When hiring criteria are fuzzy, everything that follows becomes problematic. Vague job descriptions attract the wrong candidates. Interviews lack focus and fail to uncover critical fit indicators. New hires arrive with different expectations than leadership has, creating immediate friction. The result? A cycle of hiring, disappointment, and turnover that drains both time and resources.

The broker I mentioned struggled with this exact issue. When I asked him to describe his ideal agent, he offered generic responses: "professional," "motivated," "good with people." These descriptors could apply to thousands of candidates, but they don't help distinguish between someone who will excel in their specific environment versus someone who will clash with their company culture.

Through our coaching work together, this broker learned to get incredibly detailed about his expectations. Instead of simply wanting "professional" agents, he defined what professional meant in his organization:

Appearance Standards: He wanted agents who projected a "chic and modern" business aesthetic. This meant no casual wear during client interactions, no revealing clothing, and a polished appearance that aligned with his upscale market positioning. By getting specific about dress code expectations, he could evaluate candidates' understanding of professional presentation during the interview process.

Social Media Presence: Rather than just hoping agents would "be professional online," he established clear guidelines about social media conduct. He specifically wanted to avoid agents who posted content he deemed "silly and immature." This meant reviewing candidates' existing social media profiles and discussing social media guidelines explicitly during the hiring process.

Communication Style: He defined not just that agents should communicate well, but how they should communicate, with what tone, frequency, and level of detail in different situations.

These specific criteria might seem rigid to some, but they serve a crucial purpose: they ensure everyone understands the brand standards and cultural expectations from day one.

When you establish specific hiring criteria, several powerful benefits emerge. 

First, your job postings naturally filter candidates, meaning you spend time interviewing people who are genuinely aligned with your vision rather than sorting through dozens of poor fits.

Second, the onboarding process becomes dramatically more efficient. New hires understand expectations immediately because those expectations were clearly communicated from the first interaction. There's no confusion about dress codes, client interaction standards, or professional behavior because these were established and agreed upon before the hire.

Third, team cohesion improves significantly. When everyone on the team was hired against the same specific standards, there's natural alignment in how they approach their work, interact with clients, and represent the brand. This creates a consistent client experience and reduces internal friction.

Finally, your brand becomes stronger and more recognizable in the marketplace. When all team members embody the same specific standards, your company develops a distinct identity that clients learn to associate with quality and professionalism.

The key is to move beyond generic descriptors and get uncomfortably specific about what you want.

Ask yourself:

What does professionalism look like in your specific market?

What kind of social media presence aligns with your brand?

How should your agents dress when meeting with your typical client?

What communication style resonates with your target demographic?

Document these specifics and use them consistently throughout your hiring process. Include them in job postings, discuss them in interviews, and make them part of your onboarding materials. The goal isn't to be difficult or exclusionary—it's to be clear about what success looks like in your organization.

Your hiring criteria should reflect your company's unique value proposition and market position. A luxury real estate team will have different standards than a first-time homebuyer specialist, and that's exactly as it should be.

Don't leave your hiring success to chance or hope that "good people will figure it out."

Take the time to define exactly what you're looking for, get specific about your standards, and use those criteria consistently to find agents who will be true ambassadors for your real estate business. The investment in specificity upfront will pay dividends in team performance, client satisfaction, and business growth for years to come.