So, if a broker owner really wanted to build a mega monster traffic magnet lead generation machine, couldn’t he or she just mandate that team members create a regularly occurring piece of content around some theme?
Maybe the agent entrance interview would so something like this?:
Broker Pimp: So, what’s your niche biche.
Agent: I don’t really have one.
Broker Pimp: That’s ok, we’ll help you come up with one. Then we’ll help you work it In a way that generates copious lead flow for you.
Agent: Sounds great, so what do I have to do?
Broker:Well every agent here at Cosmodemonic Realty is required to contribute some form of content to our company blog on a weekly basis. All you have to do is create the content and email it in to our in house technomarketer Nick Burnsy editor guy. And we’ll take care of the rest: Syndication to your social profiles, some paid click advertising, seo… All you do is create that juicy content on the regular then wait for the phone to start ringing. Our weekly E-Newsletter goes out every Saturday morning and most of our agents generatlly get some kind of healthy interaction based on the content they’ve recently contributed.
Agent:But I’m not really that great of a writer.
Broker PimpThat’s ok… Can you take a picture or a video from your fancy phone?
Agent:Sure.
Broker Pimp:Cool. We’ll set you up with a secret email address that you can use to send area photos to. What town do you live in? Could you see emailing in a “Yourtown” Business of the Week” on a regular basis? Maybe with a quick sentence or 2 about the business? Or perhaps you’ve got the stones to just stop a neighbor on the street and ask them what they like about where they live?
Agent: Sure I guess, but I don’t want to limit myself so narrowly to one area.
Broker Pimp: That’s great! You’ll never be asked to only work within your designated niche focus, you’ll be free to contribute as much extra stuff as you want. In fact, most of the agents here will tell you that they’ve become quite addicted to content creation… that’s it proven to be a much better exercise then sitting around crying about how bad the markets been these last few years. Folks seem to not only enjoy the creative buzz, but they’re also sorta competing with eachother to see who’s stuff can generate the most comments and passing along on Twitter and Facebook.
Agent: Ok, I guess I’m starting to understand. But what’s all this web stuff going to cost me?
Broker Pimp Oh, nothing. We got this. All we need from you is that weekly piece of solid niche focused beat real estate reporting. Should only take you a few minutes, maybe a half hour or an hour tops. In return you’ll get a share of all the business we’re generating as a result of having become the most widely read online news source in town.
Agent Ok, so if this is all included in my commission arrangement… Hmm… What if I don’t want to participate? Could I maybe still the Glengary leads but receive a lower split in return?
Broker Pimp Biche, You Must Be Trippin! Sorry, this ones a non-negotiable deal breaker. You’re either willing to help yourself by helping the team in the manner we’ve been discussing, or we simply don’t want you. So what’ll it be? What’s your niche biche?
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Ken brand says:
Mitch and Murry send you did they? What if? Good question.
Cheers.
February 4, 2010 — 7:26 pm
Ryan Hartman says:
They sure did Ken… But if you ask me they need to put the coffee down too 🙂
February 4, 2010 — 7:39 pm
Robert Worthington says:
Ryan, I was literally laughing the whole time reading your post. How true it is, right!
February 5, 2010 — 8:29 pm
Cheryl Johnson says:
Okayfine. It’s pretty clearcut when interviewing a new recruit.
I want to hear your Broker Pimp have that conversation with a reasonably successful veteran agent of the Luddite variety that has been on the Broker’s staff for the last decade…..
February 6, 2010 — 4:43 am
Tom Johnson says:
Cheryl: In for a penny in for a pound. No content, no sponsorship. Of course this is in conjunction with closing the brick and mortar office and the discussion happens at your Starbucks branch.
Another option is to start a hip virtual brokerage alongside the brick and mortar office with higher splits and the content requirement. When the dino agents see the kids making more money, because production is posted at the brick and mortar store….
February 6, 2010 — 8:06 am
jay says:
As soon as I saw the title, I said, “That must be Ryan Hartman’s piece.”
Speaking of brick and mortar, I’m angry that one must have a legal office in Virginia to open a brokerage as a resident. In other words some semblance of brick and mortar. I had this vision of opening my own brokerage for a virtual online brokerage with NO office space based on principle.
Not going to happen.
But the JustNewListings.com brokerage is just a few weeks away I’m happy to announce. C ya NAR and other associations. I no longer will be forced to join your membership by my principle broker. The savings will be passed to my team of 5 and other agents.
j
February 9, 2010 — 6:40 pm
Mark Madsen says:
@Ryan – I got my first MU inside of an MU up today, we just have to work out some of the kinks. The WP change next month has been the real hold up on this 4 month project, but the foundation we’ve built should handle those upgrades without much stress. Let’s try and connect again this week and I’ll give you a sneak peek.
@Cheryl – The experienced agents actually get this concept, provided they’re honestly looking for ways to learn more about expanding their business through an online presence. However, the real challenge is getting the busy agents to continue with a regular content schedule once they get overwhelmed with new business.
February 10, 2010 — 12:52 am
Mark Madsen says:
@jay – nice site, Morgan really does an excellent job. Looks like you’ve put a lot of work into that project. Good luck with your new brokerage, looking forward to hearing about your evolution.
February 10, 2010 — 1:06 am
Ryan Hartman says:
Cheryl – That was all geared toward the seasoned agent. The newbies are easy. I suspect any broker who takes this approach would soon have the luddites knocking at the door anyway wanting to take part.
Mark- sounds cool, will look forward…
Jay – Congrats! I’m having a heck of a time finding a non nar affiliated broker in Pa. Any chance there’s some kind of network or something I’m not aware of?
February 10, 2010 — 7:29 am
jay says:
Cheryl, another association geared towards indies might be able to refer you to a broker http://nationalrealestatebrokers.org/Chapter-Pennsylvania.htm that is not part of NAR. Other than that, you usually have to open up your own store.
j
February 10, 2010 — 7:58 am
Ryan Ward says:
The only trick with requiring an agent to do something (like blog) is that you are getting dangerously close to creating an employee relationship rather than independent contractor.
February 12, 2010 — 9:47 am
Mark Madsen says:
Very good point, Ryan.
February 12, 2010 — 12:10 pm