I recently gave a speech to a group of seasoned broker owners on how to use the Internet to boost their recruiting efforts, and what I learned in the process was frankly, shocking...

Since recruiting agents is simply a form of marketing (and eventually, closing the "sale") I asked my audience to first tell me who they wanted to recruit and why. After a few moments of deafening silence, it became quite clear that the majority of them had no idea as to what constituted the ideal new and seasoned recruit. Then I asked them if they were in a meeting with a recruiting candidate, how would they differentiate themselves from the other brokerages their area. Many of them fired off an enthusiastic stream of "features" available to anyone lucky enough to work at their shop, but not one broker / owner / manager could give me a "benefit" from the recruit's perspective.

Clearly, these brokers had no real idea as to who their "target" market was, and even less on how to answer the question "What's in it for me?" from their perspective. Is it any wonder why the vast majority of real estate sales people have no clue on what real marketing is and how to make it happen?