Last week, I had an opportunity to connect with a recruiting executive of a large real estate company in the Midwest.
He and his team recruited over 1000 experienced agents in last two years.
During the discussion, I asked him: What causes agents to move from one brokerage to another?
His answer was quick and decisive.
Over 80% of the time, the decision to make a change boils down to money. It must be financially advantageous for an agent to make a move. This is by far the most compelling reason to change.
Since recruiting prospects operate from this paradigm, it’s important you’re ready to talk about the financial advantages of your model.
This doesn’t mean you need to be the lowest cost option in your market, but it does mean you need to demonstrate how working in your company will put more income in your prospect’s pocket.
If you’re a low-cost provider, your value proposition is simple.
If you’re a high-support provider, you must demonstrate the value of the support you’re providing.
When making your case, it’s helpful to assign realistic dollar values to your support services and show how working inside of your system is financially advantageous.
If you are financially superior to your competitors, agents will gravitate to you.
If you are financially equal to your competitors, the other 20% of the employment equation makes a difference.
If you’re financially inferior to your competitors, you’ll be stuck with agents who can’t do math.