Seth Godin once observed there are two types of businesses.

Those that make money by being a destination and those who make money helping people get to a destination.

For example, Facebook makes money by pulling users into their site and keeping them there as long as possible.

Google makes money by pointing people to the best websites.

Which category do most real estate companies fall into?

You guessed it–the second category.

You help consumers get to their desired destination (a new home or free from owning their existing home).

This may be why some real estate companies struggle with recruiting.

Recruiting (and ultimately retention) is about being the destination.

It’s opposite to your core business and requires a different mindset.

Stop asking: How do I get talented agents to join my team?

Start asking: How to I make my team a place where talented agents come to build prosperous careers?