{"id":3895,"date":"2023-01-25T17:57:36","date_gmt":"2023-01-25T17:57:36","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2023\/01\/25\/are-you-attracting-the-right-real-estate-agent\/"},"modified":"2025-03-13T02:48:48","modified_gmt":"2025-03-13T02:48:48","slug":"are-you-attracting-the-right-real-estate-agent","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2023\/01\/25\/are-you-attracting-the-right-real-estate-agent\/","title":{"rendered":"Opinion: Are you attracting the right real estate agent?"},"content":{"rendered":"\n<p>The fitness gym <strong>Equinox\u2019s<\/strong> campaign <a href=\"https:\/\/nypost.com\/2023\/01\/03\/equinoxs-we-dont-speak-january-campaign-sparks-uproar-on-social-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cWe Don\u2019t Speak January\u201d <\/a>caught my attention. Equinox did not offer new members the opportunity to join on January 1, which made a statement about the type of member they wanted. In their words, \u201cit\u2019s not you; it\u2019s January.\u201d<\/p>\n\n\n\n<p>The company called the month of January \u201ca fantasy, delivered to your door in a pastel-colored box.\u201d The point they wanted to make is you are not a New Year\u2019s resolution, thus starting your fitness routine as part of your resolution is not what being part of Equinox is about.<\/p>\n\n\n\n<p>After some criticism and media buzz, the company doubled down on the campaign by posting, \u201cJanuary is a language we don\u2019t understand\u2026\u201d followed by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>January wants you to start something you should already be doing<\/li>\n\n\n\n<li>January needs a new outfit before it can begin<\/li>\n\n\n\n<li>January stalling, short-cutting, and giving up are not who we are<\/li>\n\n\n\n<li>January will not text you back next month<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recruiting-isn-t-just-a-january-activity\">Recruiting isn&#8217;t just a January activity<\/h2>\n\n\n\n<p>Around the same time this campaign broke, I had some update calls with brokerage leaders from across the country, and they don\u2019t do January either; say what? I heard different words from them, like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Talent attraction vs. recruiting<\/li>\n\n\n\n<li>Selection vs. sponsoring<\/li>\n\n\n\n<li>Clarity of vision on the type of office they are creating<\/li>\n<\/ul>\n\n\n\n<p>Bold. These leaders are attracting the ideal type of associate selected to join their office. They were clear on the characteristics and types of agents they wanted and did not want. Empowering.<\/p>\n\n\n\n<p>What\u2019s the saying, \u201call agents are agents, yet not all agents are Realtors\u00ae.\u201d Do you want them all or just the ones that match your culture?&nbsp;&nbsp;<\/p>\n\n\n\n<p>The Equinox campaign ended with, \u201cWe don\u2019t speak January \u2013 and neither do you.\u201d What about you?<\/p>\n\n\n\n<p>It\u2019s not you; it\u2019s January.<\/p>\n\n\n\n<p><em>Mark Johnson is the co-founder of CoRecruit and a business partner in Third Pool Recruiting, an author, speaker and thought leader in the real estate space. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recruiting doesn&#8217;t &#8220;do January.&#8221; Instead, it&#8217;s all about attracting agents to your real estate company culture.<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[554],"class_list":["post-3895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Opinion: Are you attracting the right real estate agent? 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