Our brand is home to the best and brightest network of professionals in the real estate industry. The resources, coaching, support and culture we provide our affiliated sales professionals has led the Coldwell Banker ® brand to rank #1 in agent loyalty*.
Recruiting and retaining productive sales professionals is essential to growing your business. To help you develop and execute a marketing strategy to support your growth goals, this playbook outlines the tools and programs the brand offers to help you sell your value to current and prospective affiliated real estate professionals.
Additionally, this playbook offers tips and best practices for goal setting, developing and telling your story and executing powerful and effective recruiting strategies. We encourage you to explore this playbook to discover actionable takeaways that drive growth and to revisit this guide often as you develop and refine your strategies.
You are backed by a brand that has proudly served as the North Star of the real estate industry since 1906. Together, let’s achieve greatness.
Kamini Lane President and CEO
Peter j. Sobeck
Executive Vice President, Growth
Lindsay Listanski
National Vice President, Marketing
Coldwell Banker Realty
Coldwell Banker Realty
SelfAssessment & Goal Setting
The first step on the path to goal setting is pinpointing what you hope to achieve. This chapter can help you through the process of defining your company’s growth goals, evaluating its unique strengths and identifying viable sources of recruiting prospects in your market.
CHAPTER 01 HIGHLIGHTS
Determine Your Yearly Growth Goal
Determine your yearly growth goal based on GCI, not agent count.
SWOT Analysis
Perform a SWOT analysis to identify you or your office’s strengths and weaknesses and to assess opportunities and threats within your company, your market and the industry.
Marketing Strategy
Identify your strongest current and potential sources of recruiting leads and prospects so you can develop targeted marketing strategies.
Defining Your Success
It’s important to think in terms of production capacity rather than agent count when setting your growth goals. After all, a couple of mid- to high-producing agents can help your office grow more than several low- or non-producing agents. Additionally, consider if a prospective agent is already equipped with proper skills and experience or if they will need further coaching to boost productivity.
You will also need to consider attrition, as most offices can expect to lose some agents throughout a year. A strong retention strategy will help minimize turnover and estimating for agents who may leave will give you a more accurate baseline for establishing annual recruitment goals.
Beyond the dollars and cents of adding headcount, keep in mind the impact new recruits can have on your office culture. Don’t underestimate the effect a team player with a good attitude and a willingness to learn can have in making the workplace more enjoyable and productive.
It’s recommended that you calculate your growth goal as your net change in Gross Commission Income (GCI). You can use the formula below to calculate a way to a reasonable annual acquisition target:
Desired GCI Growth
Identify how much you want your office to grow in the next 12 months in terms of GCI. Aim for ambitious, but attainable!
Estimated GCI Loss
Add your estimate for your annual GCI lost to attrition.
Recruitment GCI Goal
The sum of these numbers is your recruiting goal for the year.
TIP: Targeting “listing-focused” agents can boost your results. These agents, who handle more listings than buyer transactions, typically have superior presentation skills and require less guidance. If a prospect had three or more listings in the past year, they likely prospected for at least one, demonstrating their ability to effectively secure an appointment and ultimately win the business.
Conducting a SWOT Analysis
Before you can create a strong recruiting strategy and craft your messaging, assess your business and your market by performing a SWOT analysis. During this exercise, think through and write down two or three examples specific to your office for each of the following categories: Strengths, Weaknesses, Opportunities and Threats. You’ll use these results to help create your value proposition and recruiting strategy.
STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
STRENGTHS might be the experience of your team, your company’s/office’s brand recognition and reputation in the market, your strong market share, technology, coaching/ mentor programs, culture, financial health, etc.
WEAKNESSES might be represented by limited market share, recruiting/retention inefficiencies, limited geographic footprint and so on.
OPPORTUNITIES can take the form of new market trends or technologies, potential partnerships (including Coldwell Banker Realty’s trusted affiliate and partner services in mortgage, title, insurance, and home warranty) or market expansion, or positive industry and economic factors.
THREATS often will be major competitors, negative industry or economic factors, the saturation of your market, regulatory changes, or anything else that may pose a risk to your success.
Identifying Sources of Recruiting Prospects
Below are some thought starters to help you find potential recruits, and we encourage you to add any other viable sources to your prospecting strategy.
Who are the local competing brokerages in your markets (and what are your greatest competitive advantages)?
Where do established industry professionals gather? 2.
Where can you find enterprising up-and-comers with the most potential to learn the trade? 3.
Are there specific events that most readily invite networking and making new contacts? 4.
Could stellar agents you’ve collaborated with outside of our network be interested in joining forces?
Preparing to Recruit
Now that you’ve set your goals and have taken steps to identify actionable opportunities, it’s time for prep work that can help you get ready to recruit. You only have one chance to make a good first impression, which makes it critically important to game plan your approach and have all your relevant materials polished and ready to go at a moment’s notice. This work can help make your recruiting efforts more powerful when it’s time to launch.
Value Proposition
Make sure you have a clear, unique and engaging value proposition you can confidently share in 30 seconds, 3 minutes and 30 minutes.
Stay Fresh
Regularly update your Moxi recruiting website, postings and social accounts to ensure links are working and content is fresh.
Leverage Resources
Leverage company resources like the Referral Rewards Program, TheMarketingCatalog.com, Desk and Coldwell Banker University® (CBU) to support your recruiting efforts.
Crafting Your Story
An engaging story will connect with your prospects. Below are keys to a powerful recruitment value proposition.
CLARITY
Tell a compelling story that will resonate with your current affiliated agents and recruiting prospects.
UNIQUENESS
Include claims which are unique to your company/office. Your value prop should showcase your individual credibility and relevance – and differentiate you as the premier destination for agents. If another brokerage office’s name could easily replace your own within your value prop, it’s smart to revisit it, so you can highlight what sets you apart.
FLEXIBILITY
Whether you have 30 seconds (on an elevator), 3 minutes (at a cocktail party) or 30 minutes (office meeting, cup of coffee, or Zoom/Teams), you’ll want a version of your value proposition that you can clearly and confidently articulate. As you shape your story, it may help to consult the CB Way Recruiting Presentation in MoxiPresent for a list of tools unique to Coldwell Banker Realty that can help you stand apart from your competition. Find these materials in Marketing Center or Desk > Recruiting
Using the diagram below, identify your prospects’ needs and your company’s/office’s strengths to help you develop your 30-second unique value proposition and set your story foundation.
Your Unique Selling Proposition
What your prospects need and care about
What your competition does well
What your company/office does well
At Coldwell Banker Realty we believe in one simple principle: Helping our agents live exceptional lives. We do this better than anyone else in the market by leveraging our Core Four principles: Production Power, Coaching to Confidence, Wealth Builder and a Culture of Awesomeness.
These fundamentals are the basis for everything we offer – from business-building tools and world-class education, to income-enhancing opportunities and recognition events.
PRODUCTION POWER
We help agents sell more homes, make more money and work more efficiently.
COACHING TO CONFIDENCE
We enable agents to expand their sales and business development skills through effective education, coaching and support.
WEALTH BUILDER
We offer real financial strategies that agents can use to grow and protect their personal wealth, now and into the future. We believe your best years are ahead of you.
CULTURE OF AWESOMENESS
We provide a diverse environment that is collaborative, supportive and fun. We are a company that inspires pride.
Updating Your Online Presence & Database
Once you have perfected your story, it’s time for some final housekeeping items to ensure your online recruiting efforts are effectively driving leads to you and that your contacts are up to date and organized.
WEB & SOCIAL MEDIA
Be sure to regularly update your Moxi recruiting website and social media business pages, including bios, office details, links, lead forms and content on your “Join Us” page to ensure information is accurate and prospects can easily get in touch with you.
TIP: Branded recruiting web page templates and modules are available in MoxiWebsites® and can be used as inspiration if you have a third-party (non-MoxiWorks®) site. Recruiting social media graphics and videos are also available in Marketing Center. We’ll cover more about web and social recruiting content in the next chapters.
CRM
As a Coldwell Banker Realty branch leader, you have access to MoxiEngage® , a robust CRM platform you can use to manage your recruiting prospects. With additional advantages like automating reminders for when to follow up with whom, a CRM can drastically reduce the time spent on bookkeeping, letting you focus your energy and attention on outreach.
Regularly update your recruiting CRM to effectively engage with potential recruits. Prospects change brokerages, new ones move in and some move out. If possible, note things like birthdays, work anniversaries or big transactions so you have easy ways to reach out, show them some love and stay top of mind.
CHAPTER 03
Recruiting Fundamentals
With your unique value proposition and your supporting materials all in order, it’s time to start putting your message out into the world. All that’s left is establishing a process for tracking the status of potential prospects and familiarizing yourself with a couple core tactics to get started.
Acquisition Pipeline
Set up your acquisition pipeline within MoxiEngage® or another CRM so you can easily manage contact information, track the status of your prospects and set notifications for when you want to check in next.
Utilize Tools
Enhance your website’s recruiting power with MoxiWebsites® templates and the Recruiting Module Library. Tailor your recruiting presentation in MoxiPresent®. Be prepared with printed materials like the Coldwell Banker ® Way brochure available on Desk.
Launch Campaigns
Launch an organic social media recruiting campaign with customizable social assets in Marketing Center. Activate a selection of email recruiting campaigns within MoxiEngage.
Putting Your Website to Work
In today’s digital world, your website is your storefront. For clients and prospects alike, visiting your site can be one of the first steps they take in determining if they want to work with you. Thankfully, we’ve got you covered with resources and recommendations to enhance your web presence and help you build a site that works as hard as you do.
MOXIWEBSITES ® TEMPLATES
MoxiWebsites offers recruiting web page templates in English and Spanish which are ready to use as-is or can be fully customized to meet your needs.
RECRUITING MODULE LIBRARY
Find ready-made videos and content to add to your recruiting page or other sections of your website to showcase your value proposition. Visit MoxiWebsites > Templates > Brand Templates > Module Library to browse and select from a collection of modules.
TIP: Customizable Coldwell Banker ® Way videos can be found in the Custom Video tool in Marketing Center and added to your website for a more tailored approach.
Becoming a Social Butterfly
Now that your website is in order, it’s time to start generating site visits. Time spent on social networks represents a significant portion of people’s media consumption, so this is your recommended next focus.
SOCIAL MEDIA RESOURCES
• Social Hub provides detailed guides and resources helping you leverage social media in creative and innovative ways
• Marketing Center contains a wide variety of customizable, sharable social assets
COLDWELL BANKER ® WAY QUOTABLES
• Download ready-made Coldwell Banker Way Quotables – a series of social media graphics highlighting the brand’s most powerful claims. Quotables give you a convenient way to share relevant productivity data with your followers
• Customize your own quotable social graphics in Marketing Center
• Find them in Marketing Center > Recruiting/Retention
Marketing Center also offers a library of photos and other assets you can use when creating recruiting content across social and other channels. Source a variety of social media assets that are ready to use or customize. Later, we will cover how you can take your social media game even further with the support of targeted paid campaigns.
Expanding Your Efforts
Further support your recruitment efforts through easy-to-manage email campaigns and a wide variety of printed materials and leave-behinds.
CREATE AN EMAIL CAMPAIGN
• Assign prospects to one of the email recruiting campaigns available in MoxiEngage® or create your own.
Recruiting | CBR | CB Way Campaign
Recruiting | CBR | Quotables
Recruiting | CBR | Talent Outreach
Recruiting | CBGL | 2025 Campaign
• You can use these campaigns as-is or customize the content and delivery intervals of each for an even more personal touch.
CUSTOMIZE YOUR RECRUITING PRESENTATION
• The Coldwell Banker Way® Brochure — This powerful print piece walks prospects stepby-step through the Coldwell Banker value proposition, from our production boosting resources to our robust coaching programs to our culture of caring and much more. You can download the Coldwell Banker Way brochure through Desk > Recruiting > The Coldwell Banker Way and order professional printed copies through Xpressdocs.
• The Coldwell Banker Recruiting Presentation — This is the digital version of the Coldwell Banker Way brochure and is available in MoxiPresent ®. You can customize this presentation in MoxiPresent, and customized pages can also be uploaded into your presentation.
Additional Materials & Resources
The Coldwell Banker ® Referral Rewards Program
Incentivize your affiliated agents to support your recruiting efforts.
• Agents can generate a passive commission stream by referring other agents to a Coldwell Banker affiliated company, allowing them to receive a Referral Rewards Commission Payment on any referred agents’ eligible closed transactions*.
• This program also supports retention, as Referral Rewards Commission Payments continue for as long as the referred and referring agents remain affiliated with the Coldwell Banker brand.
TIP: Familiarize yourself and your team with the Referral Rewards Toolkit (Desk > My Business > Referral Rewards) which contains a referral submission portal, an activation guide, sales meeting slides, flyer, income projection calculator, program terms, FAQs and more.
*To be eligible for this program, the agent you refer cannot have been affiliated with the Coldwell Banker brand or any other Anywhere Real Estate brand within the past six months, or qualify for other recruitment incentive programs offered by Coldwell Banker.
Coldwell Banker University ® (CBU)
The Coldwell Banker brand hosts a variety of courses and coaching sessions to help you develop your recruiting skills and learn best practices.
• Recruit to Thrive — Learn the secrets of the best recruiters to help up your game, attract more talent and obtain your goals. Practice recruiting appointments and getting agents to say “yes” to affiliating with you.
• Identifying Ideal Recruits — Including a mix of productive and new-to-business agents in your recruiting strategy is the surest way to help you grow. This course will teach you how to identify and source targeted agents to affiliate with you.
• Even more live recruiting and retention coaching sessions are hosted every month on many topics to support your growth. Check back regularly to view and register.
Recruiting Materials on Desk
Find scripts, activation guides and other resources to support your recruiting efforts by visiting Recruiting Hub and Desk > Recruiting.
Looking for extra growth support? Speak to your local leadership or the Anywhere Recruiting Team to set up a recruiting and retention consultation.
The Personal Touch
While email campaigns and organic social posts are excellent for nurturing long-term relationships and staying top-of-mind, a winning recruiting strategy balances the efficiency of automation with the authenticity of personal connection. By layering one-off emails, texts, calls and even direct mail into your recruiting efforts, you can forge stronger relationships, build trust and address your prospects’ individual needs and aspirations. If you need some help framing your discussions, suggested scripts for various types of prospects are available in the Recruiting section of Desk.
NOTE: If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages.
Set Your Frequency
While there is no one-size-fits-all policy that can dictate how much outreach and follow-up is appropriate in all circumstances, we recommend setting daily and weekly benchmarks for your recruitment efforts to ensure that you stay on track for your longterm growth goals.
A useful rule of thumb to determine how many prospects you should be calling is the 5/3/2 Rule. Aim to connect with five contacts a day, hold three appointments a week and affiliate two recruits a month.
While you can always adjust over time based on your results and your business’s needs, planning time each day to focus on recruiting and retention will help you execute your growth strategy. Having a cadence can be a helpful starting point for keeping yourself accountable for getting the word out.
Beyond the Basics
By now you have your core value proposition developed and you have started putting your message out into the world, but how can you take your recruiting to the next level? Maybe you’re interested in seeing how paid media can further support your endeavors. Or maybe you have a few specific prospects with whom you’d like to make a splash. The following will introduce you to a few tactics that can help you amplify your efforts even further.
Reach New Audiences
Boost and customizable assets in Marketing Center can be used to set up paid social campaigns that can help you reach new audiences.
Leave an Impression
Support your presence at career fairs and community events with banners, tent cards and printed leave-behinds such as the Coldwell Banker® Way brochure and merchandise from the coldwellbankerstore.com.
Amplify with Social Ads
Social campaigns can be a great way to expand your reach, capture new contacts and drive traffic to your site.
CUSTOMIZABLE ASSETS
Visit Marketing Center to download customizable assets and templates to promote with your social campaigns. Choose from our library of images and compelling brand claims or write your own headlines.
BOOST
Design and launch a paid social recruiting campaign in minutes through Boost. It’s as simple as selecting your target audience, setting your budget and uploading your ads. Boost also makes it easy to track results, allowing you to find the right media mix for you that delivers the best ROI.
MEDIA CONSULTING
By request, your Field Marketing Manager offers social media support through their recruiting consultations. Reach out to your Field Marketing Manager to learn more about this offering.
Attending Events in Style
Expanding your recruitment efforts can mean making a dedicated effort to stay on the pulse of local career fairs and community events. These are invaluable opportunities to generate positive exposure and make connections. Check out the resources below to find materials for in-person events that can help make sure you stand out.
BANNERS & SIGNAGE
Retractable banners, tent cards and more are available on Xpressdocs to grab attention from afar and help leave a lasting impression.
LEAVE-BEHINDS
As leave-behinds, the Coldwell Banker ® Way brochure, and/or branded items from the coldwellbankerstore.com can serve as powerful reminders of your business as prospects consider the next steps in their careers.
CUSTOM VIDEO
Available in Marketing Center, the Coldwell Banker Custom Video platform offers recruiting video templates you can modify and personalize to showcase your value proposition with prospects.
More Leading-Edge Marketing Programs
LISTING CONCIERGE
Coldwell Banker Realty offers agents a best-in-class suite of marketing resources and technology platforms to help drive productivity, work more efficiently and grow their business. These resources are featured in recruiting materials like the Coldwell Banker Way brochure, recruiting presentation, CB Way shorts videos and more.
One such program, Listing Concierge, provides a tremendous competitive edge for your business when targeting prospects who want to grow their listing business. Demonstrate how you can help them become a stronger listing agent through this automated marketing program designed to help them win the listing, prove their value and turn one listing into three.
THE COLDWELL BANKER GLOBAL LUXURY® PROGRAM
When targeting recruiting prospects who specialize in luxury real estate or aspire to expand their business into these markets, be sure to showcase the Coldwell Banker Global Luxury program. From the Luxury Property Specialist certification course, to exclusive marketing materials and programs, to networking opportunities with agents across the globe, the Coldwell Banker Global Luxury program presents a powerful recruiting tool when targeting these prospects.
A collection of Coldwell Banker Global Luxury recruiting materials is available to help you demonstrate the value and prestige of this program with prospects. Find social graphics in Marketing Center, email templates and drip campaigns in MoxiEngage®, a web page template in MoxiWebsites®, the Coldwell Banker Global Luxury marketing portfolio, and more. Check back often, as new materials will be added regularly.
Sample Prospecting Calendar
The following prospecting calendar maps out a recruiting strategy that covers social posts, email drip campaigns, and additional follow-up measures over a 12-month period. The pieces featured in any given month are suggestions; you can modify this schedule as needed to best meet your needs.
Schedule Ahead
Schedule your next year’s social media posts dedicated to recruiting. Be sure to share a variety of messages and asset types to keep your messaging fresh.
Leave an Impression
Leverage the recruiting email drip campaigns available in MoxiEngage® or create your own to fuel your outreach efforts.
Invest in Quality
Establish a cadence for leveraging more elevated, heavily customized recruiting pieces with your highest priority prospects.
Sample Prospecting Calendar
MONTH 1
• E MAIL
• Choose a Drip Campaign - MoxiEngage ®
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• Q uotable: Agent & Countries
• CB Way Short: Our Values
• U pdate Digital Recruiting Presentation in MoxiPresent ® – Find on MoxiWorks > MoxiPresent
MONTH 5
• E MAIL
• Brand Claims drip campaign
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• CB Way Short: Production
• Q uotable: CBGL Sales
• H ow to Leverage Global Luxury Brochure –Find on Desk > Marketing > Global Luxury
MONTH 9
• E MAIL
• Talent Outreach drip campaign
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• Q uotable: Agent Loyalty
• Q uotable: St. Jude
MONTH 8
• E MAIL
• Talent Outreach drip campaign
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• Q uotable: Tech Suite
• Q uotable: CBGL 70% Higher Average Sales Price
• C ustom Move Meter Match Up Video – Find on Custom Video
MONTH 11
• E MAIL
• Talent Outreach drip campaign
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• CB Way Short: Culture
• Q uotable: MoxiWorks
• Coldwell Banker Way Customized Video – Find on Custom Video
MONTH 12
• E MAIL
• Talent Outreach drip campaign
• S OCIAL SUGGESTED CONTENT, AVAILABLE ON MARKETING CENTER
• Q uotable: CBGL $386K Higher ASP
• CB Way Short: Global Luxury
• CBGL Trend Report – Find on Marketing Center
• C ustom Video - Find on Marketing Center
They Responded, Now What?
So far, we’ve covered strategies and tactics for making that initial connection with your potential recruits, but it will take more than a first impression to seal the deal. What are the steps to transform interest into affiliation? Follow along through the next chapter to learn the art of the follow up.
Personalize Topics
When inviting a prospect to a meeting, determine your objectives and how that may affect your choice of venue and your conversation.
Adjust Pitch
Adjust your pitch content and length to align with your prospect’s needs and the type of meeting you have planned. It’s important to address any specific questions or concerns that your prospect may have, so be sure to listen and ask plenty of questions of your own.
Onboarding
Concerns with onboarding and the transition to a new brokerage are commonly shared objections, so be sure to have your process buttoned up and seamless with the help of brand tools and resources.
Extending an Invite
After a prospect has expressed interest, it’s time to invite them to a meeting. As you explain the purpose, be sure to keep the prospect and what they stand to benefit at the center of the conversation.
Make sure to guide the conversation by asking the prospect about their priorities and any pain points they are experiencing. Use their answers to help focus your pitch on the ways you can help support them.
Some prospects may be eager to meet while others may be on the fence and prefer something quick, casual and confidential. Use their cues to suggest a meeting that aligns with their comfort level.
Suggested scripts are available in the Recruiting section of Coldwell Banker University® to help guide you, including options on how to overcome the most common agent objections. And remember, if a prospect declines an invitation to a meeting or to affiliating, it’s not a “no,” it’s a “not yet.” Have a plan for what’s next in terms of following up when the time is right.
• V irtual or Coffee are great choices for a first meet up. Either is casual, relatively low-pressure and allows a meeting to go as long or as short as you like.
• Lunch lends itself to high-level overviews that don’t get too far into the weeds. Maybe you are reapproaching someone who is familiar with your office and/or Coldwell Banker Realty and you want an opportunity to check back in.
• I nviting a prospect to visit your office can be casual, but also makes for an appropriate setting for sharing a more formal presentation as there’s more privacy for deeper discussion. This can also be a great opportunity for a prospect to meet potential colleagues and see the space.
• D inner can be a powerful tool that’s often best leveraged as a closer, allowing for more interpersonal bonding and discussion.
Make the Most of the Meeting
Naturally, you should cater the content and length of your pitch according to the type of meeting you have planned. Below are some sample questions to get the conversation started and which can provide you with valuable cues on how to tailor your pitch.
“If you could improve one aspect of your business, what would it be?”
“What do you find most contributes to your success?”
“What are your real estate career goals?”
You’ll want to think about what you’d like to share during your meeting and what will work best as a leave-behind. It can be quite helpful to also prepare a few questions about the prospect’s current business. Additionally, their answers can help you adjust your pitch when it’s your turn to talk about your company and show you were listening.
CUSTOMIZE FOR YOUR AUDIENCE
Understand that the needs and priorities of recruiting prospects can differ greatly depending on their level of experience, the markets in which they specialize, their LTM productivity, and more. Take this into account and continue to ask questions to get the prospect talking. Again, listen for key items they mention that can help guide your pitch so you can place special emphasis on the areas they identify as most important.
HANDLING OBJECTIONS & CLOSING THE DEAL
Let’s face it, some recruiting prospects are reluctant to change and can offer up a variety of reasons why they don’t want (or think they don’t want to affiliate with your office. Not to worry You can find a guide, “Handling the Most Common Agent Objections,” in the Recruiting section of Desk which addresses potential reservations and shows why a move to the Coldwell Banker® brand is the best decision for their real estate career. To find it, visit Desk > Recruiting
ONBOARDING SUPPORT
At Coldwell Banker Realty, we understand the importance of a smooth transition, and our seamless onboarding ensures your newly affiliating agents won’t miss a beat. You’ll have the assistance of dedicated Agent Onboarding Specialists who will serve as a personal guide for your new agent throughout the process:
• Transferring their license and completing internal paperwork
• Creating personal Coldwell Banker Realty marketing materials
• Setting your new agent up in our marketing systems so they can start promoting their new affiliation
Retention
Retaining your agents is equally – if not more – important than recruiting new ones. After all, recruitment without retention is just stagnation with extra steps. Recall the earlier topic of attrition that illustrated how every commission dollar lost to turnover means further investment of time and energy to recruit and coach new agents to win that dollar back. In contrast, your existing affiliated agents already know you, your brand, your tools and your systems; allowing uninterrupted focus on production.
This being the case, speaking to and actively demonstrating the value provided by you, your office and the Coldwell Banker ® brand should not be a topic reserved for only courting new talent. It should be a recurring theme that is made apparent in the daily efforts of your workplace.
Invest Time in Coaching
Make sure you’re spending more time educating and connecting with the agents who are the most productive and open to coaching (typically your first and second quartile producers.
Showcase Your Value
Monetize the services, time savings and resources you provide your affiliated agents (including the value of YOU to demonstrate the benefits they would be missing out on elsewhere.
Support Your Agents
Take advantage of brand materials like TheMarketingCatalog.com, Sales Meeting in a Box, Campaign Activation Guides and the Agent Marketing Plan to help you support your agents and encourage winning behaviors.
Tips for Building Relationships With Your Agents
• For high-producing agents, the first week they are onboarded, offer to meet with them every day for 30-60 minutes. Then look to taper back, meeting three times a week, then two times, and after a month or so, meet with them once a week. This can certainly be adjusted for what is best for the agent, but it’s important to spend quality time with your top producers.
• Make time to spend with each of your top producing agents out of the office at least two times per year. Use the time to talk with them about their lives – family, pets, vacations, hobbies, etc. This connection is important.
• Work with your agents to use the Coldwell Banker® Agent Marketing Plan to identify their goals and their path to accomplish them. Offer regular check-ins to discuss how things are going and areas where you can lend your coaching/support.
Creative Ways to Support Retention & Production
CELEBRATE YOUR AGENTS
Find opportunities to recognize your agents often and not just for production. Celebrate your agents’ life milestones, community involvement, anniversaries, etc.
SALES MEETING “HOT TOPICS”
If you want more agents to attend your sales meetings, try posting a “Hot Topics” list where agents can submit ideas for what they would like to discuss/hear about from you. They’ll appreciate being heard and it can make your sales meetings more valuable. Leverage the Sales Meeting in a Box presentation. Updated monthly, this presentation includes important and relevant information your agents will want to hear. Contact your Field Marketing Manager for the latest copy.
CREATE A “WALL OF TALENT”
Take a picture of every new agent the day they affiliate with your company and put it on a wall in your office. The picture stays on the wall until the day they close their first deal, at which point they get to take their picture off the wall. The desire to take their photo off the Wall of Talent is great motivation to close that first deal and creates a fun ceremonious moment the whole office can celebrate!
Never Stop Selling Your Value
Retention is easiest when your affiliated agents feel and appreciate the value they receive from you and the brand. During sales meetings, coaching sessions and simple check-ins, find opportunities to demonstrate the ways your office supports their business. From the Production Power of our tools and national campaigns, the Coaching to Confidence available through Coldwell Banker University® (CBU) and your mentorship, Wealth Builder programs which deliver real financial strategies to grow personal wealth now and into the future, and a Culture of Awesomeness that inspires pride, Coldwell Banker Realty truly helps agents live exceptional lives.
A Final Note
We hope that you have found the contents of this playbook helpful in supplying you with new insights, potential strategies and resources to consider as you continue to refine your recruitment efforts and grow your business.
Remember, there is no one-size-fits-all approach when it comes to recruiting. Every company within our network has a unique market and a personal story. However, backed by a globally recognized brand which has been a leader in the industry since 1906, you have the ability to offer agents opportunities to grow their business which other brokerages simply cannot match.
With a thoughtful and strategic gameplan that pairs the power of the Coldwell Banker® brand with your local market knowledge, experience and support, you can achieve all your growth goals.
You are what makes Coldwell Banker the real estate brand that shines like no other. Best of luck and happy recruiting.
