If you've been following the past few editions (1,2,3), you've heard my interpretation of the excellent recruiting work performed by Andy Nazaroff of Guarantee Realty.
The resulting positive responses from the readers left me wondering how helpful it might be to hear directly from Andy. Fortunately, he agreed to give us a step by step view into his recruiting process. As you read the below excerpt, keep in mind Andy's philosophies behind each communication (found in previous editions). Here, in his own words, are the steps he takes to achieve consistently strong recruiting results:
"Here is my approach in its entirety to new agent recruiting with Tidemark.
I begin my day meeting with my assistant to talk about the candidates I met with from the previous day. We discuss lead follow-up issues, licensing school enrollments, and the current day's appointments. Then, I spend about an hour each morning making new candidate phone calls first, then 2nd phone calls to older leads in the pipeline. My assistant handles administering the Tidemark platform and all of the emails to the candidates.
When I call candidates, my script is usually the same every time:
1) I'm looking for __________________ (always use first name, as you will not sound like a telemarketer that way).
2) _________________ (first name) this is Andy Nazaroff, Manager of Agent Development with Guarantee . . . (intentional pause) and I noticed you found us online and completed the assessment on our website (listen for their recollection).
3) I was wondering if I could ask you a few questions about that assessment (if they cannot talk, they usually tell you here).
4) What brings you to: the job boards/craigslist/our website (this answer will tell you a lot about where they are at, and how to proceed).If they are currently working:
5) What do you like most about what you are doing now? (Write these answers down for your interview.)
6) What do you like the least?If they are not currently working, they may be applying to any job online:
5) What type of work or skills have you exercised in the past that makes you believe you would be a good fit in the real estate business?
6) What type of jobs are you applying to online, and what type of jobs are you avoiding, or not applying to?Then, in either case:
7) Obviously a career in real estate is not right for everyone. The time it takes to get your license, to go through our training, and to close your first transaction could take at least 4-5 months. How are you prepared to bridge that gap financially? (listen)8) I'd like to set an appointment to meet you face to face for an interview. Are you available to meet this afternoon or tomorrow afternoon? (I always try to book same day or next day, and in the afternoon, to stay in control of my schedule.)
I then give my address and my direct number.
When the candidate arrives, typically my assistant seats them in our conference room, and then gives them a folder of information and says, 'Andy prepared this for you to look over for a few minutes and he'll be in shortly.' This packet includes the start up costs estimate, recruiting information on Guarantee, our market share graph, a separate local real estate market update, and our pre-listing package. This typically covers 90% of the questions they were thinking about asking. This package allows me to stay in control of the interview by asking questions and then presenting how to get their license and our training plan.
At the interview, I usually open with, 'Since our conversation on the phone, what are your thoughts about YOU in the real estate business?' (This tells me a lot about their fears or excitement - but I do not address them yet.)
After that conversation I transition to, 'Let's say you are licensed today, you have completed our training, and you are ready to start day 1 in this business. What do you want to see happen in your first year in the real estate business?' (This tells me a lot about their motivation.)
After I listen to their first year answer I say, 'We are looking for two things in a candidate for this business at our company - personality and motivation. We can teach you real estate - that's the easy part, but we cannot teach who you are as a person, or how motivated you might be to do it. I called you and invited you in here because of your personality assessment scores. The questions I've been asking you today are to understand your motivation, and based on my information I'd like to recommend/not recommend you getting your license.'
'Before I tell you what it takes to get your license, I'd like to know... what does your family and close friends think about you getting into this business?' (Listen for that person that might be the wind in their sail, or the anchor in their tail - Then address it.)
Then I present that I cannot do anything to help them succeed in this business until they get their license. I highlight the licensing process, then talk about our Quick Start training program, then our Mentor Program. I close with, 'Any questions about the licensing process, the Quick Start program, or our Mentor program?' They usually say no - you covered it. Then I ask, 'Any questions about our company, the market, or for me?'
Then, my handoff...'Our next step in this process is to have our licensing school counselor contact you. Her name is Jessye. She will contact you within a day and give you all the information you need to move forward with licensing. Once you are ready, pull the trigger and we will be here to get you enrolled in training once you've passed. Fair enough?' They usually say yes - after all it's a soft close. Our licensing school rep is a good sales person. She praises the candidate for their interview results and says that I recommended them as a good candidate for this business. She then stays with the candidate until they enroll, or tell her they are not going to do it. We keep the candidate in the Tidemark pipeline to engage later until we have confirmed they are enrolled.
If you'd like to share ideas, or ask questions, please feel free to connect with me at andy@guarantee.com or at facebook.com/andynazaroff."
Thanks Andy for sharing your best practices. Please fill us in on any conversations that we can all learn from.
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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