Attracting Talent

Attracting Talent

& BUILDING A PROFITABLE REAL ESTATE BUSINESS

How to be a great LEADER that ATTRACTS FOLLOWERS Becoming a leader that attracts followers requires personal authenticity, strategic actions, and interpersonal skills. Leadership is different from Management and while great leaders are often great

Managers, great Managers are not always great Leaders. To be the best version of you in the role that

you hold, requires strong leadership. It is there where you will be challenged, satisfied and growing which is why others will follow you.

The secret of leadership is simple: Do what you believe in.

Paint a picture of the future. Go there. People will follow.

- Seth Godin

Here are some key traits and practices you can focus on daily: Authenticity -

Lead from your authentic self.

Trust Building - Build and maintain trust through

your leadership style reflect your true values and

Earn respect by modeling the behaviors and work

Understand what matters most to you and let principles

consistent actions, honesty, and transparency. ethic you expect from your team.

Servant Leadership - Embrace servant leadership

Empowerment - Delegate tasks strategically

deep listening, providing support, and helping your

of ownership and responsibility among team

by prioritizing the needs of your team. This includes

team grow and succeed. This includes following up on outstanding circumstances and leaning into

difficult conversations to clearly understand their desired outcomes.

to leverage team strengths and foster a sense

members. This is YOUR office and you are the CEO. Areas where you can help others find “ownership” will create and strengthen your bond.

Recognition - Offer clear and specific recognition

Invest in Others -

reinforces desired behaviors. Catch people doing

personal and professional growth. Leaders who

for achievements. This motivates individuals and things right and surprise them with something.

It doesn’t have to be large, just something fun, thoughtful or inspiring. Create a piece for your

office specifically - it could be something as simple as a customized poker chip with 4 different designs to collect.

Get creative or better yet, empower

someone who is creative to come up with ideas for the office.

Self-Leadership - Lead yourself first. Be disciplined, maintain

high

standards,

and

continuously

improve your own skills and knowledge.

Follow

our standards meticulously and show those in and outside of your office, who you are!

Focus on developing your

team’s strengths and investing time in their

do this experience incredible success and loyalty

from their followers. People ultimately want to be the best version of themselves, they often struggle with how to do it.

Courage

and

Confidence

-

Demonstrate

the courage to make bold decisions and the

confidence to stand by them. This encourages your team to follow your lead with trust. Be ok, when

some of your decisions are unpopular or may fall short. It’s more important you take the shot if you

truly believe that is the direction you need to go.

You have a team of people behind you to support you and have your back!

By embodying these qualities, you will become a leader that naturally attracts followers. This will give you the opportunity to choose those you want on your team and eliminate those you don’t. Remember, you have already got the job, now it’s time to find new ways to make it better!

GPS for Recruiting and Retention 1. Do you Believe?

2. What Recruiting will do for YOU 3. Our Mission 4. Retention is Recruiting 5. Who is Your Ideal Client?

6. What Your Ideal Client Wants 7. How to Attract Your ideal Client 8. Recruiting Socially - Use What You Have: Social 9. The Tools you Have to Recruit Effectively - VAC 10. Recruiting in your Sleep - VAC 11. Your Pipeline Process - VAC 12. Blocking Your Time - Doing It 13. Advanced Recruiting Strategies 14. Sample Text Scripts - Seasoned Sales Executives

Do You Actually Believe?

Confidence comes from being prepared and understanding your audience. It is pure belief in yourself and knowing that you have the ability to meet and or exceed the perceived challenges in front of you. Before doing anything, check your confidence and energy levels if you wish to increase your success rate.

Be intentional with every message sent and conversation that occurs. Does this decision affect what I am

ultimately attempting to accomplish? Am I clear on my Value Proposition and what information do I need

about my prospect so that I may help formulate their ideal journey? What stage in the relationship are we in and what are the next steps? Am I clear on what I must be intentional about? Are you clear on your CADENCE?

CADENCE C

Clarity

A

Accountability

Start with reflecting over the last 3 years and look at the progress or perhaps lack of progress.

Get a benchmark to start from and visualize where you are going and who your ideal client is.

What is your financial goal and how do you envision your culture? What are the steps to get there? What are you willing to let go of? How well you communicate with yourself and others will give you various degrees of clarity and influence. Effective communication leading to ultimate clarity is the response you receive from others. Be ready to let some things go in order to move forward.

Are you willing to be held accountable knowing that this will greatly increase your chance for success. Do you have the tools you need? Are you ready to be called out and or are you open to praise? Those that embrace accountability will accomplish more, feel better and gain greater confidence in their abilities. Accountability is not designed to create a negative response - it’s a powerful tool that is in place to help those that want to accelerate their success, do so faster!

This is a mindset that can be challenging yet quite rewarding and it may take a new level of vulnerability.

D

Discipline

E

Energy

N

Nimble

C

Coachable

E

Eager

Are you clear on the 4DX process of X to Y by When? Are you willing and able to devote time, effort and energy to ensure your success? Can you be passionate knowing that when you accomplish this, you will be a better leader, sales professional and person for doing so. You will reach a new level that will be challenging to go back from. Being disciplined is an attractive trait that will affect others in a positive way.

The most overlooked piece when it comes to being successful. Feed your mind and body the appropriate diet for stimulation and growth. Exercise, stand up, move around, breathe correctly including deep breaths every 30 minutes. Check in with yourself frequently to find where your energy level is and know if you need to level up. The most successful people play at a higher level of energy which fuels them to accomplish more. This is the tip that everyone forgets. Energy, passion, enthusiasm, discipline all drive accelerated results

The most overlooked piece when it comes to being successful. Feed your mind and body the appropriate diet for stimulation and growth. Exercise, stand up, move around, breathe correctly including deep breaths every 30 minutes. Check in with yourself frequently to find where your energy level is and know if you need to level up. The most successful people play at a higher level of energy which fuels them to accomplish more. This is the tip that everyone forgets. Energy, passion, enthusiasm, discipline all drive accelerated results

Great coaches are great because they have coaches. Open your mind and know that coaching can bring out the best in you. Now, it’s what you do with the coaching which is known as “being coachable”. Open mind, ask for clarity, pick your direction and go! Measure your results, make the necessary adjustments and do it again.

Do you have the passion, desire and want to do more and be more. There is a person inside of you that is much larger than you are today. Are you comfortable getting uncomfortable and working towards letting that person out? If you stay inside your comfort zone, you have the ability to live a nice life. Not exciting, not too stressful, very mellow (for the most part) and very safe… or is it? If you are EAGER to be something bigger, do something more and find out what you are capable of… your world becomes larger and the wins become extraordinary. Not an easy path yet a path which you will learn from and become better because of the direction you choose.

PRO TIP

Ask yourself this question every morning… “What can I do today to ensure every person I come in contact with leaves our engagement better than they were?” Then, answer that question throughout your day.

Your energy level will determine your success. If you check your energy level right now… what level are you at between 1-10? 1-5, stop reading, stand up, stretch, take 3 deep breaths exhaling slowly. Hopefully, this gives you a boost and clarity so you are able to proceed, understand and apply the principles in your playbook

What Recruiting Will do For You Recruiting is Sales! And when we achieve our sales goals it can have a profound impact on us, offering a range of benefits that touch our emotions, self-perception, and overall well-being.

Here are 10 Reasons WHY Recruiting is Important to YOU!

1 2 3

Sense of Accomplishment Achieving sales goals gives us a strong sense of accomplishment. It validates our hard work, strategy, and perseverance.

This feeling of achievement can boost our confidence and reinforce our belief in our abilities.

Increased Motivation

Success is a powerful motivator. Meeting or exceeding goals will spur us to set higher targets and strive for even greater success.

It creates a positive feedback loop where success breeds further success. Think about it this way… If you were on a diet and you lose 2 lbs, it motivates you to want to lose more. Or if you are saving money for a trip or something special and you found a way to accelerate those savings getting you closer to your goal, you will typically look harder for more ways!

Recognition and Rewards Achieving goals often sparks recognition from peers and other leaders in the organization. This can be in various forms of emails, phone calls, texts, awards, bonuses, or public acknowledgment, all of which contribute to our sense of worth and value within the company. We all love to be recognized for going above and beyond and when this occurs we will often want to continue and do more.

4 5 6

Job Satisfaction When we achieve our targets, we experience higher job satisfaction. We enjoy our work more and feel more engaged. This leads to better performance and helps us achieve more in other areas of roles. We like our careers that much more which fuels us with additional energy, creativity and desire to be successful Financial Benefits

Meeting our recruitment goals comes with financial rewards, such as commissions, bonuses, and salary increases. These financial incentives can improve our lives outside of the office as much as inside our offices Professional Growth Success in sales can lead to opportunities for professional development, such as advanced training, elevated leadership roles, and the chance to work on larger projects with the Executive Leadership team. This growth is both a cause and effect of achieving your recruitment goals

7

Achieving these goals will lead to a boost in emotional well-being. It can reduce stress and anxiety related to job performance while building your self-confidence and overall mood and mental health. It feels good to reach your goals and for those weeks where you may have missed them, it still feels good knowing you did all you could to hit your targets.

Enhanced Self-Esteem

Reaching targets will significantly enhance our self-esteem. Knowing we have the skills and tenacity to achieve our targets can make us feel more competent and capable in our roles as well as our lives

PRO TIP

8

Emotional Well-being

9 10

Stronger Relationships Success will improve relationships with your colleagues, clients, and leadership team. It will build stronger networks and we will experience better collaboration and support from our entire team Personal Pride There is a deep sense of personal pride that comes with achieving our goals. This pride not only impacts our professional life but also carries over into our personal life, as it enhances our self-image. When this occurs, we just feel better about ourselves and our relationships. We are open to others and mentally available to talk about what we do and why we do it.

Your office becomes an attractor as new people come in. Those people bring new ideas, new contacts, new sales and help bring more energy to your culture. As they bring others to you, it inspires our current Agents to do the same. Salespeople are competitive!

Sales are the lifeblood of any business, without sales you don’t have a business.” - Mark Cuban

Our Mission Guided by the principles of trust, integrity,

stability, and longevity, empowering people to

achieve their dreams faster than they could in our absence. We are a business services

company dedicated to helping our brokerages inside of our brokerage achieve their goals.

Simply put… changing people’s lives through a real estate company.

Kicking our competitor’s ass by running a lifestyle business that attracts amazing professionals to serve our clients needs better than anyone.

Here is our mission - “off the record”

Retention is Recruiting Recruiting can often be a lengthy and frustrating task. Which is why it’s important to keep the ones you have! It’s simple… By continually enhancing your brand, company culture, training programs, and support, you’ll ensure your Sales Executives will remain with you for years ahead.

How many years, you ask? Perhaps one or two for some, but that’s typical in real estate. Our Sales Executives’ loyalty depends on what we can do for them. The more choices they have, the less loyal they may be. However, if you maintain a strong focus on improvement and implement a strong recruitment strategy, keeping a steady stream of candidates, your agents won’t just stay, they will invite others to come through your door.

Retention really isn’t anything different from recruiting. They both start with building or building

on relationships. In the beginning you are building rapport and trust and once it’s gained you are

growing the relationship which established your trust and their loyalty.

With each task you are seeking to understand

their needs and motivations. If you are recruiting,

you’re identifying what they are looking for in a brokerage and where they need additional

assistance. Which is no different than how you

are working with those that are already with you.

While the conversations are slightly different, the assessment and execution should be the same.

Each of them desires a positive, energetic and collaborative brokerage to grow their business.

If you are recruiting, you are showing them your culture and sharing success stories that were possible through your organization.

And if you

are working with one of your current executives

who are already engulfed in your culture, you are discussing what’s next and everything in place that makes your culture what it is today.

Both demand clear and effective communication which aids

in building trust and manages expectations. For those with you currently, this level of transparency helps to address concerns and provides safety for them along with a strong sense of belonging to something larger than themselves.

And lastly, it’s critical to continually engage with each of

them. For your recruiting efforts, this is your pipeline that is complete with notes on each conversation, when, where and

why they occurred along with any relevant business reasons

used to contact them. Again, you’re fostering a relationship built on trust which starts with active listening and strong communication.

This shouldn’t be much different than

how you are working with your current executives. Checkin with them often, add value, “date them again” as if you were attempting to hire them.

Oftentimes, I have heard

Sales Executives say… “Once I got there, it was different.” That should never be the case and while it’s helped us bring on

some incredibly talented Sales Executives, we never want one of those that leaves to say the same.

There really isn’t much difference between recruiting and retention and in fact, when you do this effectively, you are not changing your conversations. They become natural as you move into a greater level of leadership.

When put into perspective, there really is no difference, so what would stop anyone from leaning into both? Great leaders listen, they have empathy, show transparency and truly want what’s best for those in their circle. Is that any different than what you would want if you were being recruited or working for a great company?

Who is Your Ideal Client?

Berkshire Hathaway HomeServices: Sales Executive Standards

“Our Code of Honor” At BHHS, our desire is to serve those with a need to

an organization built to serve others and we realize

In order to be successful, it’s imperative that we

our company. And should we veer away from our

buy or sell property in our three states and beyond. follow a strict guideline of values, standards and vision as we continually strive to be the best in our industry.

As a legacy company, we have built our foundation on the shoulders of great people. And our goal

is to retain those people while helping them to accomplish their goals. In doing so, this attracts others who will become part of our culture, help

guide our organization and share their thoughts as we continually innovate inside our 3 states. We are

that culture and people are the driving force of

standards, the company becomes at risk. This is

not something we will accept. You are applying

to a company that is proud to be known as one of the best organizations in the nation. And we have

earned that title by providing the highest level of service, respecting one another and serving those in need by following the standards we have created.

What We Value Integrity • Doing what you say you will do and doing it on time • Letting others know when you will not be doing what you said you would do immediately • Being truthful and honest with your colleagues and fellow sales executives • Completing your work and communicating with others when necessary • Treating others in and outside of our company with dignity and respect Selflessness • Always operates with a mindset of what is best for the company, your clients, and the industry, not yourself or your team • Humility - understanding there are multiple angles to view a situation • Teamwork - aiding those in need Fearless • Comfortable being uncomfortable • Comfortable and eager to make difficult decisions • Taking educated risks • Failing forward and understanding that each failure brings you closer to success • Being open minded to criticism and valuing feedback from others Communication • Listen intently to understand - ask great questions to better understand • Always seeking to get to neutral prior to moving forward or backward • Getting out in front of a situation instead of hiding behind one • Following up as necessary through various means (calls, texts, emails) matching how each individual communicates effectively • Relentlessly pursuing clarity • Open to feedback and coaching Common Sense • Do what you know is right and correct • Don’t do anything unethical, illegal or immoral • Use the tools available to solve problems • Think about implications of the decisions that are being made and how it will help or hurt the company

Diversity & Inclusion • Understanding and respecting people’s beliefs and backgrounds • Being aware of our biases and working to eliminate them • Treating everyone with the same amount of respect • Helping others if recognizing someone is engaged in any sort of discrimination Enthusiasm • Inspiring others to be the best version of themselves • Enthusiastic about your role and eager to improve each day • You genuinely care about the organization and take action to make things better • PMA - Positive Mental Attitude Innovation • Eager to find new ways to do things better • Challenging processes and systems with better processes and systems • Going against the status quo with new solutions • Open to change and excited about new paths Celebrate (All Wins) • Wins are just that no matter how big or small - all to be celebrated • Recognize others for their accomplishments • Celebrate individual along with team and company wins Social Responsibility • Give back to those that are giving to us • Charitable contributions / activities for those that are less fortunate • Company supported or your own • Part of being successful is helping others to reach new levels of success Production Levels • Must have 3 transactions occurring within 6 months (if a new agent)

What We Value We are guided by the ongoing pursuit of excellence in an industry that settles for mediocrity. Everyone associated with our brand and organization is a luminary in their field and synergy is the melody that orchestrates their success. Our vision of an ideal workplace and company extends beyond the allure of commissions, salaries and benefits while what we offer is highly competitive and fair. Our company is a cultivation of many diverse individuals and teams coming together to form the ultimate culture, a group of gifted individuals driven by Wildly Important Goals. We collaborate, share information openly and remove the toxicity of office politics. Here, you have the ability to unearth your true potential, work among those you respect, grow and become the best version of yourself. At BHHS AZ, CA, NV Properties we simply operate at our highest levels, each and every day because it’s the right thing to do and we can!

By signing this, you agree to adhere to our standards and strive to serve others and help them achieve their goals faster than they could in your absence. Only sign this document if you are in 100% agreement.

Branch Leader Date

Sales Executive

Date

Welcome to your new Berkshire Hathaway HomeServices family! We are thrilled to have you.

Sincerely,

Troy Reierson, CEO Berkshire Hathaway HomeServices Arizona / California / Nevada Properties E: troyr@bhhsnv.com C: 916.276.4916

Who is Your Ideal Client?

Your Ideal Client is someone that does more than just follows your standards.

This person fits in with your

culture or in some cases improves it! They do what it

takes morally, ethically, and legally to be successful and

they serve at the highest level. They have something

about them that does not allow them to fail. They lean

into challenges and become stronger as they grow through them. They may not realize they are following

a recipe, yet they are. The good news here is, this is replicable. You can find these Sales Executives by doing the following…

1

2

3

Clear Expectations to Become Part

This approach often leads to high-quality recruits who integrate well into the team

of our Family

While it starts with our standards, it ends with your culture. Do they fit? Are they willing to do the work?

Are they humble and willing to serve? Are they high producers that understand your expectations?

This ensures potential candidates understand what is expected, attracting individuals who are well-suited for our company

4

Structured Interview Process Implement a structured interview process that includes behavioral and situational questions.

(We can create a list for you if you don’t have these already.) This helps assess candidates’ problemsolving abilities, cultural fit, and alignment with company values. For example, asking candidates to describe a time they overcame a significant challenge can reveal their resilience and resourcefulness. Another great question and fan favorite is… “Give me 10 successes in your life, they can be anything at any age.” You will learn a tremendous amount about someone with this question. Below, there is a free analysis through DISC which every candidate should take and send to you. Success leaves clues and you can match their profile up with others that are ideal for your office and company.

Sales Executive Referrals

Encourage your team to refer candidates. These are your soldiers in the field and are familiar with your office, the company culture and requirements and can recommend individuals likely to succeed.

5

Onboarding and Mentorship Provide comprehensive onboarding at the office level. We are currently doing the same at the company level. Engage them with successful Sales Executives that want to make a difference in your office and assign them as mentors (if necessary).

Effective onboarding programs familiarize new recruits with company processes, while mentorship offers guidance and support, increasing the likelihood of their success. Many seasoned Sales Executives may not need a full mentorship program and perhaps a light version for 30 days to help them engage with our tools and processes efficiently and effectively. This can also help us identify if something is broken and needs to be changed Continuous Feedback Establish a culture of continuous feedback.

Regular meetings, reviewing their goals and journey and ask for constructive feedback.

Understand their strengths and areas where we can help accelerate their growth through our tools, marketing, education or relocation. Fostering their development and success within the company increases their business and loyalty to you

FREE Disc Profile - Link Below www.tonyrobbins.com/disc-landing-form

What Your Ideal Client Wants Commission Split - A competitive and fair commission structure is crucial. Sales Executives want to maximize their earnings potential.

This can also be balanced with the amount of value your office, the company and you provide for them. Your Ideal Client wants it all, yet understands the importance of support along with split. Given this is how most conversations start, knowing their needs (by asking great questions) as well as being crystal clear on your value proposition will extend or end your conversations

Support and Training - Access to continuous professional development, training programs, and mentorship opportunities to enhance skills and create new opportunities are critical. Our training department does an outstanding job for our company. Laurette, Mary, Michaela and all of you are critical to their success. We have a library FULL of training and are continually launching new trainings both live and online. In Las Vegas, we have the reputation of being the top training brokerage in the market. Our goal is to extend that to both California and Arizona.

Location - Proximity to key neighborhoods and ease of use in any of our offices is a bonus. If they are part of the family, they can choose to pop into any office for their business needs.

Internet Presence - Strong online marketing and a good digital footprint are essential for attracting your Ideal Client. IDC does an amazing job with our websites and they are customizable. This is only the beginning with our offering being so expansive. Put their name in lights early on and show them what they would like in your office.

Put a brand package together for them and customize their look and feel. Digital Assets and Marketing are key in today’s environment. Our competition is leaning into this heavily in an attempt to compete with us and recruit our Sales Executives. If you are not currently well versed on what’s possible for elite Sales Executives, connect with our Marketing department.

Brokerage Size and Facilities - Preferences vary, but many agents look for a brokerage that provides modern facilities and a supportive work environment behind a large network. While the word “boutique” was kind of sexy when times were good, a globally recognized network is sexier today.

You have close to 2,700 Sales Executives in our firm, alone. The network is close to 50,000 and is tight. Each organization genuinely wants to help one another (which is not common in other large brands). The tools we have are second to none and given many work from home more than they used to, we have the space available for those looking for an office environment conducive to their businesses

Reputation and Culture - Working for a brokerage with a solid reputation and a positive, inclusive culture is important.

Brand matters… With a brand owned by the greatest financial mind of all time, what is there not to like about BHHS? Our competition is not named with Forbes.

They are not able to operate at the same reputational level as your firm. You have been awarded the swagger and confidence that comes with BHHS and it’s up to you to use it!

Team Dynamics - Opportunities to work in or lead a team can be appealing for those who thrive in collaborative environments.

We LOVE teams and embrace them. We are the company that talks about helping others build a brokerage inside a brokerage.

Many of the big brands (including some in BHHS) are not at that level. Teams scare them - we embrace them.

Technology and Tools - Access to advanced real estate technology and tools that facilitate sales and client management is a strong enticement. We all have the tech stack - it’s still important to talk about it and highlight it. What we have found is that those that are recruited from us, mention the tech stack and tools. When we dive deeper, it’s all pieces that they have internally and didn’t realize. Remember, your Sales Executives typically don’t read your emails this is where we lean in, get them scheduled and bring them up to speed with everything we have in our tool box.

Ultimately they want a lifestyle not dissimilar to how you sell a home. Your prospects like certain “neighborhoods” and how each “home” looks and feels with those in and around it. Is your brokerage the lifestyle they are looking for and if not, are there changes that need to be made to become that “neighborhood” for your ideal client?

Attracting Your Ideal Client: From Scratch Similar to lead generation, attracting real estate agents demands a well-thought-out strategy, subtle

sales tactics, and often several months of cultivating relationships with potential recruits. The top recruiters

invest time in studying their competitors, understanding the needs of local agents, and evaluating their own brand and company culture to ensure they meet those needs.

TIPS TO HAVE FRONT OF MIND • This process is very similar to a buyer consultation - Great Questions are Key • Know who you are talking to. What have they done? What do they specialize in? What do they believe in? What do they do outside of work? How long have they been in the business? What do they value?

Etc. All this information is available through Social Media.

• Don’t Verbally vomit on them with all we have to offer. There will be a time for this and your initial meeting is not that time. You are building a relationship.

• Have a few items that you believe WILL help their business and give them a better life. (Your value proposition) • How will your Ideal Client utilize the value you provide to specifically grow their business and increase their income?

• How will their life become improved by joining your company?

QUESTIONS YOU CAN ASK THEM Start with the ice breaker when you call them? Something like, “I am sure I caught you in the middle of

being successful which is precisely why I am calling! There is no doubt in my mind that you get calls like this all the time and for that I apologize. If you were less successful, you would get a lot less of them.

Real quick, you are one of the elite agents in the market and I am curious as to why you have chosen the company that you are working with?” …Or something along those lines - be witty, put some humor in it and be memorable.

• Are you open to having a clear and intentional conversation to discuss ways in which we can grow our businesses?

• What are you experiencing in your market and business today?

• What hurdles are you experiencing?

• What actions are you taking to push through those hurdles?

• What opportunities are you experiencing? Are you taking advantage of those opportunities?

• How is your current company evolving to help support you in your efforts?

• What are your expectations of your company and are they being met?

• What do you love most about your company? Least about it?

• How about we schedule an additional conversation to take a deeper dive? I will gladly share with you what I do as a leader in our organization to help our Agents and Teams navigate many of the challenges you are experiencing.

• You mentioned being a challenge and that is an area we focus on as a company.

Let’s get together on Thursday at 9a - coffee is on me.

If your Ideal Client is not interested in additional conversations at this time - acknowledge this in a positive nature. “It’s clear you are not interested in making a move right now,or you would probably be calling me

directly. With that said, I would love to be your goto for any questions or collaboration that you may be open to along the journey. Let’s keep our lines of communication open as we build off of the relationship we started.

Does that sound fair?

“Let’s keep in touch and know that the “Free Coffee” doesn’t expire - still love to grab a cup if you are open to it.”

Attract with Video, Text, Handwritten Cards: Prospects

New Listing - Dropping you a quick to say congratulations on our new listing - it’s a great property that I will be showcasing to our Sales Executives today. It’s price well in which I am not shocked since they have you behind the listing. I will do my best to get this circulated through our Tri-State company and network. Again, great listing!as being crystal clear on your value proposition will extend or end your conversations Coop Sale: Just wanted to thank you for your professionalism and all the work you displayed throughout the transaction and closing at

. “John Doe” spoke very highly of you and mentioned

that you were the real deal! Thanks again for helping our industry become better!

Coop Sale: Just wanted to thank you for selling our listing at

. “John Doe” could not say

enough great things about you. I personally appreciate your professionalism and eagerness to make our industry better! Thanks again!

Award or Achievement: Congratulations on achieving

for “their company”. It’s

professionals like you that elevate our industry. Your Manager and Company must be very proud of you.

Just know we are as well!

Prospect: Just a note to say thank you! I enjoyed speaking with you today and discussing

.

I look forward to connecting with you again over the next week or so. Can I buy you a cup of coffee - how does your next week look?

Prospect: Just a note to say thank you! I enjoyed speaking with you today and discussing

.

I look forward to connecting with you again next week. Until that time, please feel free to reach out with any questions or comments you may have. Here is my direct line and email. See you next week.

Prospect: I am looking forward to connecting with you next week and discussing what we are doing to

help professionals just yourself grow their businesses. Until that time, please feel free to reach out with any questions or comments you may have. Here is my direct line and email. See you next week.

Invite to Training: I would like to personally invite you as a guest to attend

. This is

an invite only (unless you are part of our family) and think you will really enjoy what we are sharing as we focus on growing our Sales Executives’ businesses. Here is the information and please let me know in advance if you will be attending and if you would like this to be discreet. Hope to see you!

Closing Your Ideal Client Appointment: My goal is simple and in alignment with yours. Work together to make the right move for

your business. As we have gotten to know each other, you mentioned that you needed better marketing, stronger

leadership,

stronger

lead

generating

techniques and to become part of a larger network.

Anything I missed? I believe we have everything you

are looking for and more to help you accomplish your goals. Let’s get together to discuss exactly what this

will look for you. How does tomorrow look? Coffee at Starbucks? Or do you prefer a different time?

Alignment: Here is my question to you… When you

consider all that we are prepared to do for you, with the private office, branding package that exemplifies

exactly who you are, sign replacement, technology package including drip campaigns ready to launch

AND listing packages printed and waiting… is this in

Why Us VS. Them: As we have discussed, one

more than what you are currently receiving? That

to where your current firm falls behind. If you

needs and answering the call.

We are in

this benefit your business today! I am confident

what next steps would look like. How does tomorrow

have the systems in place to help you thrive in

alignment with all that we have discussed AND is it

of the benefits in joining our firm is

is really what this comes down to is identifying your

had this working for you right now, how could

alignment with you - let’s get together to discuss

that we are in alignment with our beliefs and

look?

this industry

Right?

Attract by a Peek Behind The Scenes LEADER’S SERIES: YOUTUBE - VIDEO Here is what we know… As of March 2024 YouTube has over 2.5B monthly active users and it reaches 81%

of the internet users in the U.S. Currently there are over 122M daily, active users that spend on average 49 minutes per day on the site.

There are over 500 hours of videos uploaded every minute and the daily watch time is over 1B hours with 70% of the watch time coming from mobile devices.

Why is this important?

• It tells you that people are interested in sharing and receiving this knowledge on the go, during their downtime, at work and in real time. This can be a project they are working on and looking to learn “how to” or a walk through of your company so they can gain a larger understanding of what your organization offers.

• You are meeting your candidates where they want to be met, giving them a look behind the scenes.

Why do so many turn to YouTube?

• Entertainment - from music to vlogs to comedy shows • Education - Tutorials, how to videos, DIY and online courses.

• Information and news - Latest up to date news and in depth analyses, news channels and independent creators create multiple viewpoints to consider • Community and Social Interaction - Users can engage through comments, live streams and collaborations.

How can you use this to engage potential recruits?

• Create a Company Culture Video - Showcase your culture, your office, work environment and Sales Executives. This shows your community what you are all about and who you are (without them having to feel awkward and ask these types of questions). You can attract those you want and weed out those you don’t. You can use this video and hypertarget specific Sales Executives or companies OR you can simply send it to those you are texting, calling, emailing and meeting at networking events.

This becomes your “Sizzle Reel” for your company.

• Recorded Sales Executives’ Testimonials - Similar to what we do with Prosperity, HomeServices Insurances, Title and Escrow companies. Find your best brand ambassadors that exemplify what your office stands for and why they are here. These are their colleagues talking and they will listen to them far more than they will listen to you.

• Share with them as to how you differentiate from most Brokers - What is that you do better than your competition and what is that you do that your competition doesn’t do? Why would they choose you over their current company?

• Success stories / Achievements - People want to be around successful people to grow and feel better about themselves. Share REAL stories about your success and your Sales’ Execs success - this will attract those that are looking to grow and become better than they are today.

Attract by a Peek Behind The Scenes How to Promote Your Videos • Share these through your company and personal channels - tag everyone involved as well as others in your office AND your Core Service providers. Ask them to share it and promote it.

• Send the links to your recruits, core services providers, networking groups, touring groups, vendors - anyone! The goal is to build a buzz around what’s happening in your office and your company.

Having the wrong candidate apply is fine as you don’t need to hire them!

• Use these videos on virtual job boards or postings, place them on your own website and any other professional organizations you may be a part of.

ENGAGE • Those that are commenting are potential leads! Engage with them, acknowledge them and thank them if nothing else. If there are questions, answer them quickly, invite them to a sales meeting. Use the opportunity to ask how you can help them with their business. Send them something of value that works for you or perhaps for some of your Sales Execs. What can you give them that will make a difference in their business and or life?

• Ask them to DM you for more information OR perhaps for a private training session or panel you are leading with your top Sales Execs OR perhaps Maria Hill, Laurette, Rick, etc…

This is uncomfortable for some and it’s ok. If you are always comfortable, you are not growing and if you are not growing you’re sliding backwards. I am challenging you to get uncomfortable as the more you do these things, the easier they become. This is just one example and one tool you can use to help engage those you want to be part of your BHHS family. Try it, blow it, try it again, get a little better, try it again and throw it to the wind. Every one of you has the ability to do this and to do it well. Just be yourself - you have a tribe that supports you and is there because of you being who you are! Now let’s show those that don’t know you!

LEADER’S SERIES: INSTAGRAM As of March 2024, the average time an adult (18+) spends on Instagram each day is just over 33 minutes

from 2.4 Billion users monthly. This is a captive audience that is typically in a relaxed state and open to suggestions while they surf. If you are not using this, here is a guide as to how you can.

Profile Setup • Professional Appearance: Use a professional profile picture and a clear, concise bio that highlights your office, your culture and your values.

• Contact Information: Ensure your contact information and location are easily accessible on your profile.

Content Strategy • Showcase Company Culture: Post behind-the-scenes content, team events, and office activities to give potential recruits a glimpse of your company culture. This is content that is not overproduced, its real, raw and true to who you and your office is. This is a slice into your world for others to see.

• Highlight Success Stories: Share testimonials and success stories of current agents to attract new talent by demonstrating the potential for growth and success. We know they are doing a great job and their clients know this as well. By highlighting them, you are doing a couple of things. First, you are honoring the work they are doing and celebrating their success which helps with retention and second you are showing your potential recruits who you are as the CEO of your office. If you are highlighting your current Sales Executives, chances are you will highlight them (which is very important and attractive to your potential recruits).

• Educational Posts: Provide valuable content such as industry tips, market updates, and training snippets to position your agency as a knowledgeable and supportive environment Engagement Tactics • Interactive Content: Use polls, Q&A sessions, and live videos to engage with potential recruits and answer their questions in real-time. I am seeing more and more of this because it works. Engagement is the first step in building a relationship and it’s a great way to accelerate the relationships you have.

• Consistent Posting: Maintain a consistent posting schedule to keep your audience engaged.

Targeted Advertising • Instagram Ads: Create targeted ads that highlight job openings and the benefits of working with your agency. Use precise targeting to reach your ideal candidate profile • Sponsored Posts: Collaborate with influencers or sponsor posts to reach a broader audience and attract high-quality candidates.

Networking and Community Building • Join Relevant Groups: Participate in real estate-related groups and communities on Instagram to network with potential recruits.

• Engage with Followers: Respond to comments and messages promptly to build relationships. Add value, give tips, discuss things that you have done to help your Sales Executives become successful.

PRO TIP

The best times to post on Instagram are 9:00 AM, 8:00 AM, and 10:00 AM on Wednesday, Friday, and Tuesday.

LEADER’S SERIES: FACEBOOK

Like YouTube and Instagram, Facebook users spend over 30 minutes each day on this platform. Unlike

YouTube and Instagram, Facebook has over 3 Billion active users each month! This platform is still widely and engaged daily.

You would use very similar actions to what you would do with Instagram. In fact, you can often use the

same post for each, however, I would not auto post from one site to the other. Instead take the same post and post it at a later time or even the next day on Instagram or various other social platforms.

There are various other platforms in which you can use similar techniques like Tik Tok and X as well as others.

PRO TIP

The best times to post on Facebook are 9:00 AM, 7:00 AM, and 10:00 AM on Friday, Wednesday, and Monday.

LEADER’S SERIES: LINKEDIN Same as above with Instagram and Facebook.

PRO TIP

The best times to post on LinkedIn are 11:00 AM, 10:00 AM, and 12:00 PM on Tuesday, Thursday, and Wednesday.

The Tools YOU Have to Recruit Effectively • Your Agents - It’s a Team Effort!

• Your Executive Team - It’s a Team Effort!

• Accountability - Schedule it, don’t move it, just do it • Text, Social Media Messaging, Call, Email, Smoke Signals • YOU! Winners want to work with WINNERS! • Your Culture - Your Brand • The Value you Bring to Everyone in your office • Your Title Reps, PHM, Insurance, Vendors all know someone

• • • •

Your Ability to ask Great Questions THIS PLAYBOOK! Making it about THEM and not all the Features Communicating with them through the means they want to be communicated with • Your Creativity - Be Real & Genuine • Your Ability to Listen more than Talk • Having your short list of 10 to 20 that you monitor in your marketplace and comment on or call when they do something great (professionally or personally)

The Tools YOU Have to Recruit Effectively - VAC The Virtual Agent Center should be a key component of your recruiting strategy, offering tools designed to handle much of the heavy lifting. These tools can become the reason some recruits choose to join a

brokerage. They are impressed with solutions that make their jobs easier and save them money, particularly systems that can replace tools they are already paying for—tools that generate leads, automate marketing,

and provide clients with relevant market data. Customizing your presentation to match a recruit’s specific needs is always best. Here are some of the most popular BHHS sponsored tools:

• Design Studio – Easy, elevated, customizable marketing tools • BHHS Connect powered by KV Core – everything you need in one place: Lead generation, Smart CRM, Listing promotion, and marketing automation • Mobility RE – Agent branded real estate search app • Neighborhood & Market Reports – Hyperlocal or general real estate data driven reports.

Exactly the information their clients are looking for • Chalk Digital – Free digital marketing on every listing

• Apex - Property prep program paid through escrow. No upfront cost • Social Media Tools - Agent Icon, Design Studio, SOCi, ACE Social. Templated, customizable, or pre-curated automated content. Social media management platform.

• Percy – Lead generating, home valuation tool. Marketing, presentation, and social media features • Home-Ready – Increase sales price with fast and convenient kitchen and bath remodel program paid through escrow • Health and Wealth Tools – Health insurance, financial and retirement services

Recruiting in Your Sleep - VAC The Virtual Agent Center offers pre-made and custom drip campaigns that will put you and BHHS top of mind with your pipeline of recruits. Marketing has created dozens of pre-made

recruiting designs that can be found in the VAC under Drip

Campaign/Drip Campaign Letters/Recruiting. You can choose a pre-made campaign or Marketing will make you a custom

campaign. If you’re feeling creative you can also create your own designs under Agent Letters. The VAC is working for you

but it’s not set-it-and- forget-it. Make it personal and follow up. The goal is to create a relationship.

Your Pipeline Process - VAC First, decide who you want in your pipeline. Contacts can be collected organically, from referrals or the Co-Op Agent report, or download a database that matches your ideal

agent through a program like Broker Metrics or your MLS. You may have several categories of recruits that make up your

pipeline with different messages and systems attached to each of them.

• Upload your database or individual contact to the VAC • Add them to an existing group or create a new one • Add contact/group to your preferred drip campaign • Two days after the email goes out text a follow-up message referencing the tool or topic in your email • Make the call a few days later, it’s no longer a cold call as they’ve already received an email and a text from you • Track all conversations in the VAC CRM • Schedule your next call or text reminder

What you want to AVOID that will make you ineffective • • • • • • • •

Not making enough calls, texts, emails etc.

Not making the time Not being genuine Not knowing my ideal client Feature dumping Not caring about them - just your numbers Not asking great questions Filling the time in my calendar for recruiting with other things • Scripted messages that feel and sound scripted

Blocking Your Time - Doing It Time blocking is a powerful technique that can transform the way you manage your day, enhance your

productivity, and improve your overall well-being. Yes, you read that correctly, “enhance your overall well-being”. By dedicating specific time slots to different tasks, you eliminate ambiguity, distractions and

brain fog, while bringing a focused approach to your current tasks at hand. This intentionality helps in accomplishing more than you normally would or could.

When you block your time, you are creating a clear roadmap for your day, week and month. This reduces the cognitive load of constantly deciding what to do next, (which can result in nothing) allowing your mind

to focus entirely on the task at hand. As a result, you experience less stress and mental fatigue, making

your work more enjoyable and fulfilling. Along with that, this method encourages you to be realistic about the time required for each task, promoting better planning and execution.

One of the earliest known adopters of Time Blocking was Benjamin Franklin. He meticulously planned his

day using a time blocking technique. Franklin’s daily

schedule included time for work, rest, and personal activities, ensuring a balanced and productive lifestyle. This disciplined approach helped him excel

in various fields, including science, politics, and writing. His use of time blocking enabled him to make

significant contributions to society and achieve lasting success.

Elon Musk, CEO of Tesla and SpaceX, is known for his extremely busy schedule. To manage his time effectively,

Musk uses a time blocking method called “timeboxing.” He schedules his day in five-minute blocks, ensuring

that each minute is allocated to a specific task. This rigorous scheduling allows him to maximize productivity and manage his responsibilities across multiple companies. By being specific and intentional with his time, Musk has been able to accomplish a remarkable amount in both his professional and personal life.

To summarize the points above, this level of intentionality sharpens your focus, boosts your productivity, and fosters a healthier work-life balance, ultimately enriching both your personal and professional life.

It brings you out of the weeds and helps you succeed in areas that may have at one time felt daunting.

You don’t have to be as extreme as Elon Musk, yet what if you made some small adjustments along those lines? Do you think it would help? If you dedicated 60 minutes each day to finding, reaching out to and

developing relationships with those that you want to be part of your company, how would that affect your office profitability?

Advanced Recruiting Strategies - “Simple” “Anything worth doing, is worth overdoing!”

- Shane Patton (Fallen Navy Seal) • Open House Visits - specifically to those on your short list that you are actively recruiting - Your Top 25! Take a picture in front of their open house sign, let them know you stopped by and perhaps… ask them if their broker has? (Picture of JT in front of competitors sign?)

• Networking Events - Tours, open houses, Broker opens, Board events, industry awards events, ANY

events where top producers are being recognized or getting together. Schedule them in your calendar and block the time necessary to attend.

• Masterminds - With your Agents or other top producing agents. Remember, winners want to be with winners. Help them succeed together. Create an agenda, set the dates and lock it in. Create an agreement that each will sign along with what they rules and expectations are for each meeting.

• Training - In or out of office - invite others (on your list) to join and attend. Adding value everywhere you can will get them thinking about what they are getting where they are at which is typically nowhere near what you are offering. (Invite their team associates to join your training - do their job for them!

This is a tremendous amount of value for them.)

• Implement a Comprehensive Referral Program - Encourage current employees to refer to those they

know, like and trust. Offering incentives for successful referrals can motivate employees to actively participate in the recruitment process. Referrals often result in high-quality candidates who are a good cultural fit.

• Continuous Engagement - Maintain an ongoing relationship with potential candidates, even if they are not actively looking for a new job. Regular check-ins, updates about the company, and invitations

to events can keep the company top-of-mind for these individuals. This continuous engagement ensures that when they are ready to make a move, the company is their first choice.

Advanced Recruiting Strategies - “Simple”

• Personalized / Handwritten Notes - It’s a lost art and goes a long way. Everyone enjoys getting a handwritten note from someone as they know the effort that it takes to purchase the card, write a

note, write on the envelope, stamp it and send it. Take a picture of it prior to sending and put a note in

your calendar to follow up a week later (if you want) to ensure they received it. Something like… “Just following up to make sure you got my note.”

• Other ◊ Put out a weekly social media post / email - 60 minutes with YOU! Talk about the market, give a tip,

have some fun and do it every week at the same time. You can email or send this to your prospects to get them to follow you. Adding value to them without asking anything in return.

◊ Comment on their social posts (from time to time) - not just a like but actually comment on the specific post

◊ Social days on the calendar monthly - Potlucks, Ice Cream Socials, Slurpee day, etc. Video it, put it on social, invite your prospects

◊ Invite prospects to any special trainings ◊ Send them a Birthday video, anniversary video, congratulatory video when necessary ◊ Invite them to your home for dinner ◊ Attach a Google Alert to them and catch them in the press

THIS LIST IS ONLY LIMITED BY YOUR CREATIVITY

SAMPLE Text Scripts- Seasoned Sales Executives Script 1: Direct and Professional Hi [Name], I’m [Your Name] from BHHS. We are looking for experienced sales executives to join our exclusive real estate team. Your background in sales caught my eye, and I’d love to discuss this exciting opportunity with you. Are you available for a quick chat this week?

Best,

[Your Name]

Script 2: Personalized and Friendly Hi [Name], I hope this message finds you well. My name is [Your Name], and I’m with BHHS. We are expanding our team and believe your extensive sales experience could be a great fit for our real estate division. Would you be open to discussing this opportunity further?

Thanks,

[Your Name]

Script 3: Highlighting Benefits Hi [Name], I’m [Your Name] from BHHS. We are seeking seasoned sales professionals to join our thriving real estate team. With your experience, I believe you could greatly benefit from our competitive commission structure, tech stack and globally recognized appearance. Could we schedule a time to talk?

Best regards, [Your Name]

SAMPLE Text Scripts- Seasoned Sales Executives Script 1: Direct and Professional Hi [Name], I’m [Your Name] from BHHS. We are looking for experienced sales executives to join our exclusive real estate team. Your background in sales caught my eye, and I’d love to discuss this exciting opportunity with you. Are you available for a quick chat this week?

Best,

[Your Name]

Script 2: Personalized and Friendly Hi [Name], I hope this message finds you well. My name is [Your Name], and I’m with BHHS. We are expanding our team and believe your extensive sales experience could be a great fit for our real estate division. Would you be open to discussing this opportunity further?

Thanks,

[Your Name]

Script 3: Highlighting Benefits Hi [Name], I’m [Your Name] from BHHS. We are seeking seasoned sales professionals to join our thriving real estate team. With your experience, I believe you could greatly benefit from our competitive commission structure, tech stack and globally recognized appearance. Could we schedule a time to talk?

Best regards, [Your Name]

Script 4: Focus on Career Growth Hi [Name],

A Simple Agent Coaching Session Note: the cardinal sin of coaching is to ask them to do something, or have them tell you specifically what they are committed to do…and then we don’t follow up with them on it!

1

How is your business?

2

What have you been experiencing the past week?

3

What is working right now?

4

In our last meeting you committed to

.

Bring me up to speed, where are you with this?

(You as their coach need to remember the details and remind them of what they told you!)

5

In the next week, who are the critical contacts you need to connect/

6

What part of your business needs more attention?

7

What can I count on from you from now until our next meeting?

meet/speak to?

Notes

Notes

©2024 BHH Affiliates, LLC. An independently operated subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and a franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of Columbia Insurance Company, a Berkshire Hathaway affiliate. Equal Housing Opportunity.