Table of Contents · The Video Phenomenon • Total number of people using YouTube: 1,300,000,000 (YouTube) • 78% of people watch videos every week, 55% watch every day • Video

© Richard Robbins International Inc. | 1 800 298 9587 | richardrobbins.com 1

DISCLAIMER OF LIABILITY: This guide is created for information purposes only and Richard Robbins International Inc. (RRI) specifically disclaims all liability for incidental or consequential damages and assumes no responsibility or liability for any loss or damage suffered by any person, entity or affiliate as a result of the use or misuse or reliance on any of the information or content in this guide.

The Productivity & Profit Link

7 Step System for Hiring Great Agents

3 Secrets to Hiring Right, the First Time

Onboarding and Training, Red Carpet Style

4 Fundamentals of a High Performance Culture

Train to Teach, Coach for Results

7 Ideas to Boost Your Meeting Attendance

10 Characteristics of Exceptional Leaders

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As a business leader, your primary responsibility is profitability. After all, if your business isn’t profitable, no one wins.

There are two key ways to become more profitable in real estate:

1 Recruit New Agents Find more like-minded, driven sales professionals who truly want to succeed.

2 Retain/Improve the Productivity of Your Current Agents Understand that the real secret to earning a lot of money is helping others earn a lot of money. Train to retain!

Benefits of Training

1 To Reduce Attrition When you help your agents succeed, loyalty goes up, attrition goes down.

2 To Create a Recruiting Force Your successful agents become your biggest cheerleaders and will naturally attract more successful agents to your team.

3 To Generate Higher Profits When you help your agents make more money, your dollar contribution per agent increases, which increases your bottom line.

What stops most agents from succeeding? They simply don’t know what to do daily.

This is where RRI training can make the biggest difference for both you and your agents.

When you help your agents become more productive, more profitable and inspire them with hope for a better future, you forge an unbreakable bond of loyalty and trust. With this bond, your agents become advocates and crusaders for what you stand for in business which in turn, helps to continuous fill your pipeline of potential new agents.

The Productivity & Profit Link


STEP 1 Focus on attracting like-minded people rather than recruiting.

• Communicate and lead with vision and culture

• Create and communicate your unique value proposition

• Create a clear and concise job posting that motivates the right people to want to work with you

• Create a short form and a long form job ad

7 Step System For Hiring Great Agents

Agent Job Posting Sample

Who We Are

Join the ranks as a top producing real estate professional at one of the nation’s leading real estate companies since 2001. We are a fresh organization in the timeworn game of residential real estate – and we’re looking for passionate individuals wanting to make a difference in this great industry. Our high-energy style, cutting-edge systems and impeccable integrity form the foundation on which this exceptional organization is built.

Each and every person here is working toward a common goal: To build a business that supports the life of their dreams; a business that works for them instead of the other way around. So if you’re ready to take the lid off your income, join us today.

Who You Are

• A “no-excuses” self-starter with a zest for personal and professional growth• Not afraid to fail often, and fail fast to discover what is the best path forward• A licensed real estate agent in the state/province of [xx] Our Commitment to You | We Provide

• One-on-one real estate business coaching • Weekly group trainings and peer masterminds• Unlimited access to cutting-edge real estate sales training 24/7• Business planning and goal setting workshops• Incoming leads, on duty time• Semi-annual open client appreciation events • In-house marketing collateral support • Personal website and database access• Competitive compensation

41%of all candidates search for

information about a company culture before they apply.

Source: The Talent Board


STEP 2 Get the word out for free!

Once you have a compelling job post, the next step is to ensure your job post is visible to as many potential candidates as possible, starting with FREE posting opportunities.

Free Job Postings

• Reach out to your network of associates, friends and family – let everyone know you’re always looking for great talent

• Create a careers page on your website with all of your opportunities

• Leverage all social media channels - especially Linked In

• Post your job on your Pinterest, LinkedIn, Twitter, Facebook and other social media profile sites > Link to your Career Page

• Post on government-funded job bank sites that allow you to post job openings for free

• Post on FREE websites – Indeed, Simply Hired, Kijiji

• Contact local colleges/universities or real estate licensing schools to post your job oppor-tunity in their newsletter or online bulletin

• Refresh and repost at least every 3 weeks - consider changing the job title to avoid the ad getting stale

$1,000$0


STEP 3 Expand your reach with paid postings.

If you’re not seeing consistent results from the free job boards/sites, it may be time to consider paid sites to expand your reach. Paid job postings can range in price from $150 to $1,000 depending on the site.

Paid Job Postings

• Use real estate related publications – magazines, news outlets, etc.

• Consider recruiting sites such as Monster, ZipRecruiter

• Upgrade free site postings – Simply Hired, Indeed

$0 $1,000$150

STEP 4 Create a database of potential candidates for your organization.

• Think of everyone you know right now – licensed and unlicensed

• Who has potential to be a great real estate sales associate?

• Who have you connected with at a conference or during a business transaction who may consider a move?

• Enlist the help of friends, associates and your current agents to refer like-minded potential recruits

• Millennials are the largest demographic and their “job hopping” reputation opens up recruiting opportunities

• Get permission to communicate with this group and create a system for delivering ongoing, relevant value (next step)

71%

60%

of millennials are disengaged at work.

are open to different job opportunities.

Source: hbr.org


STEP 5 Implement a 32 touch value-based, communication system for your database of potential associates.

Communication Touch Point Ideas

• Meet face-to-face to build rapport through mentoring

• Provide exclusive access to online sales training, marketing templates and business tools to help them increase productivity

• Acknowledge all conversations and meetings with a hand-written note (preferably over email)

• Send monthly “regular mail” newsletters or reports tailored to the real estate sales business

• Host fun “agent” appreciation events for internal and external sales associates

• Reach out by phone and/or email to invite your database to events and special trainings

• Send monthly CUE’s – Communication Update Emails with key market stats, local real estate information and business-building ideas

• Focus on delivering the unexpected - wow them with a thoughtful gesture, gift or note - that is both personal and relevant

• Show them you care


STEP 6 Harness the power of video to introduce your organization, engage and entertain.

The Video Phenomenon

• Total number of people using YouTube: 1,300,000,000 (YouTube)

• 78% of people watch videos every week, 55% watch every day

• Video will be responsible for 69% of all consumer internet traffic by 2017 (Cisco)

• 70% of people view brands more positively after watching their video (Axonn Research)

• More than half of YouTube views come from mobile devices (YouTube)

• Mobile video consumption rises by 100% each year (YouTube)

• Including video in an email can increase click rates by up to 300% (Forrester)

4 Elements That Will Keep Viewers Watching:

1 Make them laugh

2 Make them cry

3 Make them think (educate)

4 Make it personal

If a picture paints 1,000 words

then one minute of video is worth

1.8 M I L L I O N

Source: Forrester


STEP 7 Track, record and review your results.

What You Should Be Tracking

• Incoming agent leads weekly, monthly and YTD

• Source of leads: Referral (from current agent, friend, etc.), Database, Conference

• Total # of appointments with potential agents weekly, monthly and YTD

• Total # of agents “in” weekly, monthly and year-to-date

• Total # of agents “out” weekly, monthly and year-to-date

• YTD net increase/decrease in agents

Analyze Your Results Monthly

• How many appointments does it take to bring on a new agent?

• Where are your agent leads coming from? How do you increase?

• How many meetings, on average, does it take to bring on a new agent?

• Why are agents leaving? How do you address these issues?

• Why are agents joining? How do you communicate this more?

What we measure, gets improved.

- Peter Drucker“ ”


SECRET #1 Choose The “Right” Person For Your Organization.

• Common values, shared vision, passion, energy

• Culture fit is key; skills can be taught

SECRET #2 Hire Slow, Fire Fast.

• Turnover is costly in time, energy and money

• Take your time during the hiring process

• Interview candidates at least 5 times

• Have other team members interview them as well as your colleagues

• Take them out for lunch – get to know them

SECRET #3 Invest Time, Energy And Money In Training!

• Be prepared to invest 4 to 8 weeks up front of intense training with your new team member to bring them up to speed on your culture and key skills

• Implement an ongoing learning and development plan tailored to their needs

Millennial turnover costs the U.S. economy

30.5 BILLION $$/YR

Source: Gallup

3 Secrets to Hiring Right, The First Time


Starting a new job is exciting and terrifying all at the same time. Your job is to make them feel comfortable and valued from day one!

Onboarding Red Carpet Style

• Be 100% prepared before they start

- Make sure they have a phone, a computer, an email address, an email signature, a voice mail box and anything else they need to do their job

• Have a branded company package that includes:

- Mission/Charter/Values

- Marketing and presentation samples

- Value proposition

- Client and team testimonials

- Short bios, JROs and contact info for all key team members

- Communication Schedule

» When meetings are held, who attends, what’s expected

- Signed copy of their contract, Policy and Process guidelines and detailed responsibility outline

• Wow them on Day One!

- Idea: Have a fresh-fruit (edible) arrangement, flowers or gift basket delivered to them at the office to welcome them on their first day with a note that says, “To Fresh Beginnings...” from John & Team

• Have a detailed Training Agenda prepared/printed that includes:

- Shadow time with you or other members of the organization

- Group training calendar with dates/topics

- Weekly/bi-weekly one-on-one coaching session times

- CRM and other technical skills training calendar

- Recommended educational courses (in RRI On Demand) with time frames

- Goal Setting and Business Planning workshop times

Remember... Don’t overwhelm with too much

too soon. Developing human potential takes time.

Be invested in their success.

Treat your team members like they are your

#1 client.

Onboarding & Training Red Carpet Style


Culture matters. People want to work in a fun, supportive environment surrounded by people who are invested in helping them succeed.

Fundamental #1 Foster a Culture of Learning and Growth. Train to Retain!

Fundamental #2 Communicate with Vision and Values.

• People want to feel a part of something... something bigger than themselves

• An inspiring vision and common values join people together

4 Fundamentals of a High Performance Culture

RRI Corporate Charter Sample

Our Mission

To deliver the highest quality real estate training and coaching services to our clients with a relentless commitment to helping them build a business that supports the life of their dreams.

Our Core Values ( Who We Are )

Fun-Loving | Curious | Productive | Purposeful | Truthful | Lifelong Learners Philosophies We Live By ( What We Do)

• We care• We deliver the unexpected• We do what we say we are going to do, when we say we are going to do it• We can’t always do things right, but we will always do the right things• We make the complex, simple• We work together as a single world-class team• We don’t hire people; we invest in people who believe in what we do• We know our greatest opportunities often appear as challenges• We know everything we do counts

60%of millennials cite

opportunity to learn and develop the quality of

leadership as “extremely important” in a job.

Source: Gallop


FUNDAMENTAL #3 Practice exceptional communication.

• Communication is the cause and solution to just about any challenge

• Create a set-in-stone communication schedule

• Weekly/Bi-weekly Meetings or Webinars

- Review Goals vs. Actual

- Key Updates - Introduce new agents or team members

- Education session announcements

- Agent recognition

• Host off-site events

- Kick-off events, special training sessions

- Annual General Meeting/State of the Union Address

- Family focused events for holidays and special occasions

• Monthly or bi-weekly one-on-ones (coaching)

• Weekly eNewsletter with client testimonials and lots of team accolades

FUNDAMENTAL #4 Implement organizational accountability.

• Accountability is the secret to training success

• Even the best training in the world can be rendered useless without accountability to action

• Training + Accountability + Action = Success

• Great organizations have learned to “coach their agents to success” by harnessing the power of accountability

• Seek out great accountability tools

- Goal Setting Simplified

- Weekly/Monthly Scorecards

- Quarterly Reviews

- RRI On Demand Training Systems (Built-In Accountability)

- Coaching Session Progress Report

- Ideal Day/Week

Learn To Coach, Rather Than Tell.Inspire Action, Rather Than Demand It.


Training is teaching a specific skill. Coaching is asking a series of questions designed to get to the heart of what’s really stopping someone from taking action toward achieving their goals. Understanding the fundamental performance barriers that block success is the first step in the coaching process.

Great coaches ask thought-provoking, open-ended questions that require thought, feeling and explanation. Here are a few examples:

Great Coaching Questions

• Would this (idea/action) work for you and your business?

• What could you do to improve on this idea?

• What would it take for you to implement it?

• When do you feel is the best time to implement this?

• What would be your biggest challenge implementing this?

• Why do you think that is?

• How will you overcome this challenge?

• Are you committed to taking this action?

A coach is someone who tells you what you don’t want to hear, helps you see what you don’t want to see,

so you can be who you have always known you can be.

- Tom Landry( Hailed as one the greatest and most innovative coaches in NFL history. )“ ”

RRI’s Coaching Process

Train to Teach Coach for Results


1 Be Consistent Hold team meetings at the same time, location and intervals for maximum attendance.

2 Keep Them Short Shorter and faster is better. Keep meetings 60 minutes max in length depending on content.

3 Location, Comfort and Visuals are Key Make sure the environment is comfortable for maximum focus, learning and engagement.

• Choose a central, easy-to-get-to location (off-site or on-site)

• Close blinds (to avoid distractions)

• Use tables for comfort when taking notes

• Boardroom style or half rounds are great for synergy and brainstorming (classroom style works as well)

• Play motivational/fun music as people arrive to get the energy up

• Create a motivational quote deck to have on screen for before class and breaks

• Have coffee/tea and water on hand (snacks are awesome!)

• Use Power Point with graphs, visuals and images – not bulleted text!

• Audio-visual: Make sure everyone can see the screen clearly, audio levels are tested and that the acoustics in the room are conducive for group discussions

4 Be Undisturbed Commit to an undisturbed meeting environment. Have attendees leave their phones in a box/put phones on call answer.

5 Create a Safe Environment Focus on building people up. The safer the environment, the more interaction. Hand out coffee cards or treats to people who answer questions or come up with great ideas. Always reward interaction!

6 Encourage Participation and Interaction Everyone has value to add and active participation by every team member is key to any successful meeting. Be aware of the extroverts in the room and make sure the introverts don’t get lost. Encourage everyone to speak.

7 Create Strong Takeaways and Action Items Never leave a meeting without an Action Plan and hold everyone accountable to their commitments. Check in with them.

7 Ideas to Boost Your Meeting Attendance


Contrary to what some people say, leaders are not born, they are created. Exceptional leaders are created through mastery of these qualities.

1 They know it’s not about authority, it’s about responsibility.

2 They lead with integrity.

3 They are invested in helping others achieve their goals.

4 They are passionate about what they do.

5 They inspire with vision.

6 They care, deeply.

7 They humbly serve the needs of their team and the business, not their own.

8 They are gifted communicators and strong influencers.

9 They know that greatness is not measured by what they have, but rather by what they give.

10 They have an attraction quality that inspires others to want to be better, do better and dream bigger.

10 Characteristics of Exceptional Leaders


Documents

Table of Contents · The Video Phenomenon • Total number of people using YouTube: 1,300,000,000 (YouTube) • 78% of people watch videos every week, 55% watch every day • Video