By Todd Shyiak
RISMEDIA, Oct. 23, 2008-Recruiting experienced agents has always been the bellwether of successful brokers. Experienced agents can have an immediate impact to the bottom line, require less training and hand-holding and can add to the excitement level in an office, thereby aiding in retention. Brokers who are committed to a consistent and ongoing recruiting program can position themselves for revenue and market share growth and ultimately, long term profitability.
One such company, Zephyr Real Estate in San Francisco, is a dynamic 30-year-old brand that has completely reinvented itself in recent years and is strongly positioned for growth. Significant investments in technology, training, marketing and renovated offices, combined with one of the most flexible and supportive management teams have made their 200+ existing agents the most productive in the City. With 6 highly visible offices in neighborhoods throughout San Francisco, Zephyr is focused on recruiting experienced agents, while maintaining their top notch, hands-on management style within each office.
To allow their managers to focus on the day to day issues of mentoring and managing through these tough times, Zephyr has partnered with Cogent Step Recruiting to fulfill their mandate of growing their ranks of experienced agents. Cogent Step Recruiting is doing the ‘heavy lifting’ of contacting experienced agents throughout the city and creating enough curiosity to at least have a conversation about Zephyr. Professional ‘third-party’ executive recruiters identify agents who may not be entirely happy where they are at and seek to understand their mindset; what are their issues, what are they thinking, what are their challenges? Cogent Step Recruiting then ‘sells’ them on the potential benefits of Zephyr and arranges a meeting with 1 or 2 of Zephyr’s managers. Before the meeting begins, each manager is thoroughly briefed on the agent’s motivation for change – their needs, wants, desires and possible closing opportunities to ensure the best possible chance of success.
After the meeting(s), Cogent Step Recruiting then ‘brokers’ a meeting of the minds from an independent perspective which allows both the agent and the manager to provide their honest assessment of each other and what it will take to make it work for both parties.
Four weeks into a 3 month pilot, Cogent Step Recruiters have personally contacted almost 500 experienced agents on behalf of Zephyr Real Estate. This has resulted in 45 solid prospects, 11 meetings with managers, and 2 placed agents. With several meetings planned for the coming weeks and many agents close to making their decision, the next 8 weeks’ results should prove to be very interesting.
“Cogent Step Recruiting is successfully putting experienced agents in front of our sales managers. Our managers are briefed by Cogent Step Recruiting and understand what specific issues will make the difference in bringing the prospective agent to a commitment to join Zephyr. The approach seems to be a winner!” said Randall Kostick, chief operating officer of Zephyr Real Estate.
Todd Shyiak is the President of Cogent Step Recruiting.