Getting help: What to ask before you hire

Ready to hire or outsource? Here are the eight key questions to ask your candidates. Experience For whom did you work and for how long? Look for solid real estate PR experience. Reputation Who knows you in the industry? Check references. Communication skills Do you have writing samples? Read them carefully and listen as well to how they express themselves orally. Personality Why should we hire you? Give them a chance to sell themselves. You want exuberant, likeable people, not bland or reticent types. Knowledge of Real Estate What do you see as hot trends in the industry? A good New York real estate specialist knows what's happening and can give you their take on the situation, even if you disagree. Your Company What do you know about us? Let's hope they did homework before coming in to see you. Contacts Who covers real estate for the major media? If they can't give you names, then they're not what they say they are. Cost How much do you charge or expect in compensation? Depends on quality, but expect to pay at least $36,000 to $60,000 or more annually for outside counsel and more in salary and benefits for decent full-timers. Harry Zlokower is president of Zlokower Co., New York, N.Y.