How many times have you reached out to an agent and they immediately expressed interest in joining your office?
It happens all the time, right!?
No, we all know this does not happen.
Less than 1% of producing agents are looking to move this month. The key to successful recruiting lies in mastering the art of follow-up and, more importantly, delivering value with each follow-up interaction. Here’s why a value-centric approach to follow-up is required for brokers looking to attract and retain producing real estate agents. The goal of following up is to establish your brokerage as the solution to the agent’s problems. It won’t be quick, but when the agent does make a switch, there will only be one broker they consider.
Here are our top 5 follow-up suggestions.
Use Value to Keep Prospects Engaged
Follow-up isn’t just about checking in; it’s an opportunity to provide tangible value. Whether it’s sharing industry insights, market trends, or exclusive training resources, each follow-up should contribute to the agent’s professional development. This sustained engagement keeps your brokerage at the forefront of their considerations.
Try it yourself
Look for changes in your local market or industry that would appeal to most agents. It doesn’t have to be complicated. Choose a topic that agents want to hear more about from as many sources as possible. At the time of writing this, the Sitzer/Burnett lawsuit and its effects on buyer agency in your association would fit the bill.
Tailor Resources to Individual Needs
Every agent has unique aspirations and challenges. Value-centric follow-up involves understanding the individual needs of each prospective recruit and tailoring the conversation accordingly. By offering resources that address their concerns or goals, brokers demonstrate a commitment to personalized support. Tailoring the conversation is not as challenging as it sounds. Most agents face similar challenges, so you only need to identify a few common challenges and have resources (emails, videos, training, etc) ready to share. Some common challenges agents face include lack of support, office culture/connection or training. Create email campaigns, social media posts/stories, and videos based on these topics. You can then share the correct resources with the agents who need them.
Offer Training and Development Opportunities
Real estate agents, particularly high-performers, are drawn to opportunities for growth. Delivering value through follow-up means offering exclusive training sessions, workshops, or mentorship programs. Highlighting these resources showcases your brokerage as a place where agents can continuously enhance their skills and stay ahead of industry trends.
Share Agent Testimonials
Nothing speaks louder than testimonials from successful agents. With each follow-up, share real-life examples of agents who have thrived within your brokerage. Testimonials and success stories provide concrete evidence of the value your brokerage brings to the table, instilling confidence in potential recruits about the potential for their own success. Think about it, most agents are afraid of posting videos because they are uncomfortable or self conscious. If a couple of your agents show the confidence to go on the record for your brokerage it is a big deal. Ask a couple of your most loyal agents if they are open to creating a testimonial video that you can use on YouTube, social media, and email campaigns.
Providing Market Intelligence
Real estate agents love to hear about market dynamics. Brokers can deliver value by informing recruits about market trends, upcoming opportunities, and potential challenges. This not only showcases your expertise but also positions your brokerage as a valuable source of industry intelligence. If you are using a system like LeadUp you could even share statistics on the prospects performance and offer suggestions.
The importance of follow-up in recruiting and producing real estate agents cannot be overstated, especially when driven by a commitment to delivering value. Each interaction should be an opportunity to enhance the agent’s professional journey. By sustaining engagement, tailoring resources, and offering exclusive opportunities, brokers can position their brokerage as the go-to destination for agents seeking not just a career move but the best opportunity for continuous growth and success.