Broker of the Month

Paul Gruber
Career Counselor
Prudential Preferred Realty
Grand Rapids, Michigan

Interview

How many agents do you currently have working on your team? What are your short and long term goals?

We currently have a team of about 450 agents and we are looking to bring on an additional 120 agents this year. Our goal is to recruit about 85 per cent new agents and fifteen per cent existing salespeople.

What is the key differentiator about your company that you present to candidates you are interested in recruiting?

Right from the start I present myself as a career counselor as opposed to a recruiter. At first my personal mission statement was to help my company grow as big as possible by adding large numbers of agents. But when I looked at what I was really doing, I realized that what I do changes people’s lives -- whether they sign on with us or not. As a company, Prudential Preferred has a lot to offer a new agent. We have major shares in two different markets – Grand Rapids and Kalamazoo – making it easier to generate leads. I think the Prudential name stands for a lot too. There’s the old adage that says, “it’s all about location.” Well, I tell new recruits it’s all about name recognition.

What is your primary selection criteria when looking to recruit a new agent?

I want to find out what a person’s “why?” is. What is it that they have inside that gets them out of bed every morning. I want to really find out who a person is because that will tell me more than anything whether or not they have the potential to be successful in real estate. Through my interview process I want to put that person in front of a mirror. One of the reasons I love to use the Real Estate Simulator so much is because it is like the mirror.

I used to hire anyone and talk people into doing this business. Now I am recruiting a higher quality agent with the potential to be successful. Even brand new people I recruit are more productive. I find I can really get to know a person inside and out using the simulator. For example, I won’t automatically discount someone who scores a low IQ on the simulator because if he or she also shows strong people skills they can still do very well.

Can you describe how you are using the Real Estate Simulator and the outcomes you have seen so far?

I saw the value in the Real Estate Simulator at the firm where I used to work. When I changed companies, one of the first things I did was to acquire a copy of the software for use here. We promote the Real Estate Simulator in our newspaper ads and in our local homes magazine as well as on our website. We have a very user-friendly website (www.pprmi.com) that features a flash presentation about the company and an invitation to take the simulator.

Since I started with the company just over six months ago, I’ve had 260 people take the simulator, interviewed about 240 people and hired over 40 new agents.

Another advantage to using the Real Estate Simulator is that it gives me confidence in my recruiting. It’s like having something that no one else has. I can say to someone, “I’m interested in you. I’m going to sit you down and give you this test.” The majority of other real estate offices don’t do that.

I use the results of the Real Estate Simulator to add method to my interviews. For example, if someone scores high on the simulator, that doesn’t mean they are the best, but it gives me a lot of insight into the person and a good base to shape our discussion. But if someone scores low, I can show them why and then let them make the decision.

What would you recommend to a broker or manager who is interested in recruiting, selecting and training stronger agents?

Brokers and managers need to ensure there is a method to their interview process. The Real Estate Simulator gives you that structure or method. I also think the secret to recruiting success is to see lots of people. It’s a numbers game so the more people you can attract to take the Real Estate Simulator, the more interviews you are going to have and likely, the more people you will ultimately recruit. Unlike when I used to recruit strictly by volume, I now have a method of selecting who I go further with in the process.

I see the simulator as a valuable tool and use it as much as possible in my role as a career counselor. Not only it is a huge part of our recruiting program, but also an invaluable component of our training and career development program.