The #1 Recruiting & Production Advantage Most Brokerages Ignore

If you're a brokerage owner or team leader, I want to talk to you about something that's kind of outside the box—and that is what we call “adoption rates.”

What's adoption? Adoption means you bring in technology, a system, a tool, or maybe a training program into the company, and you watch as only 20% of the people utilize it—and 80% do not.

That's the rule of thumb: The 80/20 rule.

So you start to wonder why the heck you would bring anything into this company? You feel tempted to cut everything: the technology they’re not using, the training, the mentorship program—this, that, and the other.

Well, remember there's also an 80/20 rule in production too:

20% of the people are doing 80% of the production.

So when you cut these things, you might actually be hurting the people who are supporting the company the most.

But I want you to rethink the 80/20 rule for a second.

When we measure whether we should cut, keep, or add something to the company, don’t just look at whether people are using it. Also ask: Is it a recruiting asset?

When you're in a recruiting meeting, will that piece of technology or training component make the recruit think, "Hey, that’s something I might use. That’s cool. That’s exciting. That might help me."

That perception can push them to join your firm. And that’s far more important than whether or not they actually use it once they’re in—because again, we know most won’t.

From a recruiting perspective, does it make sense? Does it help you compete with other firms that offer similar services or technology? If the answer is yes, it may be worth it (even with low adoption!).

Now, how do we get a higher adoption rate? How can we have the best of both worlds?

The answer? 

Consistent and predictable training.

A common mistake leaders make is rolling out a system without providing enough training—then wondering why no one uses it. If you want people to use a system, you have to train them on it regularly. And when onboarding, you need to give them full immersion.

For example: let’s say you roll out a CRM. These systems are usually complex, with a lot of layers. Most agents won’t take the time to learn it on their own.

Here’s what I recommend: run an 8-week class on it. Make it a rolling 8-week program. Every 8 weeks, it restarts. This way, people can plug into it at any point.

You might only have one or two attendees at first, but if you’re consistent, adoption will grow.

Here’s another big suggestion: Use a checklist.

Give everyone a checklist of all the tools and systems your office offers. At your next meeting, say: "Hey everyone, we’ve got all these tools. Check off the ones you’re currently using. Then circle the ones you’re not using but would like to start."

If they need training, tell them to reach out to you or your staff. If enough people want it, offer a group training.

This helps everyone improve their production... by actually using the tools you already provide.

It’s also great for underperformers. If someone says they want to level up, go through the checklist:

What are you already using? What haven’t you taken advantage of?

Before chasing shiny objects or magic bullets, start with the tools you’ve already got in the office.

These are the systems that will help you.

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Why do Brokerage Owners, Office Leaders, Team Leaders, and Solo Agents choose Jim to be their coach?

+ 32 Years of Real Estate Sales, Management, and Coaching Experience
+ Top 1% REALTOR Himself (he has been in the trenches)
+ Opened his First Real Estate Company at 23
+ Grew his Real Estate Company to 17 Offices (largest in Oregon)
+ His Current Team Closed $1.4 Billion in Sales in One Year
+ He is a Current Real Trends Top 500 Broker

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