Saturday, December 16, 2017

An Interview with Industry Recruiting Icon Judy Ladeur

By Julie Escobar

We’ve covered a lot of fourth quarter strategies this month, but haven’t touched on the topic of recruiting for a while.  This week I thought we’d show all our broker, owner and management team friends a little love with some top tips just for you!  To do that I called my long time friend and extraordinary recruiting expert Judy Ladeur.  She’s been helping brokers grow their businesses, power up their production and recruit new team members since before I met her 20+ years ago!

Here’s what she had to say!

Julie:  Hey Judy!  It’s been a while, but it’s always great talking to you! You’ve been busy these days (as always) helping real estate brokers build better, stronger, more productive teams.  As we dive into this fourth quarter – what are some of the most important things brokers should be doing to ensure a great end of the year and set themselves (and their companies) up for success in 2012? 

Judy:  Hey Julie – great catching up with you too!  Love following everyone on Facebook-don’t you?  To answer your question — For most brokers, instead of jumping in and making calls, they should spend time getting themselves positioned to recruit the best agents, which is more than just making calls and booking interviews. We have spent most of this past year helping brokers understand what a “value proposition” is and what it is not! We have determined that 90% of brokers have no idea what their value proposition is – even though it is the most important element in their recruitment arsenal.  The value proposition is NOT their tools. However their tools determine the value of their value proposition.

What we are teaching brokers to do is to identify their 12-20 most powerful tools and the results that each tool produces. You would be amazed how many brokers do not have a handle on this information.  Knowing the results of the tools you have allows you to share them in a way that educates the agents in your market about the opportunities that you can provide to them as a member of your team.  If you’re not sure where to start, poll your agents.  Ask them the value of the tools that you provide as an organization.  When the agents tell you what your systems mean to their real estate career, that is your value proposition to that agent. It is different for each agent, but these insights can give brokers what they need to figure out a minimum of 12 powerful tools with results that are unique in their market or things that they are doing that others are not doing. It can be a little tedious and it takes a while to complete but it’s well worth it. Next, they need to create visuals for each one as well with the results on them.

For any broker out there who wants a strong 2012, this is a task that they should completed long before the new year begins. Then sharpen their phone and interview skills so they can hit the ground running. We actually have a program here in the first week of December designed to position the broker to hit the ground running on January 1st and to have consistent results all year long.

Julie:  Wow, Judy – that sounds comprehensive.  When you say “tools”- can you give me an example? 

Judy:  Sure, when we bring brokers together for our retreats we ask them, “what are the 12 – 20 things you are doing–or doing better than you competition?”  Surprisingly, many can’t answer that.  Some will say “location,” or “a great broker like me!” That’s great – but really is not going to cut it in today’s world.  Specifically, what is different about you?   Think about it – if your answer is, “Great team” – what do you think your competition is saying?  Theirs is a lousy team?  You have to find the DIFFERENTIATORS.  If you can’t quantify those things in terms of time, money, energy saved, production, etc.–then it goes off list.  Here’s one, “We give agents leads.”  Next we’ll say, “Ok – how many leads year to date have you given out per agent?  What is the conversion rate?  You have to have the ability to bring it down to the numbers.  How about “Training program.”  Ok – what kind of results did the agents get? Many simply say, “I don’t know.”  And that’s fine – it gives them a starting point.  Sometimes they have to go back and track results after the next training, talk to agents who’ve been through it and ask for their results so they can get those numbers.  If they don’t have that information, this fourth quarter is a great time to do that so you can start the new year strong.  Sometimes a broker will tell us, “We have the best agents.” Then we’ll come back to them and ask them to quantify.  For example, according to the MLS, our agents are doing an average of seven transactions more than our nearest competitor.

For a lot of brokers this exercise is a big eye opener.  First it helps them identify more clearly where they are NOW.  And secondly – it forces them to put themselves in the agents’ shoes — sometimes for the first time in years.

Julie:  What’s new in terms of recruiting now that is significantly different than say, how brokers recruited even five years ago?

Judy:  Social media is definitely the biggest change and is bringing great results and a whole new perspective to recruiting. It’s easier now than ever to build relationships and comfortably stay in touch with prospects as well as your own agents.  It’s also much easier to ask for referrals by using social media. Tools like Facebook and LinkedIn are really helping to break down barriers.

Of course in terms of the things brokers want to hear – value proposition may be number one – but social media is a close second!  So many of them are still looking at social media as just a place to post when you’re having a coffee at Starbucks.  For those brokers – it’s time to get on board.  Social media is not going away – and for those that embrace it – it’s a terrific addition to their marketing.  In fact – if you look at agents who are really using it – they are staying in touch with their clients and sphere far more effectively today than they ever have.  Brokers can do the same via a company fan page and their personal page.

Julie:  Oh I can hear the groaning now – can’t you?  Let people into their PERSONAL lives?  I’m sure you’ve got some push back on that one-right?

Judy:  Oh yeah!  While I know it’s outside the comfort zone for a lot of brokers – truthfully, agents want to get to know you – the real you – before they are willing to consider your company as a place to hang their hat.  In fact, Let’s face it – 70% of potential hires are emotional – that means they’ve got to like you!   For the brokers that say “I don’t want to!”  We say, “If you want to hire 40-80 agents next year – you’re going to have to step out of your comfort zone!”  Let people in.  Share a little about who you are – not just what you offer as a company.  On your fan page you can share success stories about what your agents are accomplishing – spotlight their successes.  You can talk about what’s happening in your market area.

On your page – share a great picture of a grandchild, post a little inspirational quote, share a great new restaurant you tried.  These forms of media allow you to reach people you never would have before – to break down barriers and ultimately recruit agents you never would have been able to hire in the past. What’s funny – is that once we teach brokers to embrace social media – it becomes their FAVORITE thing to do!  Why?  Because it means they don’t have to make the phone calls.   We laugh, because we know they’re not going to make those calls anyway!  They SHOULD be on phone daily – but many just don’t create that good habit.  Listen, recruiting is a relationship business – so reaching out in EVERY way you can regularly is the way to build that relationship – and ultimately – build your business.

Julie:  Great stuff Judy!  What tools – both online or offline would you recommend that brokers put in their recruiting plan? 

Judy:  I would say a broker needs to add a Facebook Fan page for their company, lead generation tools, online marketing support and coaching. Most brokers today want to stick with technology – namely:  email.  But our ratios haven’t changed  — we STILL say that only 25% of your recruiting marketing efforts should be email or online.  It’s just too easy to get blocked or not read.  Plus – many times the real nudge that helps bring a recruit in the door is when the spouse or significant other sees the recruiting materials coming in the mail!  I know many brokers who will say it’s too expensive – but we fire back with one recruit will pay for a year of marketing.  It’s time to look at the budgets and make some adjustments.

It’s also important to know what agents are looking for.  A NAR survey four years ago said that agents didn’t care about leads – they were too busy.  Now that’s the number one thing with affordable marketing tools coming in second.

I say just start somewhere.  Send postcards.  Send the top 10-25 recruits “lump mail” – something like a  magnifying glass with a note that reads “time to take a closer look at what we have to offer.”

Julie:  Best success stories of recent months that can inspire brokers to break out of old habits and grow their organizations? 

Judy:  Well I’ve got to say there are two things that are getting great results right now:

  1.  Contacting smaller independent brokers in your market and offering them a chance to roll their company into your company and go back to working as an agent.
  2. Contacting agents who left you when times were good and tell them that you miss them and would love to talk to them again about rejoining your firm.

I mentioned before about knowing your results.  I am coaching a broker whose market position increased this past year through recruiting experienced agents was greater than the entire production of any team in his marketplace for the entire year. When he discovered that, he was amazed. Arming himself with that knowledge has allowed him to hire many of the top producers in his market and he is acquiring another brokerage firm in the neighboring city.

Sharing results like that is a great way to get the attention of brokers and agents and get them on the phone which leads to an interview and potential hire.  Another broker that I am coaching discovered that her agents had a $33 million dollar increase in their sales volume in 2010. By sharing this with other agents in the market, she has piqued the curiosity of area agents eager to know what she is doing to help her agents sell more real estate.  Her office is now full and she is moving to a larger location to continue hiring the best agents she possibly can!

Julie:  Wow!  That’s amazing!  So any predictions for the year ahead?

Judy:  Oh yeah!  I believe that 2012 will be one of the biggest years for smaller companies rolling into bigger companies. 

Six Silent Roadblocks to Real Estate Success

A fun interview with Keynote Speaker Connie Podesta & Julie Escobar

First, things first…there has NEVER been a more important time to OUT-SMART, OUT-PERFORM & OUT-SHINE the competition than right NOW. To succeed in this business you MUST differentiate yourself in smart and positive ways and ask yourself this question, “What about ME is so special & unique that people will want to know & do business with me instead of the competition?”

I had a GREAT TIME chatting it up with one of my ALL TIME favorite keynote speakers – Connie Podesta.  If ever there was a woman who can teach you how to STAND OUT and be FEARLESS in today’s market it’s Connie!

We got on the topic of bad habits that need to be kicked to the curb if agents want to compete & succeed in today’s market -and it was so much fun I wanted to share!

Here’s a sneak peek inside our conversation…

Connie:  Hi Julie – always fun chatting with you!  If there is anyone who knows that now’s the time to STAND OUT and step up your game to win at real estate it’s you.  You know normally, I would lead with a positive spin on an article – but you and I were talking about how funny it is that sometimes the eBooks or articles that capture the most attention have a “darker” tone to them.  Isn’t that funny how we’ve all got a little of that “slow down at the scene of the accident” in us?  Human nature is an interesting thing isn’t it?

Julie:  It sure is Connie – but in all the years I’ve written for the real estate industry – it is those tough labeled, “fear factor” type titles that do tend to have brokers calling me announcing, “I just copied that and put in every agent’s mailbox!”  So let’s take a page out of that book and talk today about some habits that some sales associates are perpetuating that frankly – can be career KILLERS!  (Of course – not any of YOUR readers I’m sure – but they may have someone in their OFFICE who could use a little nudge right?)

Connie:  Absolutely – my readers are all on the top their game – but let’s give it to them straight anyway.  They know I’m not a “beat around the bush” kind of gal!  I think we need to focus on what is really feeling like an incredible (and necessary) trend in the industry today – and that’s a resurgence of agents putting service and customer value FIRST.

Julie:  I feel that too Connie – the real estate world has some great leaders out there right now who are really driving that message and METHOD home – and showing agents how making a friend first will not only lead to a sale later – but a whole lot of referrals after that.  Let’s look at the FIRST ROADBLOCK that comes to mind in terms of what agents are FAILING to do that could be costing them not just NOW customers – but lifetime ones as well.

Roadblock #1:  Inaccessibility. One of the top customer complaints of all time is, “They never called me back.” In customer speak, that translates into, “They don’t care about me, and they don’t want (or deserve) my business.”

Consider these tips, and be sure you consistently:

  • answer phone calls and emails within six hours, and always within 24 hours
  • contact open house attendees within three days of the event
  • use automated systems to keep up with web and direct mail inquiries
  • make yourself available; do NOT launch a marketing campaign and then leave town, attend a four-day workshop or head for the beach

Julie:  They’ll laugh at that last one Connie – but you and I have BOTH seen sales professionals do just that!

Connie:  I know! You guys need to understand this…Ours is an “instant gratification” society. People don’t like to wait, so don’t make them!  What’s number two Julie?

Julie:  Ahhh—glad you asked!

Roadblock #2:  Talking more than listening. I’m not sure who said it first (although I remember my mother sharing it a time or two), but this classic line really does put this point in perspective: “You were given two ears and one mouth in that proportion for a reason! Listen more than you talk.” Did your mom ever say that to you?  Listening allows you to hear objections, get a real feel for the comfort and motivation level of your customers and effectively answer their questions and meet their needs. Listening attentively also makes the client feel important, connected and cared about. Another old friend of mine, Floyd Wickman used to always say, “They don’t care what you know until they know that you care.”  He was right about that!

Connie:  You’re absolutely right – one of the first steps to showing VALUE to your customers is listening to them, really hearing them.  Not only does that make them FEEL more important and cared for – if you’re listening well – they almost ALWAYS give you clues as to what their buying or selling triggers really are.  I also want to interject in here that sometimes salespeople engage in what I  call “desperation talking” – and that’s when you want so BADLY to convince someone to BUY or to SIGN or to LIST that you just KEEP talking and end up OVER-SELLING – or talking yourself (and the prospect) right out of doing what you want them to do.  Learn to be quiet sometime, read people and even just ask them their preferences such as, “Do you want to look around the home and ask questions or get a feel for it on your own?  Which do you prefer?”

Julie:  You hit that nail on the head!  Now, on to one of OUR favorite topics…

Connie:  Indeed!  That is…

Roadblock #3:  Getting caught in a social media web:  I’ll be one of the first people to say it’s time to stop thinking social media is a passing fad and prompt you to dive in to the huge online knowledge base that can teach you how to tweet, find friends and get linked!  In fact, I’ll tell you that it is a MUST-HAVE communication skill if you want to keep communicating with the younger generation.  Social media tools such as Twitter, Facebook and LinkedIN are extraordinary tools to help you expand your reach with the ability to talk one to many – develop your niche, and bring value to your sphere of influence and prospects every day.  You can touch many people at once; share your perspectives and network far faster and easier than we ever dreamed possible.

I will caution you though – do not get too caught up in the web.  I can’t tell you the countless sales professionals I’ve met who never learned to put boundaries on their time.  Social networking, like anything, can be a time stealer if you’re not using it properly.  There is still no substitute for real, live, face-to-face or at least phone-to-phone contact with your clients and genuine prospecting time blocks.  So if you’re spending all your time tweeting about the weather or playing Mafia Wars and Farmville (you know who you are) – then start today to block out your power hour of prospecting, reaching out to your customer base and leave the playtime for your personal time. 

By Julie Escobar

It’s been a busy week of interviews and interesting to hear what people are asking in terms of “how do I market my listings and myself more effectively?” Good question! Let’s see if I can share a little of what I’m learning along the way about how to mix and match your marketing mediums so that you can really make the most of your time, energy and dollars. Sound good?

First let’s start with the obvious—we KNOW that 87% of home buyers and sellers START their search for their new home or REALTOR online, which is great news for you if you’re busily building an online presence…right? There’s just a little hitch — according to a study of Broker Website Effectiveness conducted by the WAV Group 69% of visitors to broker websites type the address directly into the browser, 20% use search engine – but with keywords such as agent or brokerage name, which means that more than 85% of all traffic to the brokers’ websites were coming from people who ALREADY knew them. This is good in terms of retention of customers – but not so good news in terms of driving NEW eyes to your website, blog or social media channels.

So if NEW traffic’s your goal, then you’ve got to find some ways to get consumers in YOUR MARKET who are looking for information about buying or selling a house and they start to type something into that search bar….They know YOUR NAME & Company name!

1. Make direct mail your friend. Don’t start yelling at me and saying direct mail is dead – before you consider a few facts. According to a survey conducted by the Direct Marketing Association nearly 70% of consumers prefer to receive announcements and information from companies they are familiar with via conventional mail, versus less than 20% who prefer e-mail pitches.

Now, don’t get me wrong, I’m a big fan of email marketing, but I have agents asking me week after week – “How do I get email addresses?” And that’s where I believe direct mail postcards can really compliment an agent’s marketing plan. They’re affordable, fast, don’t have to be opened first, quick to make an impression and done right – a great way to brand yourself, get your name TOP OF MIND for area consumers and drive people looking for real estate answers or information – Straight to your website!

We’ve even developed a new line of postcards to help you develop a social media following! Check them out: On the Web Templates!

Need help finding addresses to mail to?  Click here to watch a video on building your mailing list:  Mailing List Management

2. Next, add QR codes to all of your printed materials. Postcards, business cards, flyers – even sign riders! Point those QR (Quick Response) codes to your Facebook Fanpage, your lead capture forms on your website, your single property websites or just about anywhere on the web you want to drive new customer attention.

Here are a couple of QR Code Generators for you to try:

“Get on the bus or get hit by it…”  Advice from a Social Media Expert

by Julie Escobar

Hat’s off to Head of Lettuce Media founder Antony Francis and his ultra-all-that associate Amber Osborne, a.k.a. Miss Destructo for sharing with me some of what’s working and what’s not for real estate agents and businesses trying their hand at building their book of business using social media.

If you’re ready for a little Q&A, then join me to “toss” a few fresh strategies that can help associates see social media in a new perspective.

Q:  Always a pleasure Tony – and nice to meet Amber as well, albeit virtually!  First off – love the name!  Tell me a little about Head of Lettuce Media.

A:  Head of Lettuce Media is a social/new media company offering a wide spectrum of services.  From coaching for businesses that wish to handle their own social media needs to full service options where we manage the entire process, it’s an exciting time to be able to really give resources to newcomers as well as people who’ve been at social media a while.  We offer full service blogging, twitter personality development and Facebook fan page management. We are also constantly working to look at new ways to integrate new media platforms into the marketing and sales mix.

Q:  Very cool, I’m sure there are a lot of people out there still scratching their heads trying to figure out how and when to get on board or if they should run screaming in the other direction!  Share with readers if you can how you see social media changing the face of real estate marketing and business networking?

A:  You know, Social Media really doesn’t change the basic elements of real estate sales which are Attract, Connect and Communicate.   Social media only changes the medium in which that process takes place. In fact, in some ways, it actually brings us more to our real estate roots of creating relationships.  It’s like “old school farming” only you’re reaching out digitally.

I’ll use an example:  It’s always been an “unwritten rule” that it takes 5-7 contacts for a  FSBO to notice you enough to do business with you.  That hasn’t really changed.  What has changed is your ability to change up how you communicate with them.

What’s also important to note is that there is a very real difference in results between those that are developing connections and having conversations and those that are just broadcasting their sales pitch.  Just as it would turn off a stranger in networking event or neighborhood party for example for you to walk up and start pitching your best pre-list presentation – the same is true on Facebook, Twitter, LinkedIN or any of the social platforms.   Those agents that are doing it right – are reaping the rewards.

Q:  There are a lot of naysayers out there still saying that social media is a waste of time and the only way to prospect is the “good old fashioned way” – what would you say to that?

A:  Well, I’d say those are probably the same people (or some just like them) that used to complain that newspaper was the only effective form of advertising and that the internet would never take off.  To those type agents, it’s time to get on the bus or get hit by it.

You know as an agent – your focus has got to be on people.  Social media just expands your ability to converse on different levels.

Q:  I agree.  Hey, Facebook just announced their new “groups” – what can you tell us about that?  Any applications for agents?

Actually, the new “groups” is really just a revamp of the old groups from what I understand.  I’ve always been against the use of groups for a business and feel that all the advantages lie in the fan pages. Fan pages allow you to track your metrics, see your demographics and measure your results much better and you’re able to connect Facebook ads with fan pages – but not groups.

I know some people that are using the groups as almost an intranet for bigger offices or a small network, but honestly, Facebook  still has a lot of holes in their security and if all it takes is one person sharing the information outside of the group for it to be out there for everyone.  agentYou should not have a group page for building your business.

Q:  Good to know.  Do you have any good “rules of thumb” for building fan pages that work?

A:  Sure – make them interactive and engaging.  If you’re just posting stuff  (listings, why you’re the best agent, etc.) and not really “inviting” people to engage, then it’s more like old school advertising and a turn off and you’re undoing the valuable resource you’re trying to create.

Put articles up that naturally cause responses.  For example, the recent Bank of America decision to put foreclosures on hold.  A lot of agents posted that, added commentary on how that can and will affect their local market and consumers and then asked others how they felt about it. The more interaction you can prompt the more valuable your fan page will be and it’s not all about quantity.  If you’ve only got 100 people on your fan page and 75% of them are engaging and adding to the conversation – that’s much more valuable than 1000 people on your page that are silent.

When you are just starting out, begin with friends and family—mostly because they will be the most forgiving!  It’s a little like when you’re a new agent and you practice on the cheap listings so you don’t screw up on the big ones!

And be sure to tie your fan page into all of your marketing from your website to printed materials, so people have another way of reaching you and learning from you!

Q:  Sometimes it’s hard to get the banter started on your fan page or blog – any tips for that?

A:  Sure, I always suggest that you ask a lot of questions.  Make it a goal in the beginning to post three elements a day.  One tying to an article of interest,  one that talks about something going on in community and one that’s just fun – some of the silliest are the most interactive.  Give people a riddle or a trivia question about the area, or just a silly thought.

Q:  Good advice!  Should agents try to toggle between many social platforms or find the one or two they are comfortable with?

A:  You need to look at where your prospects/sphere of influence hangs out.  There are over 500 million on Facebook, so that is a no brainier, Twitter is almost at 150 million, so you’re wise to learn it and learn to use it right. Start with one and master it, then add the next.   I recommend Facebook, then Facebook fan page then blog, Twitter and LinkedIN.

Q: Is there a success formula that you’ve found?  In other words, should a percentage of your social communication be personal, a percentage business, percentage straight content, etc?

A: More than any formula, remember this:  In the words of my friend Floyd, people don’t care what you know ‘till they know you care, and you show you care by interacting.   If you are yourself, and they get to know you and like you, social media will help you maintain that top of mind awareness, so when they need help you’re the one in their mind. Social media also makes it easy for them to refer a friend to you.

Be yourself, be professional, personal and accessible—and have fun with it.

Q: What should agents or entrepreneurs avoid?  In other words – what are the top three pitfalls or mistakes agents make?

A:  First, remember it is called social media, not broadcast advertising.  You’re creating a conversation – not just “selling.”  Secondly, address anyone who addresses you or mentions you, even if it is just to say thanks for the nice words.  And thirdly, listen.  I have two favorite sayings with regards to listening:

A. God gave you one mouth and two ears so you may listen twice as much as you talk.

B. Sometimes it is better to keep your mouth shut and let people think you a fool than to open your mouth and prove them right.

Carefully weigh everything you say as if you are sitting in a room of potential buyers and you will always be ok.

Q:  Those are two of my favorites as well.  That first one my mother used with some frequency!  (Of course I’m sure that was directed at my brother and not me!)   What would be your best advice to someone who wants to build a strong network to grow their business and referral base?

A:  Remember that there is no quick easy way to build your “social farm.”   Start with your immediate friends and grow from there.  Keep learning as you go, and add additional platforms as you get comfortable with them.  If you grow too quick and you don’t have the process down, you can turn off and lose people.  So take your time. The best thing you can do is entertain, engage and educate.  Master those three e’s and you’ll do great!

Q:  I agree – patience is essential!  I’d add education to that as well wouldn’t you?  Social media isn’t a “fad” – and it’s changing all the time, so learn how to use it.  Can you tell us how our readers can find you on the web?

A:  Absolutely!  Look for Head of Lettuce Media on Facebook and fan it.  Also, check out Amber’s site, www.MissDestructo.com.  She’s a national celebrity in the world of social media and her story is incredible.  We’ll see you online!

All right kids – let’s give a big thanks to Tony and Amber for their time and their tutoring!  Smart, fun and incredible people!

Thanks to you as well for reading along and I invite you to get on the bus as Tony says!  (We don’t want any of that getting hit by it stuff!)  Expand your thinking and remember – the more you can change your  mindset to consider what’s POSSIBLE as opposed to sticking firm to that old belief that it’s all impossible…the faster you can realize a career and life with no bounds.

Need help in that department?  Talk to me!  Leave a note here or email me!  Life’s what we make it so let’s make it amazing!


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