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Judy LaDeur International
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By Judy LaDeur
Judy LaDeur International
The key to hiring agents is your ability to master the presentation process. What is also important is you, as a company, having those things agents are looking for. What they want today could be completely different two years from now. So this is something you need to constantly be aware of. Contrary to what most brokers believe, it is not just about money to agents. Rather, it is about their ability to earn more money in a more efficient and professional environment.
This theory was proven when NAR conducted a survey of highly successful agents. They sent out 5,000 surveys to agents who closed in excess of $3 million in sales, closed 30 units, or were ranked in their company as one of the top 10 producers. NAR received a 31 percent return on this survey, which showed some very interesting results. Although the survey was conducted in 1996, my research shows that the following still applies: - The average age of the successful agent today is 53 years old;
- That agent makes a minimum income of $30,600 or more;
- He/she has been with his/her current firm six or more years and has been in real estate 17 years
What are the highly successful agents of today looking for?
1. Technology:
The high technology users earned $47,200 more than agents who were average users of technology and $74,200 more than agents who rarely use technology. Also, agents sell more of their own listings with the use of technology.
2. Advanced Education:
Most top producers in our industry have at least one designation such as CRS or GRI. It has been proven that those agents who invest in their education earn more money. Does your company support higher education? Do you offer additional courses designed to take them to the next level?
3. Personal Assistants:
Sixty-five percent of highly successful agents have a personal assistant. So, any system that assists the agents in their administrative tasks or allows them to spend more of their time with buyers and sellers would attract the agents that you want. Do you, as a company, have any systems that allow agents to focus on their business rather than paperwork?
4. A Team Concept That You Support:
Today, more than ever, we see the top producers forming their own teams. They use buyer's agents to handle their leads. I am seeing more and more companies set up a system where their agents are encouraged to set up a team and the company helps them. Smart move!
5. Marketing:
Top producers spend $500 to $1000 per month on marketing their properties and on self-promotion. Those companies who have a marketing department are attracting the top producers. Top producers don't mind paying for the marketing. They want convenience. They also want it to be less expensive than if they did it on their own. And, they want a system that will send the marketing pieces for them.
6. Agent Promotion:
The more you promote the agents in your firm, the less they have to do it themselves. It is also great for retention.
7. Calls Off Their Own Signs:
The best agents want their own calls and they want control of those calls. The best agents today spend their own money to make the phone ring and they don't want a new or part-time agent picking up their leads on floor time.
8. Competitive Compensation Program:
You don't have to give them all the money. You do have to be competitive or you have to be able to prove they will make more money with your firm, regardless of the program that you offer. The good agents are smart. They know that more leads and more support equals more money!
9. Professional Working Environment:
Even though many agents today work out of their homes, they still want a professional environment to take clients to. And when they are in the office, they want it to be functional and professional.
10. Quality Support Staff and Support Systems:
Support seems to be one of the most important things to an agent. Support in the areas they need keeps their stress level low and allows them to focus on their production.
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