This edition is intended for our recruiter clients and those in the real estate industry who actually talk to new agent candidates on a regular basis.
We have heard the common and repeated concern that candidates have now more than ever (even if they have shown initial interest in knowing more about becoming and agent): "I don't have the money." This statement has begun to take a significant toll on new agent enrollment in licensing school and new agent ventures overall.
I'm unclear how most recruiters choose to answer this objection, but I have a few thoughts that hopefully might stir some creativity and resolve in your ability to challenge this response.
What are their options? Most smart people know that it takes education and often risk and investment, to succeed at anything in life that is worth doing. Remember the old saying..."If everyone could do it, it would be too easy, and everyone would."...meaning that the competition would be too great for anyone to really succeed. But, that's not my point...
My focus here is primarily on the cost and reward of any education. Education is almost always an integral piece of the solution to being stuck with no options for growth. Education helps one figure out if something is right for them, and gives them hope and freedom for the future. These facts are so widely accepted that most households are willing to shell out plenty of money to make sure it happens.
A May 2011 Pew Research white paper called "Is College Worth It?" reports that 5% of all household debt, including mortgage, is dedicated to education. This, despite the fact that only 40% believe they have gotten their money's worth:
"Amid rising costs and a sluggish economy, many Americans are questioning whether a college education is good value for the money. A large majority (75%) of the public says college is no longer affordable for most Americans. And only four-in-ten say the higher education system does an excellent (5%) or good (35%) job providing value to students given the amount of money they and their families are paying for college."
So, from this finding one would expect, given the economy and 60% believing it wasn't worth cost, that enrollment would be down. But, it's not- It's up!
So, what's happening? The answer seems clear: People are using this moment in history to invest in their futures. They are using this time to bite the bullet and make the necessary sacrifices now, so that they can build a better future later.
Education builds hope. It opens options. It gets people out of a sense of learned helplessness and helps them build towards something new. Everyone needs this hope. There are reasons that people click on our ads and tell you that they want to be contacted. They had a moment of hope. Remember, people will often resist change and throw into your lap their worst fears, often times subconsciously, hoping that someone will help shake them out of their own self-sabotaging defenses. It's not your job to convince them... However, it is your duty to challenge them. If you believe that education in real estate is worth it, it seems a bit easier to sell. How much less does real estate licensing cost than a college education?
Editor's Note: This article was written by Dr. David Mashburn. Dave is a Clinical and Consulting Psychologist, a Partner at Tidemark, Inc. and a regular contributor to WorkPuzzle. Comments or questions are welcome. If you're an email subscriber, reply to this WorkPuzzle email. If you read the blog directly from the web, you can click the "comments" link below.
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