{"id":12012,"date":"2014-07-22T09:39:39","date_gmt":"2014-07-22T13:39:39","guid":{"rendered":"https:\/\/bhgrealestateblog.com\/?p=12012"},"modified":"2024-12-30T11:08:16","modified_gmt":"2024-12-30T16:08:16","slug":"inman-connect-broker-war-room-learned-trenches","status":"publish","type":"post","link":"https:\/\/bhgrecareer.com\/bebetterblog\/inman-connect-broker-war-room-learned-trenches\/","title":{"rendered":"Inman Connect Broker War Room: What We Learned in the Trenches"},"content":{"rendered":"

At Inman Connect San Francisco, Sherry Chris, president and CEO of Better Homes and Gardens\u00ae<\/sup> Real Estate, led a robust series of discussions with dynamic brokers from across the country to a packed room discussing key issues that brokers currently face. The overall theme of the Broker War Room session was “What Matters Most” and was segmented into three areas of content regarding agents, business operations and the end consumer.<\/p>\n

However, one theme that seemed to thread together all discussions was Culture. The right vision and principles for your organization act as an anchor for all key decisions. This helps create the platform to attract the right people, make the right decisions about where to invest, as well as how to interact with the end consumers.<\/p>\n

Below are some of the key takeaways:<\/p>\n

Agent Recruitment & Retention
\n<\/strong>Robyn Erlenbush, owner of ERA Landmark Real Estate, discussed surveys done within her firm, which validated that community and philanthropy drive recruitment and retention.\u00a0 She also had her affiliated agents help rewrite the company\u2019s value proposition, which gave the agents a sense of ownership and pride in the business. This sense of involvement and focus on culture she has found particularly important in recruiting a multigenerational team of agents.<\/p>\n

Joshua Tanner, president & CEO of Better Homes and Gardens Real Estate\u00ae<\/sup> Generations, spoke about the value his brokerage finds in hiring new agents.\u00a0 In his opinion, less experienced agents have not established habits that may not fit within the company\u2019s culture.\u00a0 When hiring experienced agents, you must ensure that they believe in your environment wholeheartedly. Also, when determining what agents value and what motivates them, it\u2019s important to go right to the source. BHGRE\u00ae<\/sup> Generations recently sent out a survey to their affiliates which showed 86 percent of their agents stay with the brokerage because of the people they work with. Synergy, teamwork and support in a main source of value agents find in the company.<\/p>\n

Tiffany Kjellander, owner of EXIT Towne & Country, added that the little things are what mean most to her affiliated agents. There is never a one size fits all solution to making your agents emotionally invested in your company. Do your best to make them great and understand their positive and negative sensitivity buttons.<\/p>\n

Jeff Martel, owner of Better Homes and Gardens\u00ae<\/sup> Real Estate 43\u00b0 North, provided his perspective that there are three important factors in hiring, none of which are related to the ability to \u201csell.\u201d \u00a0His agents need to have a strong world compass, strong work ethic and ability to be positive in the face of adversity.\u00a0 Hiring to these principles and your business culture creates longevity and stops the 18 month revolving door, which is counterproductive to growth. \u00a0He also emphasized that you must fire agents that work against the culture, even if they are strong producers \u2013 it will allow others to grow within a positive environment.<\/p>\n

Business Operations
\n<\/strong>Kendyl Young of Glendale Homes runs a small firm and spoke about how to invest when cash is tight.\u00a0\u00a0 She said culture was important.\u00a0 Connecting locally is critical to Young, which is why she invested in the right office environment to draw people into her space and engage with the community.<\/p>\n

Nick Segal, president of Partners Trust Real Estate Brokerage and Acquisitions, noted the importance of investing in technology.\u00a0 He noted that 80 percent of the business that you do comes from the people you know. Therefore, you should invest in harnessing those referrals. Segal emphasizes not to chase your tail for the next bright and shiny tool, but instead invest in tools to help your agents get in and win in the living room. You must engage your agents on a list of tools they might want to use and then have them participate in the selection in order to determine what tools work best.<\/p>\n

As part of the discussion regarding what matters to your business, culture was discussed in-depth.<\/strong><\/p>\n

Kevin Woody of GoRealty recommended \u00a0adapting ideas inspired by great companies, like Zappos, to your business.\u00a0 GoRealty built a culture book with help from their agents, and it was so impactful they invested in making it a coffee table book for their clients to see. He also recommended not just recognizing transactions, but recognizing your agents when they exemplify the culture.<\/p>\n

Mark Woodroof, managing partner of Better Homes and Gardens\u00ae<\/sup> Real Estate Gary Greene, asserted that culture must grow as it begins to fade.\u00a0 Culture drives each small decision that your agents make, especially the decisions that you won’t be there to see. Never believe that culture stands still. It is constantly evolving, and you need to ensure its headed in the right direction.<\/p>\n

Connecting with Consumers
\n<\/strong>Daryl Rogers, owner of Better Homes and Gardens Real Estate Reliance Partners, made some important points on having the right client approach.\u00a0 Consumers want an agent twho is responsive and direct.\u00a0 “When clients ask how much a home is, instead of answering ‘How much can you spend?’ you should give them the price.\u201d\u00a0 Consumers can see through your sales approach.\u00a0 In addition, consumers expect things right away.\u00a0 They are mobile and they do not expect you to send them something when you get back to the office.\u00a0 Get the forms you need on your tablet and give the clients what they need in that moment.<\/p>\n

With one third of all consumers now considered Millennials, Sarah Schnell Jones of Bamboo Realty provided her perspective on working with that generation.\u00a0 She gave these tips on what Millennials expect.<\/p>\n