Growth Guide NY area

T H E C O M P L E T E G U I D E TO G RO W T H AT

RECRUITMENT & GROWTH STRATEGY Activities for Managers & Recruiters Locally Driven

To drive strategic growth across our offices, it is essential for both managers and recruiters to consistently engage in high-impact activities.

Recruitment is an ongoing, relationship-based process. Success comes from consistent effort across multiple channels. When executed with authenticity and intention, the activities outlined in the following pages will not only grow your office but also strengthen its culture and reputation.

Agent Referrals Personal Sphere Outreach Networking & Industry Events Social Media Engagement Hosted Events Cold Outreach

AGENT REFERRALS One of the most effective tools for recruitment is leveraging the trusted relationships our agents have with their peers outside the firm. However, agents often don’t view themselves as contributors to recruitment. It’s up to managers and recruiters to shift that mindset.

Action Steps • Build strong relationships with your current agents • Schedule one-on-one meetings to discuss potential agent referrals • Help them see the value and influence they have in shaping the office culture through referrals

Recommended Activity • Agent One-on-Ones: 1–2 per week

PERSONAL SPHERE OUTREACH Your personal relationships with agents outside of Douglas Elliman are a powerful and underutilized resource. Ongoing communication and thoughtful engagement can lead to meaningful recruitment conversations.

Action Steps • Allocate time each day for outreach • Utilize multiple touchpoints: calls, texts, handwritten notes, and in-person meetings • Keep interactions genuine, and focus on adding value

Recommended Activity • Calls/Texts: 3 per day • Handwritten Notes: 5 per week • Coffee or Lunch Meetings: 2 per week

NETWORKING & INDUSTRY EVENTS In-person presence at real estate and community events significantly expands your reach and credibility. These events provide valuable face time with potential recruits and reinforce your leadership presence.

Suggested Events • Realtor association functions • Educational workshops • Broker opens and caravans • Community and professional networking events

Recommended Activity • Event Attendance: 2 per week

SOCIAL MEDIA ENGAGEMENT Establishing a visible, consistent brand presence on social media reinforces your leadership and expertise. Agents often vet companies and leaders via online presence before engaging in conversations.

Action Steps • Share a mix of personal, professional, and company-branded content • Post consistently to maintain visibility and build credibility • Engage directly with potential recruits through comments and direct messages

Recommended Activity • Posts/Stories: Minimum 1 per day • Engagement (DMs/Comments): 5 per day

HOSTED EVENTS Hosting events offers a low-pressure way to introduce prospective agents to Douglas Elliman’s culture and values. Whether it’s a corporate event or a locally organized gathering, these experiences can open doors for future conversations.

Types of Events • Educational workshops • Office mixers or bonding events • Lunch-and-learns • Company-wide or regional events

Recommended Activity • Hosted Events: 1 per month

COLD OUTREACH Proactive outbound communication remains a foundational recruitment strategy. It allows you to discover strong agents who may not be on your radar and initiate conversations before they start actively seeking change.

Action Steps • Identify target agents through MLS, social media, or peer recommendations • Personalize outreach as much as possible • Maintain consistent follow-up

Recommended Activity • Managers: 10 calls/texts per day • Recruiters: 50 calls/texts per day

COLD OUTREACH SCRIPTS “THE COMPLIMENT & CURIOSITY” Script “Hey [Name], I’ve been watching the trajectory of your business (pause) it’s clear you’re building something with real intention and momentum. I wanted to reach out briefly because I see a lot of alignment between what you’re doing and how we support agents at Douglas Elliman. If you’re open to it, I’d love to hear more about where you’re headed this year, and whether anything feels out of sync with where you want to be.”

“THE STRATEGIC SHIFT” Script “Hi [Name], I’m not sure if you’ve noticed, but quite a few experienced agents…especially the ones focused on growth…have been making moves lately, and many are choosing Elliman. If you’re at all questioning whether your current setup is still the right fit, it might be worth a quick conversation.”

“THE MARKET MATCH” Script “Hi [Name], I’ve been meaning to reach out. You’ve built such an impressive brand and your production really stands out. I think you’d be an incredible match for what we’re doing at Douglas Elliman. I’d love to compare notes, talk shop, maybe even grab a quick coffee. Worst case, we walk away knowing each other a little better and have another ally in the market.”

Why It Works • Genuine Recognition: Starting with “the trajectory

• Open Loop: “Whether anything feels out of sync with

of your business” respects their work without

where you want to be” subtly invites reflection and

sounding canned. It acknowledges not just results

sets up a space for problem-solving…with you as a

but intentionality...a big trust-builder.

potential ally.

• Alignment Language: Phrases like “alignment

• Low Pressure Framing: “If you’re open to it…” uses NLP-

between what you’re doing and how we support”

style permissive language, lowering resistance and

create a feeling of shared vision, not competition.

allowing them to stay in control of the conversation.

Why It Works • OPENS A LOOP with “not sure if you’ve noticed,” sparking curiosity.

• POSITIONS ELLIMAN AS A SMART, STRATEGIC CHOICE without pushing.

• “IF YOU’RE AT ALL QUESTIONING…” subtly introduces doubt while preserving their autonomy.

• SHORT AND TIME-CONSCIOUS, perfect for in-person intros, phone calls, or voicemail drops.

Why it Works • Genuine recognition of their brand and results makes the outreach feel earned, not random.

• “Incredible match” uses positive language that aligns them with something bigger.

• “Compare notes, talk shop” creates a collaborative tone, not a pitch.

• “Worst case...” removes pressure and creates an easy, professional off-ramp while still deepening the network.

RECRUITMENT TOOLS To support strategic agent growth and recruitment, Douglas Elliman provides the following tools and systems designed to streamline processes, enhance targeting, and ensure profitability:

COURTED Purpose: Agent discovery, targeting, and engagement Courted is a cutting-edge, AI-powered platform that leverages agent sales data and algorithmic insights to identify ideal recruitment candidates.

Key Features • Build and manage customized agent watchlists • Group target agents by brand, production level, market trends, and more • Receive daily lead recommendations tailored to your search • Track recruitment tasks and to-dos • Set up notifications and activity reminders • Craft personalized outreach using AI-generated text, email, and call scripts Courted will be the primary recruitment tool moving forward as its capabilities continue to expand.

TERM SHEET Purpose: Standardize Offer Documentation This is a formal document that will be customized for your region that outlines the terms of the Douglas Elliman offer to the prospective agent. It ensures a clear and professional presentation of the offer and helps streamline internal approvals.

It includes: • Commission split structure • Marketing support • Company supplied resources and collateral (Signage, Business Cards etc.)

Coming Soon.

PROFIT & LOSS CALCULATOR Purpose: Evaluate financial impact of agent onboarding An Excel-based tool that allows managers and recruiters to project the profitability of each recruitment offer.

Usage Guidelines: Enter proposed terms to calculate net gain/loss • Ensure alignment with regional profit margin requirements • Confirm long-term financial sustainability of the offer

CONTACT & SUPPORT For additional guidance please reach out to: David Werth Director of Business Development David.Werth@elliman.com

www.elliman.com