Press Release - February 8, 2010

PCMS Consulting launches Total Recruiting Solution℠

powered by AlignMark, Industry Innovator
Combines coaching and technology to recruit “agent of the future”

Atlanta, GA and Orlando, FL (February 8, 2010) – PCMS Consulting and AlignMark today announced the launch of an innovative agent recruitment program called Total Recruiting Solution℠ powered by AlignMark (TRS). The program offers brokerages coaching and technology tools that will better position them to recruit the “agent of the future”.


Glen Jaffee, Vice President of Orlando, FL based AlignMark, a 30 year-old human capital technology vendor, notes, “A real estate brokerage company’s greatest asset is their agent, however, agent recruitment is generally the least strategized and measured task within the organization.” He adds, “Why wouldn’t you spend the time, money, and effort not only to generate agent leads, but also to qualify them, make sure they are a fit with your company, and measure all these things to insure your management team is accountable for the entire process? Any less of an effort is leaving significant dollars on the table in our expert opinion.”


Total Recruiting Solution℠ powered by AlignMark is an outgrowth of PCMS Consulting’s other successful coaching program, Camp REinvent℠. Coldwell Banker Caine of Greenville, SC was a participant in Camp REinvent℠. “We’re committed to our investment in the Total Recruiting Solution℠ because we’re dedicated to bringing in the best and brightest agents to our firm,” said Stephen Edgerton, Chief Operating Officer. “We’ve got an ambitious recruiting goal this year and feel confident this new resource is going to help streamline our efforts and allow us to more effectively assess and attract top notch agents.”


Jose Perez, President of PCMS Consulting, constantly preaches the need for change. “As a company, our goal is to bring the real estate industry creative solutions to every day issues brokers are struggling to address while they navigate a still bumpy market. TRS is a unique approach that marries time-tested and highly successful coaching methods with Web 2.0 Internet-based technology that eliminates excuses and generates results.”


PCMS Consulting and AlignMark have been working as strategic partners since mid-2009 and have already seen TRS generate results. Prior to the program, AlignMark clients had access to effective tools and PCMS recruiting coaching was providing clients substantive coaching advice. By joining the two as an integrated service the companies believe brokers now have the best of both worlds: a system to focus their managers and/or recruiters on finding the “agent of the future” while simultaneously holding them accountable with comprehensive tools, metrics, and reporting.


ABOUT PCMS CONSULTING
PCMS Consulting is a full service real estate consulting, management, and sales organization specializing in real estate brokerage and franchisor growth related issues. PCMS was founded in 2007 and delivers a portfolio of innovative consulting services and related products that leading companies require for maintaining and enhancing their market position and profitability. The organization is led by founder and President Jose Perez who has compiled a veteran, forward-thinking team of consultants, business development personnel, and innovative industry product vendors and franchisors to assist clients as they seek to “reinvent” their companies in a dramatically changing environment. For more information, visit www.pcmsconsulting.com and www.campreinvent.com.

About AlignMark
Since 1976 AlignMark has been a pioneer and leading provider of tools and services aimed to help organizations optimize their human capital services, and have been providing the Real Estate Industry with recruitment, selection and development tools since 1998. The culmination of AlignMark’s experiences has changed the way the industry recruits, selects and develops new and experienced real estate agents today. Over 700 real estate brokerages including large independents and franchised offices of the leading brands around the world have worked with AlignMark. Real estate products include AccuRecruiter, Real Estate Simulator and ARMS. For more information, visit http://www.alignmark.com/solutions/realestate.asp.

For further information contact:
Jose Perez
PCMS Consulting
jperez@pcmsconsulting.com
404.272.4646

What's New at AlignMark?

It's 2010 and we've moved into February. January did go by fast for us. We are busy with changes and enhancements. So, what's new at AlignMark?


AlignMark's corporate offices has moved to: 500 Winderley Place, Suite 224, Maitland, FL 32751. Our phone numbers, email addresses and web sites have not changed.

• Our IT department is fast and furiously working on enhancements to the (iNTELAGENT) contact management system to incorporate it into ARMS (AlignMark's Recruiting Management System). New clients or clients that add AccuRecruiter, Real Estate Simulator to their existing systems, are now using ARMS as their contact management system.
• If you are in our client internal database - then you are receiving via email AlignMark's Calendar of Events each month. We now include some Recruiting Tips. So watch for that!
  
• Our client services department now has a dedicated support phone number and email address: cservice@alignmark.com or 1-407-875-1102, press 1.
  
• Clients that attend our monthly group webinar training are now receiving audio-visual quick tips links after the webinar to help move them along with learning and using the systems. The quick tips include: Real Estate Simulator and how to better interpret the feedback reports, Communication Manager, and almost every aspect of how to maneuver around the ARMS database. The audio/visual method is one that you can share with users in your office easily. All you need is speakers on your computer.
  

There is much more to come as we further enhance our training with additional quick tips, finger-tip references, etc. and prepare to release the enhanced ARMS contact management system. We will update you through the Calendar of Events emailed each month. Contact Vicky at vwilliamson@alignmark.com with questions.

It's the big first impression - your front line

There's a lot of re-invention going on right now. Inside and outside the real estate industry, companies are re-inventing themselves, their products, web sites, processes, marketing and signage, and even team members. Is your front line involved in your company re-invention? They should be. They are your first big impression.

Your admin staff could very well be the first person a client or recruit speaks to - on the phone or when they walk in your door.

When was the last time you called your own office? How did your admin person greet callers? Did they sound helpful? Did you get put on hold - for how long? Most importantly - was there a 'smile' in their voice? The person that answers the phone or greets an appointment is sometimes the first contact someone encounters, and the first impression a potential recruit or customer gets of your company.

"It's a great day at company x, " droned out by a bored admin has a negative effect on the person on the other end of the phone. Would you want to list your property with a company whose staff sounded unenthusiastic? Would you even want to work there? Ever been snapped at by an admin obviously having a bad day? Did you cringe when you knew you had to call again?

Despite more and more people searching for career opportunities and property using the Internet - they will eventually telephone or walk in the door and make human contact. Experienced agents, newcomers, and buyers/sellers will speak to your front line.

I call a lot of real estate companies each day and believe me re-invention of your organization must include your admin group.

As you embark on your own re-invention, think about the process from start to finish, and spend some time re-inventing the first impression your company makes - your front line.

Call Allison Lewis at 1-888-260-7212, ext 39 or alewis@alignmark.com

To Achieve Your Growth Goals You've got to Constantly Build Relationships

At the end of the day, Real Estate sales is all about referrals, building trust and cultivating strong relationships. The same values apply when searching for the right experienced agent. I'd wager to say recruiting is as difficult as selling property in many ways. Building relationships in your marketplace requires constant and continuous effort. Hanging in there with the right methods will help achieve growth goals by hiring the best and the brightest.

Targeted List of Agents. Managing a targeted list makes it easier to communicate with those you've never met before. A reliable database - not paper and pencil, can be effectively used for: adding/deleting contact information, notes, attachments, mass/drip email campaigns to easily and quickly send newsletters, e-letters, and meet and greet invitations. A database that includes scheduling, calendars, reminders and reporting capabilities will keep you in line about the frequency of communications. You don't want to contact them too often or miss a deadline and let something important slip through your fingertips.

Scheduled Communications. For recruiting, social networking is a blessing for busy professionals that check communications on their own time - 24/7. I'm sure the majority of names on your list are employed elsewhere. Check out their profile for updates and watch their Twitter, Facebook, LinkedIn, etc. posts so you can see what their up to. Scheduled communications - whether it's through social networks, handwritten notes, emails. phone calls, etc. can only strengthen relationships. A site like www.wink.com can help you find what social media sites they belong to - make sure you have the 'right' individual. Send contacts a 'friend' request on social networks with a short note that you're building a network in the area. Once connected, take about 20 minutes a day to read posts, respond and research your targeted list. Your interactions should be honest and genuine.

Focusing on Successful Agents. Constantly be looking for agents that have sold or listed homes in the area. Check them against people on your targeted list and make notes about what they've sold or listed in your database. If you notice a lot of action with certain agents not on the list - add them. This is not only an exercise in connecting with prospects, but identifying prospects. If you don't see regular activity with agents on your radar, rethink if they should remain on the list or this might be a great time to reach out and have that dialogue. They may need guidance/support that is not being offered to them by their own company and this will give you a chance to be their broker before they're ready to make the move. This all takes valuable time but if you're serious about recruiting this is a major part of the process. You don't list a client's home without appraisal for the selling price, so you shouldn't target an agent without researching. It takes time, patience and effort to recruit a licensed agent.

Differentiation. Set yourself apart from the competition with strong value proposition and honest messaging, provide them with guidance and support; this will capture attention without being pushy. You've all heard this before, "Be their broker before you are their broker. " A lot of agents don't get the moral support and encouragement they need from their own company. An agent's life can be very lonely, so your company has got to show difference from the environment they are used to now - to what they could have with you.

Meaningful Communication. Whenever you communicate, have something to say, hence your meaningful responses to all the posts you're constantly reading. Send handwritten cards or an email congratulating them on a listing, sale, any awards they might receive or personal achievements.

Referrals. Look in past records to see if your agents have closed deals with someone on the targeted list. Ask how well they know them. Your agents can open doors for you as they naturally interact with listing agents. Ask them to let you know the next time they encounter a certain person, and to pass on to that agent how interested you are in them. That can be nothing but flattering.

Open Houses and Associations. Many agents post on social network sites or other media open houses, and you could certainly stop by and meet them if you're in the area to introduce yourself. Subtlety let them know he/she is on your radar. Attending association meetings might also bring you together with people on the list. Use any opportunity you can to get face-to-face with them. Networking is still the best way to recruit, especially if your dialogue is professional, helpful, encouraging and considerate. Don't forget genuine.

If you want to find out what I've been doing to open up dialogue and connect with my prospects, and what's working for me, call or email me. I'll share a process that's been saving me time and allowing me to connect with more people at the right time. 1-888-260-7212, ext. 34 or jshaw@alignmark.com

Tell them how great they are!

Here's a great article from the Fistful of Talent blog. It's about the important of solidifying your brand when recruiting on social networking sites.

What will you do for them once they are hired? You must tell them how great you are so they want to work for you!

When you're looking for Recruits - Where Does Social Media Fit In?

To open this discussion, let's say that those of us on board with social media know how easy it is to socialize with friends and family, swap pictures, and re-connect with school mates and past co-workers. One of the best features is the ability to sign on and off whenever you want to, 24/7.

Within all types and phases of business there are literally millions that conduct transactions of all types using social media. Being privy to discussion boards and Tweets (rather anonymously) is just worth its weight in gold. You have access to tons of people yet don't get sucked in to long meetings, long-winded conversations or touchy interactions you'd rather not engage in, unless of course you choose to. Walking away is as simple as closing out the program.

Real estate companies use social media to quickly and inexpensively recruit agents around their community and globally. Reaching beyond the boundaries of their web site allows them to express their value proposition (where you are now, where you are going, what you're all about) to countless numbers of people interested in a real estate career - crucial to attracting talent. On-line media portals like job boards, blogging posts, etc. help reduce ad costs and assist recruiters to find a range of highly qualified experienced agents.

If you employ the wonders of online media, and you've got your value proposition out there the word about your company spreads. Think of social media as the epitome of "you tell two friends" and "they tell two friends" viral type of marketing. Using social media makes you appear instantly open, accessible, pleasant, open-minded and technically well-versed. We're not saying that social media will make you better than the company down the street, but it provides the outlet and advantage of attracting more prospects while helping to shave recruiting costs. Today's connected consumer is more adept than the consumer of the past and have more resources and information available to them. And consumers are willing to research what they are seeking prior to making a decision to buy.

As a side note, let me go on record to say that if your reputation suffers or if your culture is not known for being friendly or welcoming, or if your team of agents are part-time, low producers, or your leadership is dated, tired and not willing to move forward; you have other issues that won't be helped by social media. These issues are complicated and need to be addressed and corrected before moving forward; otherwise you're going to keep on experiencing a sad return on your investment of time, effort and energy.

Social media can level the playing field, unblock a road, and tear down a dam. Sites like Twitter, LinkedIn, Facebook, Word Press, and others are usually free and available to anyone. Before unleashing your recruiting force, you must take the time to prepare your profile and image, support that image and deliver it in a way that attracts people you're looking to communicate with. Above all, you must be able to deliver what you say you will per your value proposition.

It wasn't that long ago larger real estate companies seemed to have the recruiting advantage with their deep pockets and loud voices. A smaller company was just unable to pay for the same advertising resources to recruit and it was virtually impossible to gain the same level of exposure and perception. Now with the far reaching tentacles of social media a smaller company can level the recruiting field and finally get into the recruiting contest.

Likewise, larger real estate companies can become even bigger if they also incorporate social media tools the right way. Being able to tell your story, reach more people in a concentrated area, provide the right message and deliver what you say you can, is a very powerful weapon in the real estate recruiting climate.

To use social media successfully for recruiting means you're giving people a glimpse into what it's like to be able to work at your organization and your offerings. If your goal is to become the employer of choice, we suggest you build your brand and company using the social media outlets.

Maria Mull is Director of Business Development for AlignMark Inc. She is a former real estate recruiter whose passion is to help brokers grow their business one productive agent at a time. Maria can be reached at 919-372-9092 or mmull@alignmark.com

Don't be fooled! Not everyone can sell real estate

And you know what? We need to understand that it's OK.

If there's one thing recent market conditions taught us about hiring: not everyone can sell. When the market was booming and inventory was flying off the shelves it seemed like everyone and their dog wanted to sell real estate. Many real estate brokerages opened their doors to nearly anyone, applying a "if you can smile and have a pulse" approach to hiring sales professionals. And a number hired didn't have a sales bone in their body. But they sold homes because inventory was plentiful and well, homes just sold themselves.

Now many of these individuals no longer work for you or the industry. Today more than ever real estate companies are exercising selection about whom they hire to represent them. Because that's what it is: your sales associates are your company. They speak to nearly 100% of your customers, 100% of the time, and in many cases generate 100% of revenue.

Industry analysts put the cost of a wrong hire at about $30,000 per year. So why don't all companies apply a consistent process, a method or science to whom they hire? Developing a solid hiring protocol begins with your time and a plan. Just think about all the people you've interviewed and trained in the past few years that no longer work for you. Think about sales associates on your staff right now that haven't sold anything in months. A lot of opportunity wasted including the expenditure of your time and your money.

The solution is simple really, namely using assessments to screen prospects to determine their suitability and potential for success. Warning: There are some really bad assessments out there, so it's important to make sure you choose a valid assessment geared only for the real estate industry.

Using a valid assessment that will EARN you money by hiring talented sales associates; SAVE you time because you learn about their strengths and weaknesses prior to the interview. And don't forget your current agents can be assessed as well. It's definitely worth considering when choosing the right sales professional.

Allison Lewis, Sr. Account Manager/Recruiting Consultant