What Do Your Agents Want?

Pretty simple question really. What do your agents want? Hmmm? Have you thought about it. It isn't an unreasonable question, or a hard question - it's just a question that deserves and begs an answer. However the industry norm is for us to design one-size-fits-all offices that will service the masses. Sometimes we even attend a conference, a class or network with peers and collectively copy each others best practices not even taking into consideration that the best practice might or might not fit your agents, retention plan, company culture, recruiting strategy or overall profitability of your firm. Over the years I have spoken to so many failing brokers that chose to "do it their way" caught up on the wind of a new idea or practice of another.

Back to our question....what do your agents want?

Over the last week there has been much dialogue on this topic on the real estate blogs. Especially one blog and subsequent post that was authored by Teresa Boardman, a Keller Williams associate broker in the Twin Cities. Teresa received numerous comments and feedback from agents and brokers all over the country. This week she updated the blog with another post in which she states exactly what she is looking for in a brokerage. Both posts give considerable insight into the mind and emotions of a typical agent. Not to say that Teresa is "typical" as she is an independent thinking, tech-savvy agent who operates remotely from the office. Take a few moments to visit the AgentGenius blog and her first and second posts by clicking on the highlighted words (active links).

After reading the posts you might find that you do not agree with Teresa, yet again, perhaps there are several points you do agree with or that might you have an "aha" moment. How would you know what your agents want?? Do they tell you?? Are they demanding?? Do they put a slip in the proverbial suggestion box?? "Well, Jonathan, I'm a broker that is "in tune" with what my agents want?" Oh really? Unless your office is bugged, you have several internal "moles" or hidden webcams in the ceiling - chances are that you don't know that you have some disgruntled, disappointed and disillusioned agents in your midst.

Here's another question.....when was the last time you asked them what they wanted? I know, you're most likely afraid to ask it, aren't you? Perhaps you're afraid that you'll open a can of worms or Pandora's box? Just how could you accomplish this?

There are many ways, but here are just a few:

1. An Internal Survey

2. Agent Focus Groups

3. Virtual Suggestion Box

An internal survey is easy enough. Just send out a 10 to 20 question survey on an annual basis to your agents. Ask about training, staff, culture, atmosphere, responsiveness, policies, procedures, equipment, marketing.....any number of things, but remember to keep it short and sweet. You can deliver this through an online service such as SurveyMonkey or Zoomerang.

Have you ever attended a focus group or have you been called on to give your comments or responses to a user-group? 1000's of companies worldwide utilize external and internal focus groups to design marketing plans, products, systems and strategic plans. Yet focus groups are rarely mentioned in real estate environs. Take a cue from the Fortune 500 who wont make a major decision without the needed research. Your office should be no different. Focus groups are just that.....groups focused....on a particular idea, area of consideration, plan, etc. You want their feedback, you need the research. Host such a group of selected members or several groups selected by interests, talent, specialty or production. I've utilized this method for every major marketing or product decision that I faced while running a multi-billion dollar real estate firm. Agents want to tell you, they want their voice heard and it speaks volumes about your culture if you just pose the question and provide the process to give them voice.

Create a virtual suggestion box. How?? I'm sure you have email, right? Just set up another email account at yourcompany.com. Perhaps name it: creativeideas, winningsuggestions or agentsspeak. Announce the creation of the virtual suggestion box at a company sales meeting, by email and by memo (remember it take at least three to five touches). Please remember to tell everyone that this is a complaint box, gripe box, soap box, etc. This is for positive feedback and ideas. If they have a gripe or complaint they can present that in person. Don't be upset if agents don't bombard you with emailed suggestions. In fact, you'll get very few, however you've done something that will impact the culture of your organization. Even if you never get one suggestion, you've provided the agents with a system to tell you what they want. They will realize this - especially if you keep the system in front of them and don't sweep it under the carpet.

In closing, a qualified consultant can help you with all of these methods. By using a consultant you'll elicit a more objective, forthright response from your organization. Agents will say things to a third party that they wouldn't say to your face. Consider utilizing the services of a professional if you'd really like to get inside the minds of your agents.