Tag Archives: best real estate agent marketing

Franchise Success Spotlight: Weichert® Affiliate Steve Wilke – Weichert, Realtors® – Triumph Group

As Weichert® Affiliate Steve Wilke stands out in front of the construction site where he will build the new 5,000 square foot home of Weichert, Realtors® – Triumph Group, he can’t help but reflect on how far his brokerage has come in such a short time.

“I’ve been a broker since 2002, but my most significant growth has happened only since 2016. That was the year I became a Weichert broker. Prior to that we didn’t even have an office; my agents and I worked out of our homes.”

While Steve may seem like an overnight success story, his real estate career actually began when he was just a boy knocking around Dublin, Ohio.

“I used to cut grass for a guy whose son was a big real estate success locally. He drove a fancy car and he always wore a suit and gave off an aura of success. I kind of liked that. When I started as an agent, he’s who I went to work for.”

Dublin, Ohio is really a Columbus suburb, so relocation into this major city and surrounding areas is a big business driver. When Weichert found Steve in 2016, he was a broker running a team of about 20 agents out of his home, doing a fair amount of relocation work. Like many independent brokers, he was also still the top producer in his agency. “I wasn’t really trying to get listings, but they came to me due to the reputation I’d established over the years. Generally, these listings were from my sphere of influence.”

But in 2012, one of their largest relocation clients left them. JP Morgan Chase, a major banking client with national relocation needs informed Steve that they could only offer Columbus relocation work to brokerages with a national presence.  Almost overnight, Steve lost a major source of business and began to consider what being part of a respected national real estate brand would mean for his credibility in the marketplace.

Steve had heard from Weichert in the past, but when they called again in early 2016, Steve was ready to listen. Through prior contacts with Weichert and personal observation, Steve already knew Weichert was the only real estate franchise he would consider affiliating with. In a few short months Steve was ready to sign, but only one small problem remained. Weichert requires affiliates to have an actual office address. So for the first time, Steve rented office space in a local building and moved himself and his team in.

Finding His Way With Weichert

Steve’s agent team welcomed the change to Weichert. The Weichert “Fast Track” training program and its methodology around the automated DOORS listing presentation really sealed the deal. In Steve’s words “As a broker for almost 15 years I thought ‘what are these guys going to teach me that I don’t already know?’, but the bottom line is that you don’t know what you don’t know. I learned a ton.”

In short order, Steve got back the relocation work from Chase. Then he added relocation work for companies like Disney, Pepsico, Lowes, Black & Decker, Dupont, Scotts Lawn, etc., all referrals to his brokerage through Weichert Workforce Mobility, a national source of referrals for Weichert brokers who are operating in relocation markets.

Getting Results

In the almost 2 years Steve has been with Weichert, Steve grew his agent team from 20 to 52 agents following the Weichert strategies for recruitment and training. Steve attributes the growth primarily to the increased credibility that being part of the Weichert brand has brought him. His brokerage is the place to be and attracting and keeping agents has become much easier.

But even more amazing is Steve’s top line growth. In his first year, sales rose a respectable 18%. Then as his team became experts in delivering the Weichert sales methodology, the Weichert Lead Network driving more business opportunities, and the DOORS listing presentation driving even more listings and closings, sales in his second year are up over 500%.

And so, Steve finds himself looking at the grounds that will hold the beautiful new home of Weichert, Realtors® – Triumph Group, an office he is building from scratch. “I could rent, but I’m in this for the long haul. Having my own place from which to run the business is really a dream come true for me.”

See what Steve has to say about Weichert’s strategies for recruiting agents.

For more information on how Weichert helps put brokerages on the path to growth, call our team today at 877-567-3350 or visit our website weichertfranchise.com.

Build Your Business, Let Your Agents Sell Listings

Running a real estate brokerage is a rewarding business. You can do things your way from choosing a name and a location, training and mentoring a team, and driving your marketing.  You know you’ll never forget the excitement you felt when your sign was hung outside your brokerage for the first time. You made the transition from motivated sales associate to independent business owner and with that, comes a necessary shift in your thinking, and your actions.

The Salesperson Within

Most of the independent brokers we talk to were excellent sales associates. It’s why they made the move to being a broker. But a few years in, too many of them are still actively selling their own listings on a day to day basis. If this describes you, you have to know that you’re limiting your brokerage growth by continuing to actively sell. Before you hung your sign, the inner manager in you should have begun to change your focus from selling, to the process of managing. This means recruiting both experienced and promising new agents, and figuring out how to make them successful. Sure, it’s hard to break away from selling homes. After all, your sales prowess paid your bills all these years, but now it’s time to use your expertise to help other agents succeed and increase your bottom line. Salaried or contracted specialized administrative employees can help ease your work load and move you away from directly working with buyers and sellers to focusing on increasing agent transactions.

The Case for Letting Go

Many brokers mistakenly believe that they can’t stop selling or they won’t have the revenue to continue their operations or sustain their own income level. Inevitably this feeling is really due to another issue: you don’t believe your staff is able to do it as successfully as you. While this may even be true, if you want your brokerage to continue to succeed and grow, you need to invest in addressing that issue, not out meeting sellers to get listings. Train your agents to sell like you do, recruit new agents, and resist the temptation to slide back to old ways. Do that and everyone will reap the benefits and financial reward.

In fact, non-selling brokers typically earn more than those that continue to sell after opening their own brokerage. National Association of Realtors member profile for 2015 showed that managing brokers who solely took charge of their brokerage earned a median annual salary of $102,200 as opposed to $86,400 for brokers who also were in the field listing homes and/or working with buyers.

Handle Business Details

Think back to when you were working for another brokerage as a salesperson. How do you think everything ran so smoothly? Through the broker’s hard work on the various day-to-day activities of running the brokerage as a business. Or maybe it didn’t run smoothly, because the broker was too focused on their own selling or not invested in developing their agents.

Similarly, your mindset should only be on overseeing business details, such as continuing to foster your business and your brand to help agents get a leg up on the competition and your brokerage keep its integrity and sorecuieputation, among a slew of other operational tasks. If you are overwhelmed with the sheer number of tasks involved in managing your own brokerage and need a roadmap, you can consider an affiliation with a national real estate brand like Weichert. Our affiliates have the advantage of a blueprint for running a successful real estate brokerage, complemented with many broker tools to help handle business operations, marketing, recruiting and training that points you to the activities you should be working on for success.

Build A Better Life

When your entire brokerage is run seamlessly as a business, you are making a better life, not just for you and your family, but for all your agents. A successful brokerage means you can confidently take the family on vacation, knowing that the systems and people you’ve put in place will handle affairs while you are away.

Weichert has helped hundreds of brokers build the business of their dreams, contact us today at 877-567-3350 or online at http://weichertfranchise.com.

How To Use LinkedIn To Recruit Quality Real Estate Agents

Real Estate Agent Recruiting

LinkedIn’s mission is to “connect the world’s professionals to make them more productive and successful.” As a broker, isn’t that essentially what you want, too? To ensure that your brokerage and your agents are more productive and continue to be successful? For your brokerage to thrive, quality recruiting is an essential element of growth. You know that acquiring talented agents who are hungry for sales form the lifeblood of your brokerage.

Think of the agent search as lead acquisition. Do you want to make Facebook friends or gain business leads? With its more educated and wealthier demographic compared to other social networks, LinkedIn is a viable social media platform for lead generation, so it makes sense to use it to search for quality real estate agents as well—new or seasoned. Plus, its smaller and more focused social platform is a prime place to showcase your brokerage and its needs.

Use Free Features 

Your LinkedIn profile speaks volumes about your professionalism and business model and is what most agent candidates will review to vet brokerage prospects. Make your headline stand out from the crowd, as that’s the first thing members see right under your name. Take the time to review your profile to ensure your message is correctly portrayed.

Directly messaging certain first- and second-degree connections is one way to interact with potential agents and make them take notice of what you have to offer, but there are additional options. With a basic LinkedIn membership, there are a few ways you can recruit at no cost: through posts and articles. These recruiting features use general targeting and may take some time to get results.

Play To Your Uniqueness

LinkedIn supports two kinds of content: Posts and articles. You can think of them as short form and long form content, respectively, and they each have a place in your LinkedIn marketing plan.

You want to create post items on a more regular basis that highlight the uniqueness of your brokerage—specialized trainings, online resources, sales mentors, prime location—and describe why it’s such a great place to work as opposed to your competition. Quotes from other agents, photos of employees, or the maybe the fact that you bring on veterans that became successful agents are some suggestions. You can also syndicate links to other content from Realtor.com or other real estate sites that you know that may be of interest. This is called “curated” content and can sometimes be easier for the busy broker or their associate to accomplish vs. writing original content.

Articles are different than posts and should be used to highlight areas of interest to agents seeking a first or new brokerage, such as “10 things every real estate broker should provide to its agents” or “what to expect as a new real estate agent”. Content should resonate with sales associates looking to make a change or just starting out. If articles rank high, recruits will be at your door.

Take Advantage of Targeted Data

You can up the ante and get more recruits by capitalizing on LinkedIn’s vast member information data—pulled from over 500 million members—and use it to specifically target interested candidates. Better results and less work for you, but a paid premium membership is required to unlock the features of both job posts and career pages. As these talent acquisitions are so focused, the price paid now should increase brokerage growth quicker and with better-qualified agents than previous methods.

Post A Job 

Unlike other job boards, posting a job on LinkedIn is highly directed to your needs. Skills, qualifications, education and more are used to get your job in front of candidates that fit your specifications. This feature boasts of real-time analytics, so you can see how your job posts are performing, as well as easy candidate review and contact methods.

Add A Career Page 

The LinkedIn paid Career feature boosts your visibility and functions like your very own website within the LinkedIn platform. You can showcase lots about the everyday work environment, interesting trainings or speakers, fun office facts or agent quotes, office layout and much more in words, images and videos. You can post more than one job opening—agents, office manager, marketing specialist—without paying for each job post. To easily assess your recruiting goals and determine how the Careers page is working, use the handy analytics tool provided.

Recruit on Multiple Channels

Don’t forget that LinkedIn compliments your current recruiting efforts, it won’t replace them. One of the major focus points of the Weichert team in coaching new Affiliates is, of course, Recruitment, and our process emphasizes a multi-channel approach that creates the right exposure and buzz around your brokerage in your local market. Our process gets great results but it’s not by doing one thing, it’s doing many.  From having the materials to help attract recruiting candidates to the training to get them up and running quickly to be successful, having a system in place is critical to recruiting success and growth.

The team at Weichert understands better than most that recruiting and retaining the best people is what will make you truly successful. If finding a successful recruiting plan is something you’re interested in for your brokerage, call today at 877-533-9007 and see how the Weichert tools and processes can give you an edge.

 

Five New Year’s Resolutions for your Brokerage

Broker Marketing

The New Year came fast and is already in full swing. Did you make any resolutions? It’s important to maintain your focus on where you want to be in 12 months. Continue to take the lead and decide what direction you want to move your brokerage toward this year. Just as in your personal life, January is a good time to set goals for your brokerage to help you stay motivated and to reinvent yourself a little bit.

To improve your bottom line and keep your agents in the forefront of their market, consider ringing in these five New Year’s resolutions for your brokerage:

1.Create Buzz Around Your Brand

Think about your marketing plan for the year. After all, marketing should create buzz around your brand and should be well thought out and budgeted into your business plan. Use the amount of an average transaction commission as a base for determining how much you can comfortably spend this year. You want the most impact at the least cost.

Whether that’s an ad highlighting your listings or a glossy ad in a regional or national magazine showing off what sets your real estate brokerage apart from others, your spending needs to build awareness, bring business in and grow your brand. As marketing is so crucial to business growth, Weichert® advises having a well thought out brokerage marketing plan in place each November for the following year.

2. Track Numbers Differently

Every successful broker knows their numbers. Do you? It’s important to track sales, of course, but following the numbers of all your agent activities—new listings, buyer consults, open houses conducted—shows patterns that may suggest a change is needed to increase income. Keeping your agents accountable for their activities using hard data like this leads to better performance.

3. Introduce A New Technology Application

Technology is ever evolving and is an indispensable part of the modern real estate enterprise. Try introducing new technology to your agents that can make showing listings easier in real time. For instance, Periscope is a live-streaming video application launched in 2015 that can be used from any smartphone to simply broadcast virtual open houses for those purchasing from a distance. Best of all, the app is free to use.

4. Use A New Marketing Tool

It can be time-consuming to keep up with the latest marketing tools, but it’s important to remain competitive. We all use hashtags in our social media posts, but how do you know if your choice of hashtags is effective? This year, try Keyhole, which provides analytical details on various hashtags, including impressions, demographics and sharing.

5. Better Project Management

Recruiting, training, checking budgets, answering agent questions, reviewing contracts and many other tasks must be completed to keep the office efficiently running. Simplify big projects and tasks with Todoist and save time. Used on over 10 platforms—web browsers, mobile devices, desktops, inboxes—and with lots of special features, projects and tasks on this application can be scheduled, broken down into manageable parts, and even shared and delegated to your office manager to keep you both in check.

There you have it, five New Year’s resolutions to implement into your real estate business plan for 2018. Use of these resolutions can help you increase sales through smarter marketing, keep your agents accountable and productive, and, best of all, save you time.  And if you are looking for one centralized solution to help you implement these types of resolutions, consider a franchise affiliation. Affiliations with a national brand such as Weichert® can offer you help with branding, tracking your numbers and have teams dedicated to researching and implementing new technology and marketing tools, so you can spend time managing other aspects of your brokerage.

Final Thoughts

New Year’s resolutions can be hard to keep, but your ability to set and keep some around your business goals are an opportunity to reinvent pieces of your business in the New Year and take it to new heights. At Weichert, we know something about reinventing real estate brokerages, it’s what we help owners do.  For more information about becoming a Weichert franchise and its benefits, contact a member of our team today at 800-533-9007 or weichertfranchise.com.

A Healthy and Happy New Year to us All!