What if you could improve your chances that the next agent you sponsor becomes a major asset for your brokerage?
One instructor believes how you recruit can make all the difference.
Amber Brown is the Broker/Owner of White Label Realty and the creator of the Signature Broker Series, a four-month course for aspiring brokers. Her approach may include strategies that work for you.
Recruit with intention
Brown recommends staying away from mass recruiting tactics. “I’ve received recruitment solicitations, and I’m a broker/owner. I’m not who you’re looking for,” she jokes.
Instead, she suggests recruiting like an entrepreneur. Entrepreneurs test the market and consider their target audience before launching a business. If you have an idea of what skills and types of experience you’re looking for, that’s a great starting point for your search.
Bombarding agents may backfire
Agents are already being overwhelmed with recruiting messages. “I’ve even heard that some agents are forced to block phone numbers, which is something you don’t want to do, because you never know if you’re going to work with that firm on a deal down the road,” she says. “Brokers are doing themselves a disservice with a strategy like that.” If you find an agent you’re interested in contacting, stick to a few deliberate communications.
Do your homework before the meeting
Brown always checks the following:
• TREC information such as license history and disciplinary actions
• Length of time in real estate
• Community service
• Involvement in local, state, or national associations
• Professional education. “Are they completing their courses 30 days before renewal and doing the bare minimum? They may be too high-risk for me,” she says.
The interview isn’t a sales meeting
Brown says some brokers use high-pressure tactics during agent interviews, requiring them to act on the spot. “This eliminates the agent’s ability to make an informed decision, and that can lead to lots of turnover,” she says. A hard sell may not be the best strategy.
The interview is a two-way street
Get to know the potential agent. Agents are sometimes caught off-guard when Brown asks them to describe their ideal brokerage. Agents say they want support, broker accessibility, and mentorship, but when it’s their turn to ask questions, they ask whether the broker provides leads, she notes. Listen to their answers, as they provide important insights. There’s more to agent performance than high production volume. You’re also looking for culture fit with the rest of your brokerage.
A slower interview process can help you make better hiring decisions
“I have agents fill out a survey and behavioral assessment before I even put an appointment on the calendar,” she says. “If they’re not willing to fill out a survey, that’s a good sign they may not follow my policies and procedures either.”
Don’t rush to a decision after a single call or in-person interview, Brown advises. Take time to think about it and maybe schedule a follow-up call. “Brokerages need to take recruitment more seriously and treat it like a professional process instead of taking anybody and everybody.”