Whether you are looking to build your business by recruiting new or more agents or you’re looking to grow it by increasing the number of customers you working with, the people factor is one that should be dialed in before going all out.

Let’s talk about recruiting. Yes, you can create a certain matrix for what the ideal agent does or has done in order for them to fall into your recruiting spectrum. The reality is though that numbers are just a piece of the puzzle when it comes to people. I would say that the other piece to this is the focus and values piece. This is probably more important than the numbers and statistics piece. The reason I say this is because anyone can be coached to get to the numbers, as long as the focus and values are there.

You can not have the required or desired production in a prospective agent but not have the focus and values lined up perfectly with your company and culture and still have a great recruit.

If you have the numbers but the values and focus aren’t there; that is something a lot harder to overcome and I would say not the best use of your time.

As a broker-owner I have always told people; I would rather have 10 "2-deal a month producers" that follow my systems, fits into my culture and shares my values than 1 "20-deal a month top producers" who follows my systems and whose values don’t line up with mine and my company's.

It’s all about choices and that's why we are entrepreneurs. It's a choice and for me, I choose to make values and focus. Which is more important than numbers when looking at potential recruits for any of the companies I run and oversee.

How do you determine who has the focus and values that fit into your company and culture? First off, you have to have that defined within your company. Like I mentioned on a previous blog/video; determining what your vision is and what your core values and focus are is part of the initial steps you must take before you go all in with recruiting.

The next step is to figure out a way of setting expectations and a minimum bar that your prospects and those working in your business must meet when it comes to core values. I was reading the book "Traction" which talks about using a tool that the author created called the people analyzer. What this is, is a way to have a set way to measure how those working in your company or who are thinking of working with your company carry out your culture and core values.

The way it works is you first write down the name(s) of the people you are going to analyze down the left side of a piece of paper and then across the top you write down what your core values are. The author says the average company ends up with 5 core values and the example is based on having 5 core values. If this is the case, then you give one of the following as a score for each core value.

A plus sign means that they demonstrate that core value most of the time.

A plus/minus sign means that sometimes they demonstrate that core value and sometimes they don’t.

A minus sign means that most of the time they do not demonstrate that core value.

An acceptable score would be three plus signs and two plus/minus signs.

Again, this is based on having 5 core values. What you have to do then is not only analyze the prospective agents, but also those who already work in your company. Have someone analyze you and also have your leadership team analyze themselves.

You want to do this in order to confirm that the core values you chose to write down when creating your vision are actually values that are carried out by you and your leadership team. If you find that one isn’t being carried out; ask yourself: is it important? Should I remove that one from my core values or replace it?

Using this tool, according to the author, also has the benefit of giving you a way to review, reward, hire, fire, and recognize those in your company.

If you're using these for reviews and find that someone isn’t meeting the required minimum bar, then you use the three strike method to improve or let them go. You call their attention to the issue and give them 30 days to correct the behavior. If they haven’t after the 30 days, you give them another warning and another 30 days. If at this point they haven’t fixed the problem then you let them go.

The reason you let them go is because they are eating away at your culture and company and will cause you more problems than you can count.

What if this person is hitting all their numbers but is not lining up on the values sides of things? It’s still time to let them go.

Their behavior can lead to others following their lead and before you know it, you have a company and workplace you don’t enjoy showing up to and neither do others. Remember, just because they produce, doesn’t mean they make things profitable.

I know a lot of people are probably just wanting to jump into scripts, ads, and CRM/tech questions and examples but if all of this isn’t figured out first, then you will only get short term solutions to a long term problem.

Do the hard work and build the foundation that can support the amazing company and life you want to have.