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Bernice Ross
While most people vacation during the summertime, right now is the best time of year to recruit some of the most dependable and profitable real estate agents you can hire. Who are those people? Teachers.
I was in my 20s, had just purchased by first condo and had spent every dime on the down payment. The mortgage would be a challenge, but I could make it work on my teaching salary – that was, until the district cancelled summer session due to cutbacks in funding.
I struggled with what to do. As I considered the options, I remembered one agent who had “Million Dollar Club” on her card. Given her disheveled appearance (she showed up in her bare feet and raggedy jeans to show me property), my thinking was, “If she could sell a million dollars’ worth of real estate, maybe I could sell one or two houses this summer.”
I dutifully went about getting my license. I was surprised when the Century 21 broker near my condo hired me immediately. After attending a week of sales training, I reported to work ready to start prospecting for clients.
I had no idea that the skills I had acquired in the classroom were many of the same skills I needed to succeed in real estate. I sold two houses my first month and eight my second month and wondered why I studied for all those degrees. Two years later when interest rates jumped into the 16 to 21 percent range, I was glad I had kept my college teaching job.
The Profile of Real Estate Success
When it comes to recruiting, there is a very distinct profile of real estate sales success. According to studies sponsored by the California and Texas state Realtor associations, they are:
- Highly motivated
- “People person”
- Willing to learn
- Dependable
- Emotionally resilient
These individuals will door knock, call on FSBOs and expired leads and handle rejection well. They meet people easily in all types of settings. Couple that with practicality and a bottom line orientation and you have a salesperson extraordinaire. Most top producers have a learning mindset and are emotionally resilient.
While top producers often make a lot of money for themselves, they are almost always on very high splits and can even be a loss leader for the brokerage.
Why Recruit Teachers?
Many managers and brokers overlook a different group because “they’re not salespeople.” These are people who rely on systems, will stick with a task through completion and are brand loyal, while also having good people skills.
Teachers almost always fit this profile. They clearly have a learning mindset, usually have a high degree of resilience to manage what goes on in the classroom and are dependable. They operate from a lesson plan and will happily implement a business plan if you show them how. Moreover, they will follow it – it’s what they’re trained to do.
While there are some top producers who were former teachers, most teachers tend to be steady, mid-range producers who show up and do their job. Unlike your agents who approach their business with an “it’s easier to ask for forgiveness than for permission” attitude, these agents usually follow the rules precisely.
They are also often brand loyal. If they like you and your brokerage, they will be reluctant to “betray” you by going elsewhere.
Sadly, many teachers have become frustrated or burned out with low pay, lack of support and, in some cases, dangerous working conditions in public schools. Most went into teaching because they wanted to be of service.
Who are the best candidates? Those who are substitute teachers, are struggling due to low-paying positions or are burned out working in their present position. In most cases, those who teach kindergarten through 12th grade during the day and love their job won’t be open to leaving.
Adjunct (part-time) instructors at the college level, especially community colleges, are another excellent group to target. This is especially true if they have a business, communications or marketing background. Since many of these instructors work in the evening, they can easily schedule their real estate activities around their classes.
The third group are teachers who have taken retirement. Many have decent pensions and can afford to get started in a second career in their 40s, 50s and 60s.
How to Meet Your New Recruits
An excellent way to meet teachers is to create a niche specifically designed to help them become homeowners. Use DownPaymentResource.com to find what down payment assistance programs are available for teachers in your area. If they’re married to someone in the military, a firefighter, a police officer, nurse or who has another community service job, they can seek down payment assistance in both categories.
Next, “educate the educators” by holding seminars that show how they can purchase their first home, move up, downsize or prepare for retirement. Not only will this produce leads for your business, it’s also a great time to ask if they have ever thought about having a career in real estate.
Given the number of past teachers in the business, there’s ample evidence that this can be a key source for great recruits for your office or company.
Bernice Ross is a nationally syndicated columnist, author, trainer and speaker on real estate topics. She can be reached at bernice@realestatecoach.com.
