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"Thank you for another great conference. Walter Sanford was energetic and delivered some great information as well." Carla Rigsby CENTURY 21 Really Group


What a Little Guy Can Do to Become a Big Guy January 9th, 2013 | Posted in General Real Estate

I get many questions about how to attract agents when you don’t have a “large” system.  The answer is a multi-faceted approach with grass roots training, coaching, holding your agents accountable on a regular basis, and yes, even getting rid of the dead weight. 

Here is a question on this very topic from one of our clients and my answer:


I wanted to touch bases with you over agent recruitment….

I have your Super Emails, Letters, and Web Content book and CD, along with your Insider Trading – all of which are working great.  I have an average 30 to 50 letters a week going out, along with direct contact and best of all new listings.

As I mentioned about I need help or direction in agent recruitment.  After now being my own firm for over 3 years now – I have one agent in Illinois and now I just had one agent join my office here in Charlotte.  My goal is to have 4 to 8 in Illinois and I would like at least 20 here in Charlotte.  The Charlotte market place is a hot market, over 7000 agents now, and at the peak of the market, they had 11,000 agents.  Overall, do you have any material or training on the following:

  1. New agent recruitment?
  2. Existing agent recruitment from other offices?


On my website is a career page that does get hits but with no request for information.

I thank you in advance for your direction or advice. 

Brad Baker

P.S. The weekly kick in the butt video – GREAT!



 Hello, Brad.  Great question!  I have been around great recruitment efforts for 30 years and know what works based upon the resources that you have.  Whole franchises have formed based upon their own unique offerings.  Century 21 used their size, RE/MAX paid out more, Keller Williams gave a piece of the profit, and now Exit offers 10% of the action on the agent you recruit during your career and a spiff continuing after you retire and beyond. 

They’re each great ideas and each is working well.  What could your unique offering be on a small operation?  Here is a plan that top agent would love:

  1. Hire agents who bring back an acceptable business plan outlining how they will generate more listings
  2. Hold weekly “accountability” meetings to make sure the steps to success are being met.  If the goals are not being met, redefine your agent’s goals
  3. Keep repeating #2 until your agent has a time-blocked rhythm for consistently generating new listings
  4. Give him or her numerous chances prior to warning them that they are not living up to the business plan on which their hiring was dependent
  5. Fire the worst in your office after many warnings
  6. Do multi-media promotions on your agent’s successes
  7. Start interviewing agents with a presentation on how your mentorship program works

Your agents will start talking about how the mentorship from you and your managers has helped him or her.  The agents in town will find you are different and find that you care. 

The income that is produced by you holding them accountable to the most profitable action in real estate (the solicitation and listing of sellers) will not go unnoticed by the industry.  After a bunch of success stories, it will be time to hire me, have a seminar, and invite all the top producers in town.  You can show them all what a caring broker does to educate and change lives of their agents!  You will become a magnet for recruitment as your signs go up all over town.   


Walter Sanford has been designing and implementing real estate systems for 30 years.  One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry.  Do what works, do what is proven.  Hire Walter Sanford.  Call our office at 800.792.5837, email, or chat with us online at

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