The Art of War
In 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.

Write This Down…
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.

So..why do soldiers move?
-
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

So..why do soldiers move?
-
Their company closed down
Need more leads
Their business is down
They just wanted a change

So..why do soldiers move?
-
Money
Need training
Cutbacks have reduced staff, commission splits, etc.

But the 2 Biggest Reasons Why
Soldiers Move
1. They are mad about something.
2. Not feeling the love.

It’s how we are made
Humans are emotional beings…much
of what we do in life is guided by
emotion, not logic.

They will justify
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:
1. Mad about something.
2. Not feeling the love.

Why is this good for us?
In forming our defensive recruiting techniques (our
retention) all we have to do is configure a strategy
where we….
1. Don’t make them mad.
2. Make them feel the love.

Why is this bad for us?
Because when it comes to our offensive strategy
(recruiting) the logical stuff doesn’t matter…
1. National Advertising
2. Higher caliber of agents
3. Design Center & LeadStreet
4. Earn More $$$$

WE ARE IN TROUBLE!
Not really…in fact throughout today’s program we
are going to show you how to:
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.

Don’t forget offense…
AND we are going to show you how to :
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.

When done correctly
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.

At many firms
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.

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

Selling Back Leads
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.

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

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

When forming your strategy…
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!

One more thing…Don’t forget
about the Patriot Missile

Let’s Start With
Defensive Recruiting
Techniques

Step 1: Educate Your Agents
The 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 Productivity
Caliber of Agents
Training on Demand
National 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,
2.
3.
4.
5.
6.
7.
under agreement, solds, etc…
Monthly Sales Rallies
SWAT Tours
Birthday Lunch Clubs
Love Notes to Agents and Family Members
Strategy Task Force – Focus Groups
Agent appreciation events

Step 3: Systematize Your Culture
8. Email regular information to your agents to
help them in their businesses
9. Regular training and sharing events
10. Warm Greeting Campaign
11. Social Network with Your Agents
12. Community Initiatives
13. Complaint Free Culture
14. Say Thanks at Thanksgiving
15. Keep an eye on their goals

Systematize
If 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 Notes
Spend 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 Memorable
1. 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 Challenge
3. Welcome New Family Members
4. Anyone have something GREAT to share?
5. We do!
6. State of the Market
7. State of the Office

Really Memorable
8. Tips and Tricks Section
9. Kudos Awards
10.30 Second Pitch
11.Rock Star Award
12.Upcoming Events
13.Update from the Leadership Task Force
14.Great Reads
15.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
Notes
Birthday
Mother’s Day
Father’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 Groups
Give 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 Events
Survey 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 Agents
As 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 Goals
Meet 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 Thanks
Every 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
potential
Start 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
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).
1.

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 Database
Who 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
liabilities
There 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 Mind
Steps 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 Why
Let 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.

Your Database
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.

Track Your Touches

Top Producer
If 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 Regularly
Stay 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 Phones
You 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!

What Do I Say?
Congratulations on Your Listing, Under
Agreement, Sold – Shows You Care
Great marketing, advertising piece
Meet for coffee
Year to date production
Congratulations on award or accomplishment
Agent referral

Prioritize
•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.

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 Week
Info 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 Concept
Invite your Hit List to Everything
Office sales rallies, events, training programs.
Treat them like they already work for you!

What Should I Invite Them
•To? meetings/sales rallies (btw you should be doing these
Office
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 Emails
Spend 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 Email
Make sure your emails are well branded: Contact Information,
Recruiting Website, Social Networking links, Blog links,
Testimonials- LinkedIn Link, Brand Book, As always line
Stacey Alcorn
RE/MAX Prestige
www.RemaxPrestige.com
Cell: 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 capacity
A 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.

Courting
Social 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
Proposition
A 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
It takes significant time,
Presentation 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.

60 Minutes With Your Firm
•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.

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
.

Brand Book?
•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.

When Will You Use It?
•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.

Use www.Issuu.com to turn your
Brand Book into a web based
recruiting tool!

Step 11: Open House Survival
Packages

Trapped!
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.

What is In It?
•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”

The Rules
•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!

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 CoBroking

Hey…Just Want To Say Thanks!
Send a letter or personal note card
thanking each co-broke agent for his or
her hard work!

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

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 SERVICE
www.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.

Why Do I Need One?
-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

Step 16: Get Good at Hand To
Hand Combat!
The Way We
Speak

Walk the Walk
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.

And Talk The Talk
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.”

Your Words Mean Everything
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”

Get Rid Of It!
Eliminate the Word Commission. Instead Use
Compensation.
“We offer one of the most comprehensive
compensation packages in our industry. Let’s go over
it.”

No Splits!
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”

Office Bills Are Bad
Eliminate the Word Office Bill. Instead Use Office
Membership Investment (OMI).
“The monthly Office Membership Investment is $1500 per
month. That includes…”

Not Your Average Bear
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

Let’s Talk Comp
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.
•

Just Like The Gym!
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.

At the End
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.
•

Ok, Now You Can Say Cost
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.
•

Your Value Proposition
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 Materials
Top Market Share and Per Agent Production Stats

And More…
Your Members Only Site with real estate
letters, scripts and dialogues, and 24/7 access
to real estate forms.
Your own sign and advertising calls
International Referral Program
Top Brand Awareness
Community Initiatives in the marketplace
Superb technology for CMA’s, email
marketing, and more.


How Many Deals?
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.

Memorize This
“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.”

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 Coaching

What is P3 Coaching?

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

How can P3 Coaching help
my business?

P3’s BROKER MONTHLY Program
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
Monthly subscriber:

Broker Monthly Newsletter
• 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…

What’s in the newsletter?
• Motivation
• Technology Tip
• Sales Rally
• RE/MAX Value Proposition

There’s more inside…
• Sales/Negotiating
• Book Snapshot
• Broker Liability Protection

And MORE!
• Daily Operations
• Team Section
• Real Estate Humor

What else comes in the
Broker Monthly program?

Three Recruiting Emails Each
Week
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 Driven
 Quality of life
 Coaching to greatness
 Sharing business building tips
 Marketing tips
 Competitor analysis

Monthly Sales Rallies
• Delivered in PowerPoint.
• Motivational and
educational materials.
•80 to 120 slides.

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!
 State of the Market & State of Our Office
 Technology Tip
 Motivation and Inspiration
 Rock Star of the Month
 Practical tools for success

And more!!
 30 Second Pitch
 The Mortgage Minute
 Upcoming Events
 As Always…

Training, Training, and More
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 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!

How do I run the training?
• We send you the email invitation and you
forward it to your recruits and your own agents to
offer them these free programs.

Doesn’t the same training get old after a while?
NO!
• New Webinars.
• “People don't care how
much you know until
they know how much you
care.”
• Show them you care.

Monday Motivational Message
• 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 ACTION
• Live
call hosted by the founders of P3
Coaching.
• Discuss materials.
• Call is based on feedback from thriving
P3 clients.

P3 Members Only Site
• Exclusive access, 24/7.
• Tons of recruiting and retention tools.

What’s on the P3 Members Only
Site?
•Marketing flyers for recruits
•Recruiting Letters
•Scripts and dialogues

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

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?

For the next 30 Days! Our gift
to your region.

After 30 Days…
$300
!
a month
Any Firm Size!!!

Thank You
P3 Coaching