RE/MAX of Texas Recruiting Guidebook

RE/MAX of Texas
Recruiting
Guidebook
RE/MAX of Texas
Recruiting
Guidebook
RE/MAX Broker/Owner,
Your entrepreneurial drive is the foundation of the RE/MAX network. This success
directly correlates with your ability to sell the RE/MAX dream. Over the years, various
recruiting programs have been developed to assist owners in selling the power behind
the RE/MAX® brand. Many owners use these programs with great success, while others
become overwhelmed with the amount of information provided. The purpose of this
Recruiting Guide is to provide a simple manual with limited, but effective, information.
This Guide will give you ideas on how to build your office image, how to find the right
prospects and how to use the Regional Mail and Call Center. Interviewing and followup tips are also included along with a short summary that details the value of being
affiliated with RE/MAX®.
This Recruiting Guidebook is a work in progress, and we look forward to receiving
feedback from you on how we can make improvements. Our goal is to make revisions
and reissue the manual periodically. Later versions will include our “Top Recruiting
Offices” and “Top Recruiting Ideas.” To provide feedback, please go into the
Online Stats program and look under the Marketing/Recruiting tab. Click on
Recruiting Manual Feedback to enter you comments.
We appreciate your time and effort and we look forward to increased market share.
Sincerely,
RE/MAX of Texas
your Life. your Business. your Way.
RE/MAX of Texas
Recruiting
Guidebook
TABLE OF CONTENTS
I. The Recruiting Success Formula
3
II. Build Your Culture, Define Your Values, Sell Your Office
5
III. Finding Prospects
7
IV. Using the Regional Mail Marketing & Call Center
Ten Steps to Submit Your List Online
8
Call Center Procedures
9
Call Scripts
10
FAQs for All Broker, Owner, Managers
10
Drip Marketing Campaign
12
V. Interview and Follow Up
Five Steps to Focus on Recruiting
13
Interview Questions
14
Overcoming Objections
15
Closing Techniques
16
Follow Up
19
Top 5 Action items to help with a smooth transition
18
Sample Follow-up pieces
20
VI. Value of RE/MAX
21
RE/MAX of Texas Recruiting Guidebook
The Recruiting Success
Formula
What is Recruiting: The 4 Phases.
Depending on whom you ask, the word recruiting
can mean different responses from different people.
Any of the following are plausible definitions of this
word, yet a recruit prospect may not always see it
this way:
1.
2.
3.
4.
5.
To
To
To
To
To
strengthen by enlistment.
supply with new members or employees.
enroll or seek to enrollment.
replenish.
renew or restore vitality or intensity of.
To a prospect, the word recruiting may be
associated with a feeling of obligation to commit
to or join something of which they may have
little or no control. It is therefore necessary to
relinquish control and timing of communications
in the beginning, in order to develop a successful
relationship with prospects.
The Four Phases of Recruiting is a process that
emphasizes the importance of establishing your
direct relationship with candidates (prospects) you
intend to recruit to your office.
Phase1: First Impression Call
Initiates the relationship with a ‘cold call’ or ‘follow
up to a mailer call.’ This call will determine their level
of interest; use enclosed Call Scripts or submit your
list of names to the Regional Recruiting Program:
Mail Marketing & Call Center if not comfortable
with making the initial call)
Phase3: Broker/Owner/Manager
Build on the relationship. Meet again, give specific
details about what will happen when they move
to your office, ask personal questions, address all
concerns-no ‘fluff,’ just facts, mention all resources.
Reiterate that potential prospects joining your
office will have more opportunities to increase
business and should be able to make 2 more sales
than last year to cover fees for the year with your
office. Moving has nothing to do with spending
money, has everything to do with making more
money, more opportunities to do business and
increase production here. Finalize the recruitment,
get a commitment to move, and/ or follow up with
consistent words of encouragement.
Phase4: Broker/Owner/Manager
Strengthen/ Secure the relationship: Recruit
them, and retain them. Maintain a professional
relationship, increase loyalty, strengthen trust,
maintain a positive office environment, know
birthdays for all sales associates, encourage team
building, hold weekly or bi-monthly meetings
for sharing, promote stability of your RE/MAX®
organization, all should feel “included.”
When to Start Recruiting: Now.
Timing is the most important variable in recruiting.
Now is the time to start contacting potential
candidates to join your office; this is called
prospecting. Your goal is to reach prospects at the
right time, and determine their level of interest in
making a move.
How will you know when the right time is to call
them? Unless you get an inside tip from someone
who knows them personally, you won’t. In order to
attract candidates for your office, you must begin
pursuing them as soon as you decide to grow your
Phase2: Broker/Owner/Manager
office. Only when you begin communications with
Develop calls into a relationship of comfort. Find
them, will you determine if and when they will be
out when to contact, how often, how aggressive
ready to discuss moving.
to pursue. Find out when their contract is up, ask
about their Real Estate goals and plans for the
Where are you in this Process: Getting
future, and involve them in the ‘courtship’ by giving
an assignment (i.e.-When we meet again, give me Started.
3 concerns you have about moving when contract
is up). Get a commitment for a next meeting or If you have implemented a recruiting process
commitment to call and schedule the next meeting; within your organization recently, you should find
yourself in one of the categories of the 4 Phases
find out their birthday.
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RE/MAX of Texas Recruiting Guidebook
of Recruiting. Determine what is lacking in your maximum allowable share of earned commissions
communication to, or reception from prospects.
in return for sharing fixed office expenses and
paying a reasonable management fee.
First, prepare a list of names, phone numbers, 2. Work. Real estate agents work long hours,
and personal mailing addresses for each prospect seven days a week. But increased compensation
you hope to recruit. You may begin by either allows RE/MAX Associates to work fewer hours to
mailing out a marketing piece about your office, earn the same income. With RE/MAX it is possible
or by making a First Impression Call (Phase 1). to work smarter, not harder.
Determine where you are in the recruiting process. 3. Participative Management. By sharing the office
expenses, RE/MAX professionals earn the right to
This will determine your next step.
have a voice in the operation of the office, although
Who are the right Recruit Prospects for not a vote in the management.
your office: Finding the right people.
4. Freedom. One of the strongest attractions of the
RE/MAX system is the professional freedom that it
Determining your company culture and values will affords to all affiliates. RE/MAX Sales Associates
assist you in identifying prospects that will fit into promote themselves, their business and their
your organization and share the same values as talents.
your management and existing Sales Associates. 5. Flexible commission structure. Because RE/
The sections of this guide entitled, “Building Your MAX Sales Associates receive the maximum
Culture” and “Finding Prospects” will provide the possible commission, and because they are truly
foundation and the methods of locating the right independent business people, they can be creative
in structuring and negotiating their commissions
people.
with their broker’s approval. This flexibility gives
Why Agents Join Your Office?
RE/MAX Sales Associates an additional competitive
edge in the market place.
There are numerous reasons why recruits choose
to join your office: culture, benefits, training, the International & Regional Affiliation: 20%
structure and the strength of leadership and support International and regional affiliation can enhance
that you provide. The following are guidelines that the professional environment as well as increase
may assist you in your recruiting efforts. Based on potential earnings for RE/MAX Sales Associates.
agent feedback, the breakdown below shows what Some of the benefits are listed below:
is important to an agent when they join an office. 1. Synergy. Synergy is the concept that the whole
is greater than the sum of its parts. Applied to RE/
• Highest allowable compensation: 10%
MAX, it refers to the productivity that results when
• International and regional affiliation: 20 %
top producers work together. In an environment
• Your Office Environment: 20%
of highly motivated, knowledgeable real estate
• You: 50%
winners, RE/MAX Sales Associates are far more
productive than they could be on their own.
Highest Allowable Compensation: 10% 2. Image. RE/MAX International enjoys one of the
There are many forms of compensation. The most recognized logos in North America with its fleet
professional real estate agent deserves the freedom of hot air balloons. Through aggressive trademark
to choose how to receive compensation and how protection and quality control standards, RE/MAX
to value the different forms. In the RE/MAX® Affiliates prominently display their names on signs,
system, highest allowable compensation includes business cards and promotional materials.
all of the following:
3. Referrals. One of the most important recruiting
1. Commissions. In recent years, RE/MAX tools is the RE/MAX Referral Roster and the RE/
International has changed the real estate industry MAX referral system. By passing direct agentwith regards to commission splits. Although it did to-agent referrals, from one successful Sales
not originate the maximum commission concept, Associate to another, a RE/MAX referral is more
RE/MAX International has refined and developed often a successful one.
this principle of compensation across North America.
Simply stated, RE/MAX Sales Associates keep the
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RE/MAX of Texas Recruiting Guidebook
OFFICE ENVIRONMENT: 20%
a way of life of a group of people that includes
1. Location. Your location must first of all be the group’s skills, knowledge, attitudes, values,
convenient and desirable to your Sales Associates. and motives that they accept, generally without
Since recruiting and retention drive the success of thinking about them, and that are passed along by
a RE/MAX office, your clients, the Sales Associates, communication and imitation. Understanding what
are the highest priority in determining an office type of people fit into your organization and follow
location. Your office should be located where your your leadership style is fundamental to making
Sales Associates would like to work. The second your operations more successful.
consideration is to locate your office convenient to
the customers and clients of your Sales Associates. Establishing your Mission
Be sure that the location provides for adequate
parking for your Sales Associates and their clients. The development of a concise mission statement
2. Furnishings. The office facility should be attractive for your office helps to cultivate your unique
and appropriate for your marketplace. If you want office culture. This statement will set forth the
to attract top Sales Associates, you need to provide framework and serve as the driving force behind
better facilities than the local competition provides. your organization. Your statement should clearly
There is a wide range of office configurations set out the purpose of your business and should
throughout the RE/MAX system, but the key is to help to mobilize your Sales Associates to work
provide the most professional work environment in towards a common goal.
your marketplace.
3. Office members. Everyone in your office from An Example of an office Mission Statement
the receptionist to the Broker/ Owner must have reads as follows:
a reputation that is beyond reproach. Your staff
must demonstrate the ability to think and act for
To create an environment that is positive,
themselves in appropriate circumstances. As you professional, cheerful and energetic. Furthermore,
recruit, the Sales Associates who join you will also our organization is founded on the premise that
build your reputation.
you can be whatever you wish. There are no
limits—only your own self-imposed limits.
You: 50%
You are the single most important reason that Sales
Associates will join your office. It is your leadership,
your management style, your professionalism,
your reputation, your team of professionals and
your personality that come together to create an
important part of the total work environment. In
a RE/MAX office, Sales Associates work with the
Broker/Owner, not for him or her. In a well-managed
office the Broker/Owner provides the services and
systems, which enable Sales Associates to do what
they do best: list and sell real estate.
Building Your Overall
Office Culture
The leader of your organization is instrumental in
building your culture. Culture can be defined as
Our sole purpose as a company is to provide
you with an environment which promotes your
professional growth and prosperity.
To provide customers with a first class and
seamless real estate transaction through providing
exceptional real estate brokerage services along
with other services and products that are integral
to the home buying process.
Defining your Company Values
The definition and subsequent communication of
your company values is a critical element in the
recruiting process. We encourage you to clearly
define those standards that are the foundation
of your office culture. Inform your agents and
prospects of these values and review them on a
regular basis.
Examples of COMPANY VALUES are as
follows:
We believe that “in an organization, the greater
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RE/MAX of Texas Recruiting Guidebook
the correlation between the values of its members
and the values of the organization, the greater its
success.”
1. We believe in people who:
• Believe in their company and its purpose
• Believe in real estate as a career
• Believe in themselves
the time to review them with your prospect. The
time spent in setting out your high standards and
explaining your culture will assist your prospect in
coming to the right conclusion to join your office.
Create an Office Brochure
The creation of a brochure that details the various
attributes of your office is another key component
to your recruiting campaign. Include awards and
accomplishments that your office has earned. You
will also want to include your Office Location and
3. We believe in an environment of creativity, Statistics, such as Wireless Internet Access and
growth and productive change that encourages High Tech Media Training rooms, as well as Agent
our Associates to maximize their potential.
Office Types (private offices, 2, 3, or 5 person
offices). Don’t be afraid to sell yourself and the
4. We believe a creative, productive environment ancillary services offered through your office that
must be natural:
sets you apart from the rest. Tell them why you’re
• We don’t believe in fear motivation
the best! Presenting this information in a clear and
• We believe in personal motivation and
concise format will help you in selling the value of
personal recognition
your office, your services and yourself.
2. We believe that people stay in environments
where they are learning and leave environments
where they are not learning.
5. We believe that our Associates should not Examples of what to include in your brochure
subsidize those who do not have the capacity or are:
desire to produce.
• Full Support Staff
3 “Hands on” Broker/Owners
6. We will not sanction incompetence or
3 IT Department
mediocrity.
3 General Manager
• Complete Real Estate Services
7. We believe in excellence and will strive to achieve
3 Residential sales and leasing, investment
its ideal of producing the best and accepting
property and all aspects of commercial real
nothing less than the best.
estate. We are a full-service real estate
company.
8. We believe in an environment of mutual respect
• Full Service Marketing
consistent with personal values based on spiritual,
3 Brochures, Postcards, Broadcast Emails,
intellectual, physical, financial and psychological
Virtual Tours and the latest Technology
equity.
tools to enable you to work smarter, not
harder!
9. We believe in the division of responsibility
• In-House Mortgage Company
between management and sales.
3 Promoting specialized attention and speedy
approval for your clients.
10. We are human-resource oriented and believe
• Top Producing Agents
in the concept of synergy and the force that lies
3 Average Associate experience: thirteen
within our Associates.
years: twice the national average
3 A roster full of Associates with advanced
Tell your Prospects why your office is the
professional designations
best
3 Freedom for the Sales Associate to
Tell your prospect why your office is the best choice
advertise their listings and services,
to enhance and maximize their career. In addition to
resulting in unique and specific personal
listing the various attributes of your office, prepare
marketing for you.
a list of your awards and accomplishments and take
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RE/MAX of Texas Recruiting Guidebook
• Past accomplishments
3 #1 RE/MAX Sales office in Dallas
3 #2 RE/MAX office in Houston for Closed
Transaction sides
3 #3 RE/MAX office in San Antonio for Total
Gross Dollar Volume of Closed Sales
3 RE/MAX is the Number One real estate
organization in the United States and
Canada
and has offices in 63 countries
3 My RE/MAX of Texas Statewide Office gives
back to their local community through
participation in the Miracle Home program.
Finding Prospects and
Creating a Prospect List
Determining your company culture and values will
assist you in identifying prospects that will fit into
your organization and share the same values as
your management and existing Sales Associates.
Listed below are methods and ideas of how to
identify prospects within your marketplace.
• Attend real estate social events hosted by lenders,
title companies and other brokerages
• Invite prospects to events at your office. Events
include: RSN programming and designation courses,
anniversary celebration, co-op appreciation party,
Grand Opening
2. Identifying prospects using Market
Intelligence and the Stats Program
• Market Intelligence - Using MLS data, Market
Intelligence identifies and ranks agents according
to their production. Agents are identified by
either their office location or by property location. Locations are determined by zip codes, cities and
counties. Market Intelligence also ranks offices
and firms using the same criteria. Users can
filter through information using their own desired
location and production criteria. 3. Creating your prospect list
• After identifying prospects that meet your
company values and production criteria, assemble
a list with pertinent information such as home
address and secondary phone numbers, either
home or cell phone numbers. It’s critical to respect
1. Identifying recruiting prospects
the CAN-SPAM Act, federal and state no-call lists
• Use MLS statistics and information. For some and any other applicable laws. The best strategy is
areas, either the Regional Stats Program or Market to ask your prospect for their permission to either
Intelligence Program can be used to identify call or send them information about your office,
prospects through the use of MLS data. Market the market and the industry.
Intelligence is available in almost all MLS Systems. Humanize the list – Using a computerized contact
Please see below for more information related to management system, gather information on your
prospects such as birthdates, annual production,
Stats and Market Intelligence.
professional/company longevity, family information,
• Track who wins awards in local offices and awards and professional accomplishments and
keep track of correspondence between prospects.
REALTOR® Board competitions
• Get existing Associates to identify agents whom
they have relationships.
Require Associates to complete Co-op agent
survey after a completed transaction and before a
commission check is received. Offer congratulations
to high performing Co-op agents.
4. Enter your prospects into the RE/MAX of
Call Center, instructions are located in next
section.
• Get referrals from newly recruited agents and
ask for their assistance.
• Attend REALTOR® meetings,
sessions and open houses
educational
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RE/MAX of Texas Recruiting Guidebook
call center you can either:
Check the box next to all potential prospects
Regional Mail &
in our market intelligence program and then
check the “Export to Top 40 Recruits” or; If
Call Center
you have specific prospects select Add New
Prospect and add prospects, use the “?” to
RE/MAX of Texas operates a Regional Email & find their license number in TREC then use
Call Center to assist our offices in their recruiting the “Magnifying Glass icon” to add their
efforts. This is an online program available to all name and home address. Then select “Add to
of our offices. To submit your prospects, follow Call List” so the Call Center will know which
the 5 Step Guide below. In order to participate in agents you want to have called.
the Regional E-Recruiting Program, Owners enter
their Top 40 Recruits and their contact information For questions about the call center, please
on the Online Stats Program. Personalized email all Karen Shelton at 832-321-0217.
recruiting pieces will be sent out during on a 30The following information and terms are
day cycle: one piece of email every 30 days.
provided to help you better understand the
Details and dates of the emailed pieces are available system:
for viewing online. When entering a prospect for
the email campaign, offices have the option to Call List vs. Email List: All Prospect Recruits
have our Call Center make the calls to set up your submitted will be entered into the Drip Marketing
Emailing list, and will show a mailing icon
when
appointments.
you view your list. A Blue Telephone Icon
will
Broker/Owner/Managers can review detailed be displayed to indicate prospects that are also
comments from prospects, track activities, and “checked” for the Call List.
receive updates through the Regional Marketing/
Recruiting Web Site: HYPERLINK “http://www. Office Contact Person: This should be the
remax-texas.org/stat” www.remax-texas.org/stat, Broker, Owner, or Manager who will meet with
Prospects. In order to begin the call process, you
which is located in the Online Stats Web Page.
must provide this info, along with your availability
to meet with prospects.
5 Steps for Successfully
Submitting your Top 40
Recruit List
Step 1. Go to www.remax-texas.org/stat.
Step 2. Go to Marketing/Recruiting, and
then select Top 40 Recruits
Current Call List: A list of up to 40 Top Prospect
Recruits to be called for the current period. Only
those prospects indicated by checking the ‘Add to
Call List’ box will be called. All previously submitted
names will need to be removed from the list in order
to submit new names. The Removed Prospect list
is only accessible through the View Prospects Page.
Prospect Recruit: A Sales Agent that a Broker/
Owner/Manager wants to meet with for recruiting
purposes. By clicking on a Prospect’s Name, their
Call Status and Comments will be displayed at the
Step 4. Identify your prospect. Our Market bottom of the page.
Intelligence program can be accessed under
the Marketing/Recruiting tab located in Active or Inactive Prospect Recruit: Active
your online stats program. The Market Prospect Recruits are those on your current call
Intelligence program is a key component to list. Inactive Prospect Recruits are those not on
helping you identify top recruiting
the current Call List, which have been removed.
prospects.
Step 3. Select the Update Office Contact link
and enter or update your information
Step 5. To add prospects to the recruiting
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Removed Prospect Recruits: Three rounds
of calls will be made to each prospect. The Call
RE/MAX of Texas Recruiting Guidebook
Center will remove prospects that do not answer/
return a call after three attempts. The Call Center
will remove the prospects that decline in order for
the database to remain accurate & keep availability
open for new prospects.
Please make us aware of any dates and times that
you will be available for appointments. You should
provide this information in the ‘Update Office
Contact’ page.
Confirmation
The office contact person must remove all prospects Both the Office Contact Person and prospect will be
from the completed list at this time, in order to e-mailed as soon as meeting is established. It will
add new prospects. ‘Removed prospects’ can be include all pertinent info for the scheduled date:
Re-entered futurely to initiate new contact with a Subject Line of Email is: “Appointment.” Broker/
Owner/Manager will need to Email Karen Shelton
prospect via Drip E-Marketing and/or Calling.
if the location will be outside the office.
You are required to contact the prospect
immediately and also 1-2 days prior to confirm the
Call Center Procedures for setting
appointment, and arrange for a meeting location.
appointments:
The Call Center will call the recruit lists on a ‘per It is up to you to keep the appointment once it has
office, first come, first served’ basis with the goal been scheduled.
of setting appointments on behalf of the Owners.
Follow Up
Each prospect will receive three phone calls.
After the appointment takes place, we will Email
with a follow up.
Calls Made:
Recruit calls will be made on Contact Person’s It’s important to let us know if the appointment did
or did not take place.
behalf.
Be advised that your recruitment list will remain You are responsible for all follow up calls and
confidential and will be processed strictly for your correspondence with your prospect.
office.
If Brokers/Owners/Managers attempt to submit a
duplicate name, the web site will notify the user Reschedules and Cancellations
that “This person has been entered by another Once the appointment is scheduled, it is the
office,” and they will not be able to save any of the responsibility of the Broker, Owner, or Manager to
maintain contact with the prospect.
data to the system.
Unanswered calls will be completed as followed: If a Broker/Owner/Manager cancels, it is not our
Call #1 – non-detailed voicemail. Schedule a responsibility to contact and notify the Prospect.
call back. Call #2 – voicemail again. Schedule a The Broker must contact the prospect.
call back. Call #3 Leave a detailed voicemail at In addition, you are required to contact Karen
home or cell. If office number, we leave name and Shelton at 832-321-0217, or Email HYPERLINK
“mailto:Karen@remax-texas.com” Karen@remaxnumber only.
Offices can view comments in the View Current texas.com with the new date.
Prospects Page, Call options and Comments for
each Prospect Recruit include: Made Appt, Left Recruit E-Mailing Campaign Message, Call Back, Declined, or Bad Number. Personalized recruiting emails will be sent to
When you click on a name, Comments regarding prospects on a 30-day schedule. These emails
each call will be viewable near the bottom of this will direct prospects to a personalized site
that containing useful tips and information for
page.
conducting their business. The content of this web
site is largely populated through remax.net Agent
Dates and Locations:
We will establish an appointment date and time Training on Demand.
with your prospect.
Meeting Location to be held at the Broker/Owner’s To submit your prospects, follow the 5 Step
office. Otherwise, a diner, coffee shop or bookstore. Guide below. In order to participate in the
If Prospect requests an off-site meeting, the Regional E-Recruiting Program, Owners must add
Broker/Owner/Manager will follow up with him/her recruits to the recruiting database. When entering
a prospect for the email campaign, offices have
to confirm the meeting location.
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RE/MAX of Texas Recruiting Guidebook
the option to have our Call Center make the calls
to set up your appointments.
Recruits will be mailed an introductory postcard
with information for visiting their personalized web
site hosted on www.boostmyproduction.com. This
web site contains relevant, production-boosting
tips and how-to’s, each mixed with the RE/MAX
value proposition and chances to learn more
about joining. Once a recruit opts-in (by providing
their name and email address), they will receive
monthly emails informing them of updated content
and giving them a taste of the superior resources
and value that RE/MAX provides.
Broker/Owner/Managers can review
detailed comments from prospects, track
activities, and receive updates through
the Regional Marketing/ Recruiting web
site: www.remax-texas.org/stat, which is
located in the Online Stats Web Page.
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RE/MAX of Texas Recruiting Guidebook
Interview & Follow-Up
Procedures
The initial interview and the first impression you
make with your prospect is the most important
step in the recruiting process. According to the
recruiting success formula, you account for half of
the reason an agent will join your office. Making
your prospect feel comfortable with your leadership
ability is necessary to build the trust agents will
require from you when they choose to join your
organization.
Five Steps to Focusing on Recruiting
1. Consistency is paramount.
Remember that it is not what you do that makes
the agent move; it is what their Broker or company
does or does not do that causes them move, or
motivates them to look at their options. An agent
calls you because of what you do between now
and then, when they decide to re-examine their
options. It is so important to keep your mailings
going out on a regular basis. You never know when
something will happen to make an agent unhappy
and turn to another company for professional
satisfaction.
constantly updated. At least thirty to forty percent
of your names should be agents who have been
in the business for less than one year. Statistics
show that most successful agents make their first
move their first year in the business. Most newly
licensed agents do not know what to look for in a
company, but the good ones learn quickly about
quality companies that may suit their professional
preferences. The same studies found that most
agents are with three companies in their real estate
career, and they stay with the second company an
average of seven to nine years, the period when
they are building their career. The other sixty to
seventy percent of the agents on your recruitment
list should sell an “average amount of real estate
for your area.” An average agent is someone who
sells one to three million per year (These numbers
may vary for the Texas Market), and is usually
more willing to look at their options with another
company.
4. Follow up your letters with phone calls.
If you make the calls, the agents will come in. A
class was held on developing phone skills with a
group of Brokers/Owners/Managers who did not
regularly call the agents in their area. In just two
hours of calling for appointments, the group booked
over 50 appointments. The challenge today is
finding the agents, not getting the appointment.
The recommended time to call agents is between
8:15 AM and 9:15 AM at their home or 2:00 PM to
2. Review your marketing message.
Your marketing pieces should be designed to 3:30 PM at their office. Speak with at least three
educate prospects about the benefits of your agents per day to keep your pipeline full.
company. The marketing pieces and letters should
create curiosity and a desire to know more about 5. Make personal contact.
your company, your results, and your systems. In addition to sending out letters and making
Testimonial letters from your Sales Associates are phone calls, do whatever possible to make personal
excellent to include in your recruiting material. contact with the agents in your market place.
Do not try to sell them the entire company in just Open Houses, Broker Tours and Luncheons, invites
one letter. Each letter should focus on a few, one to special events that your company is holding, or
to three, unique features of your company, and just stepping out of your office and saying “Hello”
should show the benefit to the Sales Associates when an agent stops in for a key are excellent ways
on staff. Experts recommend a marketing piece to make personal contact.
be sent out once every two weeks. The marketing Remember that recruiting is a contact sport. The
piece can be a letter, postcard, Email, company more contacts you make, the more recruits you
newsletter or anything that educates the agents in will have. Let’s Recruit!
the marketplace on what you have to offer.
3. Keep your Recruiting List current.
With new agents coming into the real estate
business everyday, your Recruiting List should be
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RE/MAX of Texas Recruiting Guidebook
Interview Questions for
Experienced Agents:
Interview Questions for
New Agents:
1. How many years have you been in Real Estate?
1. Tell me about your last job. What you did there,
and your likes and dislikes. Why you left or why
you are planning to leave, and why you made the
decision to meet today?
2. How was your production this year compared to
other years?
3. What (or who) do you know about RE/MAX?
2. What have you done in your past that involved
sales or contact with people?
4. Have you interviewed with any other RE/MAX
offices or companies? If so, what did you like or 3. What do you like best or least about sales in
general?
dislike?
5. What has kept you from joining us in the past?
6. What do you like about your current company?
7. If you were named the Manager/Broker of
your company, what would you change or do
differently?
8. How do you generate most of your business?
Who does your marketing?
4. As a consumer, when you hear the term RE/MAX
agent, what do you think?
5. What are your hours of operation now? What
additional hobbies or activities do you have that
take place after hours or on weekends?
6. Do you know anyone in the Real Estate business?
Who? Are they successful?
7. Do you have any concerns about a career in Real
Estate?
9. What type of advanced training does your
company offer? Tech support, computer training? 8. What qualities are you looking for in a
company?
10. What is your current commission split?
9. Have you ever met a sales person that you liked?
11. Who do you call when you have a situation with What made them different from others?
one of your contracts that could result in a legal
issue? Are they available nights and weekends?
10. What was the most money that you’ve made in
a single year? When was that?
12. How are referral leads handled? Walk-ins, Callins, Internet leads?
11. How will your lifestyle change when you’re
earning an extra $50,000 per year?
13. What system does your company have to
ensure that you get all the calls from your yard 12. How much do you expect to make in Real
Estate your first year?
signs and ads?
14. What is it about your work and your life that
really inspires you?
15. What are you hoping to accomplish here
today?
13. What kind of commitment are you willing to
make to achieve those income goals? (Are you
prepared to make those commitments at this
time?)
14. So tell me, Why Should I hire you (ask with a
smile)
15. When can you start your real estate career?
(Assuming they have a license)
~ 14 ~
RE/MAX of Texas Recruiting Guidebook
Overcoming Objections:
Six Common Objections of Experienced Agents
Objection
1. “I’m friends with
my Broker.”
2. “I’d like to make a
move, but I have too
many listings and/or
sales. I’ll have to
wait until they close.”
Possible Response(s)
That must really put you at a disadvantage when you need to voice your
opinion about the way the office is being managed. How could you be objective and have it not look personal when you critique or voice a concern? I’ve
learned over the years that friends, family, and business just don’t mix. I’m
sure you’ve had similar experiences. I’d like to have an opportunity to show
you how an objective business relationship could create more time off, more
income and a better lifestyle for your family.
With you being a top producer, it is understandable that you would carry a
large listing inventory. If your Broker will not release the listings to you,
then we could work out a referral agreement on those listings to make sure
that your current office is compensated for the loss of listing inventory.
3. “I’m happy with
my current company.”
Happy is hard to argue with. Just about every agent I speak with says the
same, but what I find amazing is that people have varying definitions of
happy. I’m sure there are benefits at your current company that make you
happy, just as much as there are benefits here at our office as well. What I
would like to do is to find out more about you, what makes you happy and
what we can do to exceed your expectations of happiness.
4. “I’m just too busy
to meet with you right
now. It’s not a good
time right now.”
I wouldn’t expect any other response. Frankly, if you weren’t a busy agent, I
probably wouldn’t be calling you. Let me ask you this: could you use more
free time in your schedule? Would you enjoy having more time for yourself
or your family? It sounds like we really do have something to talk about,
when could we get together?
5. “Let me think
about it and I’ll call
you back.”
I know that time is short, and you probably have some important business
to attend to now, however, I would like to be able to give you some tangible
things to think about. Unfortunately the only way to accomplish that is by
you and I spending a short amount of time together learning about each
other’s goals and what we would like to accomplish. I promise not to waste
your time. Now, when could we get together for a cup of coffee?
6. “I can’t see the
value in what you
have to offer.”
I’m sorry; I must have made a mistake or failed to effectively do my job. So
that I can better facilitate this meeting, I’d like to ask you some questions
about your current situation. If you were magically the Broker of your company tomorrow, what would be the first things you would change? (Look for
hot buttons, pain, and displeasure in current situation and build your value
off of these issues).
~ 15 ~
RE/MAX of Texas Recruiting Guidebook
Closing Techniques
Top recruiters share common qualities of
enthusiasm, confidence, and a strong commitment
to their product. But they also do one thing extremely
well: they repeatedly close their prospects. Closing
is the skill of probing, questioning, listening, and
overcoming objections, leading a prospect away
from inertia and fear. In Dave Liniger’s words,
“Every rejection puts you one step closer to
acceptance.”
Here are three key points to be aware of
when closing:
1. Create a sense of urgency.
2. Your enthusiasm dictates the prospect’s level
of enthusiasm.
3. You need to know and use a variety of closes
Following are detailed strategies and tips on
mastering each of these three points:
1. Create a Sense of Urgency.
The most compelling reasons for joining RE/MAX®
rest primarily on the long-term impact on the real
estate professional’s career and personal life. But
often, a deadline can help jolt a prospect into
action. Create a sense of urgency with:
• The Value of RE/MAX. The sooner a real estate
professional joins RE/MAX, the sooner they can
begin to take advantage of the unlimited advertising
tools and marketing resources that will enable
them to become more productive. No other real
estate company comes close to the brand name
recognition enjoyed by RE/MAX—around the corner
and across the globe.
• RE/MAX convention dates. Use the RE/MAX
International and regional conventions to encourage
a prospect to join and immediately begin taking
advantage of strong networking events. Describe
how new agents are enthusiastically received at
such events.
• Upcoming seasonal active real estate market.
If the traditional busy time in your market is
approaching, use that to encourage prospects to
take action before their listing inventory expands.
~ 16 ~
2. Your Enthusiasm Dictates a Prospect’s
Enthusiasm.
A prospect won’t get excited about joining RE/MAX
and your office unless you effectively project your
own excitement about the benefits. You can do
this through:
• Your level of confidence in how well a prospect
can do at RE/MAX. Many prospects are paralyzed
into inaction by the myths circulated about how
tough it is to make it in RE/MAX. Voicing your
confidence in the prospect’s ability to run his or
her business will do much to alleviate these fears
and boost their confidence.
• Sharing your office goals and business plan.
The excitement and enthusiasm you project while
sharing your two-year plan and goals — along
with the professionalism demonstrated by the plan
itself — is a powerful impetus for getting prospects
excited about sharing your dream.
• Showing prospects how joining will help solve
their problems and help them achieve their
goals. Enthusiasm mounts as it becomes clearer
and clearer to prospects just how much RE/MAX
affiliation can provide them.
• Believing in the RE/MAX Concept. Your level
of enthusiasm depends on how much you believe
in the RE/MAX system. The strength of this
belief often depends on how involved you are
in the network. To keep personal enthusiasm
high, attend conventions, participate in local and
regional meetings, forge RE/MAX friendships
and networking contacts, and constantly build
your knowledge of the RE/MAX system by taking
advantage of services and publications such as
RSN and the RE/MAX Times.
3. You Need to Know a Variety of Closes.
Tom Hopkins says, “The average ‘champion’
accomplishes the close after the fifth closing
attempt.” If you know only one closing strategy,
you are unlikely to close a sale. The most dramatic
difference between top sellers and “also-rans” is
mastery of multiple closes. Here are seven of the
most successful closes in sales:
a) Asking for the Order Close
It is surprising how many sales professionals fail
to simply ask for the order. You might say, for
example, “Now that you understand the benefits
of RE/MAX, is there any reason why you shouldn’t
join my office?” If the prospect says “no,” you
RE/MAX of Texas Recruiting Guidebook
have a new Associate. If the prospect presents an
objection, then you attempt to overcome it and
use the same or another close.
b) Assumptive Close
In an assumptive close, you assume what you’re
saying will be accepted and proceed accordingly.
You might say, “I’ve filled out most of these
application papers. Would you please authorize
them for me?” The assumptive close bridges the
gap between your prospect and his or her decision.
Effectiveness of this close is in the rapport you’ve
established, the presentations you’ve made, and
the objections you’ve isolated and overcome.
have the sale and ask for information. You might say,
“What is your social security number?” (or address,
or phone number). If the prospect asks why you
want it, say you need some basic information for
preliminary paperwork. If the prospect supplies
the information, you have successfully closed. If
the prospect responds with an objection, answer it
and continue with another close.
d) Comparison Close
This is one of the most compelling closing techniques
as it is a logical presentation of comparative
benefits and features that will lead your prospect
to an inescapable conclusion. Customize a list for
your office. Let your prospect fill in the column
c) Reflexive Close
on the right and participate in the comparison of
The reflexive close involves asking a question that RE/MAX with his or her own office. RE/MAX
can be answered without thinking. You assume you statistics for 2005:
Comparison Close Breakdown
RE/MAX
Conventional
Percent commission to Sales Associate:
100%/95%
___________
Average associate annual commission
Number of offices in the organization
Average transactions per associate
Ability to survive “down” markets
International awards and recognition
Corporate Services
National television advertising
Satellite television training
Relocation company
Web Roster
Productivity software and support
International referral network
Corporate communications
International advertising
Realtor owned and managed
30+ years of continuous growth
Dramatic projected future growth
International conventions
Advanced designation training
$124,093
6,000+
24
Yes
Yes
___________
___________
___________
___________
___________
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
___________
___________
___________
___________
___________
___________
___________
___________
___________
___________
___________
___________
___________
~ 17 ~
RE/MAX of Texas Recruiting Guidebook
e) Ben Franklin Close
The Ben Franklin close is one of the most widely
used and effective closes. It maximizes the client’s
participation and exposes objections. It is simply an
enumeration of advantages and disadvantages (for
example, of becoming a RE/MAX Sales Associate).
You provide a restatement of the advantages and
benefits. Then you ask your prospect to list all
the disadvantages. In actual practice, what your
prospect will list as “disadvantages” will in reality
often be his or her most important concerns and
objections. If you can overcome those objections,
you have a new agent. Here again we see
the importance of knowing how to overcome
objections before attempting a close. A few typical
“disadvantages” might be:
•
•
•
•
•
“What do I do with my existing listings?”
“I’m not sure that this is a good move for me.”
“I’m concerned about a ‘down’ market.”
“I have to learn an entirely new system.”
“I feel a loyalty to my present office.”
Actually, none of these comments is really a
disadvantage of the RE/MAX system. They are
concerns that can be addressed as strengths of
RE/MAX. After you eliminate some objections, a
few valid disadvantages might remain, against a
long list of advantages. Don’t be discouraged or
defensive about these. The premise of the Ben
Franklin close is that your prospect participates by
listing his or her disadvantages against your list of
advantages. Therefore, it is essential that you have
a thorough working knowledge of the benefits and
features of RE/MAX.
f) Wrong Information Close
Objections frequently stem from misinformation.
These objections need to be handled with special
tact because your information directly challenges
your prospect’s credibility and self-image. In
response to the objection, “It costs too much,”
for example, you might say: “I can understand
how you feel, Mr. Prospect. I felt the same way
before I studied the costs of joining a RE/MAX
franchise. But look at what I found . . .” Now is
your opportunity to explain the financial benefits
of RE/MAX affiliation. The close easily follows: “As
you can see, Mr. Prospect, the financial benefits
are exactly why you should join RE/MAX. Are you
ready to give RE/MAX a try?”
~ 18 ~
g) Secondary Question Close
This close is a direct response to an objection,
rephrasing the objection and then presenting a
less important question. Let’s say that a prospect
says he or she wants to think it over (the most
common delay you are likely to encounter). First
acknowledge the objection by rephrasing it, “As I
see it, Mr. Prospect, your primary concern is one of
timing: whether to join my office now or at some
time in the future. Would you be more interested
in a private office or a shared space?”
Notice what has happened. You acknowledged the
concern about timing, but you made an assumptive
close—that the prospect is going to join you now
or in the future. Next, you asked a secondary
question that offers choices. If the prospect says
he or she wants to share an office to save money,
you start with some preliminary plans. An objection
has been overcome and you have closed the sale.
Studies show 97 percent of salespeople respond to
the objection “I want to think it over” by accepting
the objection and losing the sale.
After your initial interview with your prospect, it
is important to take the necessary steps in either
making the agent’s transistion to your company
as easy as possible or to take the next steps in
building the relationship by maintaining contact
with your prospect. Some of these techniques are
listed below.
RE/MAX of Texas Recruiting Guidebook
Follow Up
Techniques
Top 5 Action items to helping with a smooth
transition for your newly recruited agent:
1. Offer assistance in moving their personal items.
2. Prepare and submit press release to local com1. Very Important – after interview – send them munity paper, offer assistance moving their lista personal thank you note. Be sure to mention ings and other administrative items
something personal that they told you during the 3. Furnish their first set of business cards and
interview.
have temporary RE/MAX office yard signs
4. Have welcome packets that show resources of
2. Find reasons to contact them regularly. Make office, support staff and phone numbers
sure that they are on your “mailing list” for materials 5. First day orientation and personal welcome
either from your office or the Regional office.
note signed by owner and staff; have welcoming
committee of two or three agents.
3. If you see that they are holding an open house,
attend it.
4. If you are having a company/office function
(trainings, parties), invite them ahead of time (via
mail) and follow up with a personal call to invite
them as the event nears.
5. If one of your current agents lists a property in
a price range they sell, send them a flyer on it with
a handwritten note that you thought they might
want to know about the new listing.
6. If you get their birthday, remember to send
them a birthday card.
7. If they have an article of press release in the
paper, clip it out for them and send a personal note
congratulating them.
8. If the recruit gets a new listing, be sure to send
them a personal note of congratulations on getting
it.
9. Follow up every personal contact with a
handwritten thank you note. Follow up every
direct mailer with a call.
10. When you hire a new agent, make sure you have
systems in place to make their move “seamless.” For
example, order their business cards, name badge,
yard signs, riders, and open house directional signs
ahead of time. Offer to help them move. Have a
small flower arrangement with a welcome note on
their desk the first day they show up for work.
~ 19 ~
RE/MAX of Texas Recruiting Guidebook
Sample Letters for Follow-Up
>Name of Prospect/Recruit<,
Thank you for accepting my offer to contact you within a >time given< period. I appreciate your consideration of an informational meeting with me in the future. I understand that timing is very important, and perhaps at a later date, you will be ready to schedule a one-on-one meeting with me.
There are amazing benefits and options available for you at my RE/MAX of Texas office. I would like
to meet you to discuss your current position and provide you with the numerous advantages of affiliating with RE/MAX®. The best way to do this is by spending some time together to learn more
about our mutual goals, and what we’d like to accomplish. I am looking forward to learning more
about you, including what your career preferences are, and what I can do to exceed your professional
expectations. By meeting with you personally, I can address any concerns you may have, and tell
you why RE/MAX® is the best place for you to achieve maximum success. If you have any questions,
please contact me. I will stay in touch with you over the next few months.
Sincerely,
>Broker Name<
Office Name:
Direct Number:
Cellular Number:
Email: Website:
>Name of Prospect/Recruit<,
I wanted to express my sincere appreciation to you for your time in meeting with me earlier this
week. It is my hope that you found our discussion informative and that you have had the opportunity
to review the materials I provided to you that outline the numerous benefits of joining my office.
Please feel free to contact me with any questions you may have. Also, I would like to invite you to attend our bi-monthly potluck luncheon to be held in our training room next Wednesday. We’re going to
get together to watch Brian Buffini’s 100 Days to Greatness coaching session.
I look forward to seeing you there!
Sincerely,
>Broker Name<
Office Name:
Direct Number:
Cellular Number:
Email: Website:
~ 20 ~
RE/MAX of Texas Recruiting Guidebook
The Value of RE/MAX®
The Beginning
In 1973, Dave & Gail Liniger founded RE/MAX (an
acronym meaning “Real Estate Maximums”) in
Denver, Colorado on the concept in which experienced real estate sales professionals would share
an office and related expenses while exercising
complete control over their own business. Rather
than working under the direction of a Broker and
Office Owner who took 50% of their commissions
in exchange for providing the workplace, these
new RE/MAX REALTORS retained the maximum
amount of their commissions and controlled their
own business while paying a shared portion of
the office overhead.
Average Production per Agent
The concept quickly attracted the most productive
agents from other companies, who had the most
to gain from the maximum commission concept.
Soon RE/MAX agents became collectively known
as high producers, experienced agents, and generally the most knowledgeable and professional
practitioners in the industry.
The RE/MAX® Network
RE/MAX currently has approximately 100,000
Sales Associates in over 6,500 franchise offices in
nearly 72 countries around the world. In Texas,
RE/MAX has approximately 5,000 Sales Associates
in nearly 300 franchise offices.
Unprecedented Growth
As popular as the concept was to top producers,
it was widely fought by the traditional brokerage
establishment, who saw their best agents slipping
away to RE/MAX. In spite of established industry
resistance, the company has experienced significant growth nearly ever year since its inception.
Dominating Market Share
In Houston, RE/MAX agents have outsold their
nearest three competitors combined for the past
ten years, according to the Houston MLS. In
Dallas, RE/MAX holds approximately 15% greater
share of market than the number two company.
In most metropolitan areas of Texas, as well as
many smaller cities and towns, RE/MAX is #1.
Referrals & Relocation
RE/MAX Sales Associates exchange direct agentto-agent referrals with the world’s most productive pool of sales professionals, and as a group
average approximately 70% of their business
through repeat and referral clients, an industry
~ 21 ~
RE/MAX of Texas Recruiting Guidebook
leading figure. The Web Roster of Associates on
Mainstreet (remax.net) allows members to quickly
find just the right referral partner across town or
across the country by browsing professional designation, productivity level, interests and hobbies,
and other personal criteria of referral candidates.
All sent and received referrals are tracked and
catalogued online for permanent retrieval.
Advertising
Generating over 8 billion advertising impressions
annually, RE/MAX has become one of 200 megatrend advertisers, according to Advertising Age
Magazine. In 2008 RE/MAX owned about 50% of
all real estate advertising on national television,
with the majority of impressions during prime
time. Nationwide syndicated radio ads sponsored
the most popular sports talk, business talk, and
music countdown programs, as well as the Country Music Awards, the NCAA Basketball Tournament, and other special programming.
The instantly identifiable “Above the Crowd!®”
RE/MAX hot air balloon logo is the most recognized in all of real estate, and one of the most
well-know corporate symbols in the world. It
represents our agents’ freedom to set their own
priorities, choose their specialties, and build their
business…their way. Associates are encouraged
to use the giant, seven-story tall balloon in promoting office events, charity functions, grand
openings, and other imaginative ways. Our “How
Hot Air Rises” program for elementary schools is
extraordinary marketing for farming a neighborhood.
Technology
An Internet pioneer in real estate, RE/MAX has
continually led the industry in technological
advancements. In a bold and unprecedented
maneuver, remax.com has created a state of the
art nationwide IDX/ILD Website in full compliance
with MLS boards across the country. No longer
will consumers have to visit multiple Websites to
see various Brokerage listings, as virtually every
listing in the United States will be on remax.com.
In Texas, the RE/MAX of Texas regional Website
remaxtexas.com is one of the states largest real
estate Websites that ties directly into remax.
com providing enormous convenience for Texas
consumers. In addition to this outstanding Inter~ 22 ~
net technology, every RE/MAX Associate is provided their own fully editable page on the sites, with
lead generation, contact and lead management
and drip marketing capabilities.
With this robust technology driving millions of
leads to RE/MAX agents throughout the country, RE/MAX has further invested a signifi cant
amount of funds in search engine optimization on
a national and regional level to ensure that
RE/MAX has dominant presence on the major
search Internet engines.
With the revolutionary RE/MAX Internet Listing
Display Program--LeadStreet—agents can harness the power of www.remax.com to make more
money. RE/MAX is the only real estate business
spending an unprecedented $50 million on advertising to push internet leads directly to our Associates. By optimizing our position on the results
pages of the leading search engines, RE/MAX
is targeting 5 million people a day who search
online for real estate. And this bold new initiative
will make every listing in the United States accessible through remax.com. This service will simultaneously increase brand awareness and steer
more traffic to our Associates. LeadStreet has
distributes over 6 million leads to RE/MAX agents
since its 2006 inception.
RE/MAX Associates now have hundreds of customizable, trademark-compliant marketing templates at their disposal. Best of all, they’re available at no charge. Debuting in October, 2006,
U.S. Associates have their own account on The
Design Center accessible via RE/MAX Mainstreets,
to create their unique marketing pieces. They
can customize, print and distribute the pieces or
post them on their Web sites. The RE/MAX Design
Center includes approximately 200 professionally designed templates branded specifically for
RE/MAX, in addition to over 1,200 more general
pieces. Among them: brochures, fliers, postcards,
animated Web commercials, virtual tours and
E-cards. All materials will be fully compliant with
RE/MAX trademark and graphic standards.
Education
With the industry’s best and varied in-house training, the nation’s top touring industry speakers
and motivators, and the real estate’s only Satellite
RE/MAX of Texas Recruiting Guidebook
Training Network beaming designation classes
directly into agent’s homes, RE/MAX swamps all
competitors in presenting comprehensive, accessible, realty education.
Note that all RE/MAX of Texas Education
events should be considered open to your
agent recruits. Most are free.
Power Start: The RE/MAX Way
RE/MAX Technology Tour
Technology Webinars
FastTrack New Owner Orientation
National Trainers in Live Seminar Format
RE/MAX University’s Agent Training on Demand
RE/MAX University’s Management Training
on Demand
Annual Broker/Owner Retreats
Annual RE/MAX Statewide Convention
Annual RE/MAX International Convention
Top 500 Retreat (top producers)
RE/MAX Satellite Network
Brian Buffini’s 100 Days to Greatness
Coaching Hall of Fame
Information Resources
User resource sites remax.net and remaxtexas.
com provide associates the ability to download
award-winning ad slicks produced for industry
and consumer publications for agent and office
use. Flyers, business plans, listing presentations,
and volumes of agent marketing literature are
available for download and individual customization.
Through alliances with many of the world’s leading companies, RE/MAX provides Emarketplace on
Mainstreet, providing discounts on terrific member services and discounts from Bank of America,
Google, Cingular Wireless, title, software, and
insurance providers, and more.
non-profit hospitals for treating seriously ill and
injured children. We are also the national cosponsor of the Survivor’s Tent at Susan G. Komen Race for the Cure events across America. In
Texas, RE/MAX additionally supports the efforts
of Happy Hill Farm Academy/Home, a foster care
facility for children who need a second chance in
life.
So Why RE/MAX?
Because Sales Associate in the RE/MAX network
are given the industry’s best resources, branding, education, technology, freedom, flexibility,
name recognition, and reputation for excellence
that support a flourishing business. Continually
introducing new initiatives that increase agents’
productivity and growth, RE/MAX keeps members
apprised through our quarterly statewide membership magazine, The Reporter; through the RE/
MAX International publication, The RE/MAX Times
Online, and via two weekly and biweekly email
communications (one from International, one
from Regional) of up-to-the-minute RE/MAX and
real estate industry news.
At RE/MAX, you are encouraged to build your
business as a reflection of your own vision. Set
your own goals, define your market, and plot your
course for a career as you envision it.
your Life. your Business. your Way.
Community Involvement
Through company wide sponsorships of two
worthwhile charities, RE/MAX provides opportunities for members to become involved with their
clients at the community level. RE/MAX has been
the exclusive real estate sponsor of Children’s
Miracle Network® since 1992, and has donated
over $93 million to the nation wide alliance of
~ 23 ~
RE/MAX of Texas Recruiting Guidebook
Laying The Groundwork:
Think “Lead Incubation”
When you call to ask a Realtor a favor
(that’s what you’re doing…asking them to
come to your recruiting event).
It is infinitely easier if you have:
• Sent them a congratulatory note a few weeks ago when they sold that big listing
• Stopped by one of their open houses in the past few months
• Invited them to a free RE/MAX training event that could be beneficial to their career
• Sent them several emails with a personalized note about your company’s accomplishments, or benefits, or advantages
• Sent them a flyer with a short personal note about one of your listings you think they
might be interested in
• Sent them a few realtor or industry tips or news that might help them
• Wouldn’t that make them a lot more likely to make and keep a commitment to attend
your event?
If you will make a point to consistently maintain contact with Prospective agents in your
area via the various methods above, you can lay a Terrific long-term foundation that incubates the available area talent-pool.
Assemble Your List &
Start Dripping Today!
~ 24 ~
RE/MAX of Texas Recruiting Guidebook
Synopsis of Recruiting Guidebook
Read and understand the book. Repeat
once weekly for 4 weeks; monthly thereafter. It’s only 20 pages. (note that your
online stats…”Market Intelligence” under
“Marketing” has replaced the search functionality of the “Data Doorway” referred to
in this book).
• Execute Follow Up after every interview, review
bi-weekly even if none. (p 18)
• Create and currently update your Office Flyer.
(it’s what you offer/do. You need to hand something) see page 6
• Register for and attend every Power Start &
Tech Tour for a year. At least one person should
attend with you. www.remaxtexas.com, Education page on Esource (under “careers” tab)
• Learn to use the “Market Intelligence” database
on area Realtors and their production (under the
“Marketing” Tab on Stats) to identify agent prospects in your area. It’s under the “Marketing” Tab
on Stats. Use 30 min weekly. Questions? Call Al.
• Continually refine, add-to and update your
prospect list (p 7, identifying prospects)
• Keep your RE/MAX Call Center Account full
and updated continually. Page 8. (Karen will be
happy to talk you through it)
• Understand the Value of RE/MAX (p 21-23, and
the “Why RE/MAX” brochure from RE/MAX International). Read weekly until you can explain it to
someone fully.
• Make every effort to attend (and bring your
agents and prospects) any RE/MAX-sponsored
training events in your area. Invite, invite, invite
recruits to events.
• Learn to use & demonstrate Mainstreet, especially Agent-Training on Demand and the Design
Center. Utilize the training on M.T.O.D. One hour
per week.
• Daily Calls: 8:15-9:15; 2pm-3:30pm Minimum 3 agent conversations per day.
• Save Mike’s recruiting/retention emails in a special Folder, forward and customize them for your
prospects.
Use the “Top Ten Reasons” brochure, letter &
video to education prospects
• Read 5 Steps on page 13 weekly, and follow the
instructions.
• Practice your agent .ppt presentation and pricing explanation regularly until you can do it. Call
Al or Mike immediately with any questions or
sticking points.
• Study, practice the Interview; Objections;
Closing techniques. (p 14-18)
~ 25 ~
RE/MAX of Texas Recruiting Guidebook
Notes Page:
~ 26 ~
RE/MAX of Texas Recruiting Guidebook
Notes Page:
~ 27 ~
of Texas
www.remaxtexas.com
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