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How To Build A Reputable Real Estate Brokerage That Attracts Agents

By Sarah Layton
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One of the most time-consuming and costly burdens of every real estate broker is building a team that produces and remains loyal.

Just like in any business, turnover in a real estate brokerage can be the ultimate Achilles heel.

If you are anything like most real estate brokers, you would much rather have a pool of applicant agents vying for positions on your team. However, without a positive reputation about your brokerage, that goal will never be more than a pipedream.

If you are ready to stop chasing after agents that will never rise to their full potential or will abandon ship as soon as they start to, today’s post is for you!

Focus On Inbound Marketing

Inbound marketing can be more time consuming initially which is why many brokers fail to adopt the strategy. However, overall inbound marketing strategies are what set the stars of the real estate industry apart from the wannabes.

The most powerful and thoroughly proven way of generating inbound leads in real estate, whether it be through clients or agents, is content marketing. With everyone and their mother turning to the internet to find a broker, you need to make sure that you not only appear at the top of search results but that you appear in a positive light.

Video Training: 5 Ways To Profit From Your Real Estate Content | Real Estate Marketing | Sarah Layton

Here is how I suggest you leap over both of those hurdles:

Create Dynamic Real Estate Content To Improve Your SEO

The most powerful way to optimize your real estate brokerage’s website for search engines and attract both agents and clients is to create more original content than your competitors. Every broker should be generating the following types of original real estate content (at a minimum):

  • Blog posts

  • Videos

  • Podcasts

  • Neighborhood Guides

For many brokers creating so much original content can be a challenge. However, if you outsource an initial piece, like a blog post, you can easily repurpose that content into videos, podcasts, social media posts, books, brochures, Alexa skills, etc.. In fact, my most successful clients are the ones that hire me to produce that one original piece of content like a blog post and then repurpose it as much as possible. I talk more about how all of that works that in this post.

Create A Positive First Impression & Reputation Online

While all of that original content will go a long way to showcase your expertise and value, people also want to know what that other people know, like and trust you. One of the largest driving forces behind a person’s decision-making process is social proof. The more other people portray you in a positive light online, the more will want to work with you. Therefore, you need to make it a serious priority to generate as much social proof around your brokerage as possible.

Since our focus today is on attracting agents, I suggest you focus on leveraging reviews from other agents. One of my favorite ways of doing this is to feature your agents in small videos that explain why they love being a part of your team.

In my experience, it is best to mix it up in your agent testimonial videos by asking:

  • New agents why they have decided to join your team

  • Veteran members of the team why they continue to stay

  • Agents that have grown how being a member of your brokerage impacted their growth

  • Agents that close a deal how your brokerage played a role in the deal

Always post these videos on your real estate brokerage’s website first, but then go on to post it on YouTube, social media, your Google business profile, and in your email newsletters. Again, the more you repurpose every piece of original real estate content you have the faster your brokerage will grow in the right direction.

Develop Personal Relationships

Not all agents are created or grow in the same way. If you want to instill a strong sense of loyalty, every member of your team needs to feel as though you both see and hear them.

Remember, not everyone is motivated by the same thing or will hold the same goals and most agents find success when their brokers invest in them. I suggest that you sit down with each of your agents to set goals:

  • When they first join your team

  • At the beginning of each year

  • At the beginning or end of each quarter

Not only will this help your agents to stay on track in achieving their goals, but it will also help you to better understand their evolving motivations, strengths, and weaknesses so you can support them properly. In exchange, you will find yourself surrounded by agents that respect and feel loyal to you.

Encourage Positive & Productive Mindset

As their leader, and someone who is dependent on the success of your agents, it is your job to foster a positive and productive environment in which they strive to thrive rather than survive.

One of the most effective ways of doing this is holding regular team meetings where the message is positive and encouraging. Remember, most agents go through periods of slow business or slumps which can be very discouraging. They won’t happen at the same time for everyone so stay consistent in your efforts to empower a positive mindset.

As for productivity, holding those regular team meetings for collaboration, team bonding, and goal setting is also effective. One of my favorite ways to boost their productivity is to hold contests. Consider giving away monthly or quarterly prizes to agents that:

  • Take the most listings

  • Close the most contracts

  • Make the most GCI

Make sure that the reward is also something exciting! I LOVE using AdvertisingBoost for this because they will allow you to give your agents free vacations (don’t worry they aren’t timeshares and they won’t have to sit through a presentation). For a small fee, you will be able to generate more excitement in your meetings, improve the overall team morale, increase agent loyalty, and increase your own profits when you sign-up for AdvertisingBoost.

Remain Consistent But Progressive

As you already know, you will not earn the initial trust or loyalty of your team without being able to supply them with a steady stream of leads and the resources needed to bring those leads to the closing table.

NAR reports that buyers and sellers alike name the following three qualities as their most desired traits in an agent or broker:

  1. Open and honest communication

  2. Technologically savvy

  3. Reliable and consistent communication

While two of those qualities are traditional and unwavering, one will force you to be constantly willing to evolve and adapt.

As far as the influence of technology in real estate, we have reached a point of no return. You have no choice to not only learn and employ the most advanced methods of technology and marketing for yourself but for your team.

If you want to build the most powerful reputation and position in your market, and every market your brokerage expands to, you must be seen as the most technologically advanced while still caring about people.

Since buyers and sellers are demanding that their agents be able to provide them with these modern conveniences, you better believe that your agents will demand you enable them to do so.

Again, by regularly creating training content for your agents (and prospective agents) to learn from, you will save yourself tons of time, earn loyalty, and help them to grow in the right direction towards lasting success.

Want My Help In Growing Your Real Estate Brokerage With Inbound Marketing?

Whether you need a full-blown growth strategy or just a little guidance, I’ve got your back. Not only am I happy to ghostwrite all of your brokerage’s marketing and training content, but I can show you how to repurpose it, leverage it, and profit from it. I am also here to provide you with personalized coaching and guidance on everything from technology to branding from a strategic standpoint. If you’re tired of wasting your time, money, and energy to grow your real estate brokerage, schedule a call with me now.

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