As I mentioned in part 1 of this series, Andy Nazaroff of Guarantee Realty has consistently posted remarkable numbers when it comes to converting candidates into interviews, and interviews into hires. It is a ratio that is difficult to match. (Some of our clients and readers post equally impressive numbers and perhaps we can profile their philosophies and practices in the near future...) 
One of Andy's primary principles is summed up in the philosophy "buy instead of sell." Most of you have heard this phrase and practice it in most of your training for sales agents, but have you considered practicing this when it comes to recruiting? In my experience, people have the tendency to either negative sell or to sell. Andy does neither. He conveys an attitude close to absolute reverence around this principle. In listening to him describe his practices, it was this central under-riding principle that was clearly leading every question, discussion, call, or material dispensed.
Andy says that to genuinely come across as buying instead of selling, you must lead with questions. He realizes that only the most desperate people will respond when you attempt to sell them on real estate. By not selling, Andy unconsciously places on the candidate the responsibility to sell to him.
Here are the first few steps of his process as it relates to this principle:
- He makes ALL the calls to the candidates and initiates each first interview. He sets aside ample time to do both well. (We understand that this may be unrealistic for many of our larger clients who source more candidates.)
- Before the interview, he hands out a packet of information that answers the most common questions he has been asked before. (Keep track of most questions asked and do the same.)
- He begins the interview with the question: "It's been awhile since we talked and you have had a chance to research the real estate business. What are your thoughts so far?" He gets them talking. Recruiting anyone worthwhile is rarely accomplished if he doesn't know what problem he is solving for the person he is speaking to. (More on this in a future edition...)
- By the end of the interview, he asks: "Obviously being in real estate isn't for everyone, and it often takes 6-9 months before you see much cash flow; How are you prepared to bridge the gap?" After asking this there is often a very long pause. He has learned over time to let that pause linger as long as it takes for the person to respond. By letting them come up with the answer, or at least say "I don't know," he shifts into being the buyer, yet never the negative seller.
Psychologically, this produces what's called "self activation." When a person carries the weight of the creative process of a decision, does the research and leg work to research opportunities, and takes the action that should naturally follow...one is "self activating." That is, they are taking the bull by the horns from the very beginning. This is best accomplished when the recruiter is an ally who is pulling for them, rather than pushing them to make a decision that is not right for them. Andy has a gift when it comes to establishing this non-sales, interested and engaged inquisitor approach with candidates.
In the next edition, I'll share with you what Andy believes is one of the most vital components of recruiting....uncovering the "anchor or wind."
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.
Comments