Recruiting, Retention, Results… -...

Recruiting, Retention, Results…

A Guide to Recruiting & Retention through 21Online.com

As a franchised broker affiliated with Century 21 Real Estate LLC, you and your office managers have a variety of resources, tools, technologies and opportunities available to you. As an independently owned and operated business, you have sole discretion on all recruiting practices/decisions and you should use your own business judgment to determine whether any particular suggestion or best practice in this guidebook fits your business culture and needs. It is strongly recommended that you consult with your attorney before implementing any office policies or procedures for recruiting or retaining sales associates who are independent contractors. Nothing in this document is intended to imply or create an employment relationship.

Table of Contents 21Online.com – Recruiting Section Plan & Strategize Lead Generation

Prospect Development Screening and Affiliation Retain and Develop

As a franchised broker affiliated with Century 21 Real Estate LLC, you have a variety of resources, tools, technologies and educational opportunities available. As an

independently owned and operated business, your company should determine which of the suggested programs, tools or materials are appropriate for your business. It

is strongly recommended that you consult with your attorney before implementing any recruiting or other office policies or procedures for sales associates who are

independent contractors. Nothing in this document is intended to imply or create an employment relationship.

© 2015 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21®, the CENTURY 21 Logo and SMARTER. BOLDER. FASTER.® are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated.

21ONLINE.COM – RECRUITING SECTION

You will find the Recruiting Section by following:

21Online.com > My Business > Recruiting Recruiting and Retention is divided into the five phases or steps to recruiting

• Plan & Strategize – setting the foundation of your recruiting platform

• Lead Generation – generate more lead opportunities

• Prospect Development – the process of taking a lead from a new contact to a

screening meeting

• Screening and Affiliation – meeting, screening and closing the deal

• Retain & Develop – on boarding, development, and culture

This guide incorporates the most widely used recruiting tools in the CENTURY 21® brand and, represent the foundation of a great recruiting system. You will also find many other tools on 21Online.com that you can incorporate to take your recruiting and

retention platform to the next level.


PLAN & STRATEGIZE

1. Your Recruiting Goal Tool to assist: Recruiting - Forecast Model There are many methods to help establish a recruiting goal. We suggest you have a minimum of two numbers you will track.

Recruits (Sales Associate Count): The number of individual Sales Associates (new & productive) you will recruit. This is an easy measure of your

recruiting progress. AGC: A cumulative total of the last twelve months (LTM) production that Sales Associates you recruit closed. Tracking AGC helps keep a focus on recruiting productive Sales Associates.

EXAMPLE: In November you recruit 3 Sales Associates, 1 newly licensed and 2 productive Sales Associates.

Credit to your goal 3 Sales Associates, you credit your Sales Associate Count goal +3 1 Sales Associate closed $2.6MM in sales in the last 12 months (LTM) 1 Sales Associates closed $1.8MM in sales LTM

Estimate AGC: $2.6 + $1.8 = $4.4MM x 2.5% (estimated commissions) = $110,000 AGC You credit your AGC Goal $110,000


LEAD GENERATION

1. Lead Sources Tool to assist: Recruiting - Lead Sources Everything begins with a lead. Start by marking or listing all the lead sources you currently use in recruiting. Next, use the Lead Sources Guide and choose one or two new sources to expand your lead generation platform.

2. Experienced Sales Associate Targets

Tools to Assist: Real Data Strategies Overview Presentation – (RDS)

Real Data Strategies FAQ

C21® Franchise Consulting Subscriber Agreement

RDS is one tool that may help in generating a list of productive Sales Associates for your target list.


LEAD GENERATION (CONTINUED)

3. Business Seminars Tool to Assist: Recruiting - Business Seminars Business Seminars can establish your company as the go-to firm for information about current market conditions, strategies on buying and selling real estate as well as how to start and grow a real estate business for independent contractors. These seminars have been used by many firms to generate recruiting leads

AND create brand awareness in their local market places.

4. Licensing / Real Estate School

Tool to Assist: Recruiting - Licensing Schools Operating or affiliating with local licensing schools may provide a pipeline of potential sales associates.

5. Scripts

Tool to Assist: Recruiting - Recruiting Scripts

Using a script may help build confidence and, ensure the message and tone of your call sets the stage for future conversations.


PROSPECT DEVELOPMENT

1. Building Relationships

Tool to Assist: Recruiting - Prospect Development Action Items Recruiting sales associates is a process rather than an event. Use the Prospect Development Action Items to help find new ways that you can reach out to sales associates in your pipeline and build a solid relationship. Your objective is to become the ONE

person they think of when they decide to look for another office to affiliate with. NOTE: CENTURY 21® Recruiting Drip Campaigns found in:

CENTURY 21 Business Builder® > Marketing > Create New Campaign - Under COLLECTION choose RECRUITING

2. Accountability and Metrics

Tool to Assist: Recruiting - Activity Tracking Whether you hold yourself accountable or choose an accountability partner activities are what lead to success. Monitor your activities for accountability and use these metrics as a part of your planning process.


SCREENING AND AFFILIATION

1. A Screening Meeting Tools to Assist: Recruiting - CENTURY 21®

Experienced Sales Associate Discussion Guide Recruiting - CENTURY 21 New Sales Associate Discussion Guide You worked very hard to get this sales associate to the table. Don’t let this opportunity slip away because of

poor planning or preparation. These guides may help you be more consistent and better prepared for a meeting that could generate more business. 1. The Sell

Tool to Assist: Recruiting Presentation Communicate between individuals is always a challenge. Using a visual aid may help you to communicate the value of affiliating with your office.

2. Concerns, Objections and Opportunities

Tools to Assist: Recruiting - Value of Affiliation Comparison Flow Chart

Recruiting - Value of Affiliation Value Proposition Calculator Recruiting - Value of Affiliation Royalty Fee Calculator

Recruiting - Value of Affiliation Brand Impact Calculator A sales associates question or concern regarding the value your office brings may be nothing more than a

request for more information. Use the Value of Affiliation tools to assist in communicating your message.

(1 of 4 Value of Affiliation Tools shown)


RETAIN AND DEVELOP

1. On boarding Tool to Assist: Recruiting - Sales Associate

Onboarding Guide Whether the sales associate is new to the business or an experienced producer, assimilation into your office systems and culture should not be left to chance. Use the Agent Onboarding Guide to assist with brand affiliation.

2. Building a Community and Culture Tool to Assist: Recruiting - Create Community Your office is a community and you control the culture

within that community. Use ideas within the Create Community guide as your culture evolves.

Whether you are recruiting to maintain the business that you have today or, grow the business to fulfill your dreams… consistency can unlock your full potential. Just a little bit each day can yield tremendous results for your future!

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