Rethinking Real Estate Recruitment: From Positioning to Performance
Júlio da Zome®
Alumni Career Excellence Award Winner ’18 | COO at Zome® | Ex-Global Director @ TomTom
Recruiting in real estate is unlike traditional hiring. You’re not offering stability. You’re offering upside. You’re not filling roles — you’re inviting entrepreneurs to build a business inside your business.
That changes the rules.
This is not about one meeting or one message. It’s about a strategy built on consistency, clarity, and trust over time.
Real estate recruitment is built on three strategic pillars:
1. Positioning: You’re always being evaluated
Before anyone considers joining your team, they’ve already observed you. Your content. Your consultants. Your presence. Your consistency.
In this business, people don’t just ask “What do they offer?” They ask:
This applies whether you’re attracting:
Because at the end of the day, the way you position yourself also counts — just as much as what you offer.
2. Prospecting: You don’t attract what you don’t pursue
Waiting for people to come to you isn’t a strategy. The best talent is often not actively looking. But that doesn’t mean they’re not open — at the right time, in the right way.
Prospecting in real estate means:
It’s about planting seeds — weeks or months before someone’s ready.
You’re not chasing. You’re creating options.
3. Follow-up: The real work happens between the first call and the decision
Most consultants don’t say yes immediately. And that’s okay.
The mistake? Only showing up once — and expecting action.
Follow-up isn’t pestering. It’s presence with purpose.
It looks like:
In recruitment, "not now” is not rejection. It’s a request for consistency.
What recruitment is not (and should never become)
One of the fastest ways to lose credibility is by approaching recruitment like cold outbound sales. Mass messaging. Random scripts. Weekly spam.
That approach doesn’t build trust — it damages it.
You’re not selling software. You’re presenting a long-term business proposition. That demands precision, timing, and emotional intelligence.
In this industry, how you recruit matters as much as who you recruit. Respect earns results.
Final Thought:
Recruitment in real estate isn’t about who’s available. It’s about who’s aligned — and who’s watching you from a distance.
The agents you’re meant to attract are paying attention. They’re comparing tone, timing, and trust signals.
So build a system. Stay consistent. And remember:
The way you position yourself often speaks louder than what you pitch.
👉 What’s one part of your recruitment approach that needs more intentionality?
Expansão, formação, integração e acompanhamento
4moObrigado pela reflexão 👌
Head of Strategic Partnerships
4moHire well and the rest takes care of itself 💥
Real Estate | Cultura Organizacional & Felicidade no Trabalho | Desenvolvimento de Talento
4moThe area where I’ve been bringing more intentionality is in the “silent positioning” of leadership. I truly believe we start recruiting long before any direct outreach, through the way we live our values, grow our current teams, and show up consistently, even when no one’s watching. It’s not just an attraction strategy. It’s a culture that’s felt. When our positioning is coherent, human, and steady, we naturally attract those who already see themselves in us, often before we even say a word. As the article rightly says, the way you position yourself often speaks louder than what you pitch. Brilliant insights Júlio da Zome®! Thank you for putting such clarity into what so many of us live and feel in this industry.