Prudential

I have also started recruiting FSBO’s and Expired’s using the scripts provided. I spend 1 hour per day calling a minimum of 5 FSBO’s or Expired’s 4 days per week. Is that enough or should I be more aggressive with the calls? This is exciting for me because I didn’t realize how many of those people had actually thought about or have started the process of getting a real estate license.

Have a GREAT day!

Alan K. Freeman
Stockton, California

Just thought I would send you a note on how we are doing in Sarasota. So far we have added about 52 people. We recruited 14 of the top agents from CB’s Longboat Key office which was their #1 in the country for that category last year—with still more to come. The agents recruited from there represent about 105,000,000 in sales volume. Our biggest problem continues to be finding managers. We could recruit even more people but someone has to manage the branches. ...... In the past 6 months we have nearly doubled the company. Thanks for the great job you did in teaching the recruiting skills in Pgh. There is no doubt in my mind it has helped. The biggest key is the consistent 5 calls a day even if they are follow up. Just as I was willing to throw in the towel in with the CB people, I called them all again and finally got them over. .... Just thought you would enjoy hearing that your efforts do pay off and are appreciated.

Helen Sosso

My apologies for such a late response regarding your recruiting conference--I'm sure you have surmised by this point that I will not be able to attend the conference in October. I intended to respond sooner, but time got away from me.

On a more positive note (high "C"), I can't thank you enough for everything you did for me this year, Steve. I was floundering as a brand new manager with no "instruction manual" or Policy & Procedure to follow, but your course gave me the direction, guidance, and confidence I needed to lead this office in a more positive direction.

I imagine the owners are looking primarily at the recruiting numbers to measure the course's success, but there are so many other factors to consider--I can't begin to tell you what the other benefits of your course have done for my office. I have recruited quality new people who are starting to produce and the existing agents have also responded to your methods and ingenious ideas. Compared to this time last year, our sales volume has increased 63%, listing volume increased 42%, average listing price increased 44%, sales units increased by 92 transactions, listings increased by 20 units, and the agent income increased over $200,000 (after company split).

Without your direction and excellent tutelage, that never would have happened. Thanks so much for everything you did for us (me) this year.

Tom Critchfield
Prudential Preferred Realty

Dear Steve,

I thank you for all your help & support just to let you know l also hired 2 more agents. So l'm on my way!!

Laurie Divino
Prudential Ragette

Dear Steve,

Our recruiting efforts are going quite well. We experienced very little turnover this year, and have recently hired seven agents, 4 new and 3 experienced. Thank you for the awesome training we received from you two years ago. It is the cornerstone of all of our activities.

Al & Ellen Rao

I got a new agent!

She started today! (3 to 4 million $/year) We met at the Chinese restaurant last Friday for part one, then we met in the office over the weekend and finished the contract ($$) Monday. She wanted to start the New Year off right, the Chinese New Year that is.
I have another appointment tonight with a new licensee. I'm not sure I want her so it may be a short tour of the office.

Gail Lockberg

I just wanted to thank you for your agent recruiting program. Rohn Goldstein has followed the program and hired 20 new agents in 2000. We also dehired 11 agents which felt good and has made a change in our atmosphere in the office. We have 43 agents and expect to hire a minimum of 2 per month. I am encouraging Rohn to attend your retreat in 2001. He seems to have become much more accepting of the program. He follows the interview process exactly. ............ I listen to your tapes every month and find them very helpful and pass them along to Rohn to listen.....

Steve, we were honestly on our last leg before your program. Things were so bad that we only did $300,000 total in GCI for January and February of 2000. We ended the year with nearly $3 mil in GCI, first upswing since 1996 ........ We were also profitable, have new agents who are on fire and I'm so excited as I can now pursue my goals more easily.

Thanks again for everything. Hope you and your family have a wonderful holiday and great, healthy, happy New Year!

Arne Stein

Al Franco
Prudential John Koenig, REALTORS
Fayetteville, NC

Ed Krafchow
President
Prudential California Realty

Funny to hear from you today ~ just yesterday, I emailed Toni McGowan with a recruiting update, letting her know I have recruited six CBBB agents in the last six months. One of my senior agents is assisting me, making cold calls to CB offices. My message to Toni was (and I almost copied you on it) "Fred calls and breaks the ice, and then Steve Friedman and I take over!"

The recruiting progress has been slow it seems, with the biggest change being now I am working about 50 experienced agents, and with every month and every contact it becomes more fun. In true Steve fashion, I am adopting them long before they actually come over here. One of the things I have been doing is getting an email relationship going with some of them, then giving them techno advice, and pretty soon I am their new mentor of sorts.

The latest triumph was two CBBB agents who brought a subdivision with them! Then, there are two others that look very good, and in both cases, it was strictly staying in touch, and being the obvious choice when the moment arrives.

You know what Steve? This ain't brain surgery!! Glad to hear from you, and I continue to enjoy the audio newsletters.

Susan Cummings
Prudential, Atlanta

" Thanks for today and your help getting me there. I got so much out of it - it really exceeded my expectations. Mainly because, even after just the first class, I walked away with so much of value that I can use tomorrow. Very tangible and practical - just what I needed. "

From a Prudential Broker Owner in Arizona

Dear Steve,

Just a note to say how much I appreciated participating in your class the other day.

Steve, as you probably know, I am committed to creating a "system" that allows you to stop selling and become more attractive.Developing the model "Real Estate Office of the Future" incorporating a marketing business model that attracts, pre-qualifies and delivers exactly the prospects you want, predictably and affordably. To give Agents a top Income and a Life. While keeping the Real Estate Office significantly profitable.

After your class the other day I realized the importance and relevance of the material you are offering. I must say I really heard you! Though I may not agree with some of your recruiting techniques, I did learn many valuable points that make the interview most effective.

I have the deepest respect for your knowledge and professionalism and look forward to our next meeting in April.

Fred Joe Resado
Prudential St Georges Island Realty Florida

We have recruited five new people in the past two months. Thanks again for the "tool set," we are chipping away at years of sedimentation.

Ron Romanski
President
Prudential

Please note the exceptional comments from Judy Davis, at Prudential Detrick Realty in Oklahoma.(comments follow this letter)

Steve's new program, "The Leadership Link" for company owners and managers will be debuting this Saturday and Sunday as a pre-conference course at the 2000 Convention in San Diego.

I had the opportunity to audit the course with Steve last September and was so impressed with the content we made arrangements for him to bring it to our affiliate members this coming weekend.

I urge each and every one of you to make a point of promoting the positive aspects of our continuing SRS programs all over North America. This is just another way we can build our affiliate satisfaction levels to new heights!

Robert Watson Jr.
Vice President
Prudential Real Estate Affiliates

Although this is "billed" as a recruiting program, it is MUCH more than that. Our managers now understand the importance of having a business plan for each agent based upon what they want to accomplish.

The business plan is then used to help hold the agent accountable to what they said they wanted to do in real estate.

It did take the full nine months to help the managers make the necessary mental shifts to do recruiting in such a different manner than they had in the past.

When I did year end reviews with each of them, they always talked about how much they learned from Steve.

PREA is very fortunate to have found this caliber of program to make available to their brokers.

Judy Davis,
Prudential Detrick Realty
Tulsa, Oklahoma

Toni York
Prudential Nevada Realty

Thanks, Steve, and the class has been wonderful so far. We planned our next two weeks, and projects on the way home today. We are really looking forward to some results like these!
Thanks Again!

Dana Dunnigan
Prudential, Panama City

I am getting face to face with people almost on a weekly basis now, and feel very comfortable with your interview track. I have a handful of experienced agents I am talking with -- sort of a new thing for me, so I have no frame of reference when it is slow getting them to make the decision ... is there something I could be doing differently, better, to make them jump, or is the procrastinating normal (that is a rhetorical question, not one I am asking).

I have a good handle on the mentor program, and your worksheets make all the sense in the world to me - I use them all the time to business plan. New agents are so relieved to hear the simplicity of the plan -- real estate doesn't have to be this huge puzzle! It really does provide a worry-free strategy if they will just follow their daily plan. And those that don't/won't follow a strategy are easily de-hired. I am down to a core group who are focused now, building on that base. I trust 2000 will find this a much improved operation.

Susan Cummings
Prudential Atlanta

Thanks for a great three days. You not only met my expectations, you exceeded them. I have a lot of faith in your program and I want you to know that Henry, Sue and I will work hard to make it successful for John and for ourselves.

Al Franco
Prudential John Koenig

Thanks for putting on a great class and for always sharing the results with us.

Wendy Volk
Prudential Volk Real Estate

Recruiting going pretty well...have averaged 3 per month. My goal for the startup office in Surprise is 27 by the end of the year....started with 5 in May and have just hired #16 today.

Have also hired in the large office, and culling from the bottom at the same time. The commitment letter has been presented to each agent individually in both offices in 15 minute meetings.

I had been using it in hiring but had not presented it to all the old agents. Positive response for the most part including the minimum production standards.

We sure are growing as a company out here!!

Marcie Theokas
Prudential Arizona

Things are progressing very well so far. I've not had the opportunity to use the system in its entirety. However I've been using bits and pieces of the system and believe it or not it is working very effectively, i.e.Brans character book, compatibility factors, career development counselor. I have been handicapped in this office space since April, but that will change in the next two weeks. I'm confident once we get new our new facility potential recruits will take our "standards" very seriously and we will have most of the choices. I watch and listen to the video/audio tapes every week. I think you have an excellent interviewing system and I look forward to using these strategies to recruit some of the best associates on my community. I thank you for your follow up.

Sincerely,

Frank Iomo
Branch Manager
Prudential California Realty

I have been listening to the newest tape, it's very good! ..... I really like the program! It is helping me take my little PRU up a lot of notches!

Eddie Obrien
Prudential Dillon Colorado

I just wanted you to know that I really enjoyed our time with you and I picked up many useful ideas and new perspectives that I will put into practice. It is tough to work with managers who are set in their ways and somewhat lacking in motivation. You are very professional and always looking for new ideas....I like that.

Sheila Kessler
Prudential Allience

It is always good to get your e-mails, so keep them coming. I have been uncharacteristically silent on the e-mail front because, believe it or not, I have been RECRUITING !!!

I have engaged the help of one of my agents who used to do recruiting in his previous life in the corporate world. He "smiles and dials" as we attack the Coldwell Banker bunch, leaves several names daily for me to follow-up with and I take it from there.

I am more convinced than ever that the two step process is the only way to go. Tell your partner Steve that I often find myself using the analogy that as agents, they would never "tell it all" on the first listing appointment, but would determine if the compatibility was there (do they want the listing). If the answer is "yes," then they set a second appt to discuss the business part. They understand that approach instantly and appreciate the interest I have in our compatibility and their success.

I realized after I had met with several agents, that I rarely talk about our relocation department. We are so focused on how they will work their business plan that we don't worry about how they will get free business. All the emphasis is on the simplicity of the plan if only they will work it. I have an agent (my mentor at the moment) who tells his Interns that once they develop their plan and boil it down to the daily activities they must commit to, then all the worry is gone. They only have to be concerned with their daily work -- the plan will take care of itself!

I used your Business Development and Profit Potential In Primary Market worksheets along with a Farmers' Pledge and Farm Registration form I had developed, as the only parts to my existing agents' Business Plan assignment this year. If I can get them all thinking "market share" and targeted prospecting, this office is going to take off!

One final idea: I am hiring some folks who have limited experience in the business but are nevertheless "experienced" agents transferring from other companies. I normally would start them at a slightly higher split than a brand-new licensee. I offer them the option of starting at the new hire 50% split for the first four months of their tenure, during which time they would be in the mentor program. I pay 15% of GCI to the mentor, and this allows me the extra company dollar to draw from. As soon as they "graduate," I will move them to the higher split (i.e.: 55%) and still be ahead of the game. It seems to be working well.

This is wordy, as usual. Have a great Holiday season? I look forward to hearing from you often.

Susan Cummings
Prudential Atlanta

When we started the workshop I was truly skeptical, what you were teaching went against everything I had been taught up until that point.

I had a unique opportunity to practice your system that I would like to share with you. The Friday after our workshop was my first day at Rich's new office. When I walked in all the agents were feeling discouraged and wanting to quit. I started an individual business plan with each, one at a time and used your presentation. By Monday I had met with everyone and not only did I build their confidence, but mine as well.

Today I had my first 3 candidates come in for their first interviews with tremendous results. To the shock of both, my assistant and the previous manager I sent all three out and made an appointment with the two that are compatible with my expectations for the second interview. (All three wanted to sign up today.)

This program is very powerful, and I'm excited to sharpen my skills over the next 9 months. Thanks again.

Dennis Brock
Prudential California

Thank you for the great training session! My staff and I are VERY busy putting together the numbers and systems to begin managing a business rather than managing agents. On that note, do you have a structure or suggested outline for business planning or a reference that could be recommended? Again, thank you for your help and I look forward to working with you!

Mike Cox
Prudential California Realty

I have been glad to continue hearing from you. Thought I would pass along a message I got from Dan - I had voice mailed him regarding a recruiting success, and he cheerily e-mailed me back "Congratulations - going to the retreat really was the right choice for you". So, Steve, we shall stir it up down here and then I will give all credit to you!! I am doing the simple things you teach, because they are so "user friendly" and darned if they aren't bearing fruit! And by the way, Dan forwarded your power point message to all the brokers. So, you see, you continue to have a ripple effect on our company, in spite of it all.We'll stay in touch.

Susan Cummings
Prudential Atlanta

Today's managers' meeting indicated that we're all embracing your strategies and techniques, already putting them into use. Mike (Corona) has already viewed all the videos and listened to all the tapes! Feedback very positive. Looking forward to our next meeting.

Best Regards,

Roger Hageman
Prudential, California

I really enjoyed myself and got a lot out of the retreat. You did an outstanding job. Rose is sorry she missed it. She'll come next year.

Helen
Prudential Resort Realty

Thanks for the update. We are very proud of all the progress Susan has made as a result of her commitment to your system. Your program had a solid positive impact on our organization. Congratulations on a successful conference.

Dan Forsmann
President
Prudential Georgia Realty

I feel I have really had some excellent results with the program. We have decided to keep both offices open rather than simply moving to the larger space. We have commitments from many more excellent agents than we thought possible. There are two companies in our market that are in a state of upheaval. They seem to be totally out of touch with their agents. The interview methods we are practicing have helped me in my selection process. As people work in this process they really do get results.

Cheers,

Pat Midgely
Prudential Doss, Illinois

Dear Steve,

The "OZ" book is the best material I have read in ages. I can't wait to discuss it at the retreat and then implement it in our offices. Tonight I ordered the sequel Journey to the Emerald City. Needless to say, we need them. I gave a copy of "Oz" to Shel Detrick. It will be interesting to hear what he thinks about it.

We had a four hour chat one evening last week to be continued when I get back from the retreat. If you ever get discouraged or totally frustrated with the response of some people to the changes that need to be made to get recruiting results, just know in your heart that you are giving them a huge gift.....if they will only open and use it.

Judy Davis
Prudential Alliance
Oklahoma City

Just want you to know that I started the "Troubled Listing" program in my office. My agents really appreciated the idea and I received excellent participation. Leaving out the potential recruiting part of the program, it works just fine on its own. After I get this going for a few months, I'll invite agents from other offices to participate. This is a great idea and I want to thank you for it.

Konrad von Emster
Prudential California Realty

Great session! I've spoken to everyone and they agree with my statement. I think everyone saw the "Big Picture." Lynn and I have discussed how much more your program is than recruiting. Now to implement. See you in a month.

Don Crainer
Vice President
Danberry Real Estate

I enjoy, and how valuable these sessions are to me and my business. If I've been negligent in conveying this to you -- please accept these feelings now. This week I have accepted another affiliate which was due in part (or whole) because of the time we spent together thus far -- and yes I did use the "silent sales person" and have several other interviews in the pipeline. So once you taste success it becomes addictive.

Ron Romanski
Prudential Downers
Grove Ill.

I'm with Prudential corporate and we last met in Orlando at a broker meeting last Sept/Oct.

Just a note to let you know how much I enjoyed visiting your suggested reading page. It reminded me to order Neal Rackham and John Tucillo's new books.

Thanks very much.

Mike Thornberg

Many of the concepts presented in your course have multiple applications. I have had many opportunities to intertwine them into various situations.
,
Thanks so much for the personal growth you have afforded me.

Dennis Fessel
Prudential of the Carolinas

I never fail to be amazed at how intertwined your training is proving to be! I remember reaching a point some months ago when I had an "aha" moment, and overlaid the concepts I was getting as related to recruiting - into managing and teaching new agents. I thought I was pretty clever ... encouraging them to farm correctly, etc.

Well, analyzing this recruiting task, and trying to rationalize it into something not so scary (fear of rejection, fear of phoning, etc), I had another "aha' ... only, it was an "AHA"! First of all, I realized I had no right to get tough on my under-producing agents about meeting their prospecting quotas, if I wasn't willing to "walk in their shoes", and meet my own quota.

Having recognized that level of similarity, I started to look for other parallels. What is the best farming tactic (select 200 people, no more than you are willing and able to TALK to once a month); When you talk to people, be global and look beyond the immediate piece of business they might provide, and ask "who do you know...?"; when talking to FSBO's, offer assistance, let them have a chance to meet you, stay with them until something changes and they are ready to list; and on and on .... Of course, the obvious parallels are: develop a list of 200 agents that I am talking to monthly; when I talk to one of my "farm", ask "who do you know ..."; take an approach with experienced as well as newly licensed agents that I am developing a "network" of co-op agents who work in my market, to help one-another, and do they have a candidate for the "TLC", and on and on .... And by the way, having launched with trepidation, and then with growing gusto, this approach with my developing list this morning, I was gratified and actually quite tickled to hear the sincere enthusiasm in the voices of the agents as they welcomed the network idea! (much like a FSBO when you offer them free assistance). Finally, I remembered as I went through this process, the way I used to feel when I was a confident agent, calling FSBO's, simply looking for the opportunity ... for them to meet me (!), and to determine if I really wanted the listing, firmly believing it was mine if I did. Ah, the parallels. Thanks for the local info re hotels. See you soon!

Susan Cummings
Prudential Atlanta

This "doing your job on purpose" thing is great!!

I met with my two newest recruits this morning (Saturday, of course!) and launched them on their new careers. They are thrilled to be really working to create business, happily pouring over their business plans, loving the mentor idea ... and on and on.

This practical and logical way of managing really appeals to me - but, it surely points out inadequacies in the way the office was being run. I will need to be patient and allow the culture to change.

My problem is - no surprise here - that in my "Pre-Steve" world, I was not growing future mentors, and I have a huge shortage of role model agents. Rather, I have top producers and bottom feeders, but I know that this will change. I will make this work with the agents I have, and I believe the process will improve their work habits as well.

I look forward to discussing this dilemma when we meet next week. Finally, in the five years I have been with this company, and been exposed to three different management trainers, I have been told what to do and to a degree how to do it, but never have I actually lived through the process of doing the things that get you where you need to be. It is probably a combination of my maturing as a broker mixed with your ideas and the somewhat painful process of forcing this concept upon us that has turned the corner for me. Anyway, it is challenging to be made to "go around corners" ... and rewarding. I'll see you on Wednesday,

Susan Cummings
Prudential Atlanta

Dear Steve ,

Once I COMMITTED to assigning the book, I have had numerous positive experiences as a result.

The latest:

1. "I really prefer not to read a book, and I know about sales". (I assigned the book anyway, now 3 days later) "I want to work for you. Anyone who believes in that book is someone I want to learn from. Please allow me a second meeting." - Lynn Carmen - I hired her after our "Fees & Pay structure meeting"
   
   
2. "If I have to read a book, .. well, I don't think I want to do that." (I assign book, and he says NO THANKS ..... update ) He called back and wants to meet again because he read the book AFTER signing on with Century 21. I will not meet with him as I hear from friends that he came in with BIG ATTITUDE and now seems lost and is already angry. The Book Screened him out!!!!
   
   
3. " That book is the truth and I believe that you are far more credible with your standards set from our first meeting" - Ahmed Nawid (Hired)
   
   
4. "Wow Ron, I really want to work here. The book shows how REAL sales are made from clients' decisions. I only extract their wishes and reassure them" - Jay Caldwell Hired

. Thanks again Steve for your strength in your long term commitment to our success.

Ron Howard ,
Manager/Broker
Prudential California Realty
Pleasant Hill California

In the last few weeks, I have recruited a million dollar Re/Max producer, a C-21 agent who was 9th in his office last year, another Re/Max agent who worked as an assistant for 2 of their top producers (in excess of $450,000), and 4 new licenses (one of which is a woman with 12 years of sales experience with AT&T.

She interviewed all the companies in Peachtree City and finally asked me why she should come to work with me when Coldwell Banker's commission structure was so much higher than ours. My answer got her to tell me to sign her up right then. I was thrilled!)

I delivered or fed-exed the silent salesperson, used the interview track and the 2 interview process on every one of them. They all got the One Minute Salesperson before our second meeting.

The entire process works like a charm for me. I've had 3 more first interviews already this week and have another tomorrow. The only problem I can find with the recruiting program is that it keeps me so busy keeping up with my appointments and the paperwork to report my successes that I have trouble finding time to do everything else. Not a terribly bad problem, right?

Prudential Manager

Just want to report that we have recruited six good Agents in the past two weeks and I FEEL GOOD! Four of them are from Coldwell Banker and more will be coming.

You will be pleased to know that we refused to discuss commission with any of them on the first interview and, in fact, waited until the third time we met with one of the Agents because we discovered, during the second interview, that we needed to put together a package that would support more of her needs.

She is one of the Agents that joined us, and sold two properties this week. Another one sold a home for one million two hundred thousands dollars last week. We're really excited! We'll keep you posted. Thanks for your help.

Sandy Weisberg
John Macquar
Prudential California Realty

I wanted to follow up and tell you how incredibly valuable the information I have accumulated during the past year in your Recruiting Solutions has been. While I am still practicing the techniques I learned from you, every interview gets easier and I get better at presenting the material and asking questions in a more structured time frame.

The videos and tapes are very helpful. I refer to them for reminders of the presentation structure and questions to ask.

I have been amazingly successful in my recruiting and every month has been easier. Now that I am doing the business planning in the 2nd interview, getting the most promising prospects is almost a 'slam-dunk'. The real challenge now is getting them started and keeping them on track. Because of your sessions, I (with a lot of help and material from various sources including other Brokers here at Prudential Georgia) have just finished the most comprehensive orientation book that I have ever seen in any office. I introduced it to my whole office in Peachtree City last week and my other office will get it this Tuesday. The agents seem thrilled to have all the information in one place and having it all there at their fingertips should certainly make it less time consuming for my staff and me to bring in a new agent.

The only suggestion I would make to you as you continue your sessions around the country is to do the following. During the first session, instead of asking the attendees to 'trust on blind faith' that they will end your seminar with a wealth of information, why not tell them exactly what the objectives of the class are and the goals they will be able to accomplish. Your information truly is of great value and it is a shame not to present the objectives at the beginning. It would increase the perceived value of the sessions to the participants and add to their excitement about each step of the process.

I really am sorry that I was unable to be there that last day. I was eager to get the information I missed so I have spent time with Jan Baker and talked some with Susan Cummings. I intend to spend some more time with her - especially after she gets back from Washington. Again, it was a pleasure to meet you and learn from you this past year.

Stay in touch.

Lynda Dunn
Prudential Atlanta

This site looks great ...and tells a great story of the successes you have achieved within the industry.

Bob Watson
Vice President of Performance Solutions
Prudential Real Estate Affiliates of America