larson profile of today's recruit 2012

Profile of Today’s SW Florida Real Estate Recruit

2012

Bagels, juice, fruit and coffee About Us Licensing Statistics DNA Agents Post-Licensing Co-Branded 14 Hr CE Interviewing and Selecting

Today’s Agenda

Florida Approved Real Estate School• Pre-Licensing• Post-Licensing• Continuing Education

Florida Approved CAM School• Pre-Licensing• Continuing Education

NMLS Approved MLO School• Pre-Licensing• Continuing Education

Fort Myers, Naples, Sarasota and Online

About LarsonEd

AffiliationsGreater Fort Myers and the Beaches Association of REALTORS®

• Core Law and Ethics provider – 7 times per year, including annual Tradeshow

Naples Area Board of REALTORS®• Core Law provider at annual Tradeshow

Punta Gorda-Port Charlotte-North Port Association of REALTORS®

• 14 Hour Continuing Education – 2 times per yearBonita Springs-Estero Association of REALTORS®Cape Coral Association of REALTORS®Sarasota Association of REALTORS®**NO other school is affiliated with this many**

5

SW Florida New Sales Associates

Lee, Collier and Charlotte Counties

02 03 04 05 06 07 08 09 10 11 12 (proj

)

10051129

1401

2178

1278

574 555

873735

859

1089

6

New Sales Associates by CountyLee

02 03 04 05 06 07 08 09 10 11 12

532607

784

1201

719

320 330

556454

507

637

7

New Sales Associates by CountyCollier

02 03 04 05 06 07 08 09 10 11 12 (proj

)

344 372

460

734

439

195162

239 215267

353

8

New Sales Associates by CountyCharlotte

02 03 04 05 06 07 08 09 10 11 12 (proj

)

129150 157

243

120

59 6378

6685

99

9

New Sales Associates by CountySarasota

02 03 04 05 06 07 08 09 10 11 12 (proj

)

310

372

482

579

300

188 172 186 190216

310

58134361

1207

3502

2894

1556

555

1694

Active Inactive

Lee Col-lier

Char-lotte

Sara-sota

10

ACTIVE vs. INACTIVE Sales Associates

8707

5917

1762

5106

637 353 99 310

8070

5564

1663

4886

New Existing

Lee Col-lier

Char-lotte

Sara-sota

11

NEW Sales Associates as a % of Total Sales Associates

7.3% 6% 5.6% 6%

Number of Brokerages and Branch Offices

There are 2239 registered brokerages and branch offices in SW Florida

934 in Lee 507 in Collier 161 in Charlotte 640 in Sarasota

Brokerages Registering a New Sales Associate 2009-2012

1,385 did not register a new sales associate

854 brokerages registered a new sales associate in 2009-2012 in SW Florida 4,177 new sales associates licensed in that period

Of the 854 brokerages that registered at least 1 new sales associate during that 4-year period…

Brokerages Registering a New Sales Associate 2009-2012

748 registered 5 or fewer new sales associates

106 brokerages registered 6 or more new sales associates 46 FRANCHISE/CORPORATE OWNED

1088 Licensees 24 avg. or 6 per yr.

60 BOUTIQUE/INDEPENDENT OWNED 898 Licensees 15 avg. or 4 per yr.

“Survey Says…”

Each of our real estate licensing students completes an Anonymous Survey at the conclusion of Course I. The following data were collected from February, 2009 – November, 2012

Q. What is the primary reason for attending real estate classes?

1.Attributes of the business

Be my own boss / help people buy / freedom / like helping people find a nice home / like people, like houses, like money / love real estate

17

Reason for Attending Real Estate ClassAttributes of the Business

35%

57%

63%

54%

2009 2010 2011 2012


2. Income and investment opportunities

only means to make good money today / love real estate investing / market is improving / now is the time / want to be on top of investments

19

Reason for Attending Real Estate ClassIncome and Investment Opportunities

41%

29%26%

23%

2009 2010 2011 2012


3.Career Change

New career, sales oriented / it fits at this point in my life / always thought about it / more control of future

21

Reason for Attending Real Estate ClassCareer Change

12%

10%

8%

15%

2009 2010 2011 2012


4.Another tool in my belt

Background in lending / property management / CAM / contacts in finance / construction / foreclosure

23

Reason for Attending Real Estate ClassAnother Tool in My Belt

12%

4% 4%

9%

2009 2010 2011 2012

24

What do real estate recruits do now?

RE Related Self Services Sales Medical

24%

16%

19%

10%

2%

24%22%

13%

10%

5%

26%

21%18%

10%

5%

2010 2011 2012

“Other Category” 29% in 201026% in 2011 20% in 2012

25

Agents Already Committed to a Broker Before Enrolling in Class

Committed Not Committed

27%

73%

25%

75%

26%

74%75%

25%

2010 2011 2012 Nationwide

26

Those who were already committed to a broker before class…

81%

9% 6% 4%

Relationship Training Recruited More Money

Zig Ziglar (1926 – 2012) on Building Relationships

“If you go looking for a friend, you're going to find they're very scarce. If you go out to be a friend, you'll find them everywhere.”

Zig Ziglar (1926 – 2012) on Working for Money

The railroad story…

…and the Larson story.

29

New Agents by Age

18-24 25-34 35-44 45-54 55-64 65+

8%

17%19%

30%

19%

7%

12%

21%23%

25%

17%

3%

15%

22%21% 22%

18%

3%

2010 2011 2012

30

New Agents by Age

18-34 35-54 55+

25%

49%

26%

33%

48%

20%

37%43%

21%

2010 2011 2012

Real estate field attracts younger agents

Keller Williams Realty agents Kendra Hoefs, 26, and Jessica Berube, 32, are part of a growing trend toward younger real estate agents in Southwest Florida. Sarah Coward/The News-Press

This year’s crop of new real estate agents in Southwest Florida is younger and savvier about new technology – and they’re more serious about their work.


“They’re graduating from Florida Gulf Coast University, from Edison State College, from Southwest Florida College, and they get done and they say, ‘Well, there’s not a job there for me,’^” said Brad Larson of Larson Educational Services. “They may have friends or family in real estate, and there’s the relative ease of entry: 30-day approval (by the state), $600 in fees, eight days of classes and they can have a real estate license and be up and running.”

Steve Koffman, a broker associate with Century 21 Sunbelt in Cape Coral, said he’s noticed the edge younger agents have because they’re more at ease with social media.

“As the economy stagnates, I’ve been focusing on trying to hire some 20- and 30-something agents,” he said. “The younger people, they’re advertising on Facebook, their lives are very different from the way mine has gone. They’re on top of the tech stuff.”


Some of the new agents are attracted by the open-ended nature of real estate sales.

“It’s all self-motivation because you don’t have a boss,” said Kendra Hoefs, 26, an agent with Keller Williams Realty in Bonita Springs who started a year and a half ago. “We’re all independent contractors. You’re motivated constantly to find your next client.”

Branden Leeb, 25, who’s been an agent on Koffman’s team since April 2011, said that when he moved here from Maryland and bought a house, “I went out with my Realtor and watched what they did, and I said, ‘This real estate business, I could do this.’


Getting started isn’t easy, he said. “It is a very hard business to get off the ground,”

But he’s found that “being Internet savvy gives you an edge.”

That can mean being able to move briskly through the digital system that replaced the paperwork of creating a new listing or putting a house under contract, he said. “The old school guys were used to having a file to hold onto.”

Larson said being willing to adapt to new conditions is something that has always been important in real estate


Digital Natives, Digital Immigrants: Technology, the Consumer and the Agent

Way back when… Not too long ago… TODAY!

Digital Natives, Digital Immigrants: Technology, the Consumer and the Agent

1. While the consumers‘ goals have remained the same for decades, they are no longer the people our real estate system was designed to serve

2. DIGITAL NATIVES represent the first generation to grow up with computer technology

a. Computer games, email, the Internet, Facebook, smartphones and texting are integral parts of their lives

b. They think and process information fundamentally differently than predecessors

c. They are used to receiving information really fast

d. They like to parallel process and multi-task

e. They prefer their graphics before their text rather than the opposite

f. They function best when networked

5. Those who were not born as natives but have adopted many or most aspects of the new technology are DIGITAL IMMIGRANTS

a. They may not appreciate the skills that the natives have acquired

b. They speak a different language (or the same language with a discernible accent)

6. Today‘s real estate agents could be classified as DNA, DIA, or DOA:

a. DNA = Digital Native Agents

b. DIA = Digital Immigrant Agents

c. DOA = Digital Oblivious Agents

7. The DOA group was once the guardians and only source of information

I’m “Oblivious”

a. Today market information and property availability is much more accessible

b. So consumers are seeking more than simply information from agents

8. Consumers expect real estate professionals to be technologically adept and may not work with someone who is not

“I love technology!”

The QuandaryDigital Native

Technology acumen

Real Estate/Businessacumen

Digital Immigrant

Real Estate/Business acumen

Technologyacumen

The QuandaryDigital Native

Technology acumen

Digital Immigrant


How do we get the pie pieces to be more equal?

Training and Education


Technology acumen

Date: Friday, December 14, 2012Time: 1:00 pm - 5:00 pm

Tuition: $28

Mark Twain on Goals

“A goal properly set is halfway reached.”

Date: Friday, December 14, 2012Time: 9:00 am - 12:00 pm

Tuition: $28

3 CE Credit Hours for Real Estate Licensees

45 Hour Post-LicensingLarsonEd has its OWN 45 Hour Post-

Licensing course approved through the DBPR

It is 1 of only 3 approved in the stateIt is SW Florida market specific,

up-to-date, and includes technology and marketing information that does not exist in any other state approved course

Post-Licensing TopicsCore Law Legal UpdateDevelopment of Business PlansMarketing and PromotionReal Estate and the InternetProspecting for SellersPricing and ListingHow to Find and Finance BuyersFrom Contract to ClosingSuccessful Real Estate Negotiations

14 Hr CECustomized

for your brokerage.

Co-Branded 14 Hour Continuing Education

Starting January 1, 2013 you can offer a Continuing Education solution to your office:

State approved Correspondence Course PDF workbook that is formatted for tablets and smartphones Includes mandatory Florida Core Law Co-branded with your company logo on the cover Flat rate of $29 paid by student at time of final exam submission Materials are updated every 3 months to reflect legislative and

market changes Provides consistent curriculum and knowledge base for your

brokerage – everyone will be learning from the same source

What is YOUR viewpoint?

Q. As an employing broker or manager, are you considering increasing your efforts to attract new recruits?

THE FUTURE OF THE INDUSTRY THEY ARE PLEASANT AND TAKE DIRECTION THEY ARE EAGER TO LEARN THEY HAVE ENTHUSIASM FOR A FAST START

Interviewing and SelectingNew Licensees

A question posted online by a Digital Native

“Hi, I am about to apply for a real estate salesperson job and have a question. I read mixed things about real estate job interviews. I read somewhere on the web that they ask specific knowledge questions about laws and regulations, but I hear by word of mouth that the interviews are typically easy and you basically interview the broker about the company.

Would you know which is correct? I'm nervous about it because I have no idea what to expect and I'm just out of college so I've never interviewed with regular, non-real estate firms before. Can you give me any information or advice? Is it like a regular job interview or not so much?”

Interviewing and SelectingNew Licensees

Laurel McAdamsReal Estate Brokerage – A Management Guide (7th Edition)

“Each personnel position needs to be filled by a methodical process and do so within a legal framework. Discussions about employment laws, job performance-based qualifications, and compensation management are major centerpieces of the employment process.

Whether a person is an employee or an independent contractor has no relevance when it comes to recruiting, selecting and hiring procedures.”

The Employment Process

The employment process consists of:

• Recruiting• Prescreening• Interviewing• Selecting• Hiring


Recruiting

Generate a pool of candidates for consideration

Recruiting

Throw out a big net.


Prescreening

Application and preliminary interview to gather information to pursue next step.

Decision Point 1

Prescreening

Look for BRAINS and TALENT and SELF-MOTIVATION.

Don’t confuse EXPERIENCE with BRAINS and TALENT and SELF-MOTIVATION. Don’t gossip about other brokers.


Formal Interview

Formal job interview(s) to gather sufficient information to make a decision whether to hire an applicant.

Decision Point 2

Formal Interview

Find out about THEM. LISTEN more than you talk. Do their skills and traits fit your culture?


Selecting

Review information gathered about applicant and determine whether applicant is a suitable fit.

Decision Point 3

Selecting

Select ONLY the self-motivated who will be actively engaged. Sell the BENEFITS of your brokerage, not just the FACTS.


Hiring

Make job offer and establish personnel file.

Hiring

Sign acknowledgement of reading Policies and Procedures Manual. Sign Independent Contractor Agreement specifying that it is not an employer-employee relationship for IRS purposes.

Be a Participating Broker at Larson Educational Services

Materials at LarsonEd Career Night Regular delivery of Course Schedules LicenseTrak Scholarship Program

Only 26 Vouchers have been submitted in 2012 Broker Connection on LarsonEd.com

Recruiting Resources through LarsonEd

Currently 30 Brokers are on Broker Connection at LarsonEd.com

Broker Connection on LarsonEd.comWe connect with each other

Your electronic recruiter

22,000+ pageviews per month

4,000+ students in 2012

Use our site to simplify and speed the licensing process

$100 setup / $75 per year

100+ Career Night Attendees

150 new students per month

Send them to LarsonEd

Learn Have fun Pass Come back

alive!

STATE EXAM PASS RATENo one has more effective sample exams, tutors and course workbooks.

All others Larson Course I + Prep

44%

92%

Benefits of LarsonEd

Our unique course development strategy prepares for exam success

Our students don’t just start, they get a license.

Our students come back to you alive, happy and excited

They will succeed on the exam They will NOT be recruited or

solicited Their energy will carry into the office


We cater to brokers who recruit: Massive scheduling for a fast start Competitive pricing Consistency in educational

objectives, materials and instructors

Consistency with in-house training BROKER CONNECTION


In short, we will be YOUR SCHOOL

STATE LAW misconception: NOT 3 referrals!!

Thank you, and best wishes for continued success!


Treats created by our very own Stefanie Watson!

www.stefaniessweetconfections.com

Pick up your treat before you leave – From the Larson family

BONUS Section