This document provides an overview of the real estate market in Southwest Florida. Some key points: - The number of new real estate sales associates has been increasing each year in Lee, Collier, Charlotte, and Sarasota counties. Younger agents are entering the field. - Most new agents are attracted by the independence and flexibility of being self-employed in real estate. Technology skills are important for engaging home buyers. - The presenter's company, LarsonEd, provides real estate pre-licensing, post-licensing, and continuing education courses. It works closely with local realtor associations. - Options discussed include co-branded continuing education for brokerages and interviewing/

1. Profile of Today‟s SW
Florida Real Estate Recruit
2012

2. Today’s Agenda
 Bagels, juice, fruit and coffee
 About Us
 Licensing Statistics
 DNA Agents
 Post-Licensing
 Co-Branded 14 Hr CE
 Interviewing and Selecting

3. About LarsonEd
Florida Approved Real Estate School
• Pre-Licensing
• Post-Licensing
• Continuing Education
Florida Approved CAM School
• Pre-Licensing
• Continuing Education
NMLS Approved MLO School
• Pre-Licensing
• Continuing Education
Fort Myers, Naples, Sarasota and Online

4. Affiliations
Greater Fort Myers and the Beaches
Association of REALTORS®
• Core Law and Ethics provider – 7 times per
year, including annual Tradeshow
Naples Area Board of REALTORS®
• Core Law provider at annual Tradeshow
Punta Gorda-Port Charlotte-North Port
Association of REALTORS®
• 14 Hour Continuing Education – 2 times per year
Bonita Springs-Estero Association of
REALTORS®
Cape Coral Association of REALTORS®
Sarasota Association of REALTORS®
**NO other school is affiliated with this many**

5. SW Florida New Sales
Associates
Lee, Collier and Charlotte Counties
2178
1401
1278
1005
1129 1089
873 859
735
574
555
02 03 04 05 06 07 08 09 10 11 12
(proj)
5

6. New Sales Associates by County
Lee
1201
784
719
607
637
532 556
507
454
320 330
02 03 04 05 06 07 08 09 10 11 12
6

7. New Sales Associates by County
Collier
734
460 439
344
372 353
267
239 215
195
162
02 03 04 05 06 07 08 09 10 11 12
(proj)
7

8. New Sales Associates by County
Charlotte
243
150 157
129
120
99
78 85
59 63 66
02 03 04 05 06 07 08 09 10 11 12
(proj)
8

9. New Sales Associates by County
Sarasota
579
482
372
310 300 310
188 216
172 186 190
02 03 04 05 06 07 08 09 10 11 12 (proj)
9

10. ACTIVE vs. INACTIVE
Sales Associates
Active Inactive
2894
8707
1556
5917 1694
5106
5813
4361
555 3502
1762
1207
Lee Collier Charlotte Sarasota
10

11. NEW Sales Associates as a % of
Total Sales Associates
New Existing
8070
5564
4886
6% 1663 5.6% 6%
637 7.3% 353 99 310
Lee Collier Charlotte Sarasota
11

12. Number of Brokerages and
Branch Offices
 There are 2239 registered brokerages and
branch offices in SW Florida
 934 in Lee
 507 in Collier
 161 in Charlotte
 640 in Sarasota

13. Brokerages Registering a New
Sales Associate 2009-2012
 1,385 did not register a new sales associate
 854 brokerages registered a new sales
associate in 2009-2012 in SW Florida
 4,177 new sales associates licensed in that period
Of the 854 brokerages that registered at least 1
new sales associate during that 4-year period…

14. Brokerages Registering a New
Sales Associate 2009-2012
 748 registered 5 or fewer new sales
associates
 106 brokerages registered 6 or more new
sales associates
 46 FRANCHISE/CORPORATE OWNED
 1088 Licensees
 24 avg. or 6 per yr.
 60 BOUTIQUE/INDEPENDENT OWNED
 898 Licensees
 15 avg. or 4 per yr.

15. “Survey Says…”
Each of our real estate
licensing students
completes an
Anonymous Survey at
the conclusion of
Course I. The following
data were collected
from February, 2009 –
November, 2012

16. Q. What is the primary reason for
attending real estate classes?
1.Attributes of the
business
Be my own boss / help people buy / freedom /
like helping people find a nice home / like
people, like houses, like money / love real
estate

17. Reason for Attending Real Estate Class
Attributes of the Business
63%
57%
54%
35%
2009 2010 2011 2012
17

18. Q. What is the primary reason for
attending real estate classes?
2. Income and investment
opportunities
only means to make good money today /
love real estate investing / market is
improving / now is the time / want to be on
top of investments

19. Reason for Attending Real Estate Class
Income and Investment Opportunities
41%
29%
26%
23%
2009 2010 2011 2012
19

20. Q. What is the primary reason for
attending real estate classes?
3. Career Change
New career, sales oriented / it fits at this
point in my life / always thought about it /
more control of future

21. Reason for Attending Real Estate Class
Career Change
15%
12%
10%
8%
2009 2010 2011 2012
21

22. Q. What is the primary reason for
attending real estate classes?
4. Another tool in my belt
Background in lending / property
management / CAM / contacts in finance /
construction / foreclosure

23. Reason for Attending Real Estate Class
Another Tool in My Belt
12%
9%
4% 4%
2009 2010 2011 2012
23

24. What do real estate recruits do now?
2010 2011 2012
26% “Other Category”
29% in 2010
24%24%
21%
26% in 2011
22%
20% in 2012
19% 18%
16%
13%
10%10% 10%
5% 5%
2%
RE Related Self Services Sales Medical
24

25. Agents Already Committed to a
Broker Before Enrolling in Class
2010 2011 2012 Nationwide
75% 73% 75% 74%
27% 25% 26% 25%
Committed Not Committed
25

26. Those who were already committed to a
broker before class…
81%
9% 6% 4%
Relationship Training Recruited More Money
26

27. Zig Ziglar (1926 – 2012) on
Building Relationships
“If you go looking for a
friend, you're going to
find they're very
scarce. If you go out to
be a friend, you'll find
them everywhere.”

28. Zig Ziglar (1926 – 2012) on
Working for Money
The railroad story…
…and the Larson
story.

29. New Agents by Age
2010 2011 2012
30%
25%
22% 23% 22%
21% 21%
17%
19% 19%
17%
18%
15%
12%
8% 7%
3% 3%
18-24 25-34 35-44 45-54 55-64 65+
29

30. New Agents by Age
2010 2011 2012
49% 48%
43%
37%
33%
25% 26%
20% 21%
18-34 35-54 55+
30

31. Real estate field attracts younger agents
Keller Williams Realty agents Kendra Hoefs, 26,
and Jessica Berube, 32, are part of a growing
trend toward younger real estate agents in
Southwest Florida. Sarah Coward/The News-Press

32. This year‟s crop of new real estate agents in
Southwest Florida is younger and savvier
about new technology – and they‟re more
serious about their work.

33. Real estate field attracts
younger agents
“They‟re graduating from Florida Gulf Coast
University, from Edison State College, from
Southwest Florida College, and they get done
and they say, „Well, there‟s not a job there for
me,‟^” said Brad Larson of Larson Educational
Services. “They may have friends or family in
real estate, and there‟s the relative ease of
entry: 30-day approval (by the state), $600 in
fees, eight days of classes and they can have a
real estate license and be up and running.”

34. Real estate field attracts
younger agents
Steve Koffman, a broker associate with Century 21
Sunbelt in Cape Coral, said he‟s noticed the edge
younger agents have because they‟re more at ease
with social media.
“As the economy stagnates, I‟ve been focusing on
trying to hire some 20- and 30-something agents,” he
said. “The younger people, they‟re advertising on
Facebook, their lives are very different from the way
mine has gone. They‟re on top of the tech stuff.”

35. Real estate field attracts
younger agents
Some of the new agents are attracted by the open-ended
nature of real estate sales.
“It‟s all self-motivation because you don‟t have a boss,”
said Kendra Hoefs, 26, an agent with Keller Williams
Realty in Bonita Springs who started a year and a half
ago. “We‟re all independent contractors. You‟re motivated
constantly to find your next client.”
Branden Leeb, 25, who‟s been an agent on Koffman‟s
team since April 2011, said that when he moved here from
Maryland and bought a house, “I went out with my Realtor
and watched what they did, and I said, „This real estate
business, I could do this.‟

36. Real estate field attracts
younger agents
Getting started isn‟t easy, he said. “It is a very hard
business to get off the ground,”
But he‟s found that “being Internet savvy gives you
an edge.”
That can mean being able to move briskly through
the digital system that replaced the paperwork of
creating a new listing or putting a house under
contract, he said. “The old school guys were used to
having a file to hold onto.”
Larson said being willing to adapt to new conditions
is something that has always been important in real
estate

37. Digital Natives, Digital Immigrants:
Technology, the Consumer and the Agent
Way back when… Not too long ago… TODAY!

38. Digital Natives, Digital Immigrants:
Technology, the Consumer and the Agent
1. While the consumers‘ goals have remained
the same for decades, they are no longer the
people our real estate system was designed
to serve

39. 2. DIGITAL NATIVES represent the first
generation to grow up with computer
technology
a. Computer games, email, the Internet,
Facebook, smartphones and texting are
integral parts of their lives

40. b. They think and process information
fundamentally differently than
predecessors
c. They are used to receiving information
really fast
d. They like to parallel process and multi-
task
e. They prefer their graphics before their text
rather than the opposite
f. They function best when networked

41. 5. Those who were not born as natives but
have adopted many or most aspects of the
new technology are DIGITAL IMMIGRANTS
a. They may not appreciate the skills that the
natives have acquired
b. They speak a different language (or the
same language with a discernible accent)

42. 6. Today‘s real estate agents could be
classified as DNA, DIA, or DOA:
a. DNA = Digital Native Agents
b. DIA = Digital Immigrant Agents
c. DOA = Digital Oblivious Agents

43. 7. The DOA group was once the guardians and
only source of information
I’m
“Oblivious”

44. a. Today market information and property
availability is much more accessible
b. So consumers are seeking more than
simply information from agents
8. Consumers expect real estate professionals
to be technologically adept and may not
work with someone who is not

45. “I love technology!”

46. The Quandary
Digital Native Digital Immigrant
Real Estate/
Business Technology
acumen acumen
Technology Real Estate/
acumen Business acumen

47. The Quandary
Digital Native Digital Immigrant
Real Estate/ Technology
Business acumen acumen
Technology Real Estate/
acumen Business acumen
How do we get the pie pieces to be more equal?
Training and Education

48. Date: Friday, December 14, 2012
Time: 1:00 pm - 5:00 pm
Tuition: $28

49. Mark Twain on Goals
“A goal properly
set is halfway
reached.”

50. Date: Friday, December 14, 2012
Time: 9:00 am - 12:00 pm
Tuition: $28
3 CE Credit Hours for Real Estate Licensees

51. 45 Hour Post-Licensing
 LarsonEd has its OWN 45 Hour Post-
Licensing course approved through the
DBPR
 It is 1 of only 3 approved in the state
 It is SW Florida market specific,
up-to-date, and includes technology and
marketing information that does not
exist in any other state approved course

52. Post-Licensing Topics
 Core Law Legal Update
 Development of Business Plans
 Marketing and Promotion
 Real Estate and the Internet
 Prospecting for Sellers
 Pricing and Listing
 How to Find and Finance Buyers
 From Contract to Closing
 Successful Real Estate Negotiations

53. 14 Hr CE
Customized
for your
brokerage.

54. Co-Branded
14 Hour Continuing Education
Starting January 1, 2013 you can offer a
Continuing Education solution to your office:
 State approved Correspondence Course
 PDF workbook that is formatted for tablets and smartphones
 Includes mandatory Florida Core Law
 Co-branded with your company logo on the cover
 Flat rate of $29 paid by student at time of final exam submission
 Materials are updated every 3 months to reflect legislative and
market changes
 Provides consistent curriculum and knowledge base for your
brokerage – everyone will be learning from the same source

55. What is YOUR viewpoint?
Q. As an employing broker or manager,
are you considering increasing your
efforts to attract new recruits?
 THE FUTURE OF THE INDUSTRY
 THEY ARE PLEASANT AND TAKE DIRECTION
 THEY ARE EAGER TO LEARN
 THEY HAVE ENTHUSIASM FOR A FAST
START

56. Interviewing and Selecting
New Licensees
A question posted online by a Digital Native
“Hi, I am about to apply for a real estate salesperson job and have a
question. I read mixed things about real estate job interviews. I
read somewhere on the web that they ask specific knowledge
questions about laws and regulations, but I hear by word of mouth
that the interviews are typically easy and you basically interview the
broker about the company.
Would you know which is correct? I'm nervous about it because I
have no idea what to expect and I'm just out of college so I've never
interviewed with regular, non-real estate firms before. Can you give
me any information or advice? Is it like a regular job interview or not
so much?”

57. Interviewing and Selecting
New Licensees
Laurel McAdams
Real Estate Brokerage – A Management Guide (7th Edition)
“Each personnel position needs to be filled by a
methodical process and do so within a legal framework.
Discussions about employment laws, job performance-
based qualifications, and compensation management
are major centerpieces of the employment process.
Whether a person is an employee or an independent
contractor has no relevance when it comes to
recruiting, selecting and hiring procedures.”

58. The Employment Process
The employment process consists of:
• Recruiting
• Prescreening
• Interviewing
• Selecting
• Hiring

59. The Employment Process
Recruiting
Generate a pool of candidates
for consideration

60. Recruiting
Throw out a big
net.

61. The Employment Process
Prescreening
Application and preliminary interview to
gather information to pursue next step.
Decision Point 1

62. Prescreening
Look for BRAINS and
TALENT and SELF-
MOTIVATION.
Don‟t confuse
EXPERIENCE with
BRAINS and TALENT
and SELF-
MOTIVATION. Don‟t
gossip about other
brokers.

63. The Employment Process
Formal Interview
Formal job interview(s) to gather sufficient information
to make a decision whether to hire an applicant.
Decision Point 2

64. Formal Interview
Find out about
THEM. LISTEN
more than you talk.
Do their skills and
traits fit your
culture?

65. The Employment Process
Selecting
Review information gathered about applicant and
determine whether applicant is a suitable fit.
Decision Point 3

66. Selecting
Select ONLY the self-
motivated who will be
actively engaged. Sell
the BENEFITS of your
brokerage, not just the
FACTS.

67. The Employment Process
Hiring
Make job offer and establish personnel file.

68. Hiring
Sign
acknowledgement of
reading Policies and
Procedures Manual.
Sign Independent
Contractor Agreement
specifying that it is not
an employer-
employee relationship
for IRS purposes.

69. Recruiting Resources through
LarsonEd
Be a Participating Broker at Larson Educational
Services
 Materials at LarsonEd Career Night
 Regular delivery of Course Schedules
 LicenseTrak Scholarship Program
 Only 26 Vouchers have been submitted in 2012
 Broker Connection on LarsonEd.com

70. Currently 30 Brokers are on Broker
Connection at LarsonEd.com

72. Broker Connection on LarsonEd.com
We connect with each
other
Your electronic recruiter
22,000+ pageviews per
month
4,000+ students in 2012
Use our site to simplify
and speed the licensing
process
$100 setup / $75 per year
100+ Career Night
Attendees
150 new students per
month

73. Send them to LarsonEd
 Learn
 Have fun
 Pass
 Come back
alive!

74. STATE EXAM PASS RATE
No one has more effective sample
exams, tutors and course workbooks.
92%
44%
All others Larson Course I + Prep

75. Benefits of LarsonEd
 Our unique course development
strategy prepares for exam
success
 Our students don’t just
start, they get a license.

76. Benefits of LarsonEd
 Our students come back to you
alive, happy and excited
 They will succeed on the exam
 They will NOT be recruited or
solicited
 Their energy will carry into the office

77. Benefits of LarsonEd
 We cater to brokers who
recruit:
 Massive scheduling for a fast start
 Competitive pricing
 Consistency in educational
objectives, materials and
instructors
 Consistency with in-house training
 BROKER CONNECTION

78. Benefits of LarsonEd
 In short, we will be YOUR
SCHOOL
 STATE LAW misconception:
 NOT 3 referrals!!
 Thank you, and best wishes for
continued success!

79. Pick up your treat before you leave –
From the Larson family
Treats created by our very own Stefanie Watson!
www.stefaniessweetconfections.com

81. BONUS Section