilliamsRealty in Bonita Springs who started a year and a halfago. “We‟re all independent contractors. You‟re motivatedconstantly to find your next client.”Branden Leeb, 25, who‟s been an agent on Koffman‟steam since April 2011, said that when he moved here fromMaryland and bought a house, “I went out with my Realtorand watched what they did, and I said, „This real estatebusiness, I could do this.‟
Real estate field attracts younger agentsGetting started isn‟t easy, he said. “It is a very hardbusiness to get off the ground,”But he‟s found that “being Internet savvy gives youan edge.”That can mean being able to move briskly throughthe digital system that replaced the paperwork ofcreating a new listing or putting a house undercontract, he said. “The old school guys were used tohaving a file to hold onto.”Larson said being willing to adapt to new conditionsis something that has always been important in realestate
Digital Natives, Digital Immigrants:Technology, the Consumer and the AgentWay back when… Not too long ago… TODAY!
Digital Natives, Digital Immigrants:Technology, the Consumer and the Agent1. While the consumers‘ goals have remained the same for decades, they are no longer the people our real estate system was designed to serve
2. DIGITAL NATIVES represent the first generation to grow up with computer technology a. Computer games, email, the Internet, Facebook, smartphones and texting are integral parts of their lives
b. They think and process information fundamentally differently than predecessorsc. They are used to receiving information really fastd. They like to parallel process and multi- taske. They prefer their graphics before their text rather than the oppositef. They function best when networked
5. Those who were not born as natives but have adopted many or most aspects of the new technology are DIGITAL IMMIGRANTS a. They may not appreciate the skills that the natives have acquired b. They speak a different language (or the same language with a discernible accent)
6. Today‘s real estate agents could be classified as DNA, DIA, or DOA: a. DNA = Digital Native Agents b. DIA = Digital Immigrant Agents c. DOA = Digital Oblivious Agents
7. The DOA group was once the guardians and only source of information I’m “Oblivious”
a. Today market information and property availability is much more accessible b. So consumers are seeking more than simply information from agents8. Consumers expect real estate professionals to be technologically adept and may not work with someone who is not
The Quandary Digital Native Digital Immigrant Real Estate/ Business Technology acumen acumenTechnology Real Estate/acumen Business acumen
The Quandary Digital Native Digital Immigrant Real Estate/ Technology Business acumen acumen Technology Real Estate/ acumen Business acumenHow do we get the pie pieces to be more equal? Training and Education
Mark Twain on Goals“A goal properlyset is halfwayreached.”
Date: Friday, December 14, 2012Time: 9:00 am - 12:00 pmTuition: $283 CE Credit Hours for Real Estate Licensees
45 Hour Post-Licensing LarsonEd has its OWN 45 Hour Post- Licensing course approved through the DBPR It is 1 of only 3 approved in the state It is SW Florida market specific, up-to-date, and includes technology and marketing information that does not exist in any other state approved course
Post-Licensing Topics Core Law Legal Update Development of Business Plans Marketing and Promotion Real Estate and the Internet Prospecting for Sellers Pricing and Listing How to Find and Finance Buyers From Contract to Closing Successful Real Estate Negotiations
Co-Branded 14 Hour Continuing EducationStarting January 1, 2013 you can offer aContinuing Education solution to your office: State approved Correspondence Course PDF workbook that is formatted for tablets and smartphones Includes mandatory Florida Core Law Co-branded with your company logo on the cover Flat rate of $29 paid by student at time of final exam submission Materials are updated every 3 months to reflect legislative and market changes Provides consistent curriculum and knowledge base for your brokerage – everyone will be learning from the same source
What is YOUR viewpoint?Q. As an employing broker or manager, are you considering increasing your efforts to attract new recruits? THE FUTURE OF THE INDUSTRY THEY ARE PLEASANT AND TAKE DIRECTION THEY ARE EAGER TO LEARN THEY HAVE ENTHUSIASM FOR A FAST START
Interviewing and Selecting New LicenseesA question posted online by a Digital Native“Hi, I am about to apply for a real estate salesperson job and have aquestion. I read mixed things about real estate job interviews. Iread somewhere on the web that they ask specific knowledgequestions about laws and regulations, but I hear by word of mouththat the interviews are typically easy and you basically interview thebroker about the company.Would you know which is correct? Im nervous about it because Ihave no idea what to expect and Im just out of college so Ive neverinterviewed with regular, non-real estate firms before. Can you giveme any information or advice? Is it like a regular job interview or notso much?”
Interviewing and Selecting New LicenseesLaurel McAdamsReal Estate Brokerage – A Management Guide (7th Edition)“Each personnel position needs to be filled by amethodical process and do so within a legal framework.Discussions about employment laws, job performance-based qualifications, and compensation managementare major centerpieces of the employment process.Whether a person is an employee or an independentcontractor has no relevance when it comes torecruiting, selecting and hiring procedures.”
The Employment ProcessThe employment process consists of: • Recruiting • Prescreening • Interviewing • Selecting • Hiring
The Employment Process Recruiting Generate a pool of candidates for consideration
The Employment Process Prescreening Application and preliminary interview to gather information to pursue next step. Decision Point 1
PrescreeningLook for BRAINS andTALENT and SELF-MOTIVATION.Don‟t confuseEXPERIENCE withBRAINS and TALENTand SELF-MOTIVATION. Don‟tgossip about otherbrokers.
The Employment Process Formal InterviewFormal job interview(s) to gather sufficient information to make a decision whether to hire an applicant. Decision Point 2
Formal InterviewFind out aboutTHEM. LISTENmore than you talk.Do their skills andtraits fit yourculture?
The Employment Process SelectingReview information gathered about applicant and determine whether applicant is a suitable fit. Decision Point 3
SelectingSelect ONLY the self-motivated who will beactively engaged. Sellthe BENEFITS of yourbrokerage, not just theFACTS.
The Employment Process HiringMake job offer and establish personnel file.
HiringSignacknowledgement ofreading Policies andProcedures Manual.Sign IndependentContractor Agreementspecifying that it is notan employer-employee relationshipfor IRS purposes.
Recruiting Resources through LarsonEdBe a Participating Broker at Larson EducationalServices Materials at LarsonEd Career Night Regular delivery of Course Schedules LicenseTrak Scholarship Program Only 26 Vouchers have been submitted in 2012 Broker Connection on LarsonEd.com
Currently 30 Brokers are on Broker Connection at LarsonEd.com
Broker Connection on LarsonEd.comWe connect with eachotherYour electronic recruiter22,000+ pageviews permonth4,000+ students in 2012Use our site to simplifyand speed the licensingprocess$100 setup / $75 per year100+ Career NightAttendees150 new students permonth
Send them to LarsonEd Learn Have fun Pass Come back alive!
STATE EXAM PASS RATENo one has more effective sampleexams, tutors and course workbooks. 92% 44% All others Larson Course I + Prep
Benefits of LarsonEd Our unique course development strategy prepares for exam success Our students don’t just start, they get a license.
Benefits of LarsonEd 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
Benefits of LarsonEd 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 BROKER CONNECTION
Benefits of LarsonEd In short, we will be YOUR SCHOOL STATE LAW misconception: NOT 3 referrals!! Thank you, and best wishes for continued success!
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