Mark Johnson: The mistakes brokers are making with recruiting and retention
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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 Third Pool Recruiting Systems. He is an industry veteran and also 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 artificial intelligence 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. Culture is a key factor in attracting and retaining agents, and it is important to communicate the culture authentically to prospective 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 artificial intelligence 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. Related to this episode: Connect with Mark on LinkedIn Recruiting Insight ThirdPool Recruiting The Gathering HousingWire’s YouTube Channel Enjoy the episode! 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. Learn more about your ad choices. Visit
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