How to Transform Objections into Reasons to Join Your Brokerage

If you're a recruiter for your company, a brokerage owner, or a team leader, there's something important you need to understand: you have to recognize the strength in every weakness and the weakness in every strength to succeed.

We can't be all things to all people in real estate. You might have a large brokerage or a small one, a great physical office or none at all, be part of a franchise or independent, have top-tier technology or limited resources. The key is not to get hung up on what you don’t have. If you use it as an excuse to avoid recruiting and prospecting, you’re holding yourself back.

Instead, ask yourself: what's the strength in the weakness? What's the weakness in the strength?

For example, let’s say someone tells you, “I don’t want to work for a competing broker.” That’s a valid concern. If you are a competing broker, you need to be prepared with the right response.

You could say:

"I totally understand where you're coming from. But can I share why being a competing broker is actually an advantage? I'm in the field every day, using the same vendors, technology, and tools as you. I deal with the same market struggles in real time. Unlike someone who hasn’t sold real estate in 20 years, I have firsthand experience that allows me to coach, mentor, and guide you more effectively. Ask my agents—they’ll tell you the same thing.

"And when it comes to competition, I make this commitment to you: I will never compete with you for a buyer or seller. If there's ever a conflict, I’ll pass the deal to you. I have enough business—I don’t need to compete with my agents. Does that make you feel a little better?"

Now, let’s flip this. Suppose you’re a non-competing broker, and the concern is that you’re disconnected from the market.

You could say:

"I totally get your concern. You might feel more comfortable working with someone still actively selling. But let me tell you why my role actually benefits you. My entire focus is on coaching and mentoring my agents. I’m solving problems for them daily—whether it's technology issues, contract negotiations, vendor relationships, or tough deals.

"Because I’m not focused on my own production, I can be available 24/7 to support you and help you scale your business. My job isn’t to sell houses—it’s to help you sell more houses."

See how you can turn any objection into an opportunity?

You need to anticipate concerns and frame your response in a way that highlights the advantage of your situation.

If you want to take your recruiting to the next level and attract experienced agents—not just new ones—I encourage you to join us at E Real Estate Coach. Sign up for a discovery call, and we’ll discuss your business, your goals, and how to grow your team over the next 12 months.

When you book a call, it’ll be me on the other end—not someone else. Looking forward to talking with you soon.

Have a great day, and good selling!

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Why do Brokerage Owners, Office Leaders, Team Leaders, and Solo Agents choose Jim to be their coach?

+ 32 Years of Real Estate Sales, Management, and Coaching Experience
+ Top 1% REALTOR Himself (he has been in the trenches)
+ Opened his First Real Estate Company at 23
+ Grew his Real Estate Company to 17 Offices (largest in Oregon)
+ His Current Team Closed $1.4 Billion in Sales in One Year
+ He is a Current Real Trends Top 500 Broker

When you work with Jim there is no "team" of coaches - you are being trained by Jim and tapping his knowledge and experience.

When your office or team joins our brokerage coaching platform, every agent at your firm will tap into our training and coaching resources.

These benefits include:

20 Weeks of On-Demand Lead Generation Coaching: Access our extensive coaching program, offering daily guidance for 20 weeks, empowering your agents with proven lead generation strategies.

Extensive Downloads Library: Gain access to a vast collection of resources, including scripts, texts, emails, drip campaigns, checklists, systems, forms, and more, all designed to enhance your agents' productivity and success.

Marketing Assets: Stay at the forefront of real estate marketing with new social media and digital assets delivered to your team on a weekly basis, ensuring you have the latest tools and strategies to effectively reach your target audience.

Live Monday Coaching: Kickstart your week with our live Monday coaching sessions, where we deliver the biggest and brightest ideas in the industry. Gain invaluable insights and stay ahead of the curve.

Live Wednesday Coaching: Join our tech and marketing experts every Wednesday as they dive into the hottest real estate tech and trends. Discover innovative tools and strategies that will give your agents a competitive edge.

Live Friday Coaching: Tap into our live podcast series, where we interview some of the biggest names in the real estate industry. Learn from the best and gain inspiration from their success stories.

At eRealEstateCoach.com, we are committed to helping you and your team thrive. Productive agents become raving fans helping you attract the top talent in the industry.

Visit https://www.erealestatecoach2.com/explorecoaching to learn more.