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Attracting Talented Real Estate Agents

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By Nick Caruso

Attracting talented agents and having them continue their affiliation have become increasingly critical parts of a real estate company’s business strategy. In recent years, we’ve seen a dramatic shift from attracting the most agents to attracting and keeping quality agents. Part of a powerful talent attraction strategy is to regularly reevaluate your efforts to recruit and retain agents to ensure you’re building a network of strong affiliated agents. We sat down with a few Better Homes and Gardens Real Estate brokers to learn more about how they attract and foster leading talent.

RISMedia: What are your top tips for attracting agent talent this year?
Mark McDonough, Vice President, Better Homes and Gardens Real Estate David Winans & Associates: Invest time with new agents. Offer tailored educational opportunities to develop a strong foundation for the agent to build upon with experience. If provided, this translates into loyalty and a shared sense of purpose.

Joshua Tanner, President and CEO, Better Homes and Gardens Real Estate Generations: Customize your messaging to show prospective agents why affiliating with your company will satisfy their specific needs. Make them feel as though they’re affiliating with your organization’s culture, rather than simply being added to the company’s agent roster.

Jennifer Fredericks, Broker/Owner, Better Homes and Gardens Real Estate Preferred Living: Go where the agents are. Go on property tours, attend REALTOR® association functions—always remember to network, network, network!

RISMedia: When looking to attract talent, how do you find the best agents in the industry?
JT: We seek agents looking to successfully serve current and future buyers and sellers. These agents must know how to utilize the current tools and resources available and have excellent interpersonal skills. The best agents need to first attract buyers and sellers and then have the charisma to close the sale and maintain a relationship for the long term. When you achieve this, and do it well, you have a client for life.

RISMedia: What tools/resources are you utilizing most to attract the best talent?
MM: We use the talent attraction loyalty label program, a unique marketing tool that delivers prepaid subscriptions of Better Homes and Gardens magazine to prospective agents. The magazine features a personalized label highlighting a specific Better Homes and Gardens Real Estate product or tool that would interest the prospect, reinforcing what makes our brand and our company special.

JT: Agents are hungry for continuing education. The Better Homes and Gardens Real Estate learning management system (LMS) offers agents opportunities to attend classes and educational webinars 24/7. For new agents, the LMS ensures they have the tools to build a successful business upon affiliating with the company. Existing agents are able to take advantage of the LMS through year-round online classes aimed to strengthen their skill set, educate on real estate trends and help take their business to the next level.

RISMedia: What advice can you give to other brokers who are mentoring new agents?
JT: Integrate them with the tools and resources offered by your company when they first affiliate, so that they immediately obtain the full benefit of the resources when interacting with buyers and sellers.

JF: Be transparent and make sure you fully understand a new agent’s professional goals. Allowing new agents to get to know you personally will also make them feel more comfortable when you start to discuss business.

For more information, visit www.bhgrealestate.com.

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