The Real Estate Encyclopedia
The Online Recruiting Experience
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Does it seem like our industry has evolved from "The Real Estate Industry that involves a little bit of Technology" to "Being in The Technology Business that Involves a Little bit of Real Estate"?


Today we are clearly focused on the internet experience the customer is having with us in their home selling and home buying process, it really makes us wonder what business we are in.  The consumer now has and wants even more information than ever before.  They want to get that information confidentially and many times they don't want to be contacted.  Then there are others that want information, will provide you their information, but only want to be contacted electronically.  Finally, you have the customer that wants to inquire on-line and expects an immediate response. 


The on-line experience is rather interesting as many still feel that it is a risk to our industry and our ability to build the personal relationship.  My belief is that the internet has created a condition where we can provide more and even a better level of service to a lot more people.


Here's why; as mentioned above, everyone has a different level of expectation regarding communication.  Do they want to be contacted?  How do they want to be contacted?  How often do they want to be contacted?  In addition, what do they expect in the transference of information?  Here's a clue, most want it all without having to do much on their end until they are ready to take action.


What does all this have to do with recruiting?  I look at the agent experience with great similarity to the home buying and home selling experience. When an agent is evaluating a "destination broker", a broker the agent is considering joining - just like the consumer when they research homes, agents research companies/brokers on-line.  By the way, rarely do they make an inquiry, schedule an appointment with the broker, and for lack of better words "buy immediately".  It would sure be nice if recruiting worked that way


First of all, agents are concerned with confidentiality because they don’t want their broker or other agents to know they are considering a move.  Second, would it be fair to say that it can be challenging to get an appointment with the experienced agent?  Sure it is, it’s the number one challenge brokers experience.  So if an agent wants confidentiality and it’s tough to get an appointment, wouldn’t you agree that a powerful recruiting website is critical?


Before you run out and start building a website, take a look at some of the recruiting websites that are currently posted for real estate companies.  Better yet, if you have a recruiting website, take a look at yours and keep these thoughts in mind.  Is it all about you?  What do I mean by this?  Is it a “brag site” or is it a site that transfers value? 


Another critical part of your website is lead capture.  The number one objective of your recruiting website is to capture leads.  How do you do that?  The simple principle of fair exchange.  You must provide something of value to get something in return, the capture of data….a lead.


Value transference:  So how do you transfer value to an agent that is visiting your website?  Provide them with something tangible they can use in their business.  How about a business plan?  How about business building tips?  How about a training center?  Are you following me?  Everyone expects you to say how great you and your company are on your recruiting website, that’s easy.  Be different by transferring value they can use.  You will be head and shoulders above the competition.

Contact Jon Cheplak

p:  775-846-5748 f:  775-562-9009 email:


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