|
|
Are you really in the Real Estate business? By Upward Motion
|
| “We’re not in the Real Estate business we’re
in the Human Resources business.” That’s pretty unconventional thinking but it’s the reality that today’s broker must face. Like it or not, as a broker, your job is not to sell real estate but to lead a team of salespeople. Leadership is at the heart of what you do as a broker. Your job is to select the right people, create an environment that fosters excellence and productivity and most importantly to help develop your team so that as individuals they are contributing their best. The best agents are looking for a brokerage that is focused on them and has the infrastructure in place to help them succeed. In essence they’re looking for a brokerage whose mission it is to build and nurture their agents towards success. In order to accomplish this goal you must first start off by looking at your recruiting approach. Your recruiting message shouldn’t be work for us because we’re the best, or we’re the biggest, or we’re the most recognized name brand in the industry, because that’s the same message that everyone else is using. Your message needs to be focused on the interests of your target recruits and must be able to answer the question “what’s in it for me?” Newbies considering Real estate as a career are primarily interested in answers to the following questions. 1. What is it really like to be a real estate agent And so, your recruiting message needs to answer these questions. Experienced agents want proof that you truly care about their success and want to know how you will help them reach their goals in a different and more effective way than their previous broker. The second thing you must do is implement a rigorous selection process when hiring. Rigor delivers the message that you are serious about who you hire and establishes an understanding that you expect the best from your team and in turn that you will deliver your best to them. By selecting the best you are creating an environment that fosters excellence and that agents are proud to be a part of. At its very core, this is what Ed Krafchow meant when he said “we’re in the Human Resources business.” In order to deliver your best, you must hone in on the individual developmental needs of each agent. Designing a tailored training plan and a coaching program that will leverage their strengths and overcome their weaknesses will help you deliver on your recruiting promise. Leadership is about managing people, not homes or MLS systems or telephone routing systems. Leadership is about unconventional thinking that places agents at the hub of all your growth goals. Ed Krafchow has unequivocally demonstrated that leadership is about focusing on his people. Pick the best, focus on their growth, and you will truly lead your company to success.
|
|