2. Overview
An experienced agent recruiting process can take YEARS. If it doesn’t last
for a minimum of 4 years you are going to miss some serious retained
company dollar
Frequency:
DMA (Direct Marketing Institute) stats say the optimum length between contacts
is 21 days.
The internet has drastically changed that interval. It is too easy to hit the
“delete” button…
The interval now has to be a maximum of 14 days, 7 days is optimal.
Messaging:
Message must show your knowledge - Agents are looking for a coach and a
mentor with knowledge and skills.
Message must offer the agent something of value - Content and value rich.
Each message in the drip campaign should contain information that an agent
can actually use to build their business.
(i.e. Lead Generation, For Sale by Owner Marketing, Business Planning, Building
a Team, Sourcing their Business and more)
Message must offer just enough information to leave them wanting
more - You are not going to take them step by step through every system and
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process.
Every message must have a call to action - To get someone to do
something or take action what do you have to do? ASK THEM TO DO IT!
The Importance of Technology
Technology:
While the general population of NAR is probably in the Baby Boomer generation,
there’s a thrust to bring in the Gen X and Y agents, and these individuals live and
breathe technology.
Diane Turton, Realtors
For a lot of them, it’s rare to get any sort of postage delivery. By utilizing drip
campaigns, you’re working in a more comfortable medium for them.
Agent Recruiting Drip Campaign
In this new reality, it is important to track the number and types of
transmissions to prospects, send targeted campaigns, track the open rates and
the opt-outs and you need the ability to send text-based messages, linked
messages as well as HTML-based communication- this drip campaign will do all
of the above!
Brokers who have embraced drip campaigns are seeing far superior recruiting
results. Ultimately it’s about staying in touch and in front of the prospects
3. Week 1:
Join A Winning Team
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Diane Turton, Realtors
Agent Recruiting Drip Campaign
4. Week 1:
Designed to Get Them Thinking!
The Greatest Question You Could Ask An Experienced Agent Recruit
So, how do you get a happy real estate agent that you want to recruit, to even start
thinking about leaving their current real estate company? They are happy. They
have a good commission split. What more could they want? Right? They aren’t going
any where. Are they?
Ask them this one question to get the wheels spinning:
Is Your Firm Investing In Your Success?
Don’t try to answer it for the recruit. Don’t start telling and selling the recruit on
how much, how or what you would do to invest in them. Just ask the question.
This will be tough, because they won’t have an answer. At least not a good one.
The reason why this is the greatest single question you could ask an experienced real
estate agent recruit is that it will get them thinking.
The recruit will start asking themselves a bunch of questions and start to think.
You want the recruit to start thinking. To start questioning. When that happens,
you have a happy agent, with a good split that is open to idea’s and
opportunity.
If you ask a question that they have an easy answer to, you didn’t ask a good
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recruiting question.
Diane Turton, Realtors
Agent Recruiting Drip Campaign
5. Week 1:
Talking Points
“Proven Tools” speak to our turn-key Customizable Services:
Marketing Your Home
Entry into a Multiple Listing Service (MLS) entry on multiple systems
Listing presence on the Diane Turton, Realtors website
Realtor.com enhanced exposure
Targeted local and regional advertising
Tailored internet exposure on numerous websites
Full time marketing department to assist your agent
Customized marketing guarantee
Provide and update CMA’s throughout the listing process
Photography inside and out, aerial photography where appropriate, virtual tours
Scheduling and hosting of caravans, broker and public open houses
Strong visual market presence; placement of our recognized lawn signs
Direct mailing of customized “Just Listed” mailers
Development of special property flyers
In-house marketing department and Agent Resource Center
Event marketing and promotions
Rental services
Hands-on broker, Diane Turton
Consulting & Negotiating
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Schedule appointments and field calls from Realtor community
Diligent follow-up programs with qualified buyers
Contact client at least once a week with feedback and market updates
Internet lead associate to liaise between qualified buyers and your agent
Assist in the negotiations on offers from qualified buyers
In-house relocation department to assist you with your move
One stop shopping with Turton Financial Holdings: Signature Mortgage, Title and
Insurance
Home warranties available
Diane Turton, Realtors
Highly qualified office support staff
Managing the Sales Transaction
Agent Recruiting Drip Campaign
Complete all related listing paperwork explaining documents, i.e., seller’s
disclosure, CIS, etc.
Liaise between client and attorneys
Consult and manage all major steps of the home sales process from contract to
closing, i.e., gaining conditional contract signatures, scheduling and managing
inspections, final walk-through, closing deed transfer, etc.
6. Week 2:
Leveraging Your Best Talents!
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Diane Turton, Realtors
Agent Recruiting Drip Campaign
7. Week 2:
Designed to Differentiate!
The reason why most real estate brokerages and real estate recruiters fail is that they
are only talking about features of the company. Recruiters only talking about their
own business, their own company, what they offer.
How does that benefit a real estate agent? How is that going to help with a
real estate recruits fear of change when all a real estate recruiter talks about
is features?
No matter how different a real estate brokerage is from others, the one service you
can offer to real estate agents that you are trying to recruit is a diagnostic
assessment, which Diane Turton, Realtors will call a Talent Assessment.
Other terms for a Talent Assessment include Diagnostic Assessment, strategic
assessment, gap analysis, business process evaluation, needs analysis or even an
initial consultation.
By offering a Talent Assessment designed to leverage their natural talents and skills
we go beyond our internal features and instead focus on the recruit.
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Diane Turton, Realtors
Agent Recruiting Drip Campaign
8. Week 2:
Recruiting Talent
There are specific interview questions you can ask in order to gauge whether
a person is passionate about their work. Gauging passion, commitment and
promptness will help you uncover their secret talents!
Passion springs from a person’s deeply felt convictions. It is visible in the emotional
response of the candidate. To assess the candidate’s passion, ask:
What do you like most about your current job? What part of your job is most
fulfilling? Why? Follow up with: Can you describe a work opportunity that meant
so much to you that you put everything else aside to be involved in it? What did
you do? How did it work out?
Please give me an example of a time when your heart wasn’t in your work, and
describe what you did about the situation.
Have you ever worked for an organization whose mission did not match up with
the things you feel strongly about? Describe situation and how you handled it.
Committed people follow through on the promises they make and take responsibility
for the achievement of plans, sticking with work until it is completed. Committed
people take responsibility for the consequences of their actions and do not blame
others for their own mistakes or failures. To assess this competency, ask:
What plans were set for you in that job? What plans did you set for yourself?
Please describe a situation where the plan was set by your manager and you
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were accountable for completing it. What happened? How did it work out?
Describe a situation where your role was to set the direction for the work and
things didn’t go as you’d expected. What setbacks did you experience in that
assignment? How did you respond?
What did you do to achieve your goals? How well did you achieve them? Please
give an example of a time when you exceeded your goals.
Promptness requires good planning and time management. People who are prompt
make sure they allow enough time to accommodate unexpected changes. They place
Diane Turton, Realtors
a high value on the importance of other people’s time, and avoid inconveniencing
others. Here are some good questions to assess a person’s promptness:
Agent Recruiting Drip Campaign
Please give an example of a situation when the timeline for a project was cut
short, but you were still expected to deliver. How did you handle this situation?
How do you keep your calendar under control? Have you ever been unavoidably
detained? How did you handle it?
What have you done to avoid missing deadlines? Please tell me about a time
when your best efforts failed. What did you do?
9. Week 2:
Assessing Talent
Listen for candidate responses that include a description of the problem the
individual faced, the actions taken to address the problem and the results of
the actions. To evaluate candidate responses, give extra weight to those that
have:
Multiple job-related examples
Recent, challenging examples
Examples with a significant impact
Examples in which the candidate took accountability for the outcome
To check your thinking on how important these qualities are within Diane
Turton, Realtors, ask top performers how they would answer your interview
questions.
Use their responses as a guide for evaluating their talent. Chart their
responses appropriately below to gauge their ability as a potential Diane
Turton, Realtors Agent:
Competencies Unqualified Less Qualified Fully Qualified Highly Qualified Super Star
Technical Incompetent Needs extra training Meets high standards Does it better Sets standards
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Motivation Unmotivated Needs extra pushing Self motivated Does more, faster 120% committed
Cooperation Uncooperative Needs urging Fully cooperative Initiates helping Proactively coaches
Viewed by team Distraction Avoided A contributor Trains, sought-out Asked to lead
Impact on team Demotivating Neutral An asset Influences others Motivates others
Planning Reactive Passive On top of issues Anticipates issues Forward-looking
Diane Turton, Realtors
Agent Recruiting Drip Campaign
10. Week 2:
Talking Points
Here are some things to do to achieve better results hiring sales agents:
Know the sales process from beginning to end before ever interviewing
another candidate.
Prospecting and lead generation
Qualifying the lead and conducting needs analysis
Proving your product's worth in comparison to the customer's needs
Preparing some type of offer or proposal
Closing and negotiating the offer
Benchmark the recruit’s performance by asking about these issues:
Get specific details about how recruits have managed a lengthy sales cycle.
Find out their track record of making quota and how they recovered when things
went sour.
Walk through the sales process at a few major successful accounts and compare
this to yours.
Walk through the sales process where the recruit was unsuccessful and compare
this to yours.
Compare your typical buyer to the types of buyers the recruit successfully
handled.
Find out how successful the candidate was working for different sales managers,
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ask about their styles, then compare these to your management style.
Benchmark the recruit’s past performance to critical success drivers.
For sales, the primary keys to an accurate assessment include a comparison of
the sales process, the types of buyers involved, the sales cycle, the complexity
of the product and associated terms, and the degree of competition.
Behavioral issues can't be ignored including persistence, learning DTRE
offerings, organizational skills, and team leadership, among others, but these
are secondary to having a track record of sales success in a comparable
Diane Turton, Realtors
situation.
Agent Recruiting Drip Campaign
11. Week 3:
What’s In It For You?
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Diane Turton, Realtors
Agent Recruiting Drip Campaign
12. Week 3:
Designed to Intrigue!
In the 21st Century, everyone has “stuff.” What everyone doesn’t have is
SUBSTANCE! Here’s where we set ourselves apart from others in market…
Industry Best Internet Service Center and Lead Generation
Talking Point: Salesforce, an industry leader in Customer Relations Management
Proprietary Resource Library with Supporting Documents and Advanced Self-
Marketing Features
Talking Point: The Diane Turton, Realtors Resource Center
Management Support and Assistance
Listing Exposure on dianeturton.com, Realtor.com and more
Reference: All the websites that realtor.com enhanced listings automatically feed into
dianeturton.com eMail Account
Custom bio and contact page at dianeturton.com
Talking Point: Option to include personal agent page on business cards. Agent page
has direct link to agent listings and is linked to Salesforce!
Office Computers, Software, Copiers and Fax, MLS Lock Boxes
Print and Online Advertising
Talking Point: Diane Turton, Realtors several online initiatives that are effective,
return on investment and cost-effective to agents, i.e. B:C eNewsletter, blog, internal
website content control, social web tutorials for agents and more.
Networking and Community Outreach Events
Talking Point: DTRE’s name recognition as a sponsor of many high-profile
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organizations including the Lakewood Blueclaws and the Father Alphonse concert
series. Plus, our many community outreach activities which generates a lot of press
attention and exposure, i.e. FoodBank, Giving Tree, scholarships, etc.
DTRE Signature Financial Services for integrated one-stop client offerings
Talking Point: Turn-key solutions can be a big selling point for agents. The
convenience for the client and the trusted single point of contact is a significant
offering.
Relocation and Referral Services
Ongoing Training and seminars for Experienced Agents
Diane Turton, Realtors
Talking Point: As the trend shifts to online marketing we are arming agents with the
tools and knowledge they need to leverage this platform.
Unparalleled Personal Promotion and Marketing Tools
Agent Recruiting Drip Campaign
Talking Points:
Downloadable and Customizable PowerPoint Listing Presentations
Agent Announcement Cards
Business Cards (First 1,000 + discounted additional quantities)
Just Listed / Just Sold cards (First 25 + discounted additional quantities)
Bulk Mail Discount Packages
Talking Point: Emphasize hands-on broker, Diane Turton!
14. Week 4:
Designed to Lead!
The Week 4 drip does reiterate many of the no-cost perks included in Week
3, however, Week 4 speaks specifically to culture, atmosphere and lends
itself to discussing DTRE mentorship.
Talking Points:
non-competitive environment
hands-on managers and broker, Diane Turton
Site how you, specifically, have led your agent team.
in-house marketing department
In-house marketing is more than just a service, it is marketing prowess that keeps on
tops of all the latest trends.
grow through on-going training, workshops and seminars.
Particularly in the area of online and technological tools which Gina Doyle provides
training on, DTRE is always moving in a forward direction.
are surrounded by an award-winning team of professionals
Discuss top producers in your office and their winning attributes.
pay no up-front errors and omissions insurance (Incomes > $10K)
work out of 17 strategically located sales offices
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Diane Turton, Realtors
Agent Recruiting Drip Campaign
16. Week 5:
Designed to Entice!
To help simplify the entire real estate process, Turton Financial Holdings,
LLC, an affiliate of Diane Turton, Realtors, is proud to offer a complete set of
financial real estate services.
With Turton Signature Mortgage, Turton Signature Title Agency, and Signature
Insurance Agency, LLC, we provide home purchasers with an in-house, one-stop
shopping service for financing and real estate services to help make what can be an
overwhelming process as easy and hassle-free for your recruit’s clients.
Buying and selling a home should be a seamless and rewarding experience and DTRE
offers the ultimate in convenience and service.
Talking Points:
Owner's title insurance is an essential part of the
home-buying process, providing homeownership
protection that is critical to the security of any home.
Title insurance is issued only after a thorough search
of the title, requiring a detailed examination of
historical public records by experts. Turton Signature
Title Agency, LLC utilizes only highly qualified
attorneys, title agents and notaries to conduct
closings.
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Turton Signature Mortgage, LLC utilizes a proprietary
search engine to access the most competitive loan
programs and financing terms, as well as automated
loan underwriting software to further streamline the
application and funding process. With one of the
nation's highest application approval rates, Turton
Signature Mortgage works hand-in-hand with all of
our sales associates to get our clients home fast.
Diane Turton, Realtors Signature Insurance Agency, LLC is able to offer a
wide variety of products and providers, including
Agent Recruiting Drip Campaign
some of the nation's most highly-rated companies as
well as other major regional and national insurance
carriers. With its expertise, combined with advanced
technological systems and personalized customer
service, Signature Insurance Agency is positioned to
be able to find the best coverage, at the best price,
for each customer's unique situation.
18. Week 6:
Designed to Set The Standard!
Talking Points:
Buyer-Side
“I love getting to know people and being able to play the matchmaker between their
needs/desires in a home and the plethora of properties available. I take pride in my
business and have high standards for myself and the services I offer. In this market,
you will feel like a kid in a candy store- let me help you find the sweetest deals!”
Seller-Side
“The marketing package we are able to offer as agents of DTRE, is second to none.
Your home will truly be primed for sale through a grapevine of industry networks,
online websites, and immediate advertising in numerous publications like the APP and
Homes and Land. Preparation will include extensive comparative price planning and
even home staging resources to give you the greatest confidence in exposing your
first-class style home.”
Not ready to buy or sell yet?
“Call me to book a meeting where we can set you up with some goals that will help
you plan and prepare for a successful and prosperous future in real estate ownership.
Let’s get you on track. Those who think ahead, stay ahead!”
What to Expect
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“You can expect to be well-informed and promptly kept up-to-date on all
developments related to your transaction. The purchase or sale of your home, retail
location, land, or secondary investment property can be an emotional and stressful
decision.“
“I see myself more as a consultant and networking advisor than anything else. In this
position, it is my responsibility to provide you with the facts and options you need in
order to make the most educated and intelligent decisions possible. If I can’t answer
Diane Turton, Realtors
your questions, you will be quickly connected with another experienced professional
uniquely qualified to give you the best answer. DTRE is a leader in first-class quality
service and you can expect to receive the highest standard of treatment.”
Agent Recruiting Drip Campaign
20. Week 7:
Designed to Call To Action!
Every drip email MUST have a call to action - to get a recruit to call or email
you. Week 7 is the ultimate call to action, the opportunity for a recruit to
shadow one of your winning agents.
Tips:
Choose An Agent
Choose an agent you feel perfectly embodies DTRE and the kind of agent you are
looking for. This agent should have a number of listings with scheduled open houses.
Choose A Property
Choose from your selected agent’s listing properties that you feel embodies a
standard DTRE listing for your office.
Choose A Day and Time
Once you have selected an agent for a recruit to shadow, and a property that you’d
like them to see during an open house, select open house date and time you
anticipate will be heavily trafficked. Present them to your recruit as available times
for their shadow and agree on a time.
Your selected agent should be able to answer basic questions about company
culture and working at Diane Turton, Realtors.
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Diane Turton, Realtors
Agent Recruiting Drip Campaign
