A
Broker’s recruiting strategy if done well, should attract some experienced real
estate agents, but much of your agent growth is likely to come from agents who
are brand new to real estate or who have little experience. Your goal with these new associates is to get
them up to speed and make them productive as quickly as you can.
After
decades of coaching and training brokers and their agents, Weichert understands
the most common challenges new agents have. As a broker, you can provide the coaching
and training these agents need in order to avoid the common pitfalls associated
with learning our industry and make their entry into the real estate world more
rewarding and productive. Here are three
of the most common mistakes that new real estate agents make and how you can
coach them through.
1) Giving Up Too Quickly
In
the movie “Cool Hand Luke”, Paul Newman’s character famously utters the line:
“What we have here is a failure to communicate.” He wasn’t talking about new
real estate agents, but he could have been.
New
Agents often take the words “not now” or “in the future”, as indications that
there is no sales potential there and they let the contact simply die. But
experienced agents and brokers know that lead
nurturing in real estate can take weeks, months, or even years to come to
fruition. And if you’re not front of mind when a customer is finally ready to
move, they will move without you. Successful agents have built a solid lead
funnel and steady book of business by leveraging years of consistent follow-up
and outreach with their contacts and their local community.
It
may seem obvious in 2019 to mention that social media can be one of the best
ways to follow up and stay front of mind. Despite the current generation’s
comfort level with web 2.0 and technology, new real estate agents still generally
need coaching on what tactics on these portals will help them build their
personal brand without seeming overly spammy. Follow up on social media also
has its own set of rules, often depending on the platform you are using. But
one rule applies to all of them: no outreach should be ignored or neglected.
These little interactions, done in a timely manner, are the bricks they will
use to build a real estate career. As
author Jim Rohn wisely observed, “The fortune is in the follow-up”.
2) Forgetting to Make It Personal
New
agents have such a comfort level with all things digital it can sometimes be
hard to get them to fully understand and embrace the power of the personal. The
power of the personal is at the core of the Weichert philosophy, from our
network of owners that know and help each other to our recipe for a successful
real estate agent.
New
agents need to make sure they build and nurture their personal brand in both
online and offline activities through both personal and digital interactions.
As a broker your job is to give them the tools that they need to develop their
brand while being consistent with the message and brand of your brokerage.
While
digital tools are great to efficiently stay in touch through social media,
email and texts, encourage them to get out there and be nose to nose with
potential clients. Door knocking, phone calls, open houses, participation in
community events and seminars. These are all ways for new agents to have their
face seen, make eye contact, shake hands, have real conversations and be
memorable. Keeping it personal should be at the core of you and your agents’
communication philosophy.
3) Not Using A CRM System
There
is no reason why new agents can’t get right into the habit of using the
brokerage CRM tool to its fullest potential. An effective real estate CRM can
be a big help with staying front of mind, helping new agents organize their
contacts and keep in touch with buyers and sellers and other real estate professionals
in their ever-growing sphere of influence. Conversely, it’s important that you
offer this technology to your agents to help them be as productive and
efficient as possible. The Weichert CRM
system, for example, provides a central location for storing current and
prospective client information and advanced tools for planning and follow-up on
open houses ensuring you make the most of those contacts. Other elements
include marketing automation that allow agents to send branded emails to select
contact lists with minimal time and effort. The mobile app extends this
convenience even further, allowing for updates and notifications to happen
wherever they are. As a new agent builds
their database in the CRM, all sorts of marketing tools and templates will be
at their disposal. The work they do now to build these lists, will pay
dividends for years to come.
Effective Agent Coaching Is Key
The best way to make sure your new agents are productive as quickly
as possible is to have a proven training system in place that coaches them past
these and many other initial pitfalls. Perhaps the single strongest benefit of
being a Weichert Franchise are the proven systems we provide to brokers. These
have been developed and refined over decades, so you don’t have to develop them
yourself. All you have to do is plug in. Becoming a Weichert Affiliate gives
you access to effective
coaching programs, marketing tools, and a CRM system that supports lead
generation. As a Weichert Franchise you have a complete, turnkey system that
provides your brokerage with the tools and training that leads to growth.
For more information about
how affiliating with Weichert can help build your brokerage, call us today at
877-567-3350 or contact our team online.
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