Author Archives: Robert Dodd

About Robert Dodd

Robert has been involved in Internet marketing and consulting for over 20 years. He started his career as a developer turned consultant in the early 90s when the internet was in its infancy. Over the years, he has worked with major brands on their development and marketing initiatives, like Reebok, The National Football League, New York City Police Department, the Thomas Register of American Manufacturers, and hundreds of small to medium-sized businesses. Currently, Robert is CEO of XL Technologies, a digital advertising agency dedicated to helping real estate brokers build their brands and grow their agent rosters by assisting them in architecting and executing sophisticated omnichannel advertising and recruiting campaigns using PPC, video, email, and digital advertising strategies utilizing a proven, tested Agent Acquisition Framework.

Case Study: Realty One Group Platinum

Case Study: Realty One Group Platinum

How Realty One Group Platinum Implemented an Agent Attraction System to Grow its Agent Roster.

In the fiercely competitive real estate brokerage world, distinguishing oneself involves more than just selling properties; it necessitates building a robust team of exceptional agents. Sherri Flaherty, Broker at Realty One Group Platinum and XL Technologies, teamed up to create a customized agent recruiting campaign. This case study explores how our innovative recruiting strategy can transform a real estate brokerage, offering a compelling blueprint for success.

Realty One Group Platinum Recruiting Campaign Assets

The Challenge: Elevating Recruitment in a Competitive Market

As a leading name in Pennsylvania’s real estate market, Realty One Group Platinum faced a significant challenge: attracting and engaging agents in a competitive market. Traditional recruitment methods yielded diminishing returns, struggling to cut through the noise and distinguish themselves as the go-to choice for area agents. The brokerage needed a transformative approach that would place them ahead of the competition and resonate with the best agents in the area.

The Solution: A Tailored, Omnichannel Recruiting Strategy

Our collaboration with Sherri Flaherty enabled us to tailor our Agent Acquisition Framework specifically for Realty One Group Platinum. This strategy aimed to keep the brokerage’s unique selling proposition in front of agents across multiple platforms, ensuring the Realty One Group Platinum brand remained top of mind.

This proactive approach is critical for successful recruiting, as agents’ readiness to switch brokers can be unpredictable. By maintaining consistent visibility on various platforms, we ensured that Realty One Group Platinum was the first thought for agents when considering a change. This method differs significantly from traditional recruiting tactics, often involving cold calling numerous agents and hoping for a timely match. Moreover, most of these calls go unanswered, and agents frequently report satisfaction with their current positions, making it challenging to gauge the right time for follow-up.

Realty One Group Platinum Recruiting Banner Ads

This Comprehensive Approach Included Several Key Initiatives:

Website Revamp: We introduced a sleek, professional redesign of the Realty One Group Platinum recruitment website, ensuring it resonated with targeted agents, maintained brand consistency, and converted traffic effectively.

Targeted Advertising: Our campaign utilized highly targeted top-funnel and retargeting ads on Facebook and Instagram, capturing the attention of agents at various stages of their decision-making process.

Cold Email Outreach: We implemented a strategic cold email campaign to engage directly with select agents, personalizing the recruitment message to align with their career aspirations and the potential benefits of joining Realty One Group Platinum.

Captivating Banner Ads: Strategically placed across relevant online platforms, these ads maximized visibility and enhanced brand recognition among agents considering their options.

SMS Nurturing: A long-tail SMS campaign engaged prospective agents, providing timely updates and reminders about the opportunities awaiting them at Realty One Group Platinum.

Dedicated Recruitment Specialist: A fully trained recruiting specialist managed scheduling and inquiries, ensuring every lead was promptly addressed and pre-qualified before booking them on the broker’s calendar.

Efficient Pipeline Management: Our Agent Hire CRM platform streamlined the recruitment process, ensuring a smooth transition from lead to qualified agent prospect to onboarding.

Realty One Group Platinum Recruiting Website

“The results have been truly transformative. We’ve not only met our recruitment goals but exceeded them, attracting some of the area’s best talent.”

Sherri Flaherty, Broker at Realty One Group Platinum.

The Results: A Resounding Success

  • 109 agent leads were generated, each representing a potential new team member.
  • 28 productive conversations were booked with qualified agents, laying the groundwork for future onboarding.
  • An impressive cost of just $29 per qualified lead was achieved, highlighting the campaign’s efficiency and effectiveness.

109

Agent leads
generated

28

Call booked with
qualified agents

$29

Per qualified lead
was achieved

Conclusion: Setting a New Standard in Real Estate Recruitment

Realty One Group Platinum has revitalized its recruiting practices and set a new standard for other brokerages. Adopting a targeted, omnichannel strategy has proven effective in cutting through competitive clutter, attracting top-tier agents, and strengthening the brokerage’s brand.

Transform Your Recruitment Strategy

Interested in taking your recruiting to the next level?
Book a call with our team at XL Technologies, and let’s make your brokerage
the next success story.

PREMIERE Group Recruiting Campaign

Case Study: PREMIERE Group at Real Broker LLC

Revolutionizing Real Estate Recruiting: The PREMIERE Group Story

PREMIERE Group at Real Broker LLC has recently engaged with us to help them redefine their recruiting process, setting a new benchmark for agent growth and team expansion. This engagement marked a significant milestone in recruitment and building a top team. It showcased the remarkable achievements possible when two industry leaders work together.

Unleashing a New Era of Recruiting Excellence

Dave Keener, the visionary leader of PREMIERE Group, recognized the need for a transformative approach to recruiting new agents. He turned to XL Technologies’ digital marketing and recruiting innovation expertise. Together, we embarked on a mission to revolutionize the real estate recruiting process and significantly grow PREMIERE Group’s agent count.

Transformative Strategies for Unmatched Growth

As with each of our projects, we started with in-depth research and analysis of their brand and current recruiting strategy. This included evaluating the competition and reviewing past recruiting efforts, their culture, and their brand presence.

Once that was completed, we created a detailed SWOT analysis to uncover what set them apart from other large teams and identify the weaknesses that could be improved and potential threats to their success.

From there, we created the persona of an agent who would be a perfect fit. This allows our copywriters to make sure they are communicating PREMIERE Group’s unique selling proposition correctly to the target agent audience.

The next step was to tackle their recruitment website, giving it a stunning makeover that resonated with potential recruits and optimizing it for conversions.

This included building a custom interactive map showing all the states in the US where they had a presence and showcasing the team leaders and agents in each state.

PREMIERE Group interactive map

Then, we launched precision-targeted Facebook and Instagram campaigns, capturing the attention of top talent with compelling visuals and messaging.

PREMIERE Group Recruiting Campaign

Our strategic cold email campaigns also started conversations that mattered, while our eye-catching banner ads ensured PREMIERE Group’s visibility across the digital landscape.

PREMIERE Group Recruiting Campaign

Engaging text message sequences kept potential recruits engaged and nurtured, and we assigned them our top-tier recruiting appointment setter to streamline their recruitment process.

Moreover, we granted exclusive access to our cutting-edge AgentHire CRM, facilitating seamless collaboration, management, and transparency.

“Everything you and your team did was very well done, and I was super impressed with the campaign. You have done your homework and really worked to understand who we are and what makes us unique. I have worked with many marketing agencies; you guys are second to none. You know the industry, recruiting, and how to get results. Outstanding job!.”

Dave Keener-CEO of PREMERE Group

Achieving Spectacular Results

The outcome of our collaboration exceeded expectations.

We generated 52 leads, set 22 calls with qualified agents, and achieved a cost per qualified lead of just $59 in the first 30 days.

These results exemplify the success of our innovative strategic approach and underscore our effectiveness in real estate recruiting and agent growth.

52

Agent leads in the
first 30 days

22

Calls set with interested
agent prospects

$59

Cost per prequalified lead
from campaigns

Elevating Your Recruiting Game

This success story is a blueprint for any real estate team or brokerage looking to increase its agent count and expand its brokerage.

XL Technologies and PREMIERE Group have demonstrated that elevating the recruiting process is possible and achievable with the right strategies and collaboration.

Are you ready to redefine your recruiting approach and propel your brokerage to new heights?

Let us help you achieve the agent growth you are looking for.

Ready to be our next success story?

Village Realty Recruiting Case Study

Case Study: Village Realty.

How XL Technologies helped Village Realty recruit experienced residential real estate agents in Illinois and Indiana.

As a real estate agent recruiting leader, XL Technologies’ marketing team helped this established, traditional brokerage grow its agent roster by installing its Agent Acquisition Framework with a dedicated recruiting appointment setter.

Services Included:

Desktop and mobile recruiting websiteFacebook advertising
CopywritingText messaging campaigns and lead nurturing
Display advertisingLong-tail nurturing campaigns
Email marketingOngoing campaign management and reporting
Graphic DesignDedicated Appointment Setter


Challenge:­­­

Village Realty was looking to solve a recruiting challenge they were having. They tried more traditional methods, but nothing worked. They used cold callers, but the show-up rates from the appointments were less than 20%.

Additionally, the quality of those agents that did show up was not good. In fact, many of the agents they spoke to were either unlicensed or did not even know that the call was about recruiting. Others were not geographically located in the markets they served.

Overall, the results they were getting were terrible, and they needed a different approach.

Solution:

After an initial discovery session with key decision-makers, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel ad campaign spanning multiple platforms.

Next, we conducted a detailed SWOT analysis to determine the unique value proposition for Village Realty.

Village Realty SWOT Analysis


Once we defined the targeting and USP, the project’s second phase was to develop a custom recruiting website that communicated the Village Realty value proposition and positioned them as experienced leaders in the target markets.

We created a series of wireframe mockups to define how the information would be organized and communicated to the target agents.

Village Realty Wireframe

After we completed the mockups, our copywriters began crafting the copy that told the story of Village Realty to the target audience.

We collected the client’s feedback and completed all the changes. At that point, the copy and wireframe were combined and handed to our graphic designers and development team to create the first generation of the recruiting website.

At this point, we had a clearly defined website to support the brand’s messaging, and the team moved on to the digital advertising campaign. We decided to start with an aggressive email outreach campaign followed by an equally aggressive Facebook ad campaign to introduce the target agents in the market to the Village Realty value proposition.

The recruiting campaign included:

Creative development of all campaign assets, including graphic design and copywriting.Custom integration of the recruiting website directly into our Agent Hire CRM platform.
Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where Village Realty was looking to grow its market share.Developed audiences using Facebook’s interest level categories and XL Technologies’ proprietary database of real estate professionals to build a custom target audience.
Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creativity to keep the campaigns from going stale and performing efficiently.Created a series of graphical display ads targeted at a custom cold top-funnel audience using the Adroll platform.
Created a multi-step email sequence targeted at a cold audience to drive interest in the brand.We created a series of advertisements retargeting, recruiting website visitors who previously expressed interest in Village Realty but did not convert.
We implemented a comprehensive follow-up nurturing strategy with responses to all leads within five minutes of submission via email and text messaging.Assigned a dedicated appointment setter to pre-qualify all leads and book only the best leads on the brokers’ calendar.
Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join.Built up an ever-expanding candidate pipeline so the new agents could be nurtured and brought on board when ready to move.
Continuous campaign management, optimization, and reporting. Which included monthly summary reports regarding campaign KPIs that were reviewed with management.

Carrie Sekulic

We have tried many different recruiting methods over the years, but working with the team at XL Technologies has been the best investment we have made and the only thing that has worked. I actually speak to agents who are interested and ready to move now. Amazing!

Carrie Sekulich – Director of Recruiting


The Results:

Installing our Agent Acquisition System attracted over 28 leads in the first 30 days, allowing Village Realty to hire over 6 agents and build up a pipeline of 11 quality agents who will be ready to come on board in the next 30 days.

28

Agent leads generated in the first 30 days

$46

Cost per lead generated from campaigns

6

Agents hired in the first 30 days of campaign launch

11

Agents in pipeline are ready to join in the next 30 days.


Ready to start growing your brokerage with the same strategies?

Contact us today and start growing your agent roster


CENTURY 21 Atwood

Case Study: CENTURY 21 Atwood

In an industry where the competition for top talent never sleeps, recruiting real estate agents is no small feat. This is the story of how XL Technologies, a leader in innovative real estate recruiting solutions, joined forces with CENTURY 21 Atwood, aiming to revolutionize its agent recruitment strategy in Minnesota. The result? A cutting-edge campaign has set a new standard for recruiting real estate agents.

What we created: The assets that were developed to launch a successful recruiting campaign

Campaign conceptualization and development
Ad copywriting and design
Strategic consulting
Audience development
Content creation
Messaging strategy
Web design and development
Brand research

The Challenge: Standing Out in a Crowded Market

CENTURY 21 Atwood, known for its exceptional service and market knowledge, faced a common yet daunting challenge: attracting the best real estate agents in a highly competitive market. The goal was clear: attracting talent and drawing in the best by making a memorable impression.

Enter XL Technologies with our expert team of recruiting consultants and a proven track record of building brokerages through strategic recruiting. The collaboration was about meeting expectations and exceeding them, crafting a campaign that would make CENTURY 21 Atwood the brokerage every agent in Minnesota wanted to be a part of.

The Strategy: A Comprehensive Approach to Agent Recruitment

Crafting a Unique Identity

The first step was to create a beautifully designed, custom-recruiting website. This digital home highlighted CENTURY 21 Atwood’s values and successes and showcased the unparalleled support and opportunities agents could expect.

This website served as the campaign’s cornerstone, reflecting the professionalism and innovation at the heart of CENTURY 21 Atwood’s ethos.

Recruiting Website for CENTURY 21 Atwood
Recruiting Banner ad Campaign for CENTURY 21 Atwood
Facebook and Instagram ad Campaigns for CENTURY 21 Atwood

Engaging Potential Recruits on Multiple Fronts

Understanding that modern agents are everywhere, XL Technologies implemented an omnipresent agent attraction recruiting campaign, leveraging their proprietary Agent Acquisition Framework. This multi-faceted approach included:

  • Multiple top funnels and retargeting campaigns on Facebook and Instagram, ensuring CENTURY 21 Atwood remained top of mind for potential recruits.
  • Cold email outreach campaigns that cut through the noise, delivering personalized messages directly to prospective agents.
  • Banner display ads that kept the CENTURY 21 Atwood brand visible across the web.
  • Long tail text message nurturing campaigns that built relationships and kept potential recruits engaged in their decision-making process.
  • A dedicated recruiting appointment setter, streamlining scheduling meetings with interested agents.

Fully integrated with the AgentHire CRM platform, every aspect of the campaign worked in harmony, creating a seamless and impactful recruiting experience.

Agent Recruiting with Agent Hire CRM

The Results: A New Era for CENTURY 21 Atwood

The collaboration between XL Technologies and CENTURY 21 Atwood has met and surpassed expectations, establishing a new benchmark in real estate recruiting. The campaign has already begun to attract the best agents in Minnesota, thanks to its innovative approach and the solid foundation of support it promises.

Take Your Real Estate Recruiting to the Next Level

Are you ready to transform your real estate brokerage’s recruiting efforts? Discover what XL Technologies’ recruiting solutions can do for you. With our expertise and your vision, the possibilities are endless.

Book a call today, and let’s start building your future, one top agent at a time.

Demystifying the “How Many Agents” Question

Introduction:

In the realm of real estate recruiting and advertising, brokers often approach ad agencies and marketing experts with a burning question: “How many agents will I be able to hire?” While it may seem like a straightforward inquiry, the truth is that the answer is far from simple. In this blog post, we will delve into the intricacies of real estate advertising campaigns and explore the multitude of factors that influence recruitment success. By understanding the complexity behind this common question, brokers can gain valuable insights into setting realistic expectations for their recruiting endeavors.

The Simplistic Question and its Limitations:

Many individuals unfamiliar with the intricacies of social media advertising expect direct and specific answers to seemingly simple questions. However, the reality is that real estate recruiting campaigns encompass numerous variables, making it impossible to provide a one-size-fits-all response. For instance, questions like “What’s a good starting budget?” or “How many agents will I get if we spend $30 per day?” depend on a myriad of factors, including the effectiveness of the ad, compensation models, website performance, competitive landscape, and more.

Understanding the Meta Ad Auction:

Meta, the company behind Facebook and Instagram, is one of the leading platforms for real estate advertising.  Meta employs an ad auction system to determine the optimal ad to display to users at a given time. The winner of this auction is selected based on various factors, such as bid, objective (leads, traffic, reach), and ad quality. Therefore, the success of a recruiting advertising campaign depends not only on the budget but also on the overall performance of the campaign, which is dictated by the following factors:

  • Audience size: The size and demographics of your target audience affect the potential pool of agents you can reach and attract.  There are fewer agents looking to consider changing brokerages in a pool of 3,000 agents than there are in a pool of 300,000 agents.  The larger the pool, the greater the opportunity for the Facebook algorithm to optimize for your expected result.
  • Ad copy: The quality, messaging, and relevance of your recruiting ad copy impact its ability to resonate with potential recruits.
  • Creative assets and resources: The availability of compelling visuals, videos, and other creative assets can significantly enhance the performance of your ads and is the key determining factor in getting the user to stop scrolling and engage with your advertisement.
  • Tracking mechanisms: The utilization of tools such as the Meta pixel, event tracking, and the Meta conversions API allows for accurate tracking and measurement of campaign performance.  These all feed into the Meta algorithm to optimize your campaign performance.

The Multitude of Factors at Play:

Beyond the direct Meta platform factors, there are a number of external factors that also impact your recruiting efforts.  To gain a comprehensive understanding of the outcomes and expectations of a real estate recruiting advertising campaign, it is crucial to consider the following key elements that can significantly impact your recruiting efforts including:

  • Compensation plan: The attractiveness and competitiveness of your brokerage’s compensation plan can influence the number and caliber of agents you can attract.
  • Training provided: The quality and comprehensiveness of the training programs offered to agents contribute to not only their desire to consider you as a destination brokerage but also their success with you and your retention rate of the agents.
  • Brand reputation: A strong brand reputation in the real estate industry can be a significant driver of agent interest and recruitment.  If a potential agent recruit has no knowledge of your brokerage, then they are much less likely to even consider inquiring.
  • Digital Identity: How an agent perceives your brokerage when searching online.  This includes social media sites such as Facebook, Instagram, and TikTok.  It includes reviews that both agents and buyers and sellers have left for your brokerage on platforms such as Google and also includes your recruiting website.
  • Recruiting Website Effectiveness: The functionality, design, and user experience of your recruiting website play a crucial role in communicating your brokerage’s value proposition to potential agents and in converting prospects into actual appointments on your calendar.
  • Available budget: The financial resources allocated to the recruiting campaign dictate how many agents can be reached in your audience and how frequently you will be able to target those individuals.
  • Competitive landscape: The level of competition within your local market can influence the effectiveness of your recruitment efforts.
  • Seasonality: More agents tend to reevaluate their choice of brokerage leading into the end of the calendar year and at the start of the new year as they take stock of their effectiveness for that year. 
  • Commitment to recruiting: The duration and consistency of your recruiting efforts can influence the long-term success of your recruiting campaigns.  Recruiting real estate agents for your brokerage is a process that occurs over months and years of time.

The Nuanced Nature of Expectations:

Given the multitude of factors outlined above, it becomes evident that expectations regarding real estate recruiting cannot be uniform or predictable. Each brokerage and advertising campaign possesses its unique combination of circumstances and resources, making it impossible to provide concrete numbers or guarantees. Real estate recruiting is a nuanced endeavor that requires careful consideration of context and all of the variables outlined.

Work with an expert partner:

Navigating the complexities of real estate recruiting and advertising campaigns can be a daunting task for brokers. Understanding that there is no one-size-fits-all answer to the question of “How many agents will I be able to hire?” is the first step towards setting realistic expectations. By acknowledging the numerous factors that influence recruitment success, brokers can approach their recruiting campaigns with a more informed perspective.

While the intricacies of real estate advertising may seem overwhelming, seeking assistance from an expert recruiting firm can make a significant difference. Here at XL Technologies, we specialize in helping brokerages streamline their recruiting efforts and maximize their advertising investments. With our in-depth knowledge of the real estate industry and expertise in digital marketing, we can provide valuable insights, tailored strategies, and comprehensive solutions to help brokers attract top-tier agents. By partnering with us as your recruiting partner, you will gain a competitive edge in the ever-evolving real estate recruiting space.

Final Thoughts:

In conclusion, real estate recruiting and advertising are multifaceted endeavors that require careful consideration of various factors. While there may not be a definitive answer to the question of “How many agents will I be able to hire?” understanding the complexities involved and seeking assistance from professionals can significantly enhance recruitment outcomes. Embracing the nuanced nature of real estate recruiting and leveraging expert resources will empower brokers to make informed decisions, optimize their campaigns, and ultimately build a thriving brokerage.

Choosing the Right Advertising Platform

Pros and Cons of Facebook, Google, YouTube, TikTok, and LinkedIn Ads

A Beginner’s Guide to Navigating the World of Digital Advertising

Introduction:

We know that advertising is a critical component of any marketing strategy, but with so many platforms to choose from, it can be challenging to know which one is the right fit for your business. In this post, we’ll explore the pros and cons of the most popular advertising platforms and help you make an informed decision. Let’s dive in!

Facebook Ads

When it comes to social media advertising, Facebook Ads is one of the most popular options. With over 2.8 billion monthly active users, Facebook is a goldmine for businesses looking to reach a large audience. Here are some pros and cons of using Facebook Ads:

Pros:

  • Advanced targeting: Facebook Ads allows you to target users based on demographics, interests, behavior, and location. This means you can reach the exact audience you want.  Although Apple’s privacy changes in recent years have effected this, Facebook still knows more about most people on the planet.
  • Cost-effective: Facebook Ads offers affordable advertising options, with a minimum budget of just $1 per day. This makes it a great choice for small businesses with limited advertising budgets.
  • User-friendly: Setting up a Facebook ad campaign is relatively easy, and the platform offers many helpful guides and resources to help you get started.

Cons:

  • Aging Demographic: Facebook is known as your parents and grandparents social network and it may be difficult to reach a younger demographic.
  • Ad blockers: Some users may use ad-blocking software, making it harder for your ads to reach your target audience.
  • Privacy concerns: With recent privacy concerns like the Apple changes mentioned earlier, Facebook may become less popular, leading to a decrease in advertising effectiveness.
Facebook ads concept

Google Ads

Google Ads, specifically search ads is the go-to platform for businesses looking to reach users actively searching for solutions on Google. Here are some pros and cons of using Google Ads:

Pros:

  • Advanced targeting: Google Ads allows you to target users based on keywords, location, device, and audience. This means you can reach users who are actively searching for real estate or a brokerage like yours.
  • High intent: Users searching on Google have high intent, meaning they are actively looking for a solution to their problem.
  • Flexibility: Google Ads offers a wide range of ad formats, including text, display, and video ads.

Cons:

  • Competition: Google Ads is highly competitive, meaning you may have to pay more for keywords in high-demand niches.
  • Cost: Depending on the keywords you target, Google Ads can be expensive.
  • Complex: Google Ads can be difficult to set up and requires a more in-depth understanding of advertising and analytics than some other platforms.

YouTube Ads

Although YouTube is also a Google property we treat it separately as YouTube is the second-largest search engine in the world, making it an excellent platform for businesses looking to reach a massive audience. Here are some pros and cons of using YouTube Ads:

Pros:

  • Video: YouTube Ads allow you to create video ads, which can be more engaging than other types of ads.
  • High intent: Users on YouTube have high intent, meaning they are actively looking for a solution to their problem.
  • Targeting: YouTube Ads allow you to target users based on demographics, interests, behavior, and location.

Cons:

  • Cost: Creating high-quality video ads can be expensive, and running them on YouTube can be costly, especially if you are targeting a broad audience.
  • Ad skipping: If your ad content is not engaging some users may skip your ad, meaning you don’t get the full value of your investment.
  • Video production: Creating a compelling video ad requires a high level of skill and resources, making it difficult for small brokers to create quality content.
YouTube Ads Concept

TikTok Ads

TikTok is a relatively new social media platform that has taken the world by storm, especially among young users. Here are some pros and cons of using TikTok Ads:

Pros:

  • Young audience: TikTok’s primary audience is young, making it an ideal platform for businesses targeting this demographic.
  • Trendsetting: TikTok is a platform where trends are born, making it an excellent place to showcase new and innovative approaches to solving problems.
  • Video: TikTok Ads allows you to create video ads, which can be more engaging than other types of ads and allow a more personal human element.

Cons:

  • Limited targeting options: TikTok’s targeting options are not as advanced as some other platforms, meaning you may not reach your desired audience.  Although the TikTok algorithm does a remarkably good job at offsetting this.
  • Uncertain future: TikTok’s future is uncertain due to political concerns, meaning it may not be a reliable platform in the long term.
  • Inexperience: TikTok Ads is a relatively new platform, and not many businesses have experience with it, making it challenging to navigate.

LinkedIn Ads

LinkedIn is a social networking platform geared towards professionals, making it an ideal platform for B2B marketing. Here are some pros and cons of using LinkedIn Ads:

Pros:

  • Professional audience: LinkedIn’s audience is primarily professionals, making it an ideal platform for B2B marketing.
  • Targeting: LinkedIn Ads allows you to target users based on their job title, industry, and company size.
  • Ad formats: LinkedIn offers a range of ad formats, including sponsored content, sponsored InMail, and feed display ads.

Cons:

  • Cost: LinkedIn Ads can be expensive, with a minimum cost per click (CPC) of $2 and high cost per thousands (CPM).
  • Limited audience: LinkedIn’s audience is limited to professionals, meaning it may not be suitable for brokerages that want to target potential buyers and sellers.
  • Technical Stability: LinkedIn’s platform is not as technically robust as Google or Facebook.  Although this has been improved in the years since Microsoft has taken over ownership of it.
LinkedIn Ads

Choosing the Right Advertising Platform

Now that we’ve explored the pros and cons of each platform, how do you choose the right one for your business? Here are some factors to consider:

  • Budget: Consider how much you can afford to spend on advertising and which platforms offer the most affordable options for your budget.
  • Target audience: Think about where your target audience spends their time online and which platforms are most popular with them.
  • Ad format: Consider which ad formats are best suited to your goals and objectives and which platforms offer those formats.
  • Experience: Consider your level of experience with advertising and which platforms are easiest for you to navigate.

In conclusion, choosing the right advertising platform can be challenging, but by considering the pros and cons of each platform and your specific business needs, you can make an informed decision.

Whether you choose Facebook Ads, Google Ads, YouTube Ads, TikTok Ads, or LinkedIn Ads, remember to monitor your campaigns and adjust them as needed to ensure you get the most value for your advertising dollars.

Always be recruiting

Research Report: Why You Should Always Be Recruiting

XL Technologies has developed a comprehensive research report titled “Why You Should Always Be Recruiting” to help address the difficulty of finding top real estate agents to join your team. Due to the increasingly competitive nature of the industry, waiting for talented agents to come to you is not a viable strategy for success, even in mild economic downturns.

The report explores the current state of recruiting, including the obstacles and opportunities present in the industry. It also offers insights into the retention strategies of agents, which will help you understand what motivates them to remain with a brokerage.

In addition, the report examines the advantages and disadvantages of passive and active search approaches, providing essential information in determining the best strategy for your brokerage.

Always Be Recruiting Research Report

Finally, XL Technologies provides four effective tactics to build your agent pipeline, which can give you an edge over the competition.

If you are serious about attracting top real estate agents, the “Always Be Recruiting” report from XL Technologies is an absolute must-read. Download your copy today to gain valuable insights into the recruiting process and stay ahead of the competition.

Download the “Why You Should Always Be Recruiting” Research Report

Gain the upper hand in the war for real estate talent by downloading XL Technologies’ “Always Be Recruiting” report and learn the strategies to attract, engage, and retain top agents.

The Power of Recruitment and Retention in Modern Real Estate Brokerages

Recruitment and Retention Strategies for Modern Real Estate Brokerages

Improve Your Real Estate Brokerage’s Success with Modern Recruitment and Retention Strategies

As the real estate industry evolves, so do the ways in which brokerages recruit and retain agents. Traditional methods of tackling these ideas may no longer be effective due to the emergence of a new generation of young, educated, and ambitious agents who seek more than the standard tools, training, and support from their brokerage. Today’s real estate agent is an entrepreneur seeking a brokerage that can foster an atmosphere of success and retain them with a culture that aligns with their values.

A recent article in Fast Company stated that culture has become more important to millennial workers with nine in ten saying it is “extremely important” for them to have nurturing culture at work.

Brokers frequently regard recruitment as their most significant goal, yet often do not have a dedicated focus on it. Many tend to recruit only when they have time or have lost agents. Their approach to outbound marketing initiatives is often too generic to appeal to modern agents, and they fail to distinguish themselves from other brokerages in their market. They don’t even establish a profile of their ideal agent, taking a “Spray and Pray” approach to recruit, which involves sending out mass messages via text or email without any real strategy.

The Push vs. Pull Approach

Brokerages must understand that recruitment and retention are equally crucial to their success. Instead of pushing their message out to every agent in the market, they should focus on building a strong, loyal, and productive team of the type of agent they are looking to attract. To do this, brokers must know who their ideal agent is and how much the lifetime value of that agent is worth before embarking on any recruiting outreach.

Brokers need a dedicated recruitment and retention strategy with a clear and well-defined process that outlines the steps that should be taken to attract, train, and retain the best agents in their market.

There is also a need for a shift in the verbiage used in the traditional brokerage model. Expressions such as “attraction,” “investing in,” and “talent” or partnering with are more professional, modern, and appealing to the modern-day agent. This language change can help brokerages better connect with agents and convey a sense of partnership rather than ownership.

Do you Speak Their Language?

Most recruiting materials fail to convey recognition, respect, and a sense of partnership. They don’t speak the language of modern agents, even though the agent is the prime customer. Brokerages need to elevate their messaging, separate themselves from their competition, and move their target agents to action with value-based messaging to attract a steady stream of quality agents. To do this, brokerages must take an omnichannel approach, with targeted advertising campaigns, social media marketing, display advertising, and email campaigns that communicate value over features.

In fact, a recent survey of hundreds of agents in the United States and Canada, conducted by RE/MAX, found that a positive brokerage reputation is one of the driving forces behind an agent’s decision to join any particular brokerage. Therefore, it’s critical for Brokers to establish themselves as leaders in the market.

Stop Yelling Into an Empty Room.

Providing competitive compensation plans, tools, and resources for success is one of the critical factors in attracting and retaining top real estate agents. However, if a prospective agent never gets that message, it’s like yelling into an empty room; nobody will hear you. Therefore, brokerages should invest more in omnipresence advertising and marketing to keep their message in front of the agents in their markets. This allows them to maintain top-of-mind awareness, so when agents are ready to make a change, they are drawn to the messaging and take the desired action to reach out and start a conversation.

Developing an Omnipresence?

Some way to develop omnipresence is to:

  • Define who your ideal agent is and what their lifetime value is.
  • Develop clear, concise messaging that focuses on value, not features.
  • Advertise that value on multiple platforms, so keep your message in front of your target agents.
  • Automate the process to nurture agents from the initial consideration stage to onboarding.
  • Conduct surveys of your current agents to understand why they joined you and what makes them stay with you.

Look in the Mirror.

Remember that most brokerage owners are not great at objectively evaluating themselves. Therefore, it’s best to leverage a marketing and advertising firm specializing in developing and executing omnipresence advertising campaigns. For instance, when we work with our clients, the first thing we do is conduct a series of interviews with leadership and develop an objective SWOT analysis before any messaging is developed.

SWOT Analysis

This initial research is critical to ensuring the messaging and value are clearly defined. Next, we help them determine the ideal agent they want to attract. This is done through a series of exercises and analysis of their current roster. Once we have our perfect target agent to communicate with, we look at the competitive landscape. This involves researching what each competitor in the market is doing to attract and retain agents. From there, we decide on the target platforms best suited to reach their ideal agent avatar. After completing all the research, we start designing a strategy to communicate our client’s value. This often requires a complete overhaul of all massaging and outreach strategies to pull in the targeted agents. This can include social media advertising, retargeting campaign, and developing a dedicated recruiting website so prospective agents can investigate the positive impact of making the switch. It’s important to remember that having one page on your current consumer-facing site with a list of bullets and a form is not enough. The copy and imagery on the page need to convey value, not features. Copy needs to be structured to highlight how the agent’s 0life will improve by making a change. It must logically walk them through the broker’s value proposition so they want to contact you and learn more.

In conclusion,

Modern brokerages need to develop a solid recruitment and retention strategy that aligns with the values and expectations of today’s real estate agents. To attract and retain top talent, brokerages must focus on building a culture of success, speak the language of modern agents, and use value-based messaging to differentiate themselves from their competition. Investing in advertising and marketing campaigns that communicate the brokerage’s unique value proposition can help keep their message in front of their target agents and foster a sense of partnership, resulting in a steady stream of quality agents who will drive the brokerage’s success.

Unlocking the Power of AI in Real Estate

Unlocking the power of AI in real rstate

The real estate industry faces unprecedented challenges due to significant changes, including reduced transactions in residential markets, rising office vacancies, and the potential impact of AI on the profession. While AI presents exciting opportunities, it lacks the capacity to perceive the nuances of human interactions and the intangible features of a property that buyers and sellers consider during a transaction. However, integrating AI tools and human expertise can deliver superior results in real estate transactions.

The Importance of human expertise in real estate transactions

Although AI tools like ChatGPT are being used in various real estate tasks, such as writing listings, calculating mortgage payments, and analyzing real estate databases, there is still a need for human expertise. Particularly when it comes to understanding the cultural context of a transaction and interpreting the body language of the parties involved. Human intuition, empathy, and cultural context are essential factors that cannot be replicated by AI.

AI and Real Estate

The integration of AI and human expertise in real estate transactions

The future of the industry is likely to involve the integration of AI tools with human expertise, with the two working in tandem to deliver superior results. Robert Dodd, the CEO of XL Technologies, emphasizes the importance of augmented intelligence in the real estate industry, “stating that AI and human expertise should work together to deliver superior results.” AI tools can introduce potential bias and prejudice into real estate transactions, which is a significant concern. Therefore, the industry needs to address this issue by embracing anthropology intelligence, a third type of AI that provides cultural context to enhance human decision-making.

Tips for leveraging AI tools in real estate

Real estate professionals and companies can leverage AI tools to increase industry efficiency and lower commission fees. Here are some specific tips:

  • Use AI-powered chatbots to handle basic inquiries from potential buyers and sellers, freeing up time for human experts to focus on more complex tasks.
  • Leverage predictive analytics to anticipate market trends and adjust pricing strategies accordingly.
  • Use AI-powered tools to identify potential leads and create targeted marketing campaigns.
  • Incorporate virtual and augmented reality technologies to create immersive property tours and enhance the buying and selling experience.

Where do we go from here?

In conclusion, integrating AI tools and human expertise is crucial for the future of the real estate industry. While AI presents exciting opportunities, the importance of human intuition, empathy, and cultural context cannot be underestimated. By leveraging the strengths of both AI and human expertise, the industry can deliver superior results and overcome the critical challenges it faces. It’s essential for the industry to embrace change, whether through AI or other innovative solutions, to ensure its continued growth and success.