The Definitive Guide To Real Estate Recruiting on Craigslist Ebook

The Definitive Guide To Real
Estate Recruiting with

About The Author
Jason Blackburn, Founder of RealRecruiting.co
Jason Blackburn is a respected and accomplished real estate trainer, speaker,
and consultant who sold his first house at the age of nineteen. After going from
selling homes in college to becoming the Vice-President for a national real
estate company before the age of thirty, Jason founded Laser Focus Training, a
real estate training and education company based in Texas.
As licensed real estate instructor in Texas, Jason has trained thousands of real
estate professionals on sales and success for independent franchises from
Keller Williams Realty, Prudential, Coldwell Banker, Real Estate Broker, and
many others. He has also provided training for companies such as KB Home,
DR Horton, and Wells Fargo.
Jason has an extensive business and consulting background in sales
management, sales training, entrepreneurship, recruiting, success coaching
and motivational speaking. This is Jason’s second real estate technology
platform he has founded, the other being AgentSuccessTracker used by agents
from Real Estate Brokers such as Coldwell Banker, Century 21. and Keller
Williams.

Click to Connect With Jason

Introduction to Recruiting with
Craigslist Job Ads
It is simple to create good craigslist ads, however many
brokers still utilize poorly produced ads, which generate
lower level response and create a poor company image.
With the overwhelming use of craigslist by hourly/entry
level, blue collar and other non executive job seekers,
combined with the low cost to advertise; Craigslist is the
obvious choice for brokers hiring new real estate agents.
But putting a less then great ad here, is basically
broadcasting a poor image for your office to all that view
it. In most cases with small to medium sized brokers,
this equals more ―hits‖ on your site then the company
website gets from all other areas while ads are running.
With that in mind, why not use this cost effective medium
to maximize your ad response, and to project a positive
company image, and increase your Return-OnInvestment?

Craigslist Job Ad Basics
Ad Frequency / Producing Lifecycle of your Ad
With the manner in which craigslist ads fall lower and
lower on the list matching your jobs criteria, you have to
understand the true ―lifecycle‖ of your ad. It is far less
than the 30 days your ad is actually buried on the
craigslist site.
To gauge your ads lifecycle, look at the job area for the
category you are using, and figure the time between
most recent ad shown and the oldest ad visible on
opening page. That is one measure of the ads true
―Producing Lifecycle.‖
Another is to go to the overall JOBS category, and enter
in the basic job title you are advertising for. Again
measure the time between most recent and oldest on the
page. To divide further into what is the ―high performing
lifecycle‖ of your ad, do the same time measurement but
only measure the top ―fold‖ of the first page.
The top fold is everything you can see on your browser
without scrolling. To continue to get good results from
your ad, you have to Repost/Pay for a new ad to coincide
with the end of your ads true lifecycle.

Craigslist Job Ad Basics
Understand the mentality of a Craigslist Job Seeker
A craigslist job seeker steps into a place where there are
job opportunities being shouted to him/her from all
directions.
They are looking for something that grabs their interest,
catches their eye. To begin, they are only looking at the
very important Titles of the ads, as that is all that is
visible at first view.
When they do open an ad, they do so knowing there are
a zillion other ads to look at. With this in mind, we are
going to share some tips to help maximize your craigslist
ad dollar.

Craigslist Job Ad Tips
Headlines / Titles of your Ads have a Big Effect
On Craigslist, at first view all the job seeker views are the
ad headlines.

This is the first step, designing a headline that will be
noticed and opened. The manner in which the titles are
listed in Craigslist, longer titles are easier to pick out of
the crowd.
Shorter titles get lost in the crowd. The title is one place
on your craigslist ad that using the maximum number of
allowed characters is best.
Try using ALL CAPS and use words like ―HIRING‖ &
―TRAINING‖. It is also a good idea to add the name of
your company as it lends the ad credibility.
You will be surprised at the difference a title can make in
the ads performance. Experiment with different titles and
track their performance on the same ad.

Grab Readers Attention / Immediately Engage
Within craigslist, the goal of your ad should be to grab the
reader’s attention, and immediately engage them off the
craigslist site. As far as grabbing their attention, nice graphics,
simple, not too much text all work. I have seen ads with three
simple lines and a link to the company website in which to apply
that are great. You do not necessarily need graphics, but they
do work. Quick hitting, with a Call to Action is what you want.
You do not want overly wordy job description type ads.
By immediately engaging the job seeker, you are taking the lead
in the race to recruit the best candidates. And with Craigslist,
you need to immediately engage the prospect or they will be
joining somewhere else by the time you do, and you will be stuck
with looking at prospects of inferior.

These candidates are online, thus an online application
process is far better than making them call a phone number.
Likewise the ―reply to‖ function on craigslist does not engage
the prospect, as they remain on the CL site. Linking your
website or specific job ad to your craigslist ad enables you to
get the applicant off of craigslist, and engaged in your
recruiting process.
When you do link to your website, make sure you make it
easy to apply for. This is not the place you want to put up
road blocks and obstacles for applicants. If you make it
frustrating to contact you, you will lose many of these potential
recruits who will just go back to Craigslist.

Understanding Craigslist Search Views
Most Brokers fail to realize that
Craigslist offers multiple view by
which potential recruits can view
search results.
If you take advantage of these
views, your ad can become more
visible to the job seekers, giving
your ad a competitive advantage
over other broker’s recruiting ads.

The 4 views that you need to be
aware of are:
1.
2.
3.
4.

List
Thumb
Gallery
Map

We will discuss each one on the
following pages.

Using Craigslist List Views
List view is by far the most common way job
seekers view search results. Using the
headline tips we talked about are important,
but also add the following to your ad make it
stand out:
1.

2.

3.

Pictures – Craigslist allows you to
add up to 12 pictures, so why not
include pics of your office and a
headshot – again this adds to
credibility and the ad’s appeal to
click on
Service Areas – Often times people
will search for jobs near their home,
so list the areas that you sell homes
in. This alone will guarantee more
responses to your ad.
Include an Address – Many brokers
are reluctant to put their address in
the ad, but by doing so your are
weeding out people that won’t join
your office anyway, increasing your
credibility, increasing the ad’s
appeal, and standing out from your
competition.

Using Craigslist Thumb & Gallery Views
Which Ad Draws Your Attention?
When something stands in
contrast versus other things, it
gets looked at.
The contrast is even more
profound in Craigslist’s new ―grid
view‖ of job postings (bottom) —
the jobs with the blank
thumbnails pale in comparison to
the ad with a picture!
Add pictures to your Craigslist
recruiting ad to stand out from
the competition, increase your
recruiting leads, and crush your
competitors.

Using Craigslist Map Views
Location. Location.
Location.

What’s true for real estate
is true for real estate
recruiters. Most agents that
will join your office will take
the proximity of your office
to their homes into account.
So put your address in the
ad and weed out those that
won’t join your office
anyway, reduce the
competition for the
prospects attention, and
(again!) add credibility to
your ad.

Add Visuals To Increase Click-Through’s
Getting prospects to view your ad
is great, but your goal is to get
them submit their information to
you.

When the candidate clicks
through to the actual job ad for
each company, which job ad do
you think gets more clicks on
apply (all other things equal)?
It is superior to use pictures rather
than just words when
communicating a message — this
is an application of ―The Picture
Superiority Effect‖.
This is a golden opportunity
because very few brokers are
using visuals in their job ads. And
using the visuals doesn’t cost you
a dime.
Remember the old adage:
―The more you tell, the more you
sell.‖ (the pictures in this case are
an example of being able to tell
more).

Add Your Contact Information to Get A-Players
Why the secrecy!? Secrecy is cool if you’re
Apple…not in the real estate business.
The identity of the broker or hiring manager in a
job posting is important is two-fold:
1.
2.

A-Players say that the broker is one of the
most important factors in what company
they choose to join.
Transparency Dictates It — The world has
changed in the last 20 years and
transparency is valued more highly than
ever. Facebook, LinkedIn, Yelp, and many
more sites are prime examples – it is now
standard to find out who is involved in any
key transaction/project. And a choosing a
broker is a massive transaction.

Quality prospects want to know as much about
what they are getting into as possible: especially
the name and background of the broker who is
supposed to help them make money!

Direct Prospects To a Ad Specific Landing Page
When most people think of landing pages, they think
of sales or marketing pages dedicated to a product
or educational material (e-book, webinar, case study,
etc.) with the main goal to collect either sales or
contact information.
Landing pages can be very important to the sales
process as small changes to them have provided
companies with up to 1000% increases in their
conversion rates. But why should sales and
marketing have all the fun? Real Estate Recruiters
could see huge returns from this as well.
Recruiters are much like their sales counterparts.
Recruiters find and nurture leads, ultimately having
to sell the position / company (i.e. the product) to the
qualified candidates they want to bring on. The goal
much like sales is to increase the number of
conversions (or in this case, applicants) in their
recruitment funnel.
So why when your company is recruiting do you
send them to a generic careers page on your
company website when they click on a job post?
Why not provide them with a message that is unique
to that position you are recruiting for making them
more likely to apply for the position?

Segment Leads & Nurture Until They Are Ready
Most of your prospects from Craigslist are going
to be people without a real estate license and
therefore unable to join your brokerage
immediately.

Those brokers that provide prospective recruits
with a plan of action and follow up with a lead
nurturing campaign will be the most successful
at reaching their recruiting goals.
It is important to segment your prospects by (1)
those with no license, (2) those getting their
license, and (3) those that have a license. Each
segment should get their own lead nurturing
email campaigns to target their goals.

You don’t want to send the same email to
someone looking to switch offices as you would
as someone that is looking to get into real
estate, so make sure that your contact forms
help you identify what type of prospect they are
and send them an appropriate email campaign.
The goal is to strengthen their desire to meet
with you first when they are ready to join an
office, whether that be right away or a year
down the road.

Connect To Prospects of Social Media
Recruiting requires you to sell yourself as
well as your office.
A-players want to know who their leader
is, and whether or not you are the person
to help them reach their goals.
By connecting with them on social media
you are inviting them to build a
relationship with before they join.
This gives you the opportunity through
the recruiting process to convert more
prospects into income producing agents,
or you may discover that they might not
fit into your office culture.
Either way, by connecting with prospects
on social media with qualified prospects,
you will increase your conversions and
increase your bottom line.

Would You Like To Supercharge Your Recruiting?
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committed to helping Real Estate
Brokers achieve their recruiting goals.
In less than 30 minutes, learn how a
RealRecruiting.co real estate recruiting
site can help you attract top agents
and convert them into new recruits.

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The Definitive Guide To Real Estate Recruiting on Craigslist Ebook

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The Definitive Guide To Real Estate Recruiting on Craigslist Ebook