In many markets dozens of agents, offices, and companies claim to be #1 at something. However, what that �something� is becomes lost to consumers and the agents they are trying to recruit. Brokers who make exaggerated claims and provide fishy numbers are inviting both legal and competitive retaliation.
In today�s challenging economic climate, establishing a unique value proposition and an identifiable corporate culture can give you a competitive edge. When agents are investing their commission dollars in a company they are looking for leadership and services that can provide the income, life style and security they desire.
|Alice the goldfish grabbed my attention because she is a unique component of a creative value proposition crafted by the . When touring Scottsdale, AZ in search of the perfect resort for the , I discovered that the value proposition concept applies to both real estate and hotel marketing. Like real estate firms, hotels offer similar services. Some provide full service with luxury amenities; others offer a menu of options or are scaled down to low cost basics. Kimpton markets their hotels as having �a distinct personality and a soul of its own � a story.�|
The story of the is built around the elements of fire, air, water, and earth. But what caught my attention is how they position themselves as pet friendly. They appeal to pet owners who will spend an estimated 43.4 BILLION dollar in 2008. Most hotels allow pets, but they don�t include that in their value proposition.
When a pet owner arrives at the , a creative bone shaped chalkboard welcomes Fido by name. It is positioned at the entrance above bowls of water and an array of doggie treats. If you aren�t traveling with your pet, you can request a goldfish. That�s how I met Alice. This coy little fish was cruising inside her pristine bowl on the desk of one of the display rooms I toured. Her name tag was placed right next to the bowl.
He then invited me to join him at an elegant charity event hosted by a dog rescue group (with their pets). The following day the rescuers were hosting pet wash in the hotel parking lot. Because no one can resist sad little puppy faces wanting to be adopted, both events appeared on the morning and evening TV news and garnered generous newspaper coverage.
Alice was also there to greet me when I checked into my own room, but her tag was gone. Even though we bonded when we first met, her nametag was missing so I wasn�t completely sure it was she. I mentioned this to the manager and without missing a beat; he furrowed his brow and said, �I�m so sorry to hear that Alice�s name tag is missing. We don�t like for our fish to loose their identity, it�s bad for their psyche!�
What does that have to do with recruiting real estate agents? It�s about establishing a niche, building a unique value package and marketing it from every angle. Alice, the goldfish, is a low cost investment in positioning the hotel to appeal to a cleverly defined niche. This same concept applies to real estate recruiting and sales. What is right under your nose that makes your office or company unique? Find something that represents Alice and package it to appeal to a specific market segment; that will attract agents and the clients they serve!
That�s what a select group of industry experts are going to do April 16-18th. If you are ready to increase your pool of top recruits come plan to attend the 18th annual Recruiting Network Conference. Alice and I will be there to greet you, along with a fantastic array of speakers and participants.
The Conference will focus on the emerging trends that will position brokers to emerge from this down-turn with increased market share and offices filled with the most productive agents in the area. Carol Johnson, President of the Recruiting Network and publisher of is hosting the event. Come be part of this small, powerful group of industry leaders who are meeting to share ideas and create new strategies. There is only room for 137 leaders, so don�t be left out!
The theme of the think tank style conference is �, President of Tom Hopkins International; , Chairman of Keller Williams; , Vice President of Operations, Metro Broker GMAC (2007 Recruiter of the Year); , Director of Recruiting for Coldwell Banker Legacy; and , President of Darryl Davis Seminars..� New methods for reinventing recruiting, retention, and profits will be discussed by an amazing group of industry leaders including: renowned motivational speaker,
Other notable speakers and panelists include Merger & Acquisition Specialists from The Keyes Company; , VP Career Development for C21 Laffey; , GM for Windermere Real Estate; , Regional Manager, McKissack Group Keller Williams; , VP of Recruiting, Northwood Realty; , Recruiter, Metro Broker GMAC; , Director of Development, C21 Professional Services; , Senior Vice President of Agent Development, NP Dodge Real Estate; , Sales Manager of Coldwell Banker Legacy; , President of ProspectsPlus!; and , President of SelPros.
The conference is being held at the spectacular in Scottsdale, Arizona; to register and find out more visit: or . Only 137 spaces are available for participants who are serious about recruiting.
The Recruiting Network is an organization of real estate management professionals established in 1989 to share recruiting strategies, techniques and systems. The Recruiting Pipeline is the largest online real estate recruiting resource center in the industry. Practical, creative, and cutting-edge content is added to this web site on a weekly basis. Members interact monthly on live teleclasses and are provided with tools to build recruiting programs online. Leading recruiting professionals in real estate and human resource management fields contribute articles, advice, and content to the web site.
For additional information:
Please : President of the Recruiting Network.