ERA REAL ESTATE REVEALS STRATEGIES FOR RECRUITING GENERATION Y

Research Outlines Roadmap for Attracting Millennials to a Career in Real Estate

PARSIPPANY, N.J. (May15, 2012) – ERA Real Estate, a leading global real estate franchisor, today announced the publication of an industry report “Generation Y: Rethinking Recruiting.” Recognizing that recruiting additional members of Generation Y was a necessary part of succession planning for the real estate industry, ERA Real Estate set out to research the industry’s appeal to this demographic with the intent of leveraging findings to help ERA^®brokers in recruiting Gen Y. Key findings include characteristics of real estate that appeal to Millennials and match what they are looking for in a career; recruiting messages that resonate with this generation; and tactics businesses can use to attract Millennials into their organization.

Demographic data points to the need for such research: according to the National Association of Realtors, the average age of a Realtor^® is 56; Generation X is not numerous enough to replace retiring Baby Boomers; and Generation Y can fill the growing need for new agents.
“Our findings indicate that there are actionable steps that can be taken to maximize recruiting efforts aimed at Millennials such as implementing innovative ways to overcome the financial barriers to entry, creating a mentoring plan than aligns junior agents with seasoned professionals and creating Gen Y-friendly offices,” said Charlie Young, president and CEO of ERA Real Estate. “In addition, we identified that Millennials are twice as likely to be interested in a real estate career if they know an agent their age or have previously worked on commission so focusing on those populations can increase recruiting success.”

Members of Generation Y, also known as Millennials, were born between 1978 and 1995. Referred to a “digital natives,” they have often been called the most connected generation for their embrace of technology and social media platforms. Despite common perceptions, compensation is not what drives Millennials when considering a career in real estate. Instead, they are more motivated by:

• Helping to build communities
• Developing extensive professional networks
• The opportunity to do different things every day
• Working independently, but with the support of a broker and a brand as back up

ERA Real Estate’s research also provided six areas of opportunity for recruiting Gen Y:

• Use social recruiting to connect with Gen Y
• Provide career support and an opportunity for collaboration
• Clearly identify a career path
• Promote a work-life balance
• Highlight community service
• Leverage existing Gen Y talent to recruit peers

To view the executive summary of the report, “Generation Y: Rethinking Recruiting.” visit the Research section of ERA.com.

About ERA Real Estate
ERA Real Estate is an innovative franchising leader in the residential real estate industry with 40 years experience in developing consumer-oriented products and services. The ERA network includes approximately 30,000 brokers and sales associates and approximately 2,400 offices throughout the United States and 35 countries and territories. Each office is independently owned and operated. ERA Real Estate is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services. ERA Real Estate information is available at: ERA.com.
Media Contact: Melissa Campbell
973-407-7904
melissa.campbell@era.com