Ah. The search for that ever-elusive salesperson that will grow your business. If you’ve been searching for salespeople, you know how hard it is these days. Few respond to your job postings, and the few applicants you do get don’t have the skills or experience to do the job.

It’s frustrating for sure and can make you think there’s nobody out there.

The problem isn’t that there are no quality sellers out there, it’s that they’re not thinking about a career in stone sales.

So, where else can you look to find that next star seller? Real estate.

Stick with me here. There’s an entire industry of talented professionals that are perfect for your team. They just don’t know you’re hiring.

There are big changes in real estate these days. If you have a realtor friend or family member, ask them about how their entire commission structure has been upended over the past year.

It’s driven a lot of agents out of the business. Nationwide, more than 60,000 real estate agents left the business in the past six months. Commission changes, slowing housing market, reduction in inventory, and increased competition from online sellers have changed the model.

Sellers no longer have to pay the buyer’s agent’s commission. This created downward pressure on commission rates and made it harder for newer agents to establish themselves because of the lower commissions. Most real estate sales agents are seeing smaller take-home due to these changes despite rising home prices. At the same time the home selling market is slowing, and the home remodeling market is heating up. The Joint Center for Housing Studies at Harvard University predicts an upswing in 2025, amounting to more than $466 billion in spending by mid-year alone.

Why Real Estate Agents Are a Perfect Fit for Your Business

Why are realtors a good fit for your stone fabrication business? Let’s count the ways.

• They know kitchens are everything: Whether they’re listing a home or helping a buyer, Real estate agents already know that investing in the kitchen delivers the highest ROI. They can leverage that experience and knowledge to help customers understand the value of an upgrade.
• Design expertise: They’ve walked through hundreds (thousands?) of homes and spotted trends before they became mainstream. They know what works and can help buyers make better decisions.
• Builder connections: Many already work with builders and can bring those relationships with them. They may even know a few remodelers and tile guys who may also be looking for a career change.
• Flexible schedules: Agents are already used to working flexible hours like Saturdays and evenings when most of your retail sales happen. It’s just another workday for them.
• They hustle: Real estate agents cannot afford to sit around and wait for the phone to ring or for a potential customer to walk through your door.  They know how to build grassroots relationships and find buyers.
• Commission-friendly: Most real estate agents are used to getting 2% commissions — and may have to spend some of that on marketing. Realtors will jump at the chance for 5%-10%, especially if you are using digital marketing to send them leads! If you do base salary + commission, that’s a big plus for a real estate agent who is used to working solely on commission and paying out of pocket for marketing.
• Ready for In-Home Sales?  Realtors excel at this, seamlessly blending into their routine of visiting homes. By entering a customer’s space, they create comfort, understand the homeowner’s style, and forge personal connections—making $10,000+ orders a common success.

Honestly, real estate agents are a perfect fit for this job, and they have the people skills to create fast rapport and develop relationships that inspire trust.

So How Do You Find These Real Estate Agents Looking For A Change?

There’s a pretty good chance many of your customers have been working with a real estate agent recently. New home buyers looking to upgrade or those looking to increase value by selling are good sources for referral. So, when people come into your shop, ask them if they’ve recently worked with a real estate agent. This also gives you a way to warm up your approach when you reach out.

You can also find real estate agents on Indeed, but often the best play here is Facebook. You can run a targeted ad that appeals specifically to real estate agents. Do this and you can bet you’ll get applications — especially if you’re hitting their pain points in your ad.

Oh, and you can throw this little tidbit at them. The average salary for a real estate agent nationwide in 2024 was $59,012. The average comp for someone selling granite? $79.9k per year.

A Job Description Cheat Code

If you’re not sure exactly what to write in your ad or job description, here’s a cheat code for you.

Go to the free version of ChatGPT and cut and paste this prompt:

“You are an expert in hiring for the stone fabrication business. Help me craft a job description to attract realtors transitioning into sales roles. My business is {www.yourwebsite.com}. What info do you need from me to create something that stands out? While you’re at it, give me an AD image to post on Facebook too.”

You’ll get something that can help you write the ad and an image to go along with it. While you don’t have to use it verbatim, you can tweak it as much as you want to get it right. But, it will save you a ton of time and make the whole process easier. You can also add a bit of information about your business to help customize it even further.

Your Next Top Performer Could Be a Former Real Estate Agent

With upheaval in the real estate sector right now, this is the perfect time to target experienced agents and offer them a pathway to a career change. You’re giving them a way to utilize the skills they’ve developed over time and getting a pro who already knows how to sell high-value home improvements.

The solution to your seller shortage might be hiding in plain sight and wearing a real estate agent name badge.

Like this tip and want someone to help you get it done? Get in touch with Grand Onyx today and sign up for our newsletter. Grand Onyx focuses on proven strategies to grow your stone fabrication business and optimize sales and profitability.