Transforming Real Estate Recruiting: The Power of Building True Relationships

This blog is created in conjunction with the 3 Data Pulse Podcast 

If you prefer to see the podcast version: click here 

Over the last couple of decades, I've witnessed countless trends and strategies in the real estate space. There's been an overwhelming focus on what works, yet rarely do we discuss what doesn't work and why. Real estate recruiting, much like dieting or any relationship-based profession, requires more than just going through the motions. It demands understanding and connection.

The Misconception of Numbers Game

In both real estate and fitness, the usual advice is straightforward: make calls, exercise, recruit, eat right. But this surface-level advice can often mislead. For instance, diving into a new diet or exercise regimen without understanding can backfire, much like relying solely on mass recruitment techniques.

Consider the movie Glengarry Glen Ross, where Jack Lemmon's character yearns for the "good leads." It's a profound reflection of the real estate world, where the fixation on pulling lists and securing leads can overshadow the true essence of recruitment. Just as those timeshare salesmen in the movie struggle with their process, real estate professionals often forget the focus should be on the long-term relationship, not merely a single transaction.

The Pitfall of Mass Outreach

Many brokers and managers fall into the trap of thinking they can recruit effectively by sending mass emails to thousands of agents. This strategy is flawed for two reasons. First, such a broad approach risks being flagged as spam, and second, the team would be overwhelmed if the response rate were high, which could tarnish the brand's reputation.

Building Authentic Relationships

Real estate is and always has been a relationship business. The goal should be to develop real connections with a select few agents rather than attempting to engage an unmanageable number. Start by interacting meaningfully with a handful of agents, understanding their needs, and nurturing those relationships over time. If an agent is particularly active on social media, then engaging with them on that platform makes sense. Building this rapport takes patience and persistence.

The Practical Approach

Instead of trying to connect with thousands, focus on a smaller, more manageable group daily. Set a goal to reach out to five new agents each day using various methods of communication: texts, emails, or social media interactions. After a month, assess these interactions to determine if the agents are interested, and if not, gently shift them into a long-term nurturing phase. Keep in mind that not every agent interaction will immediately lead to recruitment, but maintaining consistent and genuine communication can yield successful relationships over time.

Leveraging Technology and Campaigns

In the digital age, leveraging technology to maintain relationships is crucial. For example, platforms like 3 Data Pulse offer campaigns specifically designed to help remember and track interactions with potential recruits. Ensuring you're present and top of mind across various media is key to success.

Conclusion: Real Estate is About Connection

The key takeaway is to abandon the impersonal, numbers-driven approach in favor of building intentionally with true, honest relationships. Successful recruiting in real estate is akin to a well-executed procedure in medicine—master it once, then replicate the process. Remember, people join people, not just firms or mailing lists.

Until next time, keep nurturing those connections.