Is recruiting a struggle for you too? Learn how to recruit real estate agents and thrive!
Liv Real Estate is a brokerage in Edmonton, Alberta whose #1 priority is amazing customer service, and they only bring agents onto their team who value the same thing. They know about recruiting real estate agents.
Their brokerage is, in fact, pretty special. Sheldon and Sara have created a system where they provide ALL of the business and leads for their agents…and they’re so good at it that everyone stays busy. In turn, their agents only have to focus on the customer—not on numbers, not on lead generation, and not on advertising. Their main priorities are good service and building long-term relationships with their clients and each other. And when they recruit new agents, they want professionals who value the same things.
But the real estate agents their email marketing recruiting was attracting were all wrong. They would interview one person after the next, who were only focused on numbers and splits, rarely finding someone who would fit into their collaborative, service-oriented culture. It was really all about the culture of service and care they created, and they were not willing to compromise that for a traditional “top producer.”
Not to mention, the email marketing messages they sent had extremely low open rates and an inconsistent send schedule. Sara and Sheldon wondered how many people were actually getting beyond the email, to see and understand the benefits their real estate brokerage had to offer. The only agents who expressed interest in their team were those who, right at the precise moment they received the email, wanted to leave their current brokerage. They knew those moments were frequent for many agents, but also fleeting. The system wasn’t achieving the results they wanted, and they were not finding the right real estate agents for their culture and brand.
Needless to say, real estate recruiting was a struggle. That’s why they chose to work with Happy Grasshopper for a recruiting email marketing campaign…and we mixed up their entire approach. We brought the recipe for success that they needed by going beyond typical approaches like using a real estate agent recruiting website, a real estate recruitment agency, or a real estate agent license pool or list—none of which had worked for them in the past.
First and foremost, we changed the purpose of the campaign. It was not to send a message that described everything at once, in a statistical staccato tone, with the intent to convert someone the moment they opened it. We wrote custom conversation starters, in Sara & Sheldon’s tone, that highlighted different benefits of their brokerage.
Our system also took the remembering and planning off their plate, so they too could focus on the customer-service culture at Liv. We took control of the recruiting process; we did what we excel at so they would be able to focus on what they excel at. Now, rather than thinking, “Oh Gee! It’s been three months since we’ve sent a recruiting email, we need to send one again!” Our system sends their customized messages on a consistent basis for them, keeping them top of mind with top real estate agents in Edmonton (and their open and click-through rates have greatly improved because of it).
Now, instead of receiving requests for a few interviews right after their messages are sent, Sara’s inbox rapidly fills with inquiries about opportunities to become part of the successful team at Liv Real Estate. Some real estate agents simply request for more information, others ask for specific details on Liv’s systems, and all the responses work to Sara and Sheldon’s benefit.
The people whose first question is, “What’s the commission split?” are ones she knew wouldn’t be a good fit—they care too much about the numbers, not the relationship. She knows that those who ask about the culture, ethics, and service expectations are people who would make for great candidates.
It saves her time, and the messages have attracted many more agents who identify with the same values and approaches in real estate as the Liv brokerage.
When interviewing these caring, client-focused people, one of the most common questions asked is, “What systems do you have in place for staying in touch with your clients?”
When Sara tells them that the messages, they responded to were part of a CRM, and they use the same one with their clients, everyone is sold on the spot.
A Happy Grasshopper Recruits Campaign helped them and can help you
Now, two months since Liv Real Estate’s HG Recruits campaign launched, Sara and Sheldon have met their recruiting quota for the entire year. At one point, they wondered if they should put a hold on their campaign because they weren’t prepared for further growth — but they realized that if it attracted an agent who was a phenomenal fit for their culture, they wouldn’t want to turn that person away.
Overall, their custom HG Recruits campaign has saved them time, made their recruiting process more efficient, and produced outstanding results.
If you need help with recruiting, whether it be to save time, have better results, attract the right people, or all of the above, take our assessment. We’ll be in touch with you soon.