Hey, hey, hey, real estate gurus! Are you on the hunt for some fresh talent to add to your squad? Why not give cold calling a whirl? It may seem daunting, but trust us, it will likely be your most effective method of recruiting. As of writing this, LeadUp customers regularly get answer rates above 50%. When was the last time your email campaigns got even a 30% open rate? That’s why we recommend a phone call as your first point of contact with most prospects.
1. Get to know your prospects
Before you start dialing, think about who you want to target. Are you after seasoned pros, newbies, or folks with specific skills and specialties? It’s important to assess their level of professionalism and commitment to their work before you commit to recruiting them.
Seasoned Pros: Look at their sales history and what their clients say about them. You want to make sure they know the local market inside and out – none of that clueless newbie stuff. Check out their online presence to get a vibe for their personal brand or if they are struggling to create one. You may find ways that your brokerage can take their business to the next level.
Newbies: We all have to start somewhere, right? If your brokerage has an epic mentee or training program, you might just train your next superstar agent from day one. They might not have a fancy track record yet, but you can still check out their past careers to see if they’ve got what it takes. Keep an eye out for folks who’ve worked jobs that involve people skills – like teachers and nurses. These people are awesome at building relationships and making connections, which is exactly what real estate is all about!
Once you know who you’re after, you can tailor your approach to make them swoon.
2. Whip up a powerful script
Don’t be a stiff, but do have a general script in mind. Start with a warm greeting, introduce yourself and what you’re after, and then get them jazzed about what sets your brokerage apart. It’s best if you explain your reason for calling as soon as possible to ease the anxiety on the other side of the phone. Think about the last time you answered a call and the moment, 4 seconds in, when you realize it’s a cold call. Anxiety and defensive walls go up during those crucial seconds and calms down as soon as the reason for calling is explained. Whether you have an upcoming event, know a common agent or are just calling to introduce yourself, whatever your reason, keep it snappy, upbeat, and fun! Don’t overthink it.
3. Don't be a pest
Real estate agents are busy bees, so don’t buzz around their ears too much. Be respectful of their time and ask if they’re cool to chat. If they’re not free, set up a time to follow up. Remember, you want to build a professional relationship, not annoy them. With that said, don’t let the fear of being a bother scare you away from making those phone calls, brokers! Trust us, a few phone calls a year won’t make you a pest. In fact, it shows that you’re a legit broker who’s eager to build a professional relationship. So go ahead, pick up that phone and dial away like the boss you are!
4. Flaunt your brokerage's top features
What makes your brokerage the place to be? Is it your top-notch support and resources, your righteous commission structure, or something else entirely? Let potential recruits know what makes your team stand out from the crowd. Oftentimes you are your brokerage’s best asset, learn if there is something you can help your prospect with right now and show off your professional skills.
5. Keep the conversation going
Even if an agent isn’t ready to hop on board right away, keep the convo going! Ask them if it’s okay to follow up from time to time, shoot them a follow-up message to say thanks and let them know you’re still stoked about working with them. Keep the relationship alive and you might just reel in a winner.
With these tips in mind, you’ll be well on your way to assembling an all-star brokerage crew!
Cold calling can be your most powerful tool when you keep it playful and fun. Know your target, have a script, respect their time, flaunt your strengths, and keep the conversation going. Happy recruiting!