Agent Profiles
It's good to profile agents and know who will be successful here and who can be challenging (and what those challenges are). Think of this as from the Superfans perspective: U - Understand Your Customer. Our agents are our customer and we need to Understand who our customer is.
Overview
The key to success in most things is focus and execution. If you want to lose weight, you eat right for months at a time. If you want to be more successful in business, you look at the activities that positively impact your business. You select the 1-2 areas that will most impact your specific situation and you focus on those 1-2 things until you've mastered them, then move on to the next 1-2 most impactful things. Most people don't do this because the 1-2 things are usually not the most exciting and it usually becomes monotonous to focus on 1-2 things for as longas it takes to master them.
Beyond the obvious - being smart, motivated, and caring a LOT about doing a great job for your clients (pride), we can help agents who are willing to focus and execute. We offer a lot of support, systems, and tech and these are all proven. We can help an agent at $5M get to $10M. An agent at $10M get to $20M (efficiently). An agent who wants to build a team or an agent with an existing team who needs help scaling. We have experience doing this and we can point to our successes. The best hires are those who want to take the initiative to tap into our programs and succeed.
$5M+ and <5 Years in the Business
This is a really solid profile and generally the higher the production and the shorter the time period, the better. Did they produce $5M and they're wrapping up their first full year in the business? That's PHENOMENAL. Did they produce $5M in their 5th full year? That's not as good (but still worth talking to).
The reason this profile does well is that they've figured out how to close a decent amount of business in a short period of time, which means they likely have good instincts. Since they're newer in the business, they will be more open to using new systems (our systems). Ego and/or cynicism haven't crept in yet, which is common for agents who have been in the business for a while.
Roughly $5M and 5+ Years in the Business
This is certainly not an automatic "no", but we need to really look for red flags. Have they been in the business for 10 years and they're producing $5M but they really want to be at $10M or $20M? They are not learning how to do that on their own (and it's not terribly difficult to figure out how to produce $10M on your own, given enough time). Are they wasting a bunch of time on ineffective things, but they're not open to stopping those activitiies? That's not a great sign.
This is a profile who can be valuable to the brokerage and who we can help. The biggest red flag and "do not hire" is negatitivy, a bad attitude, poor personal presentation, etc... If they seem receptive to our ideas, they want to get involved with brokerage activities, etc, then those are green flags and we should hire them.
$10M to $15M Producers
- Who doesn't care about increasing production: This is a great profile. They're generally looking for a better culture. They'll care a lot about our plug and play systems and being around other great agents. If they're a cultural fit, they're an immediate hire.
- Who wants to grow to $20M: We can absolutely help. They'll want to look at our SOI program and they'll want to get as many people as possible into market updates. They need to start handing off showings to showing assistants. They need to write down what they want an assistant to do (showings are super important). We can help them and coach them into an efficient machine that consistently produces $20M+. If this person is open to our help and coaching, they're a great fit. If they're not, they could still be a hire, but we might see some frustrations.
- Who wants to grow a team: They want to get their own production to a point where they're willing to hand off $3M to $5M to a buyer's agent. They want to strongly consider hiring a full time assistant first. Are they talking about branding? They need to be at $15M first (ask for an exception if they're close) and they need to get the branding done and move on. Focusing on branding is a massive waste of time. We can absolutely help them with a brand identity and have done this for many agents - Berbas, Roeder, Dochen, etc...
$20M+ Producer or Team
If they have a big ego and/or they're crazy, they're not a fit no matter what (LOTS of these weirdos in the business). Otherwise, they're likely a fit and let's immediately discuss strategy. Often, these profiles can be frustrating because they have a bunch of systems and ideas that aren't great that they aren't willing to look at. However, the boost to our company's reputation and recruiting is invaluable. We do our best to help these guys and sometimes they do take the help.
10+ Years in the Business
This profile is unlikely to use a lot of our services. They're set in their ways. They're often resistant to tech. Onboarding can be slow and frustrating. They can sometimes complain. After they're onboarded and settled, there are usually very little issues that come up. They will usually be the most interested in an intuitive / easy to use CRM, automatic newsletters / market updates, and our SOI program. They'll care a lot about the experience level of our agents (it's high) and our culture.