The document outlines the six key components of an effective recruiting plan: market research, competitive review, positioning statement, goal setting, marketing plan, and reporting. It provides examples and templates for each component, such as conducting a brand and production analysis of competitors, defining recruiting goals and budgets, building an agent database, creating a communication plan with various marketing tactics, and reporting on recruiting activity, results, and business metrics. The overall purpose is to provide a framework and tools to develop a comprehensive recruiting strategy.

1. December 2011
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2. Six Components of Recruiting Plan
Market Competitive Positioning Marketing
Goal Setting Reporting
Research Review Statement Plan
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4. Who Does Business?
A
g
L e
i S
n
s E
t
t L
s
L
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5. Detailed Agent Production Report
Sell
T
R
List E
N
D
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6. Broker Dollar Analysis
Franchise
Company
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8. Competitive Review
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9. Competitive Analysis
Ask yourself the question – Why would anyone ever want to work somewhere else?
Branding Analysis
 Consumer Survey Research on Brand Identification
 Agent Survey Research on Brand Identification
Sales Production Analysis
 Production by Community
 Production by Property Type
 Production by Price Point
Support Analysis
 Broker Supplied Technology
 Training and Coaching
 Closing Services
Marketing Analysis
 Online Marketing
 Offline Marketing
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11. Positioning Statement
For Agent Type, Company Name is the only Real Estate Brokerage that Unfair Competitive
Advantage.
Reasons to believe this
1.
2.
3.
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13. What do you hope to achieve
Define Your Strategy for Recruiting
 Deepen Market Penetration in an office
 Deepen Market Penetration by business segment
 Commercial, Luxury, REO
 Expand into new markets
Budget
 Staff
 Marketing
 Time
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15. Build a database
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16. Plan Your Marketing
Communication Plan
 Direct Mail (pieces per month)
 Telemarketing (Calls Per day)
 email Newsletter/blog (Edutize)
 Networking – be a better fan and a better friend
 Events
 Social
 Press Releases (Share your success)
 Congratulate (Share their success)
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18. Reporting
Track Activity Results
 Recruiting Meetings
 Touch point engagement (are they listening?)
 Conversations
 Email opens
 Website traffic
Track Successful Results
 Agents by Production (Increase dollars per agent)
 Agents by Specialty (Diversify by segment – Residential, Luxury, Commercial, REO)
 Agents by Region (Agent production by office)
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