The One Thing You Must Remember About Recruiting

The One Thing You Must Remember About Recruiting

Ten weeks ago someone asked me a question that changed the course of my business.

I was struggling to improve the results of the recruiting calls pilot program I discussed in previous emails. So, I showed up at a friend’s mastermind group looking for inspiration.

During one of the breaks, my friend introduced me to the marketing guru of the group. I gave a brief overview my struggles and asked the guru for his advice.

He posed one simple question.

“How would these agents benefit by meeting with your clients?”


I had forgotten the most basic rule of marketing and sales – focus on benefits, not features.

The second I left the mastermind group, I returned to my office and rewrote all the call scripts. When I hopped on the phone the next day, the change in the success rate was immediate and drastic.


If you remember only one thing when you’re recruiting, remember to focus on benefits and not features.

Here are the most common recruiting “features” translated into some of their potential benefits:

Training/Coaching/Mentoring – make enough money to live the life you want; stop working ridiculous hours; feel more confident and in control of your business

Market Share/Brand – never lose another listing to a seller who asks “what company are you with again?”; buyers and sellers will seek you out instead of the other way around

Broker and Staff Support – we’ll take care of the little stuff so you can focus on doing what you do best - working with buyers and sellers; experience the confidence of knowing you have someone by your side 24/7

Technology – never again will you forget to include a required addendum or disclosure; avoid the hassle of trying to find a printer or scanner by writing, signing, and submitting offers from anywhere

Location/Office Amenities – why deal with the distractions and noise of a home office when you can have a quiet, convenient place to get things done?; you could do an extra five deals a year just by spending an hour a week taking walk-in buyers and sellers

Commission Split – spend your money the way you want to spend it, not the way your broker wants to spend it

Now, I’m not suggesting those are best benefits you can use. The best benefits are specific to you.

For example, if agents participating in your coaching and mentoring program increased their GCI by an average of $68,000 (actual client example), that’s something I would run with.

Use the examples above as a springboard for creating your own list of recruiting benefits. And, as always, feel free to reach out if I can help in any way.

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