If you’re a team leader or sales manager for a real estate agency/team, it’s no surprise that recruitment is one of your top priorities. Although it’s not a surprise, it’s interesting to see that many team leaders and sales managers don’t really focus on recruitment.
Recruitment in real estate is mostly different from other industries. It differs especially from industries where the company guarantees the time spent on the job with a monthly payslip.
In real estate, this comes in a different angle, as we mostly work in a result-only environment. That means the agents, negotiators and, salesperson only gets paid a commission when the deal is completed.
This changes the way we see recruitment, especially in a ‘’commission-only business’’. And we have to start recognizing that recruitment is a skill that needs to be mastered to build an extraordinary team in real estate.
First things first, recruitment is sales. Even if you don’t like it, we are here to tell you the truth. As many real estate team leaders hide behind the wall of ‘’I only hire people when I find them fit for the industry’’, we see that the top recruiters in real estate focus on what the team can offer any individual or candidate.
So to make things completely clear here are some do’s and don’t in for real estate recruitment:
1.You are not having an interview, you are having a sales pitch.
So many real estate leaders, sales managers, and agency recruiters still believe they are interviewing a candidate. Let me lay it out for you. You are asking a person to join your team, with no guaranteed salary/income, with no (or little) experience in real estate, in a highly competitive market, and with no certainty that they will succeed. This is not an interview, this is a sales pitch to recruit people to empower your team.
Yes, when they succeed, they will make a great fortune with lots of growth potential. But to take that first step, you will need to sell the idea of real estate being a career, an opportunity, and a way to make an impact.
When you go for a meeting with a potential candidate, make sure you comfort the person in letting them know you are looking to work ‘’together’’, and not work for you. You have an opportunity and want to see if it may fit their desires.
Please don’t make it an interview. For example, asking about their qualifications, past experience, and more. There is no requirement for someone to join real estate, except for one thing – commitment.
2.Don’t make it all about money, freedom, and cars. Your candidates need to understand the journey.
Too many real estate recruiters focus their marketing, talks, and messages on the outcome of materialistic things. Yes, you should still include this in your message. However, it should not be the only thing.
Many candidates have no idea what they are getting themselves into and want to understand the process. So, the team leader that can explain the journey/process the clearest is the winner.
I’m just going to say it one time, so everything is clear. Too many candidates join the real estate for the wrong reason. The real estate team leader is half responsible for this. They painted a picture of fast money, quick results, and unbelievable fortune. Based on the expectations of the candidate, this will only go wrong.
When you recruit you may mention the results your team members have and how they created amazing results; however, also include the journey to those results. What does it take to become successful in real estate? Who do you need to become successful in real estate? Paint a clear journey for your candidates to understand and they will appreciate the clarity.
Giving the wrong expectations to your team can be a killer from the moment you get in a recruitment talk. When your candidates hear the words fast, easy and freedom, the expectations are set and they will lose their commitment. Don’t give false hope, don’t give a fairytale, and definitely don’t give any “easy to get rich” story.
3.It’s never about you, it will always be about them.
Yes, we know you are the greatest company, the greatest team, with the best results and the most awards, rewards, and pictures next to the company’s CEO. But that all doesn’t matter.
Your candidates don’t care about your success. They care about their own. You’ll realise that 80% of the people you will talk to are looking for a better way. A way in or a way out. They are looking for a solution to a problem.
Money, freedom, recognition, or even connection. Your candidates are looking for something and if you don’t figure out what this is, you can never recruit them.
You need to understand the stories of your candidates. Where are they coming from? What is their struggle and what motivates them? What can you learn from them, and how will they empower your team?
Have a list of questions ready for any recruitment talk or meeting. Understand the people you talk to and see if your team can give them solutions. See if you can give them solutions. Be more of a consultant than a recruiter. This way you will establish trust, make a connection, and see if the person will fit your team. And of course, if the team will fit your candidate’s expectations.
Talk about yourself, your team, and your wonderful results too much. Yes, you can introduce yourself and everything else, but the focus should go as fast as possible to your candidate. Your immediate value can be shown by just listening and advising your candidate.
One more thing…
These are three main do’s and don’ts for real estate recruitment. There is one more thing I would like to advise you in. This is:
Everyone is a potential recruit for your team. Don’t think a person is too big or small for real estate. Too experienced or inexperienced for the industry. Or too smart for this line of work.
If you look at different statistics all around the world, you can see that a majority of people are not happy where they are now. Majority of people would like to make a change in the next 6-12 months and a majority of people are looking to make a greater impact for themselves, for their family, and for society.
Can you help them?