Category Archives: Case Study

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.

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.

Case Study: NAI Northern California

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

Case Study: Alta Realty Group

How XL Technologies helped Alta Realty Group CA grow its brokerage.

XL Technologies helps discount broker develop their brand and recruit residential agents in California.

As a leader in digital marketing and real estate agent targeting, XL Technologies’ marketing team helped this start-up brokerage develop its brand identity and grow its agent, count through an omnichannel advertising campaign.

The challenge:

Alta Realty Group was looking to develop a unique brand identity for their new 100% commission brokerage model and execute an aggressive growth strategy to recruit real estate agents. Although they saw brand development as a priority, the overall brand strategy was not well executed and had not been seriously thought out. That means it was going to be hard for agents to see the difference between the various brokers in the market and what Alta Realty Group had to offer, which created immense challenges for recruiting quality agents.

The solution:

When the team at Alta Realty first contacted us, they had nothing more than an idea for their brokerage and a sketch on the back of a sheet of paper for a logo they envisioned.

After we had an initial discovery session with the key decision makers, our team worked with them on a strategic vision for the new brand and what they wanted the brand to represent. The key stakeholders communicated to our team that to them, the meaning of Alta was going higher, reaching new heights in your career and upward mobility. They wanted to convey that a new agent could grow their business if they choose to work at Alta Realty Group.”

Once our strategy was outlined and approved, our team got to work. We produced a series of logo designs, with the team at Alta Realty Group finally settling on one they liked.

Once the logo was established, our design team produced a complete branding and identity package to maintain brand consistency. Developing a brand identity involves more than just making a logo design. Research into the company’s values is necessary to collect inspiration from which to draw ideas. Concept sketches are then developed into a visual identity that represents the brand, which consists of not just the logomark but also a complementary color scheme and typography that provide consistency across the entire brand image.

Once the branding was set, the next task was to continue doing extensive user research, which included developing personas based on the target audience. From there, we worked with management to outline the traits of the perfect agent that Alta Realty Group wanted to attract.

Wireframe mock-up and persona development

However, the partners at Alta Realty Group needed more than just a name and a brand voice. They needed a true brand essence and a personality to showcase their vision and separate them from the competing brokers in the area.

Once the branding was agreed upon, the second phase of the project was to develop a recruiting website that communicated the Alta value proposition and positioned them as leaders in the markets they served.

Final recruiting website design

We did this by creating a series of wire-frame mock-ups to define the way the information was going to be organized and communicated to the target agents.

Now that we had a clearly defined brand and a website to support the brand, the team moved on to the digital advertising campaign. It was decided that we would start with an aggressive email outreach campaign followed up by an equally aggressive Facebook ad campaign to introduce the target agents in the market to the newly created brand.

Email campaigns

The advertising campaign included

Creative development of all campaign assets, including graphic design and copywriting.Email campaigns utilizing our proprietary database of real estate professionals segmented to the Orange County market area where Alta Realty Group was looking to grow market share.
Custom integration of the recruiting website directly into the Alta Realty Group lead management system.Developed targeted audiences using Facebook’s interest level categories and XL Technologies’ proprietary database of real estate professionals to develop a custom target audience.

Reporting and measurement

We also provided 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 that were automatically delivered to the Alta Realty Group management team.

“XL Tech are experts at real estate recruiting. They really take the time to understand your model and position your brokerage in the market so that agents want to work for you. I could not be happier with the results. Just ask the 316 + agents they helped me attract this year alone. “

Timothy Manno – Lead Recruiter Alta Realty Group CA

The results

This multi-channel approach, coupled with our proprietary database of real estate professionals, attracted over 258 leads allowing Alta Realty to hire over 100 agents
within a 4-month period:

1,008

Direct Recruiting Leads from interested agents

96%

Agents and Brokers reached in their geographic area

4Mil+

Impressions of the Alta Realty brand

Ready to start growing your brokerage
with the same strategies?

How XL Technologies helped North Group Realty Grow their Brokerage.

XL Technologies helps new, upstart brokerage recruit residential brokers in the Carolinas.

As a real estate agent recruiting leader, XL Technologies’ marketing team helped this start-up brokerage grow its agent roster through an omnichannel advertising campaign and targeted follow-up nurturing campaign.

The challenge:

NorthGroup Real Estate was looking to quickly build its agent roster for a new 100% commission brokerage opening in the Carolinas. However, none of the agents in the area knew anything about the NorthGroup brand and value proposition. Since senior management was already familiar with email marketing to advertise to agents, they wanted to start with an email-only approach. However, after meeting with the consulting team at XL Technologies, NorthGroup management decided to let us design and execute a comprehensive omnichannel advertising campaign strategy designed to saturate the area with their brand and messaging. Fast-tracking the exposure of their new brand to every real estate agent in the territories they covered.

The solution:

After an initial discovery session with key decision-makers, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel outreach campaign that spanned multiple states.

Once we defined the targeting, the second phase of the project was to develop a recruiting website that communicated the NorthGroup value proposition and positioned them as experienced leaders in the target markets.

We did this by creating a series of wireframe mockups to define how the information was going to be organized and communicated to the target agents.

After we completed the mockups, our copywriters went to work by crafting the copy that told the story of NorthGroup 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 up by an equally aggressive Facebook ad campaign to introduce the target agents in the market to the newly created brand.


The advertising campaign included the following:

Custom integration of the recruiting website directly into the NorthGroup scheduling and lead management systems.Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where NorthGroup Real Estate was looking to grow its market share.
Developed targeted 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 creative to keep the campaigns from going stale and performing at maximum efficiency.
Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creative to keep the campaigns from going stale and performing at maximum efficiency.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 NorthGroup Real Estate but did not convert.
We implemented a comprehensive follow-up strategy with responses to all leads within five minutes of submission via email and text messaging.We implemented a comprehensive follow-up strategy with responses to all leads within five minutes of submission via email and text messaging.
Pre-qualified all leads and booked only the qualified leads on the brokers’ online scheduling system.
Continuous campaign management, optimization, and reporting. Which included monthly summary reports regarding campaign performance that were reviewed with management.
Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join

Scott Wilkinson

“XL Tech did an outstanding job. Originally I was a little skeptical, but I followed their lead, and they did not disappoint. Our agent growth has been nothing short of amazing. I highly recommend XL Technologies for any broker, big or small, that wants to grow their agent count fast.”

Scott Wilkinson, Founder/CEO NorthGroup Real Estate

The results:

This multi-channel approach, coupled with our proprietary database of real estate professionals, attracted over 343 leads allowing NorthGroup to hire over 130 agents within a five-month period at an average cost per lead of $35.39.

586

Agent leads at an
average cost per
lead of $35.39

88%

Contact rate off
lead inquiries

252

New agents hired in
5 months with 40%
conversion rate


Ready to start growing your agent brokerage?
with the same strategies?

Contact us today and start growing your agent roster

NAI-EVENT-COVER

Case Study: NAI Northern California Event Marketing

XL Technologies raises brand awareness and captures the attention of real estate professionals in the San Francisco Bay Area with targeted event marketing.

As a leader in digital marketing and real estate agent targeting, XL Technologies’ marketing team created a multi-channel event marketing campaign using LinkedIn’s Sponsored InMail, Facebook advertising and traditional email marketing targeting Bay Area licensed real estate professionals, significantly increasing the awareness of the NAI Northern California brand and attendance at the company’s monthly open house events.

The challenge:

NAI Northern California wanted to further establish itself as a leader in the commercial real estate space and raise awareness of its brand, while increasing attendance at its monthly open
house events.


To do this, NAI Northern California needed to target licensed real estate agents in the Bay Area interested in exploring a career in the ultra-competitive Northern California commercial real estate market.

The solution:

After an initial discovery session with 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 copywritingCustom event landing page to communicate the value of the open house event and capture the RSVPs
Integration of the RSVP list into a shared Google spreadsheet so NAI Northern California staff could follow up and confirm attendance.A series of LinkedIn Sponsored InMail campaigns targeting residential and commercial real estate professionals within the San Francisco DMA.
Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the San Francisco market area that NAI Northern California serves.Facebook advertising campaigns utilizing both
Facebook’s interest level category targeting and XL Technologies’ proprietary database of real estate professionals to develop a custom target audience.
Custom display ad retargeting campaign via multiple advertising networksOngoing campaign management, optimization, and reporting.

The results:

This multi-channel approach, coupled with our proprietary database of real estate professionals, significantly increased attendance over prior events the company ran on its own, resulting in the following:

359

RSVPs Generated
for the 6 Open
House events

576%

increase in RSVPs
over previous
events

61%

increase in website
visitors


Ready to start growing your agent brokerage
with the same strategies?