How do you recruit real estate agents on Indeed?

Why recruit agents on a job board?

Because job boards reach agents at the moment they're open to a change. That's why they've been the best channel I've run, and Indeed has given the cheapest leads of any platform I've used.

Part of it is that people don't only find jobs on Indeed by searching. Indeed also emails job seekers new postings that match their searches and profile, so a posting for real estate agents lands in the inbox of licensed agents who never went looking. It's also a myth that the good agents are on Facebook and not on job boards: when I ran both in Florida at the same time, many of the leads were the same people.

What does it cost?

Less than most brokers expect. Across eleven of our clients' Indeed postings this November, from Akron and Tyler to Houston and Miami, a lead cost about $10 at the median. Most were between $4 and $15; the smallest markets ran nearer $40, and a statewide posting can come in under $1.

Between 30% and 60% of leads book a call, so an appointment typically costs $17 to $33 in ad spend. With 70 to 80% showing up and about 3 in 10 joining, an agent who joins costs about $100. At my brokerage an agent paid $184 when they signed, a $99 sign-up fee and the first $85 month, so a new agent paid back their recruiting on day one. To work out what you'd spend for the agents you want, use the calculator in how independent brokerages recruit agents.

What budget should you start with?

Less than you'd think. Our clients' postings run as sponsored jobs at $10 to $15 a day, so a posting's first week costs about $45 to $100. Indeed will often say your budget is lower than similar jobs nearby; the postings above got their leads at $10 a day anyway.

• One posting per market. A city, or a whole state if you recruit statewide. In the chart, the statewide and remote postings brought the cheapest leads, and the two smallest markets the dearest.
• Give it a week before you judge it. Leads usually start within 1 to 3 days. If a posting has brought nothing after a few weeks, change the title and the opening line before you change the budget.

How do you write the posting?

Make it the most compelling posting you can, and don't try to filter with it. You wouldn't write a buyer ad that only reaches people pre-approved and ready in 30 days; you'd write the best ad you could and qualify afterwards. The postings we write for clients all follow the same shape. Pick a part to see a line from a real one:

The titles follow one pattern too: the job, then the two or three things you offer that agents care about most. A few of our clients' current ones: “Real Estate Agent - Coaching, Marketing & Support”, “Real Estate Agent - Relocation Leads, Marketing & Support”, “Real Estate Agent - We Set the Appointments” and “Real Estate Agent - $6K Cap, TC on Every File, Keep 100% of Your Commission”.

Now write yours. Tick what you really offer, and the first one leads:

What screening questions should you ask?

Keep it simple:

1. An active real estate license. Set it as the posting's required license, and decline anyone without one straight away. That keeps unlicensed applicants out of the results you report back to Indeed, so it doesn't learn to send you more of them.
2. “This position is commission only with no base salary. Are you comfortable with commission-only compensation? (Please type only YES or NO)” Job boards bring in some people expecting a salaried job.
3. “What is the best phone number to reach you? (We will text you the next steps shortly)” On Indeed you have to ask for it as a screening question, and saying you'll text means they expect it.

Add production questions only if it matters to you, as our clients recruiting producers do: which brokerage they're with now, and how many transactions they've closed in the last 12 months. Set a high bar, like 10 deals a year, and expect only about 2 in 10 applicants to qualify. Where you set it is a business decision.

What should you expect?

• Leads within 1 to 3 days of a posting going live. If a campaign has produced nothing after a few weeks, something's wrong with the campaign; a long ramp-up isn't normal.
• A mix of applicants: newer agents, experienced agents and people coming into the industry. Your screening questions sort them.
• 30 to 60% of leads booking a call, some straight away and the rest through automated follow-up.
• 70 to 80% of booked calls showing up, and about 3 in 10 agents you interview joining.

Some of our best agents came from job boards.

What happens after someone applies?

Send every applicant who passes screening straight to your calendar. Some book at once; the rest of that 30 to 60% book through automated follow-up, so set it up before the posting goes live, and remind the ones who book. Then make the call count: how to run a recruiting appointment covers what to do once they're on it.

Where does Capped fit?

Running job boards well takes time most brokers don't have: writing and refreshing postings, screening every applicant, following up and booking. Capped does that for you, on job boards and social ads, and puts qualified agents on your calendar. More on the recruiting page.