Mark Johnson: The mistakes brokers are making with recruiting and retention

On this week’s episode of the RealTrending podcast, we are joined by Mark Johnson, the co-founder of Co-Recruit Systems and a business partner in ThirdPool Recruiting Systems. He is an industry veteran and was the former brand president and CEO of JPAR Real Estate company-owned stores, and under his leadership, they grew nearly five times.

In today’s episode, he discusses the stark difference between simply recruiting and attracting talent, emphasizing the importance of company culture in attracting and retaining worthwhile agents. Mark also discusses the use of AI in recruiting and the importance of focusing on productivity in the current market. Plus, find out the newest twist on recruiting trends.

Here’s a glimpse of what you’ll learn:

• Recruiting is more about selling, while talent attraction is about branding and attracting agents to the brokerage’s culture.
• Communicating an authentic culture is a key factor in attracting and retaining agents.
• Retention is a form of recruiting, and investing in existing agents can lead to increased productivity and referrals.
• Events that allow agents to experience the brokerage’s culture are effective in both talent attraction and retention.
• The use of AI and data analysis can help identify agents who are more likely to move or be successful.
• Time management and prioritization are crucial for success in recruiting and talent attraction.
• Getting closer to agents and providing value and support are essential for building strong relationships and retaining talent.

Here’s a small preview of today’s interview. The transcript below has been lightly edited for length and clarity:

Tracey Velt: Do you feel like there are trends with culture, like in the brokerage of the moment or something that really attracts more people than usual?

Mark Johnson: We’re in an emotional business, and sometimes agents make an emotional decision. We have done some research on this concept called the perception of fit. People have to feel like they belong. If they get into that culture that they don’t feel like they fit, they don’t feel like they belong, they don’t know how to plug in.

All of these things relate to culture. Agents want to know that that they can get paid on time, that they can get paid accurately, that they can get the support they need. That all boils into culture. That’s part of who they are. Yeah, there’s some short-term things that happen. Agents make emotional decisions. But when they get in there and they feel like I don’t know how to plug in, I’m not connected, the culture is not what I’m used to, then they bolt.

The RealTrending podcast features the brightest minds in real estate. Every week, brokerage leaders, top agents, team leaders, and industry experts share their success secrets, trends, and lessons learned navigating this ever-changing industry. Hosted by Tracey Velt and produced by Elissa Branch.