How to recruit real estate agents during COVID-19

You’ll first need to understand what motivates agents to join or leave a brokerage

In today’s competitive, tech-driven real estate landscape, success is always the result of a team effort. But building a solid team of motivated agents isn’t as easy as it used to, thanks to the coronavirus pandemic that has forced businesses to embrace remote working.

And this begs the question: How do you recruit and retain top talents during COVID-19?

Well, to answer that question, you’ll first need to understand what motivates agents to join or leave a brokerage.

Today’s agents aren’t only interested in a brokerage’s commission split. They consider everything around the brokerage as important as the incentives offered—from cultural fit and brand image to software and productivity tools that a company has invested in.

This guide will help you understand how to recruit and retain top-performing real estate agents during COVID-19 and beyond.

1. Understand What Agents are Looking for in a Brokerage

Understanding what potential agents look for in a real estate firm can help you fine-tune your agent recruitment plan. Here are a set of qualities the majority of real estate agents find essential for any brokerage to have.

Access to Real Estate Tech

Technology is rapidly changing the real estate game. From the way agents conduct business to how transactions are handled, real estate is one industry that has been transformed by technology on an unprecedented scale. And with COVID-19 fueling the move to remote work, agents have had to rely on tech fully to conduct business.

In the wake of COVID-19, agents are looking to work with brokerages that are not new to the virtual space. If your real estate team needs to work from home, does your business have the resources to support them? Some of the tech tools you’ll need to facilitate remote working for your real estate team may include transaction management software and video chat tools like FaceTime.

Opportunities for Growth

New agents want to know if they’ll be presented with opportunities for career growth and development. If you offer mentoring programs, training courses, or support for attending industry conferences, it’s important to include this info in your recruitment bulletin.

A Strong Online Presence

Your online presence matters a lot to your to-be agents as they may use that info to gauge your online reputation. Most agents will want a brokerage with a strong online presence with active social media accounts, a business website, and a blog that’s updated regularly.

2. Establish a Winning Company Culture

Culture fit is an important focus when recruiting experienced agents. Investing in winning company culture will give you a competitive edge over your competitors. Besides, every agent wants a brokerage culture that promotes teamwork.

Thriving company culture is one that puts your agents’ well-being on the front seat—celebrating their success while providing a congenial environment for growth. Your brokerage’s culture should show potential candidates the benefits they’ll get by joining your team.

3. Recruit at Every Experience Level

Don’t focus your recruitment on one experience level. Sure, every broker wants the most experienced agents. But balancing new ones with experienced pros often delivers the best results.

Why? New agents help to safeguard your brokerage’s future. Experienced agents, on the other hand, will hit the ground running with little to no training and bring along a network of connections to build your brand. You’ll need both for your brokerage to thrive.

The British Institute of Recruiters is the Professional Body operating The Recruitment Certification Scheme

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