SELL IT LIKE SERHANT WORKBOOK

Virtual Workshop Series:

Leadership in Real Estate
JULY 12, 2021
TAP TO Virtual Workshop: DE&I in Real Estate with Dannie Fountain
REPLAY Join DE&I expert, Dannie Fountain, as we explore why building a team with diverse
background, perspective, and experience is essential for long-term success in real estate.

JULY 26, 2021

TAP TO Virtual Workshop: Motivating Your Team with Jennifer Alese
REPLAY Is your team losing steam? Learn how Jennifer Alese, director of new development at
SERHANT., keeps her team motivated and in control of over $2B in new development inventory.

AUGUST 9, 2021
TAP TO Virtual Workshop: A Deep Dive into Hiring with Scott Hill
REPLAY If you’re planning out your administrative team growth, replay this workshop with SERHANT.
agent operations manager, Scott Hill!

MEET THE EXPERTS

DANNIE FOUNTAIN JENNIFER ALESE SCOTT HILL

SWE Sourcer at Google, Founder Director of New Development Agent Operations Manager
of Focused on People at SERHANT. at SERHANT.

Dannie is a passionate storyteller who
helps companies focus on people. By
day, she works at Google as a Senior
SWE Sourcer, but spends her free hours
consulting through her business Focused
on People.
Dannie is a regular guest contributor
and speaker on business strategy
worldwide, quoted and interviewed in
places like Forbes, Bustle, Business Insider,
Cosmopolitan, The Everygirl, Digiday,
Girlboss, PR News, and more.
A lifelong New Yorker and the Director
of New Development at SERHANT.,
Jennifer Alese has partnered with the city’s
best developers, architects, and industry
leaders to manage more than $2B in
new development condominium inventory
across Manhattan, Brooklyn, and Long
Island City. Her projects have broken
sales and listing price records and they
are consistently noted for their innovative
marketing campaigns.
Coming from a decade of experience
in HR and recruiting, Scott Hill manages
agent development, training, and recruiting
for SERHANT. He ensures that every
aspect of the sales process, from pitching
properties and organizing marketing
materials to contract negotiations and final
closings, goes smoothly. A Licensed Real
Estate Salesperson and wealth of industry
experience, Scott regularly does private
showings for VIP buyers and sellers. Scott
is an avid traveler and foodie, and he
enjoys fitness, tennis, and opera.
LEADERSHIP IN REAL ESTATE

Virtual Workshop: DE&I in Real Estate

with Dannie Fountain
In this workshop, DE&I expert Dannie Fountain explores the intricacies of implicit and explicit bias in team building, and why building
a team with diverse background, perspective, and experience is essential for long-term success in real estate.

Missed it live? Catch the replay in your course dashboard. Short on time? Check the timecode notes below!

Time Code Discussion Point

Introducing Dannie Fountain, Google recruiter, entrepreneur, passionate advocate for DE&I, and So. Much.
00:58
MORE!

3:26 Why DE&I matters at WORK

6:04 Why DE&I is important within REAL ESTATE

9:06 Opportunities to practice DE&I in day-to-day real estate

9:40 DE&I in intake forms

10:18 DE&I in client meetings

10:56 DE&I in seller styling and staging plans

13:29 DE&I in marketing plans

14:08 DE&I in showing language

15:15 DE&I in buyer letters

21:08 DE&I in offer review

22:20 A moment to reflect, and shared experience from Sell It Like Serhant Members Jorge Sariego and David Bryson

Opportunities to practice DE&I in team building and hiring (inclusive candidate pipelines, blind resume review,
26:23
collecting voluntary self-identify (VSI) data, building an equitable interview and offer process)

TLDR; What’s the key takeaway?

Audit your processes for opportunities to introduce intentional DE&I best practices. To start, lean into common tasks, scenarios, and
documentation such as intake forms, client meetings, seller styling and staging plans, marketing plans, showing language, buyer
letters, and offer reviews.

If you’re a team builder, review your hiring process for inclusive candidate pipelines, blind resume review, VSI data collection, and
equitable processes throughout the candidate journey.
Implement it! Your replay worksheet:

In the space below, highlight areas of improvement and next steps for creating a more diverse, equitable, and inclusive practice for
your real estate business.

Scenario, Task, or Areas of Improvement Next Steps

Documentation

Intake forms

Client meetings

Seller styling and

staging plans

Marketing plans

Showing language

Buyer letters

Offer reviews
LEADERSHIP IN REAL ESTATE

Virtual Workshop: How to Motivate Your Team

with Jennifer Alese
Experiencing stalled performance? It might be time to incentivize your team. Listen to Jennifer Alese in this workshop to learn tech-
niques to motivate your team and boost performance.

Missed it live? Catch the replay course dashboard. Short on time? Check the timecode notes below!

Time Code Discussion Point

Introducing Jennifer Alese, director of new development at SERHANT. (Fun fact: Jen is responsible for over $2B in
1:04
new development inventory)

2:25 An overview of Jen’s approach to motivating her top-producing new development team

3:38 Step 1: Lead by example (and why cultivating relationships is crucial to success in real estate AND team building)

7:17 Step 2: Be a team player

10:12 Step 3: Show your employees their growth plan

11:50 Step 4: Acknowledge and recognize your team

13:20 Step 5: Incentivize

15:10 Motivating a poor performer and delivering a performance review when goals aren’t met

17:23 Member Kim O’Grady asks Jen about creating team-level tasks and to-do lists

18:29 Member Alec Almuina asks about best steps for leading a team as a new leader

20:05 If you’re looking for your own version of Jen Alese, skip to this!

21:28 A quick detour to discuss learning by osmosis, and how practice makes perfect in negotiating

24:33 How to land a new development client as a new agent (we HAD to ask Jen this question!)

Member Roh Habibi (of Million Dollar Listing San Francisco!) asks about motivating agents to STAY–watch this for
25:38
retention 101

TLDR; What’s the key takeaway?

Management and leadership are learned skills that you can develop overtime, but along the way, focus on Jen’s five-step process
for motivating your team to consistently exceed their sales goals:
1. Lead by example
2. Be a team player
3. Show your employees their growth plan
4. Acknowledge and recognize your team
5. Incentivize
Implement it! Your replay worksheet:

In the space below, bullet THREE ways that you can implement the step in Jen’s five-step leadership improvement plan.

Jen’s Five Steps THREE Bullets for Implementing

#1 Lead by example •

#2 Be a team player •

•
#3 Show your
employees their growth •
plan
•

#4 Acknowledge and
•
recognize your team

#5 Incentivize •

•
LEADERSHIP IN REAL ESTATE

Virtual Workshop: A Deep Dive into Hiring

with Scott Hill
If you’re planning out your administrative team growth, this workshop is for YOU! Through this workshop, we take you step-by-step
through the SERHANT.-approved process for planning, discovering, and hiring your next staff member.

Missed it live? Catch the replay course dashboard. Short on time? Check the timecode notes below!

Time Code Discussion Point

What we’re covering today, and an introduction to Scott Hill, agent operations manager at SERHANT. (Fun fact:
1:28 Before moving to the East coast to pursue his career in real estate, Scott lived and worked on a cattle ranch in
Texas!)

5:04 Scott’s Four Steps for Hiring: Identify, Search, Sift, Sense

6:00 Breaking down the steps: Identify

Identify: What role are you looking for? Scott overviews the key skills for a salesperson, admin assistant, marketing
10:13
manager, and specialist

13:08 Breaking down the steps: Search

14:08 Breaking down the steps: Sift (and attributes to look for in technical and creative roles)

15:20 Breaking down the steps: Sense (and behavior to expect in technical and creative roles)

18:31 Creating efficiency throughout the interview process

22:01 Member Roh Habibi asks Scott about implementing a 60-day trial period for new hires

Members ask Scott how to determine appropriate compensation (hint: this is a similar process to identifying
29:01
comparables in the market!)

TLDR; What’s the key takeaway?

Know what your goals are before you start your hiring process. By Identifying exactly what help you’re in need of, you’ll be able
to efficiently move forward to Search, Sift, and Sense for the perfect candidate.
Implement it! Your Your replay worksheet:

Complete the prompts below to map out a strategic plan for making your next hire.

Scott’s Four Stages of Hiring Build your hiring plan

IDENTIFY
Highlight the key area(s) that you
need the most assistance in.

Sample: “I need to create more consistent

content for my IG account!”

SEARCH
Where will you be posting for this
job?

Sample: “I’ll be sharing this opening on

LinkedIn and also sending to my network
for candidate referrals.”

SIFT
Is this role TECHNICAL or
CREATIVE? What skills does this
candidate need to have to succeed
in the role and on your team?

Sample: “This candidate needs to have

experience in driving growth on IG. This is
a CREATIVE content development role.”

SENSE
How long will your trial window
be for this candidate? What goals
do this candidate need to achieve
within that timeframe to succeed in
the role and on your team?

Sample: This can be a soft-skill related

goal: “A positive attitude at the office,” or
a hard-skill related goal: “Grow our social
following by .5% in 30 days”