ˇ˚ ˛ ˛˙ ˆ˚˘˝ ˆ˘ ˝ ˘ˆ˝ ˘˙ RESOURCES · _____, (Recruit Name) Due to a signifi cantly increasing amount of leads and interest our company has recently received in your

BRIAN ICENHOWER

RECRUITING REAL ESTATE AGENTS

RESOURCES BRIAN ICENHOWER

ii © Icenhower Coaching & Consulting, Inc.

Chapter 1 .................................................................................. 1

Chapter 2 .................................................................................. 4

Chapter 3 .................................................................................. 9

Chapter 4 .................................................................................11

Chapter 5 .................................................................................20

Chapter 6 ................................................................................ 30

Chapter 7 ................................................................................ 34

Chapter 8 .................................................................................41

Chapter 9 ................................................................................ 54

TABLE OF CONTENTS

CHAPTER 1CHAPTER 1

2 © Icenhower Coaching & Consulting, Inc.

DISC BEHAVIORAL ASSESMENT MASTER CHART

© Copyright Icenhower Coaching & Consulting, LLC. All rights reserved.

AGGRESSIVE & QUICK

DISC BEHAVIORAL ASSESSMENT

CCompliance

DDominant

Iinfluencer

Ssteadiness

DESCRIBERSDirect, Dominant, Blunt,

Aggressive

KEY EMOTIONQuickly frustrated

MOTIVATORChallenge, Bottom Line

SPEEDFast

MOTTO“I will do it!”

BIGGEST FEARBeing taken advantage

of, wasting time

MOTTO“You can do it!”

BIGGEST FEARRejection

DESCRIBERSEff usive, Positive,

Emotion, Eff ervescent

KEY EMOTIONOptimism

MOTIVATORFlattery, Recognition

SPEEDFast

DESCRIBERSCompliant, Accurate,

Detail-Oriented, Control

KEY EMOTIONFear, Risk, Aversion

MOTIVATORAccuracy

SPEEDSlow

MOTTO“I will do it right, no

matter how long it takes.”

BIGGEST FEARCriticism

MOTTO“Now that I

understand, I will do it.”

BIGGEST FEARChange

DESCRIBERSSteady, Stable, Good

Listener, Reserved

KEY EMOTIONHides Emotions

MOTIVATORBenefi ts

SPEEDSlow

(To Conquer)

(To Avoid Conflict)

(To Persuade)

(To Be Supportive)

I

SC

DAGGRESSIVE & QUICK

RELATIO

NS

HIP

WIT

H PEO

PLETHO

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AS

K O

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Asks: What Asks: Who

Asks: how Asks: Why

CAUTIOUS & STEADY

3

DISC PROFILES

© Copyright Icenhower Coaching & Consulting, Inc. All rights reserved.

Dominant, leader, quickly frustrated, initiator,

stubborn, competitive nature, decision maker, direct, practical, self-reliant

D I S C P R O F I L E S

WORK PREFERENCES• Growth mindset, emphasis on the future• High priority projects and challenges• Work that yields clear results• Absence of limitations, authority, small

details• Evaluations focused on personal results

opposed to methods

PROFILEWANT: Monetarily driven, appetite for effi ciency

SEEK: High output, driven by profi t

FEAR: Wasting time, being taken advantage of

COMMUNICATION STYLE: bullet points, closed questions

Social, optimistic, fl exible, put together, persuasive,

friendly, trusting, well-liked, communicative, autonomous, direct, practical, self-reliant

Dependable, compliant, easygoing, resistant to change,

tactful, practical, passive, good listener, controlling,

reserved, calculated, direct

Calculated, detail oriented, balanced, reliant, risk averse,

orderly, traditional, logical, accurate, thoughtful, deliberate,

direct, practical, self-reliantCCompliance

• Overcoming challenges and problem solving

• Head decision making and risk taking• Exemption from day-to-day tasks• Comfortable in changing environments







DDominant

Iinfluencer

Ssteadiness

WORK PREFERENCES• Logical processes in place• Limited confrontation in the work place• Absence of limitations allowing for speed• An open dialogue for ideas• Collaborative approach in work and play

environments

PROFILEWANT: Enjoy themselves, gloat

SEEK: Acknowledgment, fun

FEAR: Rejection

COMMUNICATION STYLE: playful, don’t sweat the small stuff

• Compliments, positive reinforcement, and others opinions

• A warm and cordial environment• Absence of excessive rules and guidelines• Supportive roles to handle the details

WORK PREFERENCES• Logical processes• Stability/uniformity in the day-to-day• An order of operations• Limited confrontation in the work place• Collaborative environment

PROFILEWANT: Safety and security

SEEK: Approval

FEAR: Change

COMMUNICATION STYLE: ask open-ended questions, consider their opinions and feelings

• Recognition• No abrupt changes• Tasks with a beginning and end• Benefi ts, security

WORK PREFERENCES• Tasks with a beginning and end• Technical work• Logical processes in place and routines• Limited confrontation in the work place• Explanation and evaluation of their work

PROFILEWANT: Logic, equality, systems in place

SEEK: Accuracy

FEAR: Criticism

COMMUNICATION STYLE: give explanations, process maps, instructions, reasoning

• Measures of quality• Minimal social activities• Tasks with a high level of detail• Systematic organization of information

CHAPTER 2

5

THE BIG 3 OF RECRUITING SUCCESS


THE BIG 3 OF RECRUITING SUCCESS

FREQUENCY# OF

CONNECTIONS

SKILL LEVEL

01

02

03

6 © Icenhower Coaching & Consulting, Inc.© Copyright Icenhower Coaching & Consulting, Inc. All rights reserved.

R E C R U I T E R DA S H B OA R D

7© Copyright Icenhower Coaching & Consulting, Inc. All rights reserved.

R E C R U I T E R DA S H B OA R D

8 © Icenhower Coaching & Consulting, Inc.© Copyright Icenhower Coaching & Consulting, LLC. All rights reserved.

S A M P L E W E E K LY C A L E N DA RMon 3/13 Tues 3/14 Wed 3/15 Thu 3/16 Fri 3/17

6a

7a

8a

9a

10a

11a

12p

1p

2p

3p

4p

5p

6p

7p

8p

9p

9a — 12pMake Recruiting Phone Calls


12p — 1pLunch

12p — 1pLunch

6:30p — 8pFamily Dinner

3p — 5pRecruiting Appointments


8:30 — Prepare for Business 8:30 — Prepare for Business 8:30 — Prepare for Business 8:30 — Prepare for Business 8:30 — Prepare for Business




12p — 1pLunch

12p — 1:30pLunch w/ Spouse

12p — 1pLunch

3:30p — 6pWatch David’s T-Ball Game

6:30p — 8:30pFamily Birthday Party



CHAPTER 3


10-10-5 DAILY PLAN

10-10-5DAILY PLAN

10 ‘Likes’ or

Emoji Reactions

5 Post Shares or

Personal Messages

10 Post

Comments

CHAPTER 4

12 © Icenhower Coaching & Consulting, Inc.© Icenhower Coaching & Consulting, Inc.

__________________, (Recruit Name)

I wanted to be sure to reach out to you to congratulate you on ___________________. (provide specifi c production stats ie. – multiple closings in a week/month; increased year-over-year sales; and etc.)

I regularly study our local market production numbers since we are a production-centric company that prides itself in providing the support, tools and systems to help our agents outperform the rest of the real estate industry.

You have come to our attention as a potential candidate, and hope that you are open to exploring this opportunity further. We can assure you that this conversation will be completely confi dential and purely informational.

I can be reached directly at ___________(phone number) or by email at _____________ (email address).

I look forward to speaking with you soon.

Sincerely,

_______________ (your name)

_______________ (your title/position)

_______________ (your company)

CONGRATULATIONS & PRODUCTION REPORT

13© Icenhower Coaching & Consulting, Inc.

CONGRATULATIONS ON PRODUCTION

__________________, (Recruit Name)

I wanted to be sure to reach out to you to congratulate you on ___________________. (provide specifi c production stats ie. – multiple closings in a week/month; increased year-over-year sales; and etc.)

I regularly study our local market production numbers since we are a production-centric company that prides itself in providing the support, tools and systems to help our agents outperform the rest of the real estate industry.




Sincerely,

_______________ (your name)


_______________ (your company)


__________________, (Recruit Name)

Due to a signifi cantly increasing amount of leads and interest our company has recently received in your area, ______________ (your company/team) has decided to expand into your local marketplace.

We are a production-centric company that prides itself in providing the support, tools and systems to help our agents outperform the rest of the real estate industry.




Sincerely,

_______________ (your name)


_______________ (your company)

EXPANDING INTO YOUR AREA


__________________, (Recruit Name)

I just want to drop you a quick note to congratulate you on your new listing on ________________ (address). It looks great and you priced it well too. I hope that we can get it sold for you.

You are a true professional and it’s fun to watch your career. Congratulations again and keep it up!

Sincerely,

_______________ (your name)


_______________ (your company)

NEW LISTING


__________________, (Recruit Name)

I wanted to drop you a quick note to personally thank you for representing the buyers on the sale of our listing on _____________ (property address).

____________ (Your Agent’s Name) mentioned to me that you were extremely professional and great to work with, so I wanted to be sure you knew that.

You do our industry proud, so keep up the amazing work!

Sincerely,

_______________ (your name)


_______________ (your company)

THANK YOU FOR COOPERATING ON BUYER SIDE


__________________, (Recruit Name)

I wanted to drop you a quick note to personally thank you for cooperating with _______________ (Your Agent’s Name), who represented the buyers on the sale of your listing on _____________ (Property Address).

____________ (Your Agent’s Name) mentioned to me that you were extremely professional and great to work with, so I wanted to be sure you knew that.

Good cooperation between REALTORS® is essential for providing the highest level of service to our clients. You do our industry proud, so keep up the amazing work!

Sincerely,

_______________ (your name)


_______________ (your company)

THANK YOU FOR COOPERATING ON LISTING SIDE


__________________, (Recruit Name)

Congratulations on your decision in considering a career in real estate! Real estate is a wonderful opportunity and choosing the right company to work with is an important decision. I want to stress to you the importance in choosing a brokerage that works in partnership with you to launch your career.

At ______________ (Your Company Name), not only do we provide our agents the tools needed to become a success in the current real estate market, we are constantly looking for newer and better ways to ensure that our agents are not only surviving, but thriving!

While any brokerage can provide a website, marketing materials, and more (which we do as well), we feel that proven results are the most important part of the equation. This is why we have added numerous results-based programs in our offi ce including:

• Technology & Tools – Some of the most innovative in the industry.

• Mentoring – A collaborative environment where experienced agents eagerly help newer agents to succeed.

• Training – Extensive training on both how to practice real estate and how to most effectively grow your business.

• Productivity Coaching/Consulting - To ensure you have the support and accountability to reach your real estate goals.

• New Agent Training Program – Specialized training and coaching to help newly licensed agents generate and close no less than 6 sales in their fi rst 6 months.

Agents that join _______________ (Your Company Name) are watching their businesses grow in leaps and bounds. It is for this very reason that our company is the most successful and fastest growing real estate offi ce in _________________. (Your local city or area).

Call or email me directly today to fi nd out more about what it would be like to join the ____________________ (ie.- Highest producing team/company in your area; etc.)

I look forward to speaking with you soon!

Sincerely,

_______________ (your name)


_______________ (your company)

REAL ESTATE SCHOOL & NEW LICENSEES

19







opposed to methods





















DDominant

Iinfluencer

Ssteadiness


environments



FEAR: Rejection






SEEK: Approval

FEAR: Change





SEEK: Accuracy

FEAR: Criticism









opposed to methods





















DDominant

Iinfluencer

Ssteadiness


environments



FEAR: Rejection






SEEK: Approval

FEAR: Change





SEEK: Accuracy

FEAR: Criticism



CHAPTER 5


RECRUITER: Hi, this is Brian Icenhower and I’m the broker of ABC Real Estate Company.

I’ve been watching your production numbers recently and I noticed that you have [INSERT SPECIFIC PRODUCTION STAT, e.g. “increased your production by 20% this year.]

I would love to briefl y meet with you to get to know you and get some ideas about how you increased your production numbers. How does that sound?

RECRUIT: Well…I’m pretty busy right now….

RECRUITER: I completely understand. But, you see, at ABC Real Estate, we are a very productivity-centered company, and we coach and train our agents on methods and strategies for increasing production. I’d love to pick your brain to see a little bit about how you’re doing it. Maybe we can even compare notes. Is that something you’d be up for?

LET’S TALK ABOUT YOUR PRODUCTION


PROVIDE A PRODUCTION REPORT

RECRUITER: Hi, this is Brian Icenhower, and I’m the broker at ABC Real Estate Company. I regularly study local agent production numbers and I see you’ve had some signifi cant developments in your business.

I have actually compiled a personalized production report for you that gives some enlightening statistics about how your business has changed and evolved over your career, especially recently. It might provide you with some valuable insights. I’d love to sit down and meet with you and provide you with that report.

RECRUIT: I’m not sure…

RECRUITER: As the broker of the offi ce, I want to build as many relationships as I can with other real estate agents within the industry. I’d love to also, in exchange for that, be able to sit down with you and provide you this report, which I think you’ll fi nd quite interesting about your own personal production. For example, did you know….

• That your production increased 40% over last year, or

• That your average sales price went up 25% last year, or

• That you have twice as many buyer-side transactions as you do listing-side transactions

So anyway, I’d love to sit down and just meet with you briefl y if that’s something you’d be up for?


Hi. This is Brian Icenhower with ABC Real Estate Company, and I just wanted to reach out and congratulate you on a closed transaction for the property located at 123 Cottonwood Street. You cooperated with an agent in our offi ce named Annie Agent, and Annie had wonderful things about you to say, and said it was a really great transaction. She really enjoyed working with you. As the broker-manager of our offi ce, a big part of my job is to build relationships with other agents within the industry, so I’m calling you to do just that. I was curious if you would at least have 15 to 30 minutes to get together and meet, just so I can get to know you. Is that something you’d be up for?

AFTER CLOSED TRANSACTIONS #1


Hi, this is Brian Icenhower. I am the broker at ABC Real Estate Company. A mutual acquaintance of ours, John Smith, really suggested that I reach out to you and get to know you. He said you’re an up-and-comer in the real estate industry, and that you would be a great person for me to get to know. I’d love it if there was a way that we could get together for a cup of coffee or lunch and just get to know each other a bit. Is that something you’d be up for?

WHEN RECRUIT IS REFERRED BY ONE OF YOUR OWN AGENTS


Hi, this is Brian Eisenhower, I’m the broker at ABC Real Estate company. And a mutual friend of ours, John Smith, really encouraged me to reach out to you. In fact, it’s been to the point where he was very adamant that I meet with you. So, I’d love to reach out and get to know you, because as you know the real estate business is about cooperating with other agents and building relationships.

So, I would love to sit down and at least get to know you, and maybe even get to know a little bit about your business and where you’re headed in your career. And if nothing else, just to get John off my back! Ha!

Seriously though, he has really been insistent about it, so at the very least I’d love to meet with you so that I can go back to him and at least tell him that I did in fact meet with you.

Is that something you’d be up for?

WHEN RECRUIT IS REFERRED TO THE RECRUITER


Hi, this is Bryan Eisenhower and I’m with ABC Real Estate Company and I just recently (Opened our new brokerage /OR/ took over a leadership role in our company).

I’m reaching out to you because I want to talk with some agents to get their objective opinions of our company from the outside looking in. We are about ready to make a lot of changes within the company and we’re considering a lot of improvements that need to be made. You come highly recommended as someone that is knowledgeable, very knowledgeable about the industry. I would love to sit down and pick your brain a little bit to get some ideas about your perceptions and any thoughts you might have before we start to try and make some positive changes within our company.

So I’d love it if you could help me out. Is that something you’d be up for?

FOR A NEW BROKERAGE OR NEW RECRUITER


Hi, this is Bryan Eisenhower and I’m with ABC Real Estate Company and I have heard some great things about you and wanted to see if you would be up for a brief meeting to get know each other?

RECRUIT: (I’m not sure, I really don’t have time . . .)

I totally understand. I’d still love to meet with you at some point since the real estate community is generally build on the concept that agents and brokers cooperate with one another to close transactions. And since most agents move brokerages multiple times in their careers, I have found it’s best to build as many relationships as I can along the way.

So would you be up for picking a time in a few weeks?

LOOKING TO BUILD RELATIONSHIPS


I can totally appreciate that you’re happy at your current brokerage, so this does not need to be a recruiting appointment. I would really just like to get to know you and build a relationship with you, after all our industry is all about building relationships to cooperate with one another in order to close transactions.

Plus, I have found that most real estate agents move companies multiple times throughout their career. So if in 5, 10, or even 20 years down the road, you were thinking about making a move to another company, you would at least know what I’m about because of our relationship. We don’t even need to talk about my brokerage if you don’t want to, this is really just about getting to know each other a bit.

Would you be ok with that?

I’M NOT INTERESTED IN MOVING COMPANIES


I can totally understand that you are too busy. Are you up for getting together in a few weeks? Will that give you enough time?

(If they answer “YES”, then continue with . . .)

Great, how about we get something on the books right now, at least tentatively. I can always call you back and confi rm it to make sure that we’re still on. But I fi nd it best to make sure we do it. Let’s get it on the calendar. How does that sound?

(If they answer “NO”, then continue with . . .)

Ok I can appreciate that. Would you be alright with me reaching out to try again after things settle down a bit?

I’M TOO BUSY #1

CHAPTER 6


How much time do we have together today? During that time, what’s the most important thing we can accomplish during that hour? Great! If you were to walk away from our conversation with ________, _________, and ________, would that make it worth your while? Great! What would make it worth my while would be to get to know you a little bit….

Step #1: PastWhat did you do before you got into real estate?

How long did you do that?

What did you like about doing that?

What caused you to get into real estate? / What was it that caused you to want to make a career change?

What company did you go to?

How did you pick that company?

Do you remember your fi rst year in real estate? What was that like?

Knowing what you know now, what would you have done differently your fi rst year?

Had you implemented those things your fi rst year, where do you think you would be now?

What was your last year like?

How has the shift in the market affected your business?

Step #2: PresentDo you mind if I switch gears for a moment, and ask you a few coaches’ questions?

How would you currently rate your business on a scale of 1 to 10? 1 being it stinks, 10 being perfect?

Why would you rate it that?

What would a 10 look like?

What would it take to make it a 10?

What else would make it a 10?

(Your goal is get them to say “that’s about it”. Now you have all their needs identifi ed.)

Step #3: Future PleasureHow would having __________ make your life different? (ask questions to drill into “WHY?”)

How would that make you feel? Paint a picture of what that would do for your family?

RECRUITING APPOINTMENT SCRIPT


RECRUITING APPOINTMENT SCRIPT

Step #4: Future PainIf nothing changes, and you keep doing what you’re currently doing – are you likely to get (their “WHY”)?

What would happen with your business and (WHY) if you don’t do something different?

If you could achieve , would it matter what color your signs are or where you worked? (“WHY”)

Who at your current company is helping you achieve____________?

What training at your current company is available for you to achieve____________?

Who at your current company has asked you the questions I’m asking you?

(If no-one) Why do you think that is?

Step #5: PrescriptionIf you could achieve (10+) and have________, would that be worth changing companies for?

If I could demonstrate to you, how you would achieve (10+ and WHY) , wouldn’t that be worth making a change for? I mean you do want to achieve __________and _________, right?

(Present to them the value propositions based on their needs. Do not over sell. Present by showing them, not just telling them. Show them the training manuals, course outlines, schedules, tools, etc. they need to achieve their goals.)

Does this look like the ______________ you were looking for?

Step #6: ActionSo what do you think about having training & support like this? Would it help get you closer to your (WHY) ?

Remember that you are in charge of your own real estate practice, so all I can do is provide you with information and let you make the important decisions. So what is more important to you, continuing to try to do this on your own or taking the uncomfortable steps necessary to ultimately get the systems, tools and accountability you need to make your business a 10?

Step #7: Handle ObjectionsWhat is more important to you, your (WHY) or (Specifi c Objection) ?”

(Repeat w/ each objection individual by weighing their goals against each objection. Remember that people have diffi culty saying NO to their own goals.)

33© Copyright Icenhower Coaching & Consulting, LLC. All rights reserved.

AGGRESSIVE & QUICK


CCompliance

DDominant

Iinfluencer

Ssteadiness


Aggressive



SPEEDFast



of, wasting time





KEY EMOTIONOptimism


SPEEDFast




MOTIVATORAccuracy

SPEEDSlow




MOTTO“Now that I


BIGGEST FEARChange


Listener, Reserved


MOTIVATORBenefi ts

SPEEDSlow

(To Conquer)

(To Avoid Conflict)

(To Persuade)

(To Be Supportive)

I

SC

DAGGRESSIVE & QUICK

RELATIO

NS

HIP

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Asks: how Asks: Why

CAUTIOUS & STEADY


CHAPTER 7

35

You know, one of the things we do in our office is we coach and consult each of our agents on increasing their real estate production. Since every agent has very unique circumstances, we employ a very customized approach specific to each agent’s goals and needs. Based on everything we’ve talked about today, I’ve got a rough idea about your business and goals. If I were to get together some materials and ideas for you, would you be up for a brief meeting to go over them?

(If YES, set the date & time for your next appointment)

(If NO, then continue with…)

I don’t want you to feel any pressure here. I'm more than happy to help you increase your production at your current brokerage. If nothing else, you’ll get to see what our coaching's about.

Also, I’ve found that most real estate agents move companies multiple times over the course of their careers. So, if you ever decided to make a change, whether it’s 5, 10 or 20 years down the road, you'd at least know what we're about. You’d see that we're a production centric company that is based upon increasing our agents’ production through our coaching and consulting systems.

You can think of it like a test drive with no pressure to buy the car. In the meantime, I am happy to help you increase your production at your current brokerage. So if that's something you'd be up for, I'd be more than happy to do it. I assure you there will be absolutely no pressure or obligation about joining our company. I'm just happy to help.

What do you think?

FOLLOW-UP APPOINTMENT SCRIPT:

“SETTING A COACHING APPOINTMENT”


I want to thank you for your time today, and I want you to know that I have truly enjoyed getting to know you a bit better today. I’ve learned a lot and have taken a great deal of notes from our conversation. Would it be OK if I take some time to review my notes and put together a general business plan for you?

(Response)

Great. I’ve got some ideas that I really want to share with you, I just need a little bit of time to put them together in a workable plan. Does next Wednesday or Thursday at 1:30pm work for you?


“CREATE A BUSINESS PLAN”

37

One of the things we do for our agents as part of our productivity coaching and training program is to have each agent complete a brief sales behavioral assessment so that we can determine the best business-generation methods and strategies for each of them.

You see, we consult and train our agents on a number of different lead-generation techniques and we understand that every agent is unique in their likes and dislikes with different activities.

Our assessment also helps agents to provide better customer service, convert leads, and communicate with different types of clients much more effectively.

I would be happy to let you take one. It should only take about 10-15 minutes of your time, and I’m sure that you’ll find it very helpful and even enlightening.

What do you think—is that something you’d be up for?

(If the recruit says Yes)

Great. I’ll email you the assessment instructions and then once you complete it I’ll reach out to give you the report with your results.


“BEHAVIORAL ASSESSMENT”


Hey, I tell you what, it sounds like you would be a great fit and you’d get a lot out of this upcoming sales training that we’re having in our office. It’s all about….

(Choose a course that fits the recruits specific needs; some examples are…)

• Building a Sphere of Influence Referral Database • Social Media Networking • Real Estate Farming • Time-Management • Conducting Listing Presentations • Top Producing Agent Mastermind • Group Prospecting Session • Etc., etc.

I think you’d get a lot out of it, and we have a lot of agents from other offices that attend classes and events in our office. There will definitely be agents from other companies there as well too, so you won’t feel out of place. We like to open up our training events to the entire real estate community since we all can learn more from each other.

I’d love to see you there and I think it’s just what you need right now. Is that something you’d be up for?

(If yes . . .)

Great! I’ll save you a spot. How about I meet you in the training room 10 minutes before the class starts? Does that work for you?


“ATTEND A CLASS OR TRAINING EVENT”

39© Copyright Icenhower Coaching & Consulting, LLC. All rights reserved.

AGGRESSIVE & QUICK


CCompliance

DDominant

Iinfluencer

Ssteadiness


Aggressive



SPEEDFast



of, wasting time





KEY EMOTIONOptimism


SPEEDFast




MOTIVATORAccuracy

SPEEDSlow




MOTTO“Now that I


BIGGEST FEARChange


Listener, Reserved


MOTIVATORBenefi ts

SPEEDSlow

(To Conquer)

(To Avoid Conflict)

(To Persuade)

(To Be Supportive)

I

SC

DAGGRESSIVE & QUICK

RELATIO

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HIP

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Asks: how Asks: Why

CAUTIOUS & STEADY



NATURAL DISC PROFILE

BUSINESS GENERATION TENDENCIES

› Expired & Cancelled Listings › Circle Prospecting › Door Knocking › Previewing Properties › Online Lead Generation

DDominant

CCompliance

Iinfluencer

Ssteadiness

› Networking Groups › Open Houses › SOI Referral › Social Media Marketing

› Open Houses › Farming › SOI Referral

› Online Lead Generation › Farming › Direct Mail & Email Marketing

CHAPTER 8


WHEN, NOT IF

The way we’re talking here, it’s starting to sound like moving to our company is a matter of WHEN you join our company, not a matter of IF you are going to join. Is that the case?

(If they answer “Yes”…)

Understand, my role in coaching and consulting our agents is to get them into action over their concerns so that they can hit their goals. However, it’s up to them to choose their own goals.

I don’t ever want to talk you into coming to our company. That’s a decision I’d like you to make on your own. But if it’s just a matter of WHEN, not IF you’re coming to our company then I’d like your permission to coach you into action to moving to our company because there’s no point in waiting and delaying the growth of your business and career.

The last thing I want my agents to ever do is procrastinate and delay getting into action and delaying hitting their goals and getting the lifestyle they want. So, if it’s just a matter of when you’re coming to our company, what’s holding you up?


You know, we talked about all the things that you want to do to achieve your goal of ______________ (e.g. selling 50 homes a year), and how accomplishing that goal would help enable you to _______________ (e.g. pay for your children to attend college.)

So, it seems like it’s a matter of what’s more important to you. Is it hitting your goal of ______________ (e.g. selling 50 homes a year) and (e.g. paying for your children to attend college), or is it ___________________ (e.g. remaining loyal to your broker or whatever their objection to moving is.)

Understand that my role in coaching and consulting our agents is to get them into action and over their concerns so that they can reach their goals. Now I realize that you are currently not one of my agents, but I do feel that it’s important that you see the real decision in front of you.

Does that help make the decision a bit easier?

THEY CAN’T SAY NO TO THEIR OWN GOALS


LOYALTY TO MY BROKER

RECRUITER: I understand and appreciate that you are loyal to your broker. I respect that, but I’d also like to put it in a different perspective for you. Would that be okay?

RECRUIT: Yes.

RECRUITER: We talked about all the things that you want to do to achieve your goal of _____________ (e.g. selling 50 homes a year) and how accomplishing that goal would help enable you to __________________ (e.g. – pay for your children to attend college). So it seems like it’s a matter of what’s more important to you. Is it hitting your goal of _____________ (e.g. selling 50 homes a year) and ________________ (e.g. paying for your children to attend college) or is it _______________________ (e.g. remaining loyal to your broker or whatever their objection to moving is). So if you stay at your current company, what is your broker going to do to help you accomplish your goals?

RECRUIT: Probably nothing.

RECRUITER: Right. Your broker has not been able to get you to those goals or provide you with the tools and systems or accountability you need to hit those goals. So if you continue to remain at your current offi ce just because you want to be loyal, I think we’re starting to confuse loyalty with guilt. If you stay there for long just because you feel guilty about leaving your broker, that feeling will start to breed resentment towards your broker’s company because that supposed loyalty is coming at the cost of you and your family’s needs. So eventually that guilt will turn into resentment about the relationship that’s keeping you from hitting your goals. Does that make sense?

RECRUIT: Yes.

RECRUITER: Understand that moving companies does not make you disloyal. As an independent contractor, you wake up every single day on even ground with your broker. Your broker provides you with certain tools and services, and you close transactions and pay the broker a portion of your commissions. Every day you are even, with no debt owed from a legal, ethical or even moral standpoint. Have you ever thought about how much money you have earned for you broker in your time with the company?

RECRUIT: Quite a bit I suppose.

RECRUITER: Yes. Your broker has received signifi cant benefi t from your time with his company. And if you truly have a valued relationship with your broker, he will realize that, and your relationship will continue on after you move to our company. Does that help?


RECRUITER: One of the things that I’ve found is that if you know you want to make the move and are just waiting, it’s actually healthier for you to go ahead and move now. I have found that your relationship with your current broker will get worse if you stay in your current offi ce knowing that your career and business would be better off with us.

You’re going to start inadvertently looking to justify a lot of reasons to move. You’re going to notice everything they don’t do for you. You’re going to become very annoyed and frustrated with your current broker, and that often makes the move a more ugly one. It can cause a lot of stress, frustration and interruptions with your current business.

You also just increase the chances that your broker learns about your intentions to change companies. We work in a relatively small real estate community, and if the word somehow gets to your broker you may start to feel more undue pressure from your broker and co-workers.

So, the healthiest thing to do here is to rip the band aid off and get moved. Being in limbo is not a healthy place to be, and it can quickly start to create a pretty negative chapter in your life. My advice is to get through it as quickly as possible, get moved to our offi ce so you can start actually taking productive action steps towards the goals we’ve talked about.

How does that sound?

RECRUIT: I’m still not sure if I’m ready right now.

RECRUITER: I understand. I have found that it helps to pick a date for the move. This helps prevent procrastination and gives us time to facilitate a smooth transition. How does that sound?

DELAY CAUSES RESENTMENT


RECRUITER: It sounds like a concern over our commission structure is the main issue preventing you from making the move. Is that correct?

RECRUIT: Yes, I just need to protect my income.

RECRUITER: So we’ve discussed all the signifi cant changes you need to make to signifi cantly increase your production. Your main goal is to increase your production to close more transactions per year, and we need to keep it there. I’m worried that too much concern over your commission split is preventing you from joining our company and increasing your net income. Do you see that?

RECRUIT: No, not really…

RECRUITER: Okay, let me explain. One of the things you’ll fi nd from all top-producing agents is that commission structure is not their most signifi cant concern. Net income is their focus. For example, an agent on a 70%/30% commission split that closes 20 transactions makes far less money than an agent on an 80%/20% commission split that only closes 10 transactions. Does that make sense?

RECRUIT: Yes.

RECRUITER: At our company you can utilize all of the systems, tools and accountability to signifi cantly grow your business and hit your goals. And hitting those goals will make a very big change in your net income. What additional value will your current broker give you to make that type of signifi cant change?

RECRUIT: I guess he won’t.

RECRUITER: Right! All he can do is provide you with your commission split, which is actually keeping you there and preventing you from increasing your net income. A reduced commission split will not make enough of a change in your net income to change your lifestyle in any signifi cant way. However, if you could double your real estate production, now you’re moving into a totally different tax bracket, and we’re talking about retirement funds, buying vacation homes or investing in rental properties. Does that make sense?

RECRUIT: Yes.

RECRUITER: What I really want to do here is keep you focused on your goals, and doing what it takes for you to signifi cantly increase production. I’d hate for you to stay at your current brokerage because of your current commission structure, and see nothing change in your business. So please do not be too sensitive about commission split, and get more focused on your net income so that you can hit your career goals. How does that sound?

COMMISSION SPLIT


RECRUITER: In order to hit your goal of _____________ (e.g. selling 50 homes a year) in order to __________________ (e.g. pay for your children to attend college), what is the likelihood that you are going to go back to your current offi ce and accomplish all of this yourself?

RECRUIT: Not that likely, it would be hard.

RECRUITER: You see, at our company, we have the coaching, tools and accountability in place to ensure that you will get these things done. For example…

(Explain the benefi ts that fi t the recruit’s specifi c needs. Examples include . . .)

• CRM (customer relationship management) system

• Technology Tools

• Opportunities on real estate teams in your offi ce

• Brand name recognition

• Productivity coaching and consulting programs

• Various production training classes

• Agent mastermind sessions

• Prospecting & accountability groups

Do you see how some of these things can help you reach your goal of _____________ (e.g. selling 50 homes a year)?

RECRUIT: Yes defi nitely.

RECRUITER: Then what is preventing you from joining our company and taking advantage of them?

YOU NEED OUR SYSTEMS


RECRUITER: I understand that you need a little bit more time. However, I had many agents decide to make the move ahead of schedule for a variety of reasons. What I mean is that at some point in the few weeks you might want make the move, possibly even sooner than you think. So I have found it’s better to be prepared ahead of time to ensure a smooth transition without interruption to your business. Does that make sense?

RECRUIT: Sure, yes.

RECRUITER: For example, we can start getting your signs and business cards designed and ordered, and we have to do some fi ling with the state licensing department, and get some paperwork ready for the Multiple Listing Service. Of course we will hold on to all of this until you tell us you are ready. But all of this takes time and we want to get started on our end so that my staff can help transition you with minimal work on your end. This way you can stay focused on your business. How does that sound?

START TRANSITIONING AHEAD OF TIME


RECRUITER: We talked about all the things that you want to do to achieve your goal of ____________ (e.g. selling 50 homes a year), and how accomplishing that goal would enable you to ___________________ (e.g. pay for your children to attend college.)

So tell me how your current broker is going to help you hit your goal of ____________ (e.g. selling 50 homes a year), and how accomplishing that goal would enable you to ___________________ (e.g. pay for your children to attend college.)

RECRUIT: Um, I am not sure he can.

RECRUITER: Right. Does he even know what your goals are? Or even have the tools or ability to help you reach them?

RECRUIT: Probably not…

RECRUITER: Yes. Or he would already be working with you to help you achieve your goals, wouldn’t he?

RECRUIT: Yes, I suppose so.

RECRUITER: If nothing changes and you stay at your current brokerage, is it likely that you will implement any of the things we discussed to help you ____________ (e.g. selling 50 homes a year), and how accomplishing that goal would enable you to ___________________ (e.g. pay for your children to attend college.)

RECRUIT: No, I guess not…

RECRUITER: So, don’t you think you had better make a change then?

CAN YOUR BROKER HELP?


RECRUITER: With a lot of agents that join our company, the most diffi cult part of the transition is having a conversation with your broker to inform him/her that you are moving companies. First off, I’d like to volunteer that I am more than happy to let your broker know and have that conversation for you. Many agents choose to do it that way to stay focused on their business and avoid what can often be a pressure-packed conversation. I’m happy to make that phone call for you. You are an independent contract and you are free to move your license to other companies as you choose.

However, if you do want to have that conversation yourself, I would love to walk you through what I have found to be a very effective way to navigate through that conversation. Would that be okay?

RECRUIT: Sure.

RECRUITER: OK great. Understand that the quicker the conversation goes, the better off you are. You are not trying to secure any agreement here; it’s really a unilateral conversation to inform your broker that you are moving companies. You do not need to secure any agreement from them. Again, you’re an independent contractor; you’re free to move your license wherever you choose. So you really just need to tell them, in the nicest way possible. The key is to keep the meeting as short as possible.

You also do not want to tell them the specifi c reasons you are leaving. If you start to tell them that you’re leaving because of a better commission split or because you think we’ll help you grow your business more effectively or because you like our systems or tools, you are just opening up the opportunity for them to argue and defend themselves by trying to overcome those reasons for leaving. They will try to isolate those reasons and keep asking why and what can we do? Explaining your reasons for leaving is what turns the conversation into an adversarial one where you fi nd yourself in an argument. Agents that attempt to do this end up leaving on bad terms with their broker.

Instead, keep your reasons for leaving vague. Just like in a high school relationship when you’re breaking up with a boyfriend or girlfriend, and they ask why you’re breaking up with them. You say, “Hey, it’s not you, it’s me.” Because you’re not going to tell them the real reasons. You’re not going to tell them, “Hey, you’re not that good looking” or “I like this other boy more” or “You’re starting to annoy me.” That’s because the real reasons could be offensive to them. Similarly, if you tell your broker that you like our coaching systems or tools better, it’s actually an indirect insult because you’re pointing out what their company does not provide. So every time you tell them a reason, you’re actually indirectly insulting them, and that’s why the arguments start.

Instead of being specifi c about your reasons for leaving, stay very vague and professional. Many agents have had great success with the following brief script:

PREPPING THE BROKER CONVERSATION


“I want you to know that I truly appreciate everything that you have done for me as my broker, but I am moving my license to (YOUR COMPANY NAME) today. This is very hard for me, so if you could just respect my decision I would greatly appreciate it.”

Then every time they try to isolate your reasons for leaving by making you feel guilty or asking you why you are leaving, just keep responding with similar statements like:

“This is so diffi cult because I truly appreciate you and your company, could you please just respect my decision?”

“You might be right and I may be making a bad move, and I hope that I have the opportunity to come back if that’s the case. But this is already very hard, so could you please just respect my decision for now?”

“I want to thank you so much. But please this is already hard enough. Please just respect my decision.”

Every time your broker tries to get more reasons out of you, just keep responding in a similar fashion. He’s not going to keep punishing you for long. Eventually he’s going to give in and just respect the decision and realize there’s no way to talk you out of it.

All the while, you’re preserving your relationship by staying above the argument. You’re not saying anything inadvertently offensive about their company as a reason for you to leave. You are just thanking them and you thank them for everything they’ve done for you, staying professional and never letting the conversation go into a negative place.

Do you think you can do that?

PREPPING THE BROKER CONVERSATION


If and when you decide to make the move, it’s actually pretty easy to transfer over all of your current business without much interruption at all. To best explain the transition, I’ll break your active business down into three categories:

1. Current Buyers. These are the current buyers you are working with and showing property to. Those are very simple. When you move to our company, you will continue showing them property, and then once you put in an offer that gets accepted, it will actually close with our new company, under our commission structure. So those are very easy.

2. Pending Transactions Under Contract. Then the next question is do you have any pending transactions right now that are currently under contract? If so, it’s very simple. Those will actually close with your old company, and you will get paid according to your current broker agent agreement. Brokers are required to have broker agent agreements with each of their agents, so when agents transfer out of the company the agent can be assured that they’re going to get paid the same commissions structure that they were promised when they were actively working with that company.

3. Active Listings. Finally, do you have any active listings right now? Even though listings belong to your broker, almost all broker owners will allow you to freely transfer your listings to another company because brokers are aware that their individual agents are the ones that have the relationship with the clients, not the brokerage. Sellers hire a specifi c agent much more than they hire an offi ce or brand name. It would be very diffi cult for your broker to try to hang on to your clients when they selected you as their agent. You have the relationship with the homeowner.

It would also shine a bad light on your broker in the real estate agent community if his/her offi ce became known for “holding listings hostage”. This practice does not represent the clients’ best interests. Very few brokers try to hang on to listings because they know that clients want to continue to be represented by the individual agent they chose to list their property for sale.

So transferring your business is actually pretty simple. In fact, my staff will handle all of the paper work and communication with the state licensing department and the Multiple Listing Service so that you can stay focused on your business throughout the transition.

How does that sound?

TRANSFERRING CURRENT BUSINESS

53

AGENT INTAKE PIPELINE

CHAPTER 9

55© Copyright Icenhower Coaching & Consulting, Inc. All rights reserved.

10 CHARACTERISTICS OF A GROWTH ENVIRONMENT

A place where others are ahead of you.

Focus is on forward progress, not looking in

the rear-view mirror.

You are pushed out of your comfort zone.

Failure is not your enemy, it’s your friend.

Where people desire to change.

You are continually being challenged.

The atmosphere is a�rming & supportive.

Where you wake up excited & love what you do.

Where others are learning & growing.

Growth is modeled & expected.

CREATING a Growth Environment Takes:

A Plan Intentionality A System to Manage It Process to Correct It


S W O T

SWOT

STRENGTHS WEAKNESSES

THREATS OPPORTUNITIES

(Internal) (Internal)

External) (External)

SWOT

STRENGTHS WEAKNESSES

THREATS OPPORTUNITIES

(Internal) (Internal)

(External)(External)

• What skills and talents do you have?• What advantages do you have that

others don't? • What achievements are you most

proud of? • What makes you unique?• What do other people like about you?

• What areas need improvement?• What’s your greatest weakness?• What do you try to avoid doing?• What are your negative work habits? • What would others suggest you improve?

• What obstacles do you face at your company or as a solo agent in real estate?

• Who are your strongest competitors? • How are your finances? How long can you go without

earning your commission?• What extranal factors prevent you from prospecting? • What is the biggest external danger that would

prevent you from reaching your goals?

• What new technology can help you?• Do you have an overlooked network of

contacts that you can tap into? • What trends do you see at your real estate

company, and how can you benefit from that?• Is there a need in your company or community

that nobody is filling? How can you contribute or help?

57

D Style

• Decisive, tough, impatient • Strong-willed, competitive• Demanding, independent• Direct, does not listen

IStyle

• Sociable, talkative, open• Enthusiastic, energetic• Persuasive, spontaneous, impulsive• Emotional, talks more than listens

S Style

• Calm, steady, laid back• Caring, patient, amiable• Listens carefully, sincere• Modest, indecisive, trustworthy

C Style

• Precise, exact, analytical• Logical, systematic• Quiet, does not express emotions• Careful, formal, disciplined

D I S C S T Y L E I D E N T I F I C A T I O N

DO

• Give immediate feedback• Concentrate on subject• Maintain result-orientation

DON’T

• Frustrate his/her desire to take action• Restrict his/her power• Spend time on non-essentials

DO

• Show enthusiasm, smile, chat• Focus on the positive, make it fun• Let him/her talk

DON’T

• Put down his/her enthusiasm• Focus on the details• React negatively; remain positive

DO

• Slow down, take your time• Provide assurance and support• Give enough time to decide

DON’T

• Be restless, pressure for action• Make sudden changes• Fail to deliver on promises

DO

• Give detailed information• Answer questions patiently• Give time to think and decide

DON’T

• Keep information to yourself• Pressure for immediate decisions• Be too chatty


D Style

• Decisive, tough, impatient • Strong-willed, competitive• Demanding, independent• Direct, does not listen

IStyle

• Sociable, talkative, open• Enthusiastic, energetic• Persuasive, spontaneous, impulsive• Emotional, talks more than listens

S Style

• Calm, steady, laid back• Caring, patient, amiable• Listens carefully, sincere• Modest, indecisive, trustworthy

C Style

• Precise, exact, analytical• Logical, systematic• Quiet, does not express emotions• Careful, formal, disciplined

D I S C S T Y L E I D E N T I F I C A T I O N

DO

• Give immediate feedback• Concentrate on subject• Maintain result-orientation

DON’T

• Frustrate his/her desire to take action• Restrict his/her power• Spend time on non-essentials

DO

• Show enthusiasm, smile, chat• Focus on the positive, make it fun• Let him/her talk

DON’T

• Put down his/her enthusiasm• Focus on the details• React negatively; remain positive

DO

• Slow down, take your time• Provide assurance and support• Give enough time to decide

DON’T

• Be restless, pressure for action• Make sudden changes• Fail to deliver on promises

DO

• Give detailed information• Answer questions patiently• Give time to think and decide

DON’T

• Keep information to yourself• Pressure for immediate decisions• Be too chatty


Documents

ˇ˚ ˛ ˛˙ ˆ˚˘˝ ˆ˘ ˝ ˘ˆ˝ ˘˙ RESOURCES · _____, (Recruit Name) Due to a signifi cantly increasing amount of leads and interest our company has recently received in your