It can be challenging to source and hire talented real estate agents, especially since all other brokerages are gunning to recruit them as well. Fortunately, there are a variety of tools that real estate recruiters can use to make the job a little easier and more efficient. One of the most popular nowadays is social media recruiting, since most agents have social media accounts anyway.
Another effective means for sourcing and hiring agents is through sending real estate agent recruiting letters. It’s a little old school, especially in today’s hyper-connected digital world, but being old school is actually what makes recruitment letters stand out. For the best results, check out this real estate agent recruiting letter guide. In addition, below is a list of a few more things to keep in mind so you can write real estate agent recruitment letters that work!
Focus Your Efforts
As of 2020, the National Association of Realtors has more than 1.4 million members in the United States—all of whom are potential candidates for your brokerage. However, it’s neither wise nor resource-effective to send your recruitment letters to ALL of them. You need to focus your efforts on certain demographics for your efforts to yield good results.
Some of the criteria that you should use as filters when choosing your target market include their years of experience and the agent’s location. Classifying them as either passive or active candidates is also extremely helpful.
When you narrow down your audience, you’ll also gain the perfect opportunity to personalize your message. This can then increase the chances of a real estate agent to respond favorably to your letter.
Research Your Candidates
Speaking of personalizing your message, you need to thoroughly research your candidates in order to succeed in this endeavor. Social media is a great place to start, though some platforms offer less information than others. If you’re looking for details about an agent’s career, it’s best to check sites like LinkedIn rather than Facebook.
Do note, however, that you can still rely on Facebook, Twitter, or even Instagram to learn more about a candidate. It all depends on what the person decides to share publicly on social media. For referred candidates, if you have their permission, ask those who referred them if they can share some details.
Start Strong, End Strong
Fact: real estate agents are busy people. They spend hours at a time calling clients, scheduling meetings, and handling paperwork, among many other tasks. Thus, your recruitment letter needs to be compelling enough to get them interested.
You can do this by writing a strong opening; introduce your brokerage as well as the job opportunity, and let the candidate know what you can offer them. At the same time, you should develop a punchy closing. Include a call to action, as well as your contact information so they can get in touch with you for any questions.
All the other details should be in the body of your recruitment letter. If you manage to capture the candidate’s attention, they’ll be more than willing to reread your message to know more.
Describe the Company Culture
When you write a recruitment letter, you’re not just selling a job position to real estate agents. You’re also promoting your brokerage as the place to work. As such, be sure to highlight some of the best aspects of your company. Describe the company culture, share your values, and explain your philosophies.
Your goal here is to give real estate agents an idea of what they can expect when they join your brokerage. If they’re able to find things to connect with and relate to, then they’re more likely to accept your proposal.
Be Clear About the Next Steps
Earlier, it was mentioned that you need a strong closing to your real estate agent recruitment letter. Don’t just make a memorable statement, though. You need to be clear about the next steps, so that the candidate will do what you want them to do—whether that’s to give you a call, send an email, or upload their resume on your website.
It’s also important to limit your calls to action to just one or two. It can be annoying for candidates to go through so many hoops when you’ve only gotten in touch once and haven’t even begun the formal recruitment process.
Last but not least, you have to be prepared to not receive a reply to your initial recruitment letter. This is par for the course, especially if you’re gunning for high-performing agents. The best thing to do is to be ready with a follow-up letter. Sometimes, candidates are more likely to respond after the second or third touchpoint. They may have been a little too busy before, or aren’t interested in a career move.
With these tips in mind, hopefully you’ll be able to find the best real estate agents to help you grow your brokerage. Good luck!
- About the Author
Alex Grigoryan is a Professional Home Improvement and Lifestyle Writer. He has been in the industry for over 6 years and has been writing for Chique Home Living since 2019. His work has been featured in prestigious blogs such as Spruce Home, Better Homes & Garden, and more.