Why is Recruiting so Hard?

"I can't convince top people to move! They don't want to face change. It's just too hard. It is a waste of my time! "

What kind of language do you use now when you recruit?
It's the battle of the STUFF. . .

"Our computers are better than their computers!"
"Our advertising is better than their advertising!"
"Our marketing materials are better than their marketing materials!"
“Our stuff is better than their stuff!”

What if you were in the business of creating production by the agents rather than in providing them with stuff?  How would your language and approach change?

If you cannot deliver a higher return on their investment in time and money, you end up in a "stuff" auction:
You bid with a ridiculous commission split; You pay for all their marketing materials; You give up an assistant and valet parking
. . . There goes your profit.

The really viable reason for an agent to move to your office is because you can offer a better life in some substantial way:
More income, more personal time. Being more productive means earning more per hour, not more hours or more of the Gross Commission Income. It is a measurement of the return on investment of time and money spent.

The middle tier of agents are the most mobile. They may not be reaching their potential for income. They may be finding their work and family obligation are so much in conflict that it's painful. If you can offer these agents a way to become top agents, they will probably never move away from you!

This middle tier needs management the most. They need the support of coaching; they need the insight and wisdom of their managers; they need skill training so they are better at developing business; they really need a business analysis and operating business plan. They are your target prospects.

When you provide expert coaching for this middle tier, you can add value to their lives without giving away high splits and more stuff. It is because you have only stuff and commissions to offer that you have to give them away.

The very top agents in your area are probably never going to move. They are very happy where they are. The cost to them to move is prohibitive. They don't need much from their company other than their already high commission, recognition and support. You would probably not be effective in increasing their production or quality of their life.

 

What do those agents want?