Jonathan Lickstein directly addresses camera: Do you need help reaching your recruitment goals? Need help finding the right agents? If you answered yes, it's time for a new strategy focusing on production data and targeted ads for your ideal agent.
I'm Jonathan Lickstein, COO of LoKation Real Estate in Pompano Beach. Let's take five minutes to talk about which data to use when recruiting and how to find agents who are a good fit for your company.
Recruiting in the real estate industry falls into two primary categories: targeting high-producing individuals already established in their careers or casting a wider net to attract a broad array of agents. Even when you cast a wider net, data can help determine which agents will likely succeed within a specific business model.
We leverage data from third-party programs such as Courted.io and Broker Metrics to make informed decisions. These programs provide critical insights into agent productivity and alignment with our business model. They enable us to classify potential recruits based on their experience, productivity and possible fit within our company.
For new licensees, we look for agents who have shown increased production from year one to year two. We're a 100% commission brokerage, and these agents are more likely to value their bottom line and seek ways to retain more of their commission, making them ideal candidates.
However, we understand that not all brokerages share our model. Some brokers hire for culture or have specific requirements for experience. I recommend that brokers build an agent profile to define the kind of agent they want to be at the core of their brokerage and go after those agents.
Beyond individual productivity, we also evaluate prospective recruits based on their potential to leverage our technology and business model to increase their productivity. This can range from agents with production levels between four and ten million in the trailing 12 months who may need more exposure. This leads to micro-influencers with a significant social media following who could benefit from our support in expanding their reach. These agents are doing $4 to $10 million in production but could quickly jump to the next tier of $15 to $20 million.
Equally important is the use of a CRM system explicitly geared toward recruiting. Just as real estate professionals nurture relationships with potential buyers over time, a CRM can help brokers do the same with potential recruits. Crafting an intentional plan of touch points keeps you on task when following up with these prospects and staying on track. This focus on relationship building is essential to a successful recruiting campaign.
Yet, productive as they may be, only some agents are a good fit for a brokerage. While we place a high value on production and professional conduct, other brokers may look for a fit within the company culture, which can also be critical to long-term success. For us, leveraging data is the foundation of our recruitment strategy, but the conversations and relationships ultimately determine whether an agent is a good fit for our brokerage.
We rely heavily on inbound recruitment strategies to ensure a steady influx of potential recruits. Our recruitment team collaborates with our marketing team to maximize our exposure on various platforms, from social media to pay-per-click campaigns on Google and even on platforms as elementary as Indeed.
We've covered a lot of ground in this video. The key message I want to leave you with is this:                                                                                                             By integrating data into your recruitment strategy, you can make informed decisions supporting your company's growth. Data-driven recruitment is more than just a trend – it's a strategic imperative for modern real estate brokerages.