Recruiting: Finding and KEEPING Quality Agents

Several years ago, I did a recruiting study of one of the top CENTURY 21 firms in the nation. Despite the fact that they were enrolling more than 1,200 new recruits in their real estate school each year, it was still difficult maintaining a high-quality staff while continuing to expand.

Over the course of several months, I studied the firm and put together a multi-faceted program that included everything from determining which agents to target, an action plan, a custom email campaign, database management, goals and tracking.

In Part One of this series, I took a look at what experienced agents want most, the reasons agents cited as factors in associating with a specific real estate firm and, more importantly, why they stayed.

A study conducted by the California Association of REALTORS® showed – surprisingly -- that money and commission splits are not the most important factor.

Here are the top reasons agents cited for staying at a typical brokerage:

• Company's image/name recognition
• Broker's ethics
• Company's/broker's business philosophy
• Size of firm/market presence
• Management
• Compensation plan
• Marketing services/lead generation
• Technological support services
• Transaction management