6 tips for recruiting teams for your real estate brokerage

Recruiting teams is not so different than signing a new buying or selling client; When you deliver overwhelming value that can’t be found anywhere else and treat people the way they deserve, you win every time.

Do you receive Inman Broker’s Edge? Make sure you are subscribed here.

By recruiting distinguished teams, you will build your brand authority and effectively grow your brokerage – and its reputation. But rRecruiting real estate teams to your brokerage is very different from recruiting individual agents, which means you’ll need a whole new marketing strategy.

Recruiting teams for your brokerage requires you to clearly define the qualities you are looking for, and then to effectively communicate your vision. Ultimately, this will allow you to impact more people than you ever imagined possible. Here’s how to start.

1. Develop a perfectly clear team avatar

The first step in any successful campaign is to decide exactly who you are going to target and then dissect them.

The profile you create of your targeted team avatar should include key metrics such as:

  • Their strengths and weaknesses regarding your unique value proposition (UVP)
  • Their hot emotional buttons (the triggers that make them buy)
  • Their internal and external false beliefs about what your brokerage has to offer
  • Their vision for the future of their team and individual team members
  • An image that represents the typical team you are looking for and allows you to deepen your connection with them

Let’s say you’re targeting rising millennial teams because they have the eyes, ears, and trust of millennial buyers and sellers. You need to consider the psychosocial factors that have impacted their lives and are now guiding their buying decisions.

For example:

  • They spent half of their childhood without the Internet or social media and the other half with it.
  • They were the first generation to experience digital advertising from an early age, conditioning them to mistrust
  • They lived through 9/11, the War on Terror and Columbine, which deepened their distrust of government, big business and the media

You can use these points to develop the hooks you need and value propositions that will convert like crazy.

When all else fails, ask yourself: If I was on a team like this, what thing would a broker need to tell me or offer me to make it impossible for me to be with another brokerage?

2. Create strategic funnels to automate systems and sales

One of the biggest stressors for brokers is the endless list of things and people demanding their time. The best way to make your life easier, streamline your business, and wow teams with your abilities is to plug funnels into your business wherever you can.

Here are some ideas to get you started:

  • Sales and lead generation: The best way to recruit teams for your brokerage is to create, purchase, or collect a suite of sales funnels and models. You can use funnels to attract teams, generate leads that you can give to them, or generate leads for them directly. In fact, you should already have the type of sales funnel your targets need and want the most, so you can build it into your value proposition.
  • Recruitment: Recruiting used to take hundreds of hours per month, but that time is reduced to a small fraction when you provide systems and tools that help the teams you are targeting recruit more agents to their team. Again, sales funnels will work for this.
  • Training: Training is a top priority for teams right now, and membership platforms are the best way to earn you thousands of hours as a broker. Even with a simple one-day membership site, every agent can log in for training on the topics that matter most, and you can even outsource and outsource content.

3. Prioritize reputation management

Another major challenge among agents, brokers and teams is managing their online reputation and overall web presence. To reach the top of Google and achieve the necessary social proof, everyone must be vigilant in collecting reviews and testimonials.

However, many fail because they aren’t comfortable asking for them or don’t know how to run a reputation management campaign that automatically collects testimonials and reviews and posts the positive review or alerts you to a opportunity to correct things and improve yourself.

In addition to customers, ask referral partners, contributors and JV partners, colleagues, and anyone who can contribute the idea that strangers can and should trust you.

4. Work on webinars to spread the word

Webinars, when executed correctly, are one of the most powerful ways, aside from live events, to scale your brokerage by attracting teams. Create webinars on your targets’ most irritating challenges and how they relate to your brokerage’s unique way of doing things and your phone will ring non-stop.

Remember, webinars are meant to teach people what they need to know, but they don’t learn the ins and outs until they sign up. This is the secret to converting with a webinar.

5. Develop authority-building content

Starting a YouTube show or podcast (or both) is one of the most effective ways to grow both your reputation and your brokerage. Create a show that targets teams and tackle the topics that will resonate most with the specific types of teams you hope to attract.

Interview guests who share your target audience and leverage their list to grow yours. Imagine the boost your competitors will feel when you scale at lightning speed without the need for paid advertising.

6. Lead with empathy

More than ever, agents are eager to work with a broker who sees things from their perspective, as well as that of their clients. They yearn to feel the kind of loyalty that generations past felt from their employers. They want to feel heard, supported, recognized, encouraged and important.

Start and end each day by imagining what it would be like to walk in the shoes of one of your agents, and you’ll naturally develop a deeper bond and a sense of loyalty through empathy that will draw in other teams as well.

Recruiting teams is not so different than signing a new buying or selling client; When you deliver overwhelming value that can’t be found anywhere else and treat people the way they deserve, you win every time.

Sarah Layton is the real estate content marketing expert behind www.bestrealestatewriter.com and owner of Layton Media.