In today’s blog post I’m going to share with you the details of our Brokerage Recruiting real estate recruiting program. Our Real Estate Recruiting strategy uses a combination of Email Marketing and Social Media Marketing.
I used this exact Realtor recruiting strategy to hire a solid 10+ agents per month to a brokerage I set up to test marketing strategies. It worked so well I ended up selling the brokerage with 125 agents after just two years.
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Real Estate Brokerage Recruiting Program (Video Overview + Pricing Explained)
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The Real Estate Brokerage Recruiting Strategy That Brought Me 120 Agents in 12 Months
In 2009, I started a boutique real estate brokerage in Sacramento, California, with one of our clients. The sole purpose of this brokerage for me was to use it as a testing ground to execute all the marketing strategies I wanted, at my own expense (not our clients’) to figure out what worked best.
My client/business partner as the broker was initially in-charge of recruiting agents. She did this like most brokers do, by cold-calling and trying to entice agents on the other end of transactions to move over. This wasn’t very effective, even though transaction-wise she was one of the top producing agents in the county, mainly due to our REO accounts, and lead generation strategies.
One day my Partrner said to me:
“We need to recruit some more agents, and cold calling real estate agents, or ‘wining and dining‘ them just isn’t working. I need you to put a marketing campaign together to generate some interest.”
The key to success here was to give the offering a voice of it’s own. I started with consideration of what attracted our existing agents and engineered the brand from there.
The Brokerage Offering
- Flat Fee – 100% Commission with $49.99/month fee. $495 Transaction Fee + $120 Document Archival Fee.
- Traditional – 80/20 Commission Split – No Monthly Fees, No other fees.
- In-house Leads – Given to agents in exchange for a 30% (Off-the-Top, Only available to Traditional Agents).
- CRM – Built internally and provided for free to agents. All leads routed in CRM
- Transaction Management – For contracts files, had to be used in order for agent to get paid
- Transaction Coordination – Available in-house for a fee. Document Archival Fee waitved if agent used our TC.
- REO Listings – Available to agents to hold open (or sell)
- Investment Properties – Flip properties I owned that agents could hold open (or sell)
I took all of the above and build a recruiting website to demonstrate and explain the offering in depth. The idea was that everything an agent needed to know was on the website, and the offering itself was simple, diverse, and compelling.
The Real Estate Recruiting Marketing Campaign
Getting The Word Out
I used the following channels for my Realtor Recruiting Campaign:
Recruiting Real Estate Agents by Email Marketing
My secret weapon, since I started my first Real Estate Website Design company back in 2004, has been my email database. In the beginning I would spend my evenings, and weekends copying and pasting the contact information of agents from the roster page of their brokerage websites.
In 2006, we were involved in building the first iteration of .mykwagent.com websites. Using Wolfnet IDX we build out agent websites for Keller Willilams agents. From here a number of data partnerships grew, and eventually, with access to data from over 400 MLS systems nationwide, we maintain a comprehensive database of almost every real estate agent in the United States.
Finally, I put together a HTML email flyer with the sole purpose of driving traffic to my real estate recruiting website. This email was then blasted out an email to the, then, 8,500 real estate agents in the Sacramento Metrolist MLS.
Then, WHAM! The new agent sign-ups just started flowing in!
Recruiting Real Estate Agents via. Real Estate Recruiting Social Media Ads
Across Facebook, LinkedIn, Twitter, and Instagram I created a set of ads, similar to the email, to drive brand reinforcement and traffic to the website. If they didn’t see the email, or if they unsubscribed from the email, they would still see my ads on every social media channel.
Then, I created an audience for my ads that said show it to anyone within the Metro area with the job title Realtor, Real Estate Salesperson, and a bunch of other criteria.
Finally, to really hit ’em hard, I uploaded my list of 8,500+ Salespersons within Sacramento Metrolist MLS to Facebook and said show any of these people all my ads, as often as possible.
The Results of My Real Estate Brokerage Recruiting Program
The result was a 10x increase in new signups from just the email marketing alone.
My business partner had hired 6 agents in the first year.
So, to toot my own horn, my Realtor Recruiting – Recruiting Broker Brand marketing campaign knocked it out of the park! Really, I mean, I added 120 more Realtors to our brokerage by the end of the second year.
Now, we can all agree, that’s scalable, right. This was one Metro region!
Finally, and best of all – it was all done online. It sold itself. Literally. We sold the company.
Real Estate Brokerage Recruiting Program Pricing
Our pricing is simple, and month-to-month without contract, as follows:
Platform Fee: $250 per month (month-to-month)
Ad-spend: $0 – Unlimited (Recommended $250 per month)
Results vary from market to market; however, we typically see a cost of $10 per lead, so a recommended monthly Ad-spend could get you around 25 Realtors who complete a CTA (call to action) – such as filling out a form.
Let’s Recruit Some Agents To Your Brokerage!
Let us put our tried, tested, and optimized Real Estate Brokerage Recruiting Program to work for your Real Estate Agency and grow your real estate office together!