XL Technologies helps one of the nation’s top commercial real estate brokerages recruit residential agents to train as commercial brokers.
As a leader in digital marketing and real estate agent targeting, XL Technologies’ marketing team created a multi-channel recruiting marketing campaign using LinkedIn’s Sponsored InMail, Facebook, and traditional email marketing to target Bay Area licensed real estate professionals interested in considering a career in commercial real estate.
The challenge:
NAI Northern California was looking to grow the number of commercial brokers currently working for them. Previously, the company tried typical candidate sourcing options like Glassdoor, Zip-Recruiter, and Indeed. Finding it difficult to source new talent who were licensed real estate professionals, they turned to XL Technologies to develop & execute a plan to target residential agents open to making the switch to a career in commercial real estate.
The solution:
After an initial discovery session with the key decision-makers, we determined the ideal audience and messaging for an aggressive outreach campaign that spanned multiple channels.
The campaign included the following:
| Creative development of all campaign assets, including advertising graphic design and copywriting. | Custom recruiting website that communicated the NAI’s value proposition highlighted success stories and gave potential candidates an easy way to contact an NAI recruiter for a personal interview. |
| Custom integration of the recruiting website directly into the company’s Lever applicant tracking system. | Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals, segmented to the San Francisco market area that NAI Northern California serves |
| Created a 16-step email sequence targeted at a cold audience to drive interest in the brand and allow us to retarget the real estate professional prospects on various platforms. | Created over 22 ad campaigns and over 50 ads to target the audience with varied messaging and creative to keep the campaigns from going stale and performing at maximum efficiency. |
| Ongoing campaign management, optimization, and reporting, making adjustments as needed using A/B testing and other techniques. As part of this, we developed a series of monthly summary reports for campaign evaluation automatically delivered to the NAI Northern California management team. |
“The Team at XL did a great job of attracting a steady stream of licensed realtors to inquire about joining our commercial team. They also did an amazing job filling the room at all our recruiting events.“
Brett Stratton – Sr Managing Director
The results:
This multi-channel approach, coupled with our proprietary database of real estate professionals, significantly increased the number of candidates who applied for the open positions resulting in the following:
626
New candidate
Inquiries
95%
Of the Real Estate agents reached
622
Impressions of the NAI Northern California brand
