1. Profile of Today’s SW
Florida Real Estate
Recruit

2. Today’s Agenda
A word about Larson Educational
Services
Common perceptions about licensing
education
Five things that make us different
Profile of today’s real estate recruit
Things to consider
Profile of today’s REALTOR
Why choose Larson Educational
Services?

3. A word about Larson
Educational Services
Larson Educational Services is a
family-owned business that opened in
November, 2008
Larson Educational Services is an
approved Florida Real Estate School, CAM
School, Mortgage Business School and
NMLS Approved Course Provider

4. Common perceptions
about licensing education
The SW Florida market has several
providers, but a common perception of
licensing education has been:
 Homogeneous product
 Most fail the exam
 Most hate the course
= Selection criteria: CHEAP / FAST /
CLOSE

5. What is YOUR viewpoint?
Q. As an employing broker or manager,
what do you want from the school
where you send your recruits?
 RECRUITS PASS THE EXAM
 KNOWLEDGE OF THE BUSINESS
 ENTHUSIASM FOR A FAST START
 COME BACK ALIVE!

6. Five things that make US
different from the rest
1. Our curriculum
2. Our instructors
3. Our course materials
4. Our classrooms
5. Our attitude

7. 1. Our CURRICULUM
is different
Not a guessing game. An up-to-
the-minute program of study that
focuses students on what they really
need to know to succeed on the exam
and get off to a fast start.

8. 2. Our INSTRUCTORS
are different
We hire the best instructors in
the business. It’s that simple

9. 3. Our COURSE MATERIALS
are Superior
No one has more effective sample exams
and course workbooks.
100.00% 92.00%
90.00%
80.00%
70.00%
60.00%
50.00% 44.00% Pass
40.00%
30.00%
20.00%
10.00%
0.00%
All others Larson Course I + Prep

10. 4. Our CLASSROOMS
are different
Our classrooms are shining
examples of what classrooms
should be. In short, ours are
professional classrooms – in every
sense of the word. Opening soon in
Naples!

11. 5. Our ATTITUDE
is different
We orient everything we do from the
customer’s perspective.
We expect to earn the right to be YOUR
SCHOOL.
Today, sharing valuable information is
part of our commitment to give you
MORE than what you expect.

12. Profile of Today’s
Real Estate Recruit

13. Lee County new licensees
1786
1800
1600
1400 1315
1200 1066 1013
1000 875
737
800
587
600 522
450
400
200
0
2001 2002 2003 2004 2005 2006 2007 2008 2009
13

14. Survey Says…
Each of our real estate licensing
students completes an Anonymous
Survey at the conclusion of Course I.
The following data were collected from
February, 2009 – January, 2010

15. Q. What is the primary reason for
attending real estate classes?
1. Income and investment
opportunities 41%
Improve my credit card status / make more
money / only means to make good money
today / better my family’s life / love real estate
investing / market is improving / now is the
time / want to be on top of investments

16. Q. What is the primary reason
for attending real estate classes?
2. Attributes of the business 35%
Be my own boss / help people buy / freedom / like
helping people find a nice home / like people, like
houses, like money / love real estate
3. Career change 12%
New career, sales oriented / it fits at this point in my
life / always thought about it / more control of future
4. Another tool in my belt 12%
Background in lending / property management / CAM /
contacts in finance / construction / foreclosure

17. Q. How did you first contact
the broker or office?
1. Personal contact: friend, family or
customer
2. Searched the Internet
3. Found on Craig’s List
IF YOU DON’T ADVERTISE, THEY
DON’T THINK YOU’RE HIRING!!

18. Q. What was the primary
reason you chose this broker?
1. Personal relationship 42%
Already work there / friend or through a
friend / known for x years / ethics /
compatible goals / motivated me / business
relationship
2. The broker offered MORE 36%
Commission split / support / lower fees / paid
some start-up costs

19. Q. What was the primary reason
you chose this broker?
3. Training / mentorship 14%
Proven plan for success / training and
successful history / mentorship
4. Paid for my classes 8%
Offered scholarship / paid for my classes /
offered to pay tuition

20. Florida Unemployment and
struggling industries
 12/2008 7.6% 12/2009 11.8%
 Jobs lost 232,400
 Mortgage / Housing
 Furniture
 Securities
 Services

21. What do real estate
recruits do now?
40 37
35 RE Related
30 Other
25
19 19
20 Self
15
9 Sales
10 7
4
5
Services
0
Medical

22. Agents by race
90 84
80
70
60
50
40 New Agents
30
20
11
10
2 2 1
0
White Hispanic Black Asian Other

23. Agents by gender
60
60 55
50 45
40
40
30 New Agents
Current Agents
20
10
0
Male Female

24. Agents by marital status
60 58
55
50 45
42
40
30 New Agents
Current Agents
20
10
0
Married Unmarried

25. New agents committed to
a broker before enrolling
80 77
70
60
50
40 New Agents
30 23
20
10
0
Committed Not Committed

26. New agents by
own versus rent
80
71
70
60
50
40 New Agent
29
30
20
10
0
Currently Own Currently Rent

27. New agents by hours
expecting to work per week
40
36
35
30 27
25
20 17 New Agents
15 13
10 7
5
0
0
0-20 21-40 41-50 51-60 61-70 71+

28. New agents by age versus
national trend
30
30 28
25 24 24
20 20 20
20
15 New Agents
15
12
National
10
6
5
0
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64

29. New agents by household
income
30 29
28
25
20 18
17
15 New Agents
10 8
5
0
0-20 21-40 41-60 61 - 80 80,000+

30. New agents by source of
income
50 50
50
40
30
20 New Agents
10
0
Primary source Secondary source

31. Things to consider
Career Night: Do-it-Yourself Disc
Web-based recruiting
Participating Broker Program
 Materials at LarsonEd Career Night
 Participating Broker Connection
 LicenseTrak Scholarship Program

32. Recruit, Train and
Retain
Thoughts on management functions
and the need for training / re-training

33. 2009 REALTOR Profile
Realtors & Technology
60% of Realtors have a website aged an average of
5 years.
The most common info on the websites is the
member’s own listings.
Over 1/3 use social networking sites.
17% of Realtors regularly use blogs, RSS feeds and
podcasts, up 5% from last year.
Years in practice had no bearing on use of social
media.

34. Realtor Demographics
Typical REALTOR® is a 54 year old white female
who attended college and is a homeowner.
60% of all Realtors are female.
The median age of Realtors is 54 years old.
25% state real estate is not their only occupation.
Under 50% of Realtors surveyed noted real estate is
their primary source of household income.
9% of Realtors were born outside the U.S.

35. Business Activity
Brokerage specialists averaged 7
transactions in 2008 and averaged 8 in 2007.
40% of Realtors transacted at least one
property in foreclosure.
23% of business originated from past client
referrals for Realtors licensed 16+ years
39% of Realtors generated “some” business
from holding an open house.

36. Income & Expenses
Median gross income fell 14% to $36,700 in 2008.
Median gross income of Realtors with 2 years or less
experience was $8,600.
Median gross income of Realtors with 16 years or
more experience was $53,900.
Realtor annual business expenses were $5,810
70% of Realtors are compensated on a percentage
split commission.
27% reported uncertainty about being in business for
2 more years

37. Brokerage Models
50% are affiliated with an independent, non-
franchised brokerage.
Median firm has 23 brokers and agents.
25% have spent 11+ years with their current
brokerage.
64% of brokers have some ownership interest
72% receive no benefits through their firm.
12% worked for a firm that was bought or merged in
the past 24 months.

38. Designations and Affiliations
35% hold at least one professional designation
20% have a GRI, 13% have a ABR, 10% have a CRS
and 5% have a SRES
16% hold a specialized training certification (like e-
pro)
25% belong to one or more affiliated institutes or
councils. 11% belong to CRS, 10% to REBAC, 4% to
WCR and 3% to CREB

39. Professional Focus
7% of sales associate licensees do something other
than sell
The average years of experience is 10 years.
82% specialize in residential real estate.
22% have a secondary focus on relocation, 21% in
commercial brokerage, 17% in residential property
management, 14% in land development, and 14% in
counseling.

40. Why choose Larson
Educational Services?
Our unique course development
strategy prepares for exam
success
Our students don’t just
start, they get a license.

41. Why choose Larson
Educational Services?
Our students come back to you
alive, happy and excited
 They will succeed on the exam
 They will NOT be recruited or
solicited
 Their energy will carry into the office

42. Why choose Larson
Educational Services?
We cater to brokers who
recruit:
 Massive scheduling for a fast start
 Competitive pricing
 Consistency in educational
objectives, materials and
instructors
 Consistency with in-house training

43. Why choose Larson
Educational Services?
In short, we will be YOUR
SCHOOL
Thank you, and best wishes for
continued success!