HOW TO SCALE YOUR

REAL ESTATE TEAMWITH TECHNOLOGY

STRUCTURELY

I’m going to start a team 5 ..............................

Get your own house in order first 6 ...............

How can brokers support agent teams 8 .....

Tech should augment your organization 9 ..

Use technology to reflect and scale your team 10 ...............................................................

Hiring with technology 13 ................................

Recruiting & retaining talent with technology 17 .....................................................

Tech to build your team 18 ..............................

Conclusion 22....................................................

At Structurely, we’ve worked with hundreds of

team leaders who want to give their team the

best resources to be successful. We’ve based

this guide on systems and strategies our

customers are using to grow and scale their

real estate team.

“I started looking at how to grow my team, but didn’t want to add non-producing team members like an inside sales agent."

- Brendan King, Team Leader @ The Brendan King Group

I’m going to start a team At some point in most agent's career, you've thought about starting your own team.

You're going to have buyer's agents, seller's agents, escrow and title, a few Inside Sales

agents, social media and marketing management and more. You are going to scale your

business and start to work on your business, rather than in it.

This guide will outline some of the successful implementations teams from across the

country are using. And will give you a look into how to do so for yourself as well. This

guide will cover:

‣ What assets do you already have in your business you can build a team around

‣ What are your strengths.

‣ What are your weaknesses, and where should you be hiring for

‣ How brokers can embrace the agent team culture

‣ How do you know when it's time for a team

‣ How can you recruit & retain talent for your team

‣ How to use technology to keep your team costs low and profits high

Get your own house in order first Many agents want to dive right into hiring first. However, its important to address your

company’s current position and set goals accordingly to grow your team right.

“The foundation of building a profitable real estate team is

to have your own house in order first.” — Jan O’Brien

Before diving into hiring or purchasing the latest in tech tools, take a step back and self

reflect on yourself and your current business.

It's likely that you already have more of a "team" in place just with your own business

than you realize.

Think about it, as a solo agent you have to have any number of the following already in

place just to stay profitable for yourself:

People you're already using

• Preferred mortgage lender - to keep leads pre-approving through your pipeline

• Escrow officer - to convert your leads at the closing table of course!

• Attorney - you're likely not the one doing your contracts and review :)

• Inspector - you know, the one who's always telling you what's wrong

• Appraiser - also telling you everything that's wrong

Technology you're already using

• CRM - let's hope you've got some way to keep track of your contacts

• IDX / Website - you're likely getting leads from somewhere

• Social Media / reviews - you're getting your name out there!

• Marketing - you can't be hand emailing every lead, you're automating somewhere!

• Lead Generation - if not IDX, you're probably paying for leads from somewhere

After auditing your own business, it’s likely you can check off a number of items on this

list. Building this team may not be as hard as it seems right?

Thankfully, with the help of technology, you're right. Building a team has never been as

easy at is for an agent today. In fact, it's why many, including the CEO at Compass,

believe agent teams will entirely replace traditional brokerages as we know them today.

“To be clear, brokerage firms as we currently know them

will not exist in the next 10 years. Agent teams will replace

the brokerage firm.” - Robert Reffkin, CEO @ Compass

But don't worry if you're a broker reading this. This isn't a guide meant to do you in.

Rather, building and supporting agent teams can be a profitable and efficient way to

continue to grow your own brokerage by learning how to run a lean and mean machine

supported by technology.

How can brokers support agent teams You've likely heard the industry hoopla about agent teams are set out to derail

traditional brokerages as we know them. In making this guide, we've had the

opportunity to meet with some "traditional brokerages" first-hand and watch how they

operate.

And let us tell you, many of them have their businesses buttoned up for the new wave of

agent teams. In fact, many of them will tell you how much they support running a team

centric model.

Take for example, the RE/MAX Concepts brokerage who's using Structurely brokerage

wide. We were lucky enough to onboard two of their internal teams first-hand before

rolling out to the entire brokerage.

This model is something we've seen time and time again. Technology initiatives start

with a team within a "traditional brokerage" and upon a successful implementation,

eventually roll out to the other members of that brokerage.

Brokerages can support team's by allowing them the freedom to try their own tech and systems. And when they work, offer the support, training and cost savings

to roll out that same tech brokerage-wide.

Tech should augment your organization Get tech that reflects your organization. Don't mold

your organization around your tech.

Thankfully, like Structurely, most technology providers' products are flexible enough to

match the wide-ranging setups your brokerages look like. With a combination of

individual agents, teams, admins and brokers, managing your organization can be tricky

enough internally, but when you're using technology you need to make sure it reflects

your organization.

This is where technology can play a vital role to either you the broker, or you the team

leader.

Use technology to reflect and scale your teamAs mentioned earlier in the "technology you're already using" list - it's likely you're already

using at least a CRM of some kind to manage your leads.

Well this tool in particular becomes extremely important when building a team. As a new

team leader, it is your job to be the lead generator.

"As the team leader it is your job to be the lead generator"

And with that responsibility, comes the need to efficiently distribute and assign your

leads amongst your buyer agents, seller agents, and inside sales agents.

Modern CRMS like the following, are setup to allow you define lead routing and

assignment rules, to automatically dish out leads to the appropriate member of your

team.

Many of them, like Structurely, even offer different assignment rules, such as:

• First to claim or shark-tank

• Round robin

• Percentage based distribution

• Time of day, or day of week distribution

The following are a sampling of modern CRMs out there you can use today:

• FollowUpBoss

• LionDesk

• RealGeeks

• Sierra Interactive

• Chime

• Commissions INC

• BoomTownROI

• Wise Agent

• Top Producer

• Lone Wolf

• FirePoint

• Contactually

• Kunversion

• Market Leader

• Realvolve

• Seize the Market

• IXACT Contact

• REThink

• LeadTrax

• Real Estate Webmasters

There are of course a number of other generic options to use as your CRM, such as

SalesForce or HubSpot. But these CMRs are specific to real estate, which offers you more

of an out-of-the-box solution to getting your team up and running.

Hiring with technologyWhen it comes to your team structurely, it's possible to leverage technology to fill in the

gaps and create an equally high-performance team, at a lower cost than it would by

simply adding more humans.

Taking a look at what your team structure might look like, there's a few roles that could

be replaced, or at least supplemented with technology:

• Team Leader

• Buyers Agent

• Sellers Agent

• Inside Sales Agent

• Showing assistant

• Admin assistant

• Transaction coordinator

TEAM LEADER As discussed earlier, as a team leader it's now your job to generate and distribute leads

at scale. You need to have an effective system in place to generate consistent leads and

distribute them to the right agent(s) at the right time.

This can be done with technology like a CRM, IDX website or lead generation platform.

There are a number of technologies out there today that incorporate all 3 of these tools

into one, which are:

All in one plaBorms

• Chime

• BoomTownROI

• Commissions INC

• Real Estate Webmasters

• Sierra Interactive

• Kunversion

• FirePoint

• RealGeeks

However, if you've already got a system in place for the lead management you're happy

with, you might just be looking to add additional lead generation sources, such as:

Lead generaDon systems

• Zillow

• Realtor.com

• Ylopo

• Homes.com

• Bold Leads

• Cloud Attract

It's important to understand when the right time to build a team is. And rule #1 to

building a team is you must have enough leads to scale your team. If not, you'll be

prematurely scaling and won't be able to drive enough business through your new team

members to remain profitable.

INSIDE SALES AGENTWhen you have enough leads and have the right

lead management system in place for yourself,

your buyers agents and sellers agents, you want

to keep those producing, licensed real estate

agents closing deals, not following-up with leads.

You have a few opDons when it comes to hiring an ISA team:1. Hire your own

2. Outsource to a third party company or service

3. Leverage technology like Artificial Intelligence (A.I.)

It's important to understand the cost, effectiveness and goals you're looking to

accomplish with your own ISA team. You may only want your ISAs to engage "after-

hours" leads, or leads from  a certain source. Defining where your ISA team fits into your

process needs to come first before you hire.

Human ISA vs. A.I. ISAAfter defining your ISAs role it simply comes down to a measure of cost effectiveness. As

ISAs aren't going to directly be closing deals, they're going to be salaried with benefits

"You want to keep producing, licensed real estate agents closing deals, not following-up with leads"

and supplied with leads you're also paying for. Making your ISA hiring decision comes

down to knowing your numbers.

We've broken down the cost of hiring or outsourcing your ISA to a human or team of

humans vs. using new technology like Structurely's A.I. ISA.

The results indicate that A.I. is:• 455% more available

• 96% cheaper

• 0 hours spent recruiting

• 0 hours spent training

• 0 turnover

Building your team comes down to a numbers game. You need to know your cost to

generate a lead, % you're converting those leads to appointments, % of those leads that

are qualified and % of those leads that can be passed off to another agent. Technology

like A.I. can help you keep your margins low by not adding additional overhead to hire

non-producing team members like an ISA, and ultimately passing off those savings to

your other agents.

Cost of a human Inside Sales Agent vs. Artificial Intelligence Inside Sales Agent

Human ISA Structurely

Hours per Year 1,920 8,736

Hourly Cost $15.60 $0.70

Recruiting & retaining talent with technologyIn some cases it makes sense to add technology to your team rather than another warm

body. However, as with any business, your team needs to built with talented people.

Technology is a great offering to not only recruit new members to your team, but to

retain that talent. As Structurely works with many technology providers, we've seen first-

hand teams how team leaders are providing their team members with technology.

TEAM MANAGEMENTYou will quickly find as a new team leader, you can't be everywhere all the time.

However, you'll need to continue to be there for your agents as often as possible. After

all, it's your responsibility to build your team's culture.

Thankfully, technology can also give you insights into your team's performance. With

built in reporting. This reporting will allow you insights into how quick your team is to

respond to leads, how often they are responding to leads and ultimately a high level

view of their overall pipeline.

You'll have unparalleled insights into how you as a team leader can help them succeed,

where they need to be coached or trained, and even where you can improve. And with

technology like Structurely's, you'll even be able to see how your team across

departments are functioning. You'll be able to see how many leads your A.I. ISA is

handing off to your agents, and how many of those are leading to a closing. Technology

lets you proactively see into every aspect business allowing you to work on your

business rather than in it.

Tech to build your teamRecapping where, what and when to technology to help build your team, we've compiled

a list of tools and tech you can use to recruit, retain and scale your team into the high-

performing, high margin business you're after:

CRMsUse a CRM to manage and distribute your leads to the right agent on your team at scale

• FollowUpBoss

• LionDesk

• RealGeeks

• Sierra Interactive

• Chime

• Commissions INC

• BoomTownROI

• Wise Agent

• Top Producer

• Lone Wolf

• FirePoint

• Contactually

• Kunversion

• Market Leader

• Realvolve

• Seize the Market

• IXACT Contact

• REThink

• LeadTrax

• Real Estate Webmasters

• Placester

ALL-IN-ONE PLATFORMSUse an all-in-one platform to bring your IDX, lead generation, CRM and team management into one place

• Chime

• BoomTownROI

• Commissions INC

• Real Estate Webmasters

• Sierra Interactive

• Kunversion

• FirePoint

• RealGeeks

• Placester

LEAD GENERATIONAlready have the CRM and team management pieces figured out? Great, add some more leads to funnel with the following lead providers

• Zillow

• Realtor.com

• Ylopo

• Homes.com

• Bold Leads

• Cloud Attract

• Facebook Ads

OTHER TECHNOLOGY

Transaction Management• Hellosign

• Docusign

• CamScanner

Listing Resources• Matterport

• SpeakingPhoto

• Virtual Staging Solutions

Lead Management / Distribution• FiveStreet

• CallAction

• LeadTrax

• Easy Agent Pro

Marketing / Sales• BombBomb

• Cityblast

• Instapage

• Drift

• Videolicious

• Leadpages

Conclusion The key to a successful team is knowing the right time and the right place to build it.

With enough leads in the pipeline you can effectively distribute them to an ISA to qualify

and through to your buyer and sellers agents to meet and close the deal.

Knowing your numbers will help you understand where you can scale and where you

should cut costs. Using tools like Artificial Intelligence can help you save thousands of

dollars, but you need to understand where that fits into your entire team.

As a newfound team leader, it's now your job to keep your team happy and eager to

keep working for your business. The most unsuccessful teams are those where each

member seems to be running their own business, rather than buying in to the success of

the greater team.

Here's to happy and profitable scaling and as we always like to say here at Structurely -

Happy Closings!