{"id":2486,"date":"2021-09-09T14:47:17","date_gmt":"2021-09-09T14:47:17","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2021\/09\/09\/how-one-broker-centralized-recruiting\/"},"modified":"2025-03-13T02:39:04","modified_gmt":"2025-03-13T02:39:04","slug":"how-one-broker-centralized-recruiting","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2021\/09\/09\/how-one-broker-centralized-recruiting\/","title":{"rendered":"How one broker centralized recruiting"},"content":{"rendered":"\n

In a recent RealTrends BrokerPulse<\/a> survey, recruiting was named as a top three challenge for real estate leaders. It’s no surprise, it can be a laborious task that gets pushed down the priority list as brokers and managers focus on current agents, profitability and running a business. Here’s how one RT500 broker chose to tackle recruiting.<\/p>\n\n\n\n

Like many brokerages, Worth Clark Realty<\/strong> started with one office and the managing broker did the recruiting. \u201cWhen we decided to expand to other markets, around 2012, we located a managing broker in those markets and gave them duties to support the agents in the office and recruit new ones,\u201d says Steven Barks, CEO of Worth Clark Realty, a 100% commission\/transaction fee model. Worth Clark Realty is No. 279 by transaction sides and No. 447 in sales volume in the 2021 RealTrends 500<\/a>.<\/p>\n\n\n\n

That wasn’t producing the results the brokerage wanted. Barks found it difficult to have a cohesive, uniform approach to recruiting that way. \u201cTalking to agents, reaching agents, nothing was centralized, and it just wasn\u2019t working,\u201d he said. \u201cWe weren\u2019t really growing. It seemed like we were chasing our tail in circles trying to figure out how to do it.\u201d<\/p>\n\n\n\n

To grow, Barks and the leadership team decided to centralize and control the recruiting, transaction management and marketing. So, in 2018, he said, \u201cWe pulled the plug and redid our approach.\u201d At the time, they were in four markets: St. Louis<\/a>, Kansas City, Chicago and Denver. Once they centralized recruiting, marketing, transaction and other services, he says, \u201cWe have easily doubled agent counts in just a couple years.\u201d<\/p>\n\n\n\n

They put the managing broker in charge of the agents and left the recruiting to a salaried recruiter. \u201cBe available, answer the phone, text, email, whatever. Your job is to get back to agents as quickly as possible,\u201d he said. \u201cWhen we talked to agents interested in joining our company, most had a bad experience in some fashion, and usually it had to do with lack of support from managers.\u201d<\/p>\n\n\n\n

Centralizing services<\/h4>\n\n\n\n

With a new strategy in place, Barks started the difficult process of hiring a recruiter. He said it was “sheer luck” that they found one right away. They hired an agent who “had a solo brokerage, wanted a transition and our company caught his eye.\u201d Barks has since hired another recruiter, an agent from within the company who is no longer selling. He’s currently looking for a third recruiter as the brokerage expands. Each recruiter covers a specific territory.<\/p>\n\n\n\n

It wasn’t smooth sailing right away. \u201cThere were certain barriers in our minds, things we thought agents cared about but just didn\u2019t, such as having a competing broker, or being recruited by the broker and not a recruiter,\u201d said Barks. \u201cWe\u2019ve found that agents care more about systems, support and a compensation plan that works for them, so we quickly changed our mindset and put those concerns to rest. We let the recruiters do their jobs.\u201d<\/p>\n\n\n\n

Barks notes that \u201cpeople who are dedicated to the company and the team\u201d are ideal recruiters. This isn’t a job for “individuals’ as, he says, “Recruiting is a team sport. That way, if they happen to run across an agent from a different territory, they still take the meeting. They don\u2019t say they can\u2019t help that agent. And, he says, \u201cThey talk to the other recruiter about it. They have each other\u2019s back.\u201d<\/p>\n\n\n\n

Worth Clark\u2019s recruiters are paid a salary, but, says Barks, \u201cthey have a lot of upsides related to the number of agents they bring in.\u201d<\/p>\n\n\n\n

Determining your message<\/h4>\n\n\n\n

Controlling the message recruiters put out is important, said Barks, even though recruiters all go about the process individually. Before they hired their first recruiter, they wanted to develop a company message that resonated with agents. \u201cWe started thinking about the \u2018why.\u2019 There\u2019s a great quote by Simon Sinek: \u2018People don’t buy what<\/em> you do, they buy why<\/em> you do it.\u2019\u201d The overall theme they developed is that agents are entrepreneurs. \u201cMost agents nowadays spend their own marketing dollars. They get their own business. So, we figured out what problems they, as entrepreneurs, have and worked on ways to solve those problems,\u201d he said.<\/p>\n\n\n\n

Those solutions included technology, a compensation plan and equity program that tackles the fact that, \u201cit\u2019s hard and expensive to run a business,\u201d he said. \u201cWe built all of our messaging around the agent as an entrepreneur and how we had solutions to the problems entrepreneurs have. If I had to say a theme, it would be about owning what you do.\u201d<\/p>\n\n\n\n

The goal is to continue to grow, and, he says, it\u2019s easier to do now that services are centralized. \u201cOur value prop is one thing that attracts agents to us. We are also able to reach a ton of agents through our marketing and advertising. That\u2019s the soft approach. We do outbound now. We are a volume company.”<\/p>\n\n\n\n

\u201cThere is an evolution in our industry,\u201d says Barks. \u201cLook at the financial services industry. That got flipped on its head in the last decade, and it\u2019s fine. It\u2019s fair to have competition. We offer something different to agents and our recruiters help us get the word out about that.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

To grow, Worth Clark Realty decided to centralize recruiting and other services from transaction management to marketing.<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[19],"class_list":["post-2486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\nHow one broker centralized recruiting - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"To grow, Worth Clark Realty decided to centralize recruiting and other services from transaction management to marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.realtrends.com\/blog\/2021\/09\/09\/how-one-broker-centralized-recruiting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How one broker centralized recruiting\" \/>\n<meta property=\"og:description\" content=\"To grow, Worth Clark Realty decided to centralize recruiting and other services from transaction management to marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.realtrends.com\/blog\/2021\/09\/09\/how-one-broker-centralized-recruiting\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - 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