When it comes to recruiting sales agents you can’t go past hosting a careers night, said Daniel Spencer, director of real estate business growth training firm Activate. But it is important to set aside at least $10,000-$15,000 to do it properly, he said.
“If you are going to do it, then my advice is to do it properly,” Mr Spencer told Real Estate Business.
“This includes the location, speakers and advertising.”
Mr Spencer worked directly with Raine & Horne principal Gerard Hill of Raine & Horne Newtown/East Sydney/Surry Hills to launch a recent careers night.
The event, which was held at the Sheraton on the Park in Sydney, included an opening address from Angus Raine, CEO of Raine & Horne; Michael Harris, the number one sales agent across the Raine & Horne Newtown/East Sydney/Surry Hills offices; and Andrew Coulson from Think Real Estate, who discussed how to become a qualified agent.
The event was promoted via the breakfast show on the 2DAY FM radio station, and the Australian Financial Review.
“I’ve worked on quite a few career nights and it is so important to show what the company represents,” Mr Spencer said.
“It was great to have Angus there, giving the audience a chance to hear his message and learn more about the direction Raine & Horne is going.”
The night was a “success” according to Mr Hill, with about 80 interested members of the public filling the room to listen to the speakers, and just under 50 people completing a registration form.
“This is our first careers night but we are very happy with the turn out,” he told Real Estate Business.
“Without knowing the quality of the people yet it is hard to say whether we have the next big thing in real estate.
“Like most recruitment strategies you’ll be able to tell how successful the night was in two years down the track, but we are confident.”
According to Mr Spencer, it is paramount to be upfront with attendees about the realities of real estate, including the selection process, when holding a careers night.
“A careers night isn’t designed to be a sell. Instead it should be all about educating a room full of people about what it is an agent does - the positives and the negatives,” he said.
“There is no point trying to mislead, because at the end of the day you want recruits that are interested in real estate in the long term, and unfortunately only 20 per cent of agents survive the first 12 months.”
Mr Spencer also mentioned another career night he hosted on the Gold Coast that attracted almost 200 people.
“There are areas in Queensland [and Northern NSW] that are definitely rocketing, for instance Tweed Heads, so I think that can account for the high level of interest,” he said.
“I also believe that the four day easy entry point can be an attraction to some people who are looking to start a new career fast.”