BE THE BROKER OF CHOICE TO AGENTS AND EMPLOYEES

By
Education & Training with Performance Development Strategies

To real estate companies and brokerages you may wonder how culture plays a role in the success of your team and how that translates to sales success and customer loyalty.  You are all familier with the question, "What is your customer value proposition?"  Your customer value proposition is directly related to the value the team and employees see in your organization

How do you become an employer of choice? You need a great employer brand and a positive Employee Value Proposition (EVP). Your brand is made up of pillars which are your values.

Culture influences every area of the organization. It affects the public and customer perception, but it also affects the way people do their jobs and their connection to the mission and values of the organization. In short, an organization’s culture is seen in actions and behaviors which model the values it lives by.

Your hiring process must support your culture. One organization lays out on of their cultural pillars this way: “We very carefully guard who gets to be an associate in our organization.” This organization looks at values, attitudes, and behaviors in making staff selections in addition to those skills needed to perform the job.

Unfortunately, we find that managers tend to make hiring decisions by looking at background in the industry, jobs held before, and job history. That alone will not predict whether the job candidate is a culture fit.   This dilemma is best illustrated by the KASH Box listed below.  

KASH BOX

On one side we look for specific skills and knowledge. This is certainly important in finding a qualified candidate. But statistics seem to show that most terminations occur on the other side which involves attitudes and behaviors. In many cases the person who failed did not share the values of the organization and did not embody the corporate culture.

You will do well to have a well-executed hiring process that balances skills and behaviors. The result will be qualified people who fit your culture. Here are some suggested steps in developing and executing your plan.

1.        Have a clear job description written before you begin. The job description should include job duties as well as requirements for the job. If you have never written a job description you should read a book on the topic or engage the services of a professional.

2.        Ask open ended questions. The candidate should be doing most of the talking, not you.

3.        Ask behavior-based questions. Behavioral based questions help you discover how the candidate acted in previous employment-related situations. A person’s behaviors are based on past and finding out how the candidate behaved in the past will predict how the new hire will behave at your company. Past performance predicts future performance. One example of a behavior-based question would be, “Give an example of a goal you reached and tell me how you achieved it.”

4.        Use assessment tools when possible. Assessment tools from a reliable company or consultant have been validated provide objective and standardized measures of a person’s personality. Using assessment tools along with behavior-based interviewing is a cost-effective method of predicting how a person is likely to perform and it will provide a window into how he will fit in your organization.

Using predictive tools rather than time worn closed ended questions will help you make the correct hiring decisions the first time. It will also help you increase staff engagement. You will maintain your corporate culture by hiring someone with shared values. The stakes are high but attainable.  Read a similar post on our website titled POSITIVE SHARED VALUES EQUALS POSITIVE CULTURE.

Would you like to create a positive culture?

Contact us now

or call 914-953-4458.

Comments (20)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Once again Grant you have shared a great blueprint when looking to hire an agent for a brokerage.  Happy Monday, and we wish you a great week ahead.  A

May 02, 2021 08:49 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Grant, this is such a powerful message, when I switched from a National Brokerage to come to  Berkshire Hathaway it was because of the New Manager... he did not have the culture or respect for the agents as the one before him... the key was to switch and even when at Berkshire many other Brokers tried to recruit me, better financial offer, better marketing incentives.... I stayed with my current Broker... He must have read this post ten years ago:)) seriously he believes and practices your post. That is the reason I am still with him. Endre

May 02, 2021 10:19 PM
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Grant.

I have hired 8 agents in April.  Our agency is growing, hopefully I'll hire 8 more this month

May 03, 2021 12:53 AM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Grant - whether it's a broker - buyer/seller relationship or an an agent and ones broker "connection" seems to be the bonding link.  At times, it seems some are more interested in quantity over quality.  Determining proper priorities matter and the choice matters a lot.  

May 03, 2021 03:36 AM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Grant. Sage advice my friend. The key to any office is the chemistry created by the manager via the mix of the associates and staff. I was a chemist for years. Enjoy your day 

May 03, 2021 04:01 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Grant Schneider hi Grant... it is all about culture in an organization. I know that well from my corporate days... and it's been all about culture and values since I became a real estate broker. When I've changed brokerages it was because the culture stopped working for me.

May 03, 2021 04:18 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Happy Monday Ron and Alexandra - thank you very much for your kind words.

Endre - I can see that you love working with your brokerage.  It is a win win.

James - you must be in good practice on doing the right things.

Michael - connection is really a great word to use.  You and your agents have a connection and then the connection occurs with clients.

Wayne - that chemistry which offices seek among the team and the office happens when everyone has shared values.

Nina - yes, and I can see that happening with people I have watched in real estate.

May 03, 2021 04:37 AM
Brian England
Vacasa - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Culture definitely plays a huge role in happiness at work.  I have known people that love their work but didn't enjoy the culture at their work and ultimately it led to them leaving.

May 03, 2021 06:21 AM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Good Monday morning, Grant. 

Take care, be safe and have a productive week.

May 03, 2021 07:01 AM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Grant, I know hiring the RIGHT broker to bring into your company is so important, and glad I waited for years for the right one to come along!  

May 03, 2021 07:36 AM
Rocky Dickerson
Realty One Group - Las Vegas, NV
Superior Service!

Great stuff Grant! I am aware of one company that prides itself on culture and yet the culture is all flash and hype - not much substance. I love it when a company's culture is about walking the walk

May 03, 2021 09:24 AM
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert

Grant a lot more goes into correctly hiring someone than most people realize.  Your suggestions are spot on.

May 03, 2021 03:43 PM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

Every broker or owner can learn much from this post Grant Schneider. Not only is it well-written, it gives an extremely clear explanation on hiring employees.

May 03, 2021 05:33 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Grant Schneider - The employee value proposition does start with the manager once the employee is hired.  You have laid out a great plan to start that process.  I also think that setting employee expectations is critical in their development. 

May 03, 2021 05:35 PM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

I have had a several managing brokers in my 21 years of real estate and only 2 of them had leadership abilities and I would rate them as excellent Grant Schneider 

May 03, 2021 09:12 PM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Brian - the organization defines the culture and then find peoples who share values.  That of course is the ideal situation but does not happen.  People leave if the values of the organization don't match theirs.

Roy - hope you have a great day.

Joan - I am so glad that your choice is working well.

Rocky - yep, that is where the vision values and mission are in a book in the corner office.  They are not aligned.

George - at least that is what should happen.

Wanda - thank you very much.  I appreciate that.

Sheri - the manager is the first line.  People don't leave jobs they leave managers.

Paul - that might be a true statistic.

May 04, 2021 05:09 AM
Mark Don McInnes, Sandpoint
Sandpoint Realty LLC - Sandpoint, ID
North Idaho Real Estate - 208-255.6227

Grant, Excellent post.  One can not put enough emphasis on the importance of a good hire.  To make a mistake in the beginning becomes costly beyond just the visible $$$.  Mark

May 05, 2021 10:11 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Mark - you are exactly correct.  It really is risky business hiring the wrong person.

May 06, 2021 03:29 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I am coming back to this one to send it through my archives and files I should read again. Evergreen content is the way to go, I would say t90% of the time

May 13, 2021 10:09 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Grant, I want my current agent to be happy, pretty sure I don't want any other agents.

May 28, 2021 07:00 AM