The 20% Rule for Brokerages Who Want to Dominate Local Recruiting

If you're a brokerage owner or team leader and you're saying to yourself, “hey, who should I target in terms of recruiting in my local market,” I'm going to give you The 20% Rule.

This is something we should all be aware of: There are people that are more likely to move than others in your market area, which falls in The 20% Rule.

Here’s what The 20% Rule means:

People that have had an upswing in their business by 20%, or a downswing in their business by 20% over the past 12 months.

So let's look at the downswing folks. The downswing folks are looking to be rescued. It's a perfect opportunity to be calling them because who do they blame? They never blame themselves.

There's never going to be a time where they say, “well, I didn't do what I was supposed to do.” They're always going to say, “well, my brokerage should have given me better marketing or better support or better training or better leads. It's their fault, not my fault.” It's just a natural tendency of what agents do.

And so that creates an opportunity. It's no different than expired listing sellers. Sellers never blame themselves for overpricing their property. It's the same with agents.

They never blame themselves for their lack of production.

So we can come in and we can be the life preserver. We can say, “hey, listen, we've got some great tools, some great tech, we've got some incredible lead gen systems here. I'd love to have a conversation with you about what we're doing and how we can add transaction count to your bottom line.”

So there’s one conversation.

But what about those upswing folks, the other 20%? And here's the exciting part—the people that are actually most likely to move between those two groups, if we had to pick one, are the people that are on the upswing. Two to eight years in the business, had a nice upswing in their business last year—most likely movers.

Now, when we say, why would they want to move when they're on the upswing? They want to move because they think they deserve more from their current brokerage than what they're getting.

So they're thinking to themselves, “hey, I'm contributing a lot of dollars to my brokerage. I should be getting more from them. I should be getting more marketing, more tech, more support, more coaching, whatever it is.”

And that's the conversation we can have. Saying, “hey, listen, I've been watching your performance. You're crushing it. We try to reward the folks that work with us, that really take their business to the next level, and we've got a lot of tools, a lot of marketing support, a lot of technology to help agents like you who are on the grow. If you'd be open to it, if you wouldn't say no to it, I'd love to have a conversation about what we can offer to you.”

And that's a whole other conversation.

Now, keep in mind that 35% of agents in the market today are actively considering a change. When you take people that are under 30 years old, that goes up to 51%.

So don't think there's not an opportunity in your market. There's a massive opportunity in your market for agents making a change.

And just think about what would happen with your company if you could add five, ten, 20, 30, 40 agents to your roster over the next 12 months. And guess what? It's completely doable.

You just need the right techniques to do it. You need the right strategies, the right scripts, the right conversations to get that ball rolling.

We can help you over at eReal Estate Coach. We've got an incredible recruiting coaching program designed to help you grow quickly.

So if you want to sign up, just hop over there, sign up for a discovery call with me, and it'll be a conversation with you and I. We can talk about what your goals are for the next 12 months.

=> Book your call here

Love to talk to you soon. Have a great day. Good selling.
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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

When you work with Jim there is no "team" of coaches - you are being trained by Jim and tapping his knowledge and experience.

Visit https://www.erealestatecoach2.com/explorecoaching to take your brokerage to the next level.