A story today to help you improve your agent recruiting results…
In February, I spoke with a client who wasn’t getting enough recruiting appointments to hit his goal of one new agent a month.
I looked at his video email marketing performance…
“To whom exactly are we sending these to again?" I asked. "Your topics are great, but your open and click-through rates on your emails are low.”
“I have to be honest with you,” he replied. “It’s the whole MLS. I didn’t have any agent database when I started. You told me not to do that, but I did it anyway. I’m sorry.”
🤦 ⬅️ My response.
I pulled up our 3-step system: https://www.getvyral.com/system
Here’s how I scored him:
- FAIL: He just started spamming all the agents in town. Not sure how this got past us. Rather, he needed to get permission from his target market to stay in touch first.
- PASS: He was running the monthly implementation of our service just fine to stay in touch and position himself as a peer leader. Two helpful Q&A videos a month, one lead generation message a month, retargeting ads, etc.
- PASS: His assistant called the agents watching his videos to offer free coaching calls, which was great. He or she
Here’s what we did:
I deleted all the agents in his email marketing program, except the ones who clicked a link since he started. He was left with only 42 agents in his warm database.
He then bought a cold list of 674 local real estate agents who have been licensed for three or fewer years and sold at least 3 houses. This is his perfect-fit agent.
“What’s the #1 thing you can offer these agents to solve their most pressing problem to start a relationship, being you’re one of the top listing agents in town?” I asked.
“My listing presentation, I’m sure they would love it."
His assistant called all 674 agents three times on that list back in March with this script…
“Hi Jane, I work for Matt (last name withheld), who’s the #3 listing agent in town with RE/Max. He asked me to call to ask your permission to mail you a copy of his listing presentation. Would you be interested in reading it? It’s how we’re getting 3.5% commissions by addressing modern seller needs. He thinks it can help you too. It’s free, and it’s our way to start a relationship with you. I can email it or FedEx it to you, which do you prefer?”
I was told 198 agents replied and asked for his listing presentation. He then added them to his permission-based database, which now totals 240 local agents in his target market.
I called him up today ask how his April went.
“Frank, you won’t believe this. I’ve gone on 8 recruiting appointments and found 3 agents who are a perfect fit for my team. Thank you!”
The lesson here is to pick a target market and reach out to them with an easy offer to solve their problem in return for their consent to stay in touch.
That's how you build a great database in any niche, warm them up with us, and get more high quality appointments.
If you need to recruit, I invite you to do the same.
P.S. I'm at the Radio and Television Experts event in Nashville today. I'll write you next week of what I learned here - these are many of the top performing real estate teams in the country. The key theme: getting more out of what you already have.
