by Ben Hess, Managing Director, ThirdPool Recruiting
In the consumer marketing world, net promoter score (NPS) measures how loyal customers are to a company.
Data to derive the score is collected by asking one simple question:
On a scale of 1 to 10, how likely is it you would recommend __________ to a friend or colleague?
NPS scores can range from -100 to +100 and NPS scores are frequently published by industry.
The best companies in world have NPS scores of 70+. An NPS of score of zero or higher is still considered good, while those companies with negative scores have lots of unhappy customers.
In the recent Redfin agent study, the NPS metric was applied to agent career satisfaction.
The researchers asked: How likely would you be to recommend your current career as a real estate agent to a friend or colleague?
The NPS for all agents was reported at -17. Even more successful agents (those with 10 or more transactions per year) reported a low NPS (-9).
This data tells us that an agent’s career satisfaction is low and they’re generally not willing to recommend the career to others.
Why do agents feel this way? We’re not sure, the study didn’t cite causes. And, perhaps that’s a good thing.
Since you know this sentiment exists, you now have a good reason to personally collect the “why information” for your office or team.
“I recently read that agents are reluctant to recommend a real estate career to their friends or colleagues. Why do you think that would be?”
The answers may provide new insight to the resistance you feel from your recruiting prospects.
