7.1: Part I- The Effective Résumé

Preparing to Write a Résumé and Cover Letter: Company Research

The first step toward creating a successful résumé and cover letter, as with most important pursuits, is preparation. This includes conducting the self-assessments that we discussed in Module 5, assembling personal and professional history, and, importantly, doing research on the firm to which you are applying.

Researching potential companies will help you decide if the company suits your goals, skills, and working style or personality. Understanding the firm's background, performance, and style will help you tailor some of your application and résumé to align with the company's goals and expectations, making you a more appealing candidate to the reviewer.

Employers appreciate applicants who take time to learn about a future workplace because it tends to indicate interest in a long-term position. If you demonstrate knowledge about the company and show genuine interest, especially in the cover letter, the likelihood that you will be selected for an interview will be higher.

Researching the firm could also reveal any personal or professional connections that you might have with managers or others in the company. Connections can be instrumental in obtaining insights about the firm and can even lead to positive recommendations for hiring.

Researching a company of interest will help you with the following:

1. demonstrating genuine interest.
2. ensuring that this is a firm that you will want to join.
3. tailoring your résumé to show clearly related experience and values.
4. using relevant examples during your interview (see Module 12).

Company Research: Questions

Here are several important questions the research should address:

1. What is the company’s stated mission? What goals has it set for itself? What does its history tell you?

From the company website, find out some history, the mission, and the goals of the business. The firm's history should tell you when the firm was established and if it has grown steadily. You might see how aggressively it has worked to get this far and whether it has achieved any major accomplishments. Sometimes, its plans for the next five or more years are provided as well. Will you be more comfortable in a more aggressive and competitive firm? Or would you prefer to work at a comfortable pace that allows you to have life balance between work and non-work hours?

2. What are the company’s basic characteristics?

Use the company website to help you write a description or profile that describes the nature of the business, the size of the business, its age and maturity (startup? mature and well known?), and how it is organized. Size can be understood as the number of employees, the number and locations of sites, the size of the primary client base, or the annual revenues or profits. You will find a big difference between the goals and operations of an international relocation business and a small rural realty office, for example, and you want your comments and questions to be relevant.

3. What are the firm’s core services, specializations, and service areas? Who are its clients? What is its reputation in the area? in the industry?

Understanding the specific areas of real estate in which the firm specializes can help you customize your résumé and cover letter by highlighting your relevant skills or experience. It also allows you to demonstrate how you can contribute to the company's strengths or fill in its gaps.

Generally, businesses want to employ people who understand their clients. Some of this you can determine from the firm’s website by looking at photos or reading about its services. For example, if the site displays its property listings, you might be able to see their price range and estimate the lifestyles of its clients. Your résumé and cover letter can indicate your background or experience with people matching those lifestyles.

4. What is the company’s culture and values?

Understanding the company's culture (formal or informal? supportive and caring?) and values is essential. Find out the company’s reputation for teamwork, client relationships, and its overall approach to real estate. What diversity–racial, ethnic, gender, age, disabilities, etc.–is represented by its employees? Does your working style (formal or casual; big picture or detailed) or personality fit with that of the firm? The website and other online sources may provide information on the company’s track record on equity in the workplace. Does the company treat all employees fairly, giving them equal access and opportunity for advancement?

5. Who are the firm’s key decision-makers and leaders?

Identifying key figures, such as the CEO, directors, managers, or team members, can be valuable. Your cover letter might reference their backgrounds, leadership philosophies, and any public statements they've made about the company's direction. This information can help you connect with decision-makers and demonstrate commitment to becoming an integral part of the team. If you are able to identify who will be conducting the interview, you might also be able to make a more meaningful connection. For example, if you see on social media that the manager plays golf, look for an opportunity to comment on that later. (See Module 12 regarding interviews.)

6. What sets the realty apart from competitors in the real estate market? What is its market position?

Identifying the unique selling points and competitive advantages of a realty company can help the applicant position herself as a candidate who can contribute to maintaining or enhancing its market position. For example, a company in a semi-rural area might need someone to improve its position as having expertise in horse properties or small farms.

7. What professional development and growth opportunities does the firm offer its team members?

Provision of professional development and growth opportunities (see Module 10) indicates that the firm supports long-term relationships with employees. Does it offer the support that the employees feel they need?

8. What recent achievements or initiatives has the realty undertaken?

Becoming informed about the company's recent successes, initiatives, or projects demonstrates proactive and genuine interest in the company's goals and progress toward meeting them. Is there an ongoing project that you would like to participate in?

9. What are the company’s strengths?

Most of the above questions will tell you some aspect of the company’s strengths. Make note of them as you are reviewing the information. Furthermore, Yelp and other online review sites often post customer feedback, which can also tell you some of the company’s strengths and weaknesses. If you spot something you consider a weakness, think of it as an area that you might be able to help the company improve.

10. Is the company financially sound?

No one wants to join a company that is about to go out of business, so find whatever information you can regarding the firm’s stability. If the company is large and has stockholders, you can get information on stock performance and the value of the company from financial sites, such as Finance.Yahoo.com. Otherwise, try to determine if the firm is expanding. How many transactions did it complete in the past few years? Has it laid off employees recently? Is it emphasizing cost savings over marketing? Look for this information in press releases, annual reports, and the firm’s own website.

In addition to the information listed above, try to determine the salary range for the type of position you seek. You may not be able to learn this for the particular company of interest, but you can learn it for the type of position and its requirements in the industry or general geographic area. We will expand on this topic in Module 12.

Company Research: Where to Find Information

The information that you seek about a realty firm can be found through a variety of research methods and sources. Using the internet to find the company website is important, but additional information is available on other sites as well. Use the company blog (if available), social media, financial news sites, and other resources to find recent history. Check for press releases that tell you about recent acquisitions, new locations, new management, or attainment of a company goal. As mentioned above, if you discover a weakness, consider it to be a gap that you might be able to help with.

Here are some sources for the information you seek:

Company Website: Start by visiting the firm’s official website. Most companies' websites provide comprehensive information about their culture, mission, services, leadership team, and recent news or achievements. Navigate through the "About Us," "Our Team," and "News" sections to find relevant details.

Social Media Profiles: Check the company's social media profiles, such as LinkedIn, Facebook, X (formerly Twitter), and Instagram. Companies often share updates, success stories, and insights into their culture on these platforms. Add links here. https://www.linkedin.com/

Online Articles and Press Releases: Search for articles, press releases, or news stories related to the realty firm. These sources may contain information about recent projects, awards, or strategic initiatives that one can reference in application materials.

Employee Reviews: Websites like Glassdoor and Indeed often feature employee reviews and ratings for companies. Reading these reviews can provide insights into the company's culture, work environment, and employee experiences. See https://www.glassdoor.com/index.htm and https://www.indeed.com/ .

LinkedIn Profiles: Explore the LinkedIn profiles of current and former employees of the firm. This can help identify key decision-makers, give the backgrounds of team members, and even allow one to connect with employees for informational interviews. See https://www.linkedin.com/ .

Networking Events: Attend industry-related networking events, conferences, or seminars where company representatives may be present. Engaging in conversations with company representatives at such events can provide firsthand insights and opportunities to ask questions. Find events through EventBrite, MeetUp, or similar sites. Visit https://eventbrite.com or https://www.meetup.com

Professional Associations: Some real estate companies are members of professional associations or industry groups. Checking the websites of these organizations or reaching out to them directly can yield information about the company’s reputation in the industry. See Module 13 for information on NAR, CAR, and local associations.

Company Reports and Publications: Companies often publish annual reports, brochures, or newsletters. These materials may contain information about the company's values, achievements, and strategic goals. Even marketing materials can provide insights into how the company works. These may be linked from the company website or found using your favorite search engine.

Contacting the Company Directly: If specific information is not readily available through public sources, contact the company directly. Send a polite email or make a phone call to the company's HR department; or ask for relevant contact person to request specific details or ask for an informational interview.

Talk with people you know who may be knowledgeable about the company. It isn’t difficult to find people who have purchased or sold a home, live in a complex that has a property manager, or borrowed funds. Don’t hesitate to ask family or friends to share their impressions with you. Another interesting approach is to find a former employee of the company to discuss the firm with you.

Using a combination of these research methods can yield a comprehensive understanding of the company, its culture, and its goals. This information will help you craft a personalized and compelling résumé and cover letter that align with the company's values and objectives.

Practice Zone

Identify a company that might interest you in the future. Then use at least two of the sources listed above to answer as many of the questions given the previous section as you can.

Résumé Content

Writing an effective, readable résumé as a newly licensed real estate salesperson or other professional is crucial to making a positive impression on potential brokers and employers. The résumé must be thorough yet concise, with key assets and strengths clearly visible. We’ll talk more about appearance and format later in this module. For now, let’s work on content. What should you include in your résumé?

A. Contact Information

• Start with your full name, phone number, email address, and location (city and state).
• Make sure your contact information is accurate and professional. If your email address is too informal, such as cutesusie@ or surferdude@ , create a new one.
• Include a professional webpage, if you have one, and a link to your http://www.linkedin.com page if it is up-to-date. Do not include your Facebook or Instagram page links.

B. Résumé Summary or Objective

• Write a brief, compelling statement (2-3 sentences) at the beginning of your résumé.
• Highlight your career goals and what you can bring to the table as a real estate salesperson.
• Mention your newly acquired license and enthusiasm for the industry.

C. Skills

• List your key skills relevant to the real estate industry. If you need some reminding, go back to Module 5 and review your SWOT.
• Include skills like client communication, negotiation, market analysis, contract negotiation, and any relevant software proficiency (e.g., MLS platforms).

D. Education

• Mention your real estate license and the date you obtained it.
• If you have a college degree, include the degree, institution, graduation date, and major if relevant.

E. Professional Experience

• Include work experience, even if it's not directly related to real estate.
• Highlight any sales or customer service roles; these skills are transferable and important in real estate sales!
• List your job titles, the names of the companies, dates of employment, and a brief description of your responsibilities. If you are newly graduated and have very little employment history, include any volunteer work experience.
• Emphasize accomplishments and how you contributed to your previous employers' success.

F. Real Estate Training and Certifications

• List any additional real estate training or certifications you've completed beyond your license.
• Include courses, workshops, or seminars that showcase your commitment to professional development.

G. Achievements and Awards

• If you received any awards or recognition during your real estate training or previous work, list them here.

H. Real Estate Associations

• If you are a member of any real estate associations or organizations (e.g., NAR or CAR), include them in this section.

I. References

• You can include references or simply state that they are available upon request. Be certain that you have permission from the individuals you list as references.

Résumé Tips

• Keep your résumé concise, ideally one page
• Use action verbs (e.g., marketed, negotiated, managed, achieved, directed, sold) to describe your accomplishments.
• Quantify achievements and prioritize relevance. Highlight your accomplishments and skills by quantifying them wherever possible. Use specific numbers, percentages, or metrics to demonstrate the impact of your work, for example: "Increased company revenue by 18%." or "Recruited 14 new volunteers in one month." or "Doubled the number of completed transactions."
• Tailor your résumé to each broker or employer by emphasizing skills and experiences relevant to the specific company and position. Refer to the research that you completed earlier in this module.
• Have someone proofread your résumé carefully to eliminate typos and grammar errors.
• Use a clean, professional format with consistent fonts and bullet points for readability.

Some résumé writers include a short summary at the top to highlight important points and give the reader reason to keep reading. Here’s a sample:

Newly licensed real estate salesperson with a passion for helping clients achieve their homeownership dreams. Skilled in market analysis, negotiation, and client communication. Committed to delivering exceptional service and building long-lasting relationships.

Remember that your résumé is often your first introduction to potential employers. A well-crafted résumé will showcase your qualifications and make a positive impression.

Practice Zone

Draft the content of your résumé, following the items listed above. Don’t worry about the format. We’ll do that next.

Résumé Format

The internet will provide you with hundreds of examples and guides for formatting your résumé. You want to select a format that is clean and easy to read. Avoid cluttering and over-designing: Clean and neat is the rule.

Large companies today scan résumés electronically to look for buzz words, which are often related to active verbs, such as "managed," "directed," "increased," or "sold." Use bullet points and short, impactful sentences to make your content easy to scan, whether electronically or visually.

Choose a professional and easy-to-read font (e.g., Arial, Calibri, or Times New Roman), and limit use to a maximum of two: one for headers, one for text. Maintain a consistent font size throughout the document (typically 10-12 points). Use bold or italic formatting sparingly and primarily for headings and key details. Ensure adequate white space by using relatively large margins and paragraph spacing. Organize your résumé into clearly defined sections, such as those listed above.

Practice Zone

Review the sample résumés shown below. What differences in format do you see? Which elements appeal to you? Using a template that you find on the Internet, enter the content to create the first formatted draft of your résumé.

Source: https://www.beamjobs.com/resumes/real-estate-agent-resume-examples

https://resumegenius.com/resume-samples/property-manager-resume-example

https://www.zippia.com/real-estate-appraiser-jobs/resume/