This document provides an overview of today's real estate recruits based on surveys conducted between 2009-2011. Key findings include that most recruits are attracted to real estate for the independence and income potential. The majority are white, married homeowners in their 30s-40s earning $41-60k annually. Most recruits commit to a broker before enrolling and expect to work 21-40 hours per week. Personal relationships are the primary reason recruits choose a particular broker. The document concludes by outlining 10 strategies brokers can use to attract new licensees, such as offering mentoring and targeting direct mail.

1. Profile of Today‟s SW
Florida Real Estate Recruit

2. Today’s Agenda
Rose’s breakfast
Larson State of the Union
Profile of today’s real estate recruit
10 Strategies to attract new licensees
Introducing BROKER CONNECTION
Benefits of LarsonEd

3. LARSON STATE OF
THE UNION
2010 was our 2nd
year in the business
Naples
NMLS
Larson Exam Tutor
Pass Rate
Sarasota
CE-Advantage
Broker Connection

4. OUR NEWEST CLASSROOM

5. OUR NEWEST INDUSTRY

6. OUR NEWEST TOOLS

7. OUR SAME OLD RESULTS
No one has more effective sample
exams, tutors and course workbooks.
92.00%
44.00%
Pass
All others Larson Course I + Prep

8. OUR NEWEST MARKET

9. OUR NEWEST PARTNERSHIPS
REALTOR Association of
Fort Myers and the
Beaches
Naples Area Board of
REALTORS
PGPCNP Association of
REALTORS

10. OUR NEWEST BROKER TOOL

11. Profile of Today’s
Real Estate Recruit

12. SW Florida new licensees
Lee, Collier and Charlotte
2736
1665
1572
1345
1120 1140
950
797
614 616
01 02 03 04 05 06 07 08 09 10
12

13. 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, 2011

14. Q. What is the primary reason for
attending real estate classes?
1. Attributes of the business
57% in 2010
35% in 2009
Be my own boss / help people buy /
freedom / like helping people find a
nice home / like people, like
houses, like money / love real estate

15. Q. What is the primary reason for
attending real estate classes?
2. Income and investment opportunities
29% in 2010
41% in 2009
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

16. Q. What is the primary reason for
attending real estate classes?
3. Career Change
10% in 2010
12% in 2009
New career, sales oriented / it fits at
this point in my life / always thought
about it / more control of future

17. Q. What is the primary reason for
attending real estate classes?
3. Another tool in my belt
4% in 2010
12% in 2009
Background in lending / property
management / CAM / contacts in
finance / construction / foreclosure

18. Florida Unemployment
 12/2008 7.6%
 12/2009 11.8%
 12/2010 12.0%
 Jobs lost 2010 232,400
 Jobs lost December 17,900

19. Bernanke‟s View
“At our projected
pace of
improvement it
could take four to
five more years
for the job market
to normalize
fully.”
January 7, 2011

20. What do real estate recruits
do now?
24
21
18 19
16
2
RE Related Other Self Sales Services Medical

21. Agents by race
84
80 2009 2010
11 14
2 3 2 2 1 1
White Hispanic Black Asian Other

22. Agents by gender
2009 2010
55
51
49
45
Male Female

23. Agents by marital status
2009 2010
59
55
45
41
Married Unmarried

24. New agents committed to a
broker before enrolling
2009 2010
77 73
23 27
Committed Not Committed

25. New agents by
own versus rent
2009 2010
71 72
29 28
Currently Own Currently Rent

26. New agents by hours expecting to
work per week
2009 2010
42
36
27 28
17 17
13
10
7
3
0-20 21-40 41-50 51-60 60+

27. New agents by age
2009 2010
30
24 24
20 19 20 19
17
8
7
6 6
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

28. New agents by household income
2009 2010 36
28 29
22 21
18 18
17
8
3
0-20 21-40 41-60 61 - 80 80,000+

29. New agents by source of income
2009 2010
71
50 50
29
Primary source Secondary source

30. Q. How did you first contact the
broker or office?
1. Personal contact: friend, family or
customer
2. Searched the Internet
3. Found on Craigslist
THOSE NOT COMMITTED SAY “I
DON’T WANT TO THINK ABOUT IT
UNTIL I PASS”

31. 4 keys to online advertising
Create a clear and concise message
- proof it and have someone else read it
Tell the reader what makes you different
- create benefit statements
Use warm words
- don‟t try to “sell”, create a level of comfort
Provide all contact information
- your name, company name, address,
website, “About Us” page, etc

32. Q. What was the primary reason
you chose this broker?
1. Personal relationship
78% in 2010
42% in 2009
Already work there / friend or through a
friend / known for x years / ethics /
compatible goals / motivated me / business
relationship

33. Q. What was the primary reason
you chose this broker?
2. The broker offered MORE
14% in 2010
36% in 2009
Commission split / support / lower fees /
paid some start-up costs

34. Q. What was the primary reason
you chose this broker?
3. Training and mentorship
5% in 2010
14% in 2009
Broker has proven plan for success /
successful history in the business/
provides relevant training and mentoring

35. Q. What was the primary reason
you chose this broker?
4. Paid for my classes
3% in 2010
8% in 2009
Offered scholarship / paid for my classes /
offered to pay tuition / tuition reimbursement

36. Maslow‟s Heirarchy
Leave me alone
Recognize me
Hug me
Protect me
Feed me

37. Herzberg Theory
New recruit “Hygiene
Factors”
• Conscious incompetents
• EMBARRASSED OR
NERVOUS about: math;
technology/computer;
• Don’t understand
REALTOR $; costs;
contracts – what to do
and how to do it; the
market; short sales;
construction; condos;
marketing (especially
internet)

38. 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

39. 10 Strategies to Attract
New Licensees
1. “Make a
commitment”
Commit to look for those
recruits who have done
okay in their current or
previous career; those
who are professional,
ethical, positive and good
people.

40. 10 Strategies to Attract
New Licensees
2. “Create a strong
value
proposition”
Describe the features
and benefits of your
organization,
answering the
question: “SO
WHAT?”

41. Dear Recruit,
I have noticed that you have recently obtained your real estate
license. Congradulations! I realize that selecting a broker to
work for is not always easy. In my nearly 10 years of experience I
have learned that most new agents don’t realize that your
transactions might increase more by associating with a
progressive and leading company such as ours. I have
experienced many new recruits like yourself who had results
promised from other brokerage offices who have probably
doubled and tripled their income by joining my team. I would
love to have a few moments of your time to tell you about some of
the benefits and resources that I can provide you at The ABC
Group. Feel free to call me at your earliest convenience to discuss
some of the exciting tools that are available and waiting for you
at The ABC Group. Again, congradulations on passing your test.
Your someone I look forward to hearing from soon.
Sincerely, Principle Broker, The ABC Group

42. Evaluations
“Sorry, but eight “I‟s” is about seven too
many! Congradulations?? Principle Broker??
Ever heard of spell-check? Ugh!”
“I think a letter such as this doesn't provoke
any curiosity, pizzazz or reason to call. It
doesn't set you apart from the "other"
brokers.

43. Evaluations
“You need to say what, why, who, where you
are in comparison and give new agents a
REASON to call and meet with you over
someone else.”
“You need to specify what you will do
differently. Why would someone go to work
for you? Let them know.”

44. Evaluations
“If you want me to pick up the phone and call
you (or better yet meet with you) give me a
reason to do so.”
“Not enough "what's in it for me?" I would
want to know what the benefits of your
company are.”
“Try adding bullets of what your office offers
as benefits. Why is your brokerage better
than others? What do you do that is better?”

45. 10 Strategies to Attract
New Licensees
3. “Contact new licensees
immediately.”
Send recruitment letters to contacts on your
state‟s list of new licensees as soon as the
latest roster is available. Follow up with
personal calls, notes, and interviews. Hours
can make the competitive difference.”
http://www.myfloridalicense.com/dbpr/sto/file_download/index.html

46. 10 Strategies to Attract
New Licensees
4. “Get them
licensed quickly.”
We send new recruits
to courses to get a
license in less than 30
days. Speed is
attractive to downsized
professionals, new
college grads, and
others hoping to jump
into real estate quickly

47. 10 Strategies to Attract
New Licensees
5. “Target direct mail
to a neighborhood
where you don’t
have an associate
working.”
Announce that you‟re
looking for someone
to represent your
company in that
neighborhood

48. 10 Strategies to Attract
New Licensees
6. “Offer mentoring.”
New recruits hone
their skills with the
help of experienced
associates. Our
veteran associates
always include the
rookies on their
listing
appointments.

49. 10 Strategies to Attract
New Licensees
7. “Rely on your
associates.”
Ask them to assist
you in recruiting
people in their own
image. Good
people attract good
people.

50. 10 Strategies to Attract
New Licensees
8. “Try the Real
Estate Simulator.”
Use this online test to
attract pre-license
candidates, get a sense
of personality traits and
skill sets and whether
people will fit in.
realestatesimulator.com

51. 10 Strategies to Attract
New Licensees
9. “Tell them what to
ask.”
We provide them with a
booklet of questions they
should ask us. When they‟re
finished with our interview, I
feel we‟ve educated them
and I encourage them to use
the questions if they
interview with other
companies. They appreciate
that.

52. 10 Strategies to Attract
New Licensees
10. “Create a powerful
web presence.”
We have a careers section
on our main site plus a
recruiting website by adding
„careers‟ to our URL.
Separate new from
experienced on the site.
Give lots of info. Remember
that it‟s about THEM.

53. Be a Participating Broker at
Larson Educational Services
Take advantage of LarsonEd resources by
being a Participating Broker.
 Support for your Career Night
 Materials at LarsonEd Career Night
 Regular delivery of Course Schedules
 LicenseTrak Scholarship Program
 Broker Connection at LarsonEd.com
 Contact is Stefanie Watson

54. Broker Connection at LarsonEd.com
We connect with each
other
Your electronic
recruiter
3,000+ web site hits
per month
2,000+ live students
last year
Use our site to
simplify and speed the
licensing process
$100 setup / $75 per
year

56. Benefits of LarsonEd
Our unique course development
strategy prepares for exam
success
Our students don’t just
start, they get a license.

57. 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

58. 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

59. Benefits of LarsonEd
In short, we will be YOUR
SCHOOL
Thank you, and best wishes for
continued success!

62. Up Next Time: SELECTION

63. Top Ten Reasons
Agents Fail
1 – Not a „self starter‟ or „self motivator‟
2 – Unrealistic income expectations
3 – Don‟t want to work hard enough
4 – Can‟t handle commission income
5 – Lack of objective info about career
6 – Inability to plan and manage time
7 – Inability to set specific goals
8 – Lack of supervision and motivation
9 – Don‟t know “how”
10 – Can‟t handle the pressure