Sell the Career’s Benefits

benefits

I read a great book recently – Mandy Johnson’s Winning The War For Talent. In my opinion, it is a must-read for any leader who wants to build a winning team. It is guaranteed to make you think.

One point Mandy makes is that when you write an advertisement for a real estate career, be sure to sell the benefits of the career.

While this might seem obvious to those trained in selling, this thinking does not seem to make the transition into most sales career advertisements. Most talk about the company, what’s expected of the applicant, with very little mention of what the career offers the candidate. It appears that we ‘sell the benefits’ when selling to consumers, but we fail to ‘sell the benefits’ to potential employees.

Old fashioned advertisements were fine when there were fewer jobs than candidates, when it was an “employers’ market”, but times have changed. Today’s candidates have many positions to choose from and so it is important that we tell them what’s in it for them should they choose real estate as a career.

More than money

It is a mistake to think that money is the sole attractor of good candidates. This might have worked on Baby Boomers, but it does not work on Generation Y. They want a quality life, a quality career, and benefits that exceed money. This does not mean they are lazy. In my book it means they are discerning and I respect that.

Benefits of a Real Estate Career

Real estate is a great career. To my thinking there is none better. If you are as enthusiastic about real estate sales as a career as I am, you will have no trouble coming up with a list of benefits.

  • Selling dreams: most people have the dream of owning their own small piece of their country. People don’t dream about vacuum cleaners, but they do dream about owning property.
  • Satisfaction: is there anything more professionally satisfying than helping somebody to own their own home or to sell one?
  • Time is your own: you do not have to sign on or off in real estate sales. Apart from having to attend some compulsory team meetings, you say how your time is allocated. Sales offers freedom that cannot be found in most other careers.

There are three benefits and there are many more. Think about what you offer and why it is good for your candidates.

In Cameron Crowe’s film, Jerry Maguire, the character played by Cuba Gooding Jnr makes Tom Cruise’s character scream, “Show me the money”. When you write your next recruiting advertisement substitute ‘money’ for ‘benefits’.

SHOW ME THE BENEFITS.

You will write a more enticing ad.

Recent Articles

Essential Actions

If you want to get your new sales recruits off to a flying start, first teach them the essential actions - those neces...

The Right Amount Of Pressure

There is a difference between threatening team members with dismissal for poor performance and applying positive pressure to perform. In this short ...

Hold Yourself Accountable

In an age where people can be quick to assert their rights but slow to live up to their responsibilities, we at Pittard advise our leaders to hold the...

Study For Understanding

Every time clients ask salespeople a question, they are trying to answer the big question they have in their minds, which is, "Why should I list wit...

Activity

Take a minute and look around your agency. Everybody looks busy, don't they? But are you making money? Are they making money? If you're not carefu...

Unattractive Company

One of the top three greatest real estate excuses of all time is: "You can't find good people!" In this leadership session, real estate agency profi...

A Promise Is a Promise

To people of integrity, their word is their bond. They do what they say, when they said they'd do it, how they said they'd do it. People of integrity ...

For Just One Day

People who are successful in their chosen fields do more of the right actions every day, over the long term. In this short real estate sales session...

Financial Foundations

In my experience as a real estate agency profit consultant, I've seen many real estate businesses in grave financial trouble, and many spend thems...

Cut To The Chase

Have you ever noticed how some people say five sentences when a 'Yes' or 'No' would have sufficed? Some people speak a lot but say little. Real esta...

Loving What You Do

Some people say you must love your work. I agree that this is desirable, but it's not always realistic. Pursuing this ideal could cost you a ...

Faking Happiness

Written and video reviews are essential. To quote one winning salesperson: "These days, clients go online and do research on you. At the listing pre...

Want to reach your profit potential? Contact us now.

Pittard


Suite 71, Level 4
330 Wattle Street

Ultimo NSW 2007
Australia


Mailing Address
PO Box 2045
Strawberry Hills NSW 2012


: (02) 8217 8500
Fax: (02) 9281 4198
AUS Free call: 1800 663 600
NZ Free call: 0800 448 065
International: +61 2 8217 8500

: info@pittard.com.au

Contact Us