Recruitment & Retention
Agenda Step 1. Preparation Step 2. Prospect & Pitch Step 3. Interview Step 4. Compliance & Remuneration Step 5. Induct & Retain
Who are we?
LJ Hooker has an international network of offices: Australia New Zealand Dubai China India Indonesia Japan Papua New Guinea Vanuatu
STEP 1: Preparation
Be an employer of choice
Are you a business of attraction?
Online Presence – Google
Online Presence – Social Media
Online Presence - Website
Online Presence - Website
Online Presence - Website
Print Marketing – Newspapers / Signboards / Flyers
Your Teams Presentation How does your team represent themselves and your business out in the marketplace in terms of presentation, energy and what they say; 1. When they’re at OFIS & 2. When they’re at Listing Presentations. Do they present like they showed up with a purpose or just rolled out of bed? What are they saying to your customers? When was the last time you role-played with them to ensure they are skilled up and all singing out of the same song book?
Do you have an environment people are proud to work in?
Goals & Lifestyle Offering people a career within your business is also about offering that person a plan to achieve the life, goals and lifestyle they desire. Don’t under estimate the impact this has when you tell someone you can help change their lives and help them achieve this. As a leader find out what makes people tick and coach and hold them accountable to ensure they achieve their goals which will result in you achieving yours
STEP 2: Prospecting & Pitching
Targeting people outside the industry • • • • •
Retail Hospitality Telemarketing Beauticians Hairdressers
• • • • •
Automotive Post Office Newsagent Accountants Banks
• • • • •
Nursing Teachers Police Force Travel Agencies Insurance Companies
Career or Job? Offer someone a Career not a Job. 99% of the time a competitive agent will leave their current employer because of the culture of that business or lack of career progression available to them.
3 key targets inside the industry There are 3 groups inside the industry that you as a business owner should be building target lists of who you want to build relationships with. It’s no different to prospecting for new listings. If you want to find good people, you must get out there and search for them. Group 1 is Rookies – It’s important to keep track of all new agents that join the industry and call them to welcome them to the industry. Group 2 is experienced agents in Growth – Making calls to build relationships with experienced agents can seem intimidating, its important to maintain a relationship. Group 3 is Experienced agents loosing momentum – Experienced agents who are loosing momentum are past their ‘Growth Phase’. Quite often this is due to failing systems and processes, lack of support or leadership by their business owner or challenges with the culture of the business they are in.
Demographics in Recruiting Recruit a team to reflect your community; Maximise the multi-demographic strengths of your business, build a team that represents the different demographics of your area in terms of gender, ethnicity, age, employment background, etc. This will create a strong point of difference as you became a business of attraction for new and established salespeople within your marketplace
What’s your Pitch? You must establish and then practise your pitch until you know it inside out. When developing you pitch you need to ask yourself questions like; • What's your starter pack when someone joins your team (eg: protography /business cards/ introducing credentials DLs x 1000 / computer / accountability tools) • What marketing you provide your employees? • What social media flatforms can you help them develop? • What Leadership and mentoring do you provide? • What's the culture of your business like? • What social events and recognition programs do you have in place? • What Client Relationship Management tools do you offer by way of systems (CRM E2 / LJX Sales / database marketing) • What internal and external training do you provide? • How are you going to make the transition of them moving across to you as stress free and easy as possible. (sometimes pay a transfer fee on a really high performer to get them to make the shift so they don’t fuss over lost settlements) Ensure you’re pitching with credibility and that whatever you promise them – you deliver once they come on board, otherwise you won’t be able to retain them long term.
Job Advertisements
The Application Process
Application Email Auto Reply
STEP 3: Interview Process
Order of Interviews 1 Phone interview Use a pre prepared screening form 2 First interview with Principal • Could they hold a conversation well and build rapport? • Would they fit in with existing team and culture? • Would I list my house with them? 3 Second interview with department manager e.g. Sales Manager Explain what it’s like to work at your company, what the position involves, expectations, support/training provided, etc. Consider psychometric testing at this stage. 4 Third interview with principal: Offer of appointment Purpose of this interview is to exchange commitments and make an offer of appointment Interview should cover issues such as: • Salary/pay structures • Hours of work • Job description • Induction program • Training and development programs • Standard expectations – dress, behaviour, ethics, morals, performance • Start date
Create the environment and how long to hold interviews for • Don’t forget the candidate will be assessing your workplace during the interview. • Make sure that they receive a good first impression by entering a calm, clean office and are warmly greeted by your receptionist and other staff. • Ensure that you do not keep the candidate waiting. • Greet them warmly and thank them for coming in. • Conduct the interview in a quiet and private space. • Always be mindful of your legal obligation to not discriminate against any applicant
Successful candidate & unsuccessful candidate communication Similarly to the auto reply – this is also a PR piece; It’s really important that we not only communicate to our successful candidates via a formal letter but also to our unsuccessful candidate to show them courtesy and ensure they still speak highly of your business regardless of whether they got the job. Remember if they’re local they probably know lots of potential clients so one small mistake like this could cost you a lot of referral business.
STEP 4: Compliance & Remuneration
Recruitment Packages It is important to balance the temptation to offer high commission models with business profitability, and also focus on the other things salespeople look for – culture, leadership, support, training, wealth creation knowledge and the ability to build a strong career in real estate. Top tips; • You must take into account the cost of office-provided consumables (e.g. printing, marketing provided, etc.) that you will provide as part of your recruitment packages, as well as what you pay when deciding the percentages you can offer • Packages are about a career path and also help recruit the right people recruitment packages • You need to fully understand the packages you are offering. • Business owners often end up with different commission structures in their office by negotiating on the spot to keep a salesperson who has been offered more by a competitor. Take the time to fully understand what is really being offered before competing. Also take the time to explain your commission package on a like-forlike basis.
STEP 5: Induction & Retention
Induction Plan The first 90 days for a new salesperson should include; • Preparing biography for web • Learning their Market – Market Knowledge and learning office current stock • Prospecting plan (Calls/door knocks/flyers) to build their database • Learning how to prepare a listing Appointment • Attending Appraisals with other agent at least 2 times a week • Assisting/attending other agents inspections until they have listings • Attending training / role playing in the office to learn how to hold a listing presentation • Goal setting / business plan with Business Owner / 1:1 with Business Owner/sales manager (10 mins a day for first 4 weeks to hold them accountable to their ideal week) It’s important not to over complicate the first 90 days, an great induction is when you provide a simple structure to get someone into a routine. Hold them accountable to set positive expectations and give them the coaching and mentoring they need to create great skills and good habits from day 1.
Leadership - Accountability
Leadership – 1:1 Meeting with Employees 1:1 Meetings with Business Owner and Employees weekly are a great way to make sure your employees are happy in the workplace and uncover any issues they may be having (work or personal) that could affecting them, but are only comfortable to talk about in a 1:1 scenario. It’s important to build really great relationships with your employees so the communication lines are always. This will play a huge part in ensuring retention of your team that you put so much time and energy into developing. We’ve had so many business owners tell that once they implemented 1:1s their staff turn over decreased exponentially.
Why Plan?
Within the first week of a new employee starting in your business, you as the business owner and their leader should sit down and complete a business plan around their work and personal/life goals. The first step in Employee retention is for them to establishing their “why�.
Retention There are a number of areas to look at within your business to ensure your employees are engaged in your business and their work. Ask yourself the questions below: • What kind of leadership do I drive within my business? Could this be improved? • Do my employees have a healthy work–life balance? • What kind of career opportunities am I able to offer my employees for retention? • Do I know what the vision of my business is and have I relayed this to my team? • Do I remunerate and incentivise my employees fairly to ensure they remain engaged? • Are there any team members that may be feeling unchallenged or unfulfilled and • whose job roles I should be addressing and adjusting? • How do I communicate with my team from a managerial perspective? • Are my team satisfied with how I do this?
Encourage engagement through recognition It’s very important to ensure your employees are inspired and recognised for the work they do within your business. These are just a few inexpensive ideas that encourage engagement, and increase productivity: • Attend all social events with team members, nominate them for awards where possible and pay for employees tickets (eg: Awards dinners) • When you notice an employee doing an excellent job, ensure you publically recognise them for this • Think about each team member’s personal interest and show your appreciation by buying them vouchers/tickets to a show/movie to show them you notice who they are, their interests, and that you care. • Surprise an employee with a bit of time off whether that’s a late start/early finish/ longer lunch • Surprise an employee with a restaurant voucher for dinner for two; this way their supportive partner can also enjoy the reward • Order in Friday afternoon nibbles and drinks to show your team you appreciate them • Always diarise employees’ birthdays and start date anniversaries. Perhaps order a cake on those dates to celebrate with the team and make them feel special on their special day • Thank partners – if a team member is working hard and/or late at the office, often their partner is stepping up for them at home. Send a thank-you card/gift to show your appreciation • Recognise team members who have achieved wins at your sales meeting in front of the whole team to say thank you • Send a group text message to all team members to say thank you and well done
Top reasons people leave an employer 1. Feel lack of concern and appreciation by their manager 2. Feel no team spirit or unity in office 3. New, upcoming agents feel a lack of regular, formal training programs 4. Not enough healthy competition within office 5. Office lacks professionalism 6. Principal/office manager is always “too busy” to give them time 7. No chance of further advancement – role doesn’t offer growth potential 8. Too much inter-office conflict 9. Don’t feel their ideas and suggestions are recognised 10.In a large operation; feel there is no unity within and everyone associated with that office/group is considered a direct competitor 11.Doesn’t appreciate or see value for money in off-the-top franchise fee 12.Lacks third party corporate referral leads 13.Unfair managers keep all the good leads/referrals for themselves or “pets” 14.Disorganised environment 15.Too many “out-of pocket” expenses 16.Not enough advertising provided by the company 17.Feel they can make more money elsewhere 18.Inadequate office environment; facilities, space, desks, phones, etc.
10 Things people love about their jobs 1. People they work with – Fun 2. Environment 3. Close to home 4. Variety of work 5. Benefits and conditions 6. Hours of work 7. Job security 8. Management 9. Culture 10.Morale