There are over three million active real estate agents in the U.S. alone, giving you a large pool of talent to recruit from. You’d think recruiting top agents would be easy. But, is it?
Recruiting real estate agents is not about waiting for the right people to come to you. It is about actively positioning your brokerage as the best opportunity in the market and building a consistent pipeline of agent prospects.
Many brokers and team leaders make the mistake of relying only on word of mouth or passive job postings. That is not enough in today’s competitive market. To attract and convert the most talented agents, it is essential to implement a multifaceted strategy that operates in sync with one another.
A well-defined approach succeeds in articulating your unique value proposition clearly by resonating with your long-term business projections. You need a clear strategy that targets the right agents, communicates your value and aligns with your long-term business goals to create an effective recruitment process.
Strategy Overview
You’d think that recruiting agents would be easy, but is it?
Whether you are in the residential or commercial real estate industry, recruiting real estate agents has always been a challenging and time-consuming process. Recruiting realtors can be more complex than it seems.
Your objective is to assemble a team that embodies your organizational culture. You want to recruit real estate agents who are proactive, self-driven and adept at achieving their personal and professional goals through the support of your business. Thus, this post provides an overview of the recruitment process of real estate agents.
Ideal Candidate Profile
Crafting an ideal candidate profile will guide you through the recruitment process, from sourcing to making hiring decisions, to ensure you’re only spending time on the right candidates for your roles.
An ideal candidate profile is a detailed, role-specific outline of the skills and experience required for someone to succeed in a given position.
| Benefit Type | For Employers | For Job Seekers |
| Alignment of Skills | Ensures that candidates meet job demands | Helps candidates assess fit |
| Setting Clear Expectations | Attracts suitable candidates | Provides clarity on role requirements |
| Fostering Better Matches | Improves hiring success rates | Increases chances of job satisfaction |
| Emotional Intelligence Focus | Enhances team dynamics | Encourages personal development |
There are 6 steps to profiling the ideal candidate:
- Define the Company’s Identity
- Describe What Makes This An Outstanding Opportunity
- Mind Your Do’s and Don’ts
- Evaluate Your Top Employees
- Research How To Reach Your Ideal Candidate
- Bring It All Together
Value Proposition
Articulating the unique value of a company aims to deliver to its customers. It helps in aligning organizational activities towards a common goal and differentiates the company in the market. It answers why a customer should choose your product or service over others.
Their strategic value lies in strengthening three main areas:
1. Market Positioning and Differentiation By:
- Differentiating from Competitors
- Facilitating Competitive Analysis
- Building a Strong Bond
2. Customer-Centric Delivery By:
- Communicating the Benefits of your Offerings
- Aligning Your Product or Service With Customer Needs
- Enhancing Customer Retention and Loyalty
3. Strategic Growth and Innovation By:
- Guiding Marketing and Sales Efforts
- Driving Engagement and Conversion
- Supporting Strategic Decisions
Data-Driven Target List
Every customer interaction, whether it is a purchase, a website visit, or an email open, provides valuable data that helps marketers better understand their target audience. A data-driven target list is a curated list of prospects selected by analyzing data to identify individuals or companies that are most likely to be interested in a product or service.
To create a data-driven target list, follow the upcoming steps:
- Define Your Ideal Customer Profile
- Gather Data
- Segment Your Data
- Analyze the Data
- Build Your List
- Take Action
Outreach Engine
The outreach engine is a smart system that helps connect with potential consumers in a personalized manner. This approach uses data to reach out to a large audience simultaneously, which helps create sales opportunities and build good relationships.
This system combines different technologies to make and run clear campaigns that talk to future customers through various sources like social media platforms and email.
Warm Pipelines
Rather than emphasizing “cold prospects”, it refers to the practice of nurturing existing leads who have already shown interest in a company’s products, services or job opportunities.
To make a warm pipeline work adequately, it is very important to have a clear plan for transitioning leads from one stage to the next in the sales process.
Offers & Negotiation
Offers and Negotiation are intertwined strategies where offers initiate a dialogue and negotiation is the subsequent process of discussion, concession and compromise to reach a mutually beneficial agreement.
Whether in business, sales or just everyday life, using negotiation strategies can make a huge difference. Here’s a closer look at what negotiation strategies include:
- Preparation- Knowing what you want and what the other side wants is an essential factor.
- Active Listening- Listening closely to the other party shows respect and helps you comprehend their needs. This can lead to better solutions for both parties.
- Clear Communication- Being clear and direct when expressing your needs and interests is fundamental.
- Problem Solving- Engaging in creative problem-solving can help both parties reach an agreement that benefits everyone.
- Flexibility- Being willing to adjust your goals can contribute to a successful outcome.
- Building Relationships- Establish a friendly relationship can lead to future opportunities and foster trust.
- BATNA (Best Alternative to a Negotiated Agreement)- Know your alternatives if the negotiation does not succeed is important.
Transition & Onboarding
These two approaches are an alliance of an ongoing process of integrating new employees or partners into an organization, culture and role to foster success.
A new hire onboarding strategy should achieve the following:
- Integrate new employees with the company’s culture and standards.
- Increase the chances of the recruits being successful in their job.
- Support new employees in reaching set onboarding goals.
- Help them establish a good rapport with their colleagues.
- Help them clearly understand their job roles and expectations.
- Teach the new employee how to successfully handle their task with little or no supervision.
- Boost the trust and confidence of the new employee.
- Provide them with all the necessary information, support and knowledge for their career development.
Messaging & Scripts
These messaging and scripts serve as structured guides that help real estate teams to communicate their value proposition clearly and persuasively, which enhances their ability to recruit top agents.
Here’s why recruiting scripts matter:
- Stay on Track
- Build Confidence
- Maintain Consistency
- Better Handle Objections
How to Position Your Brokerage as the Best Option
| Agent Type | What They Want | How to Attract Them |
| High-Volume Producers | Maximize Earnings and Enhance Their Brand | – Offer a Cap Model or Higher Split on Self-Generated Leads – Provide Premium Marketing and Their Branding Support to Elevate Their Personal Brand – Give Access to High-End Listings and Exclusive Luxury Markets |
| Mid-Level Experienced Agents Looking to Grow | Increase Production Without Increasing Workload | – Provide Done-For-You Lead Generation and Appointment Setting Support – Offer One-On-One Coaching or Business Scaling Strategies – Show Them A Clear Path to Higher Production with Better Efficiency |
| Agents Wanting More Career Growth | Leadership, Teambuilding and Long-Term Wealth | – Offer Leadership Roles Where They Can Manage Other Agents – Provide Opportunities to Start Their Own Team Under Your Brokerage – Give Access to Profit-Sharing or Equity-Based Incentives for Long-Term Financial Stability |
Cold Email
Personalize the emails and instill a sense of urgency without being pushy. Mention something from your previous email communication. This will help them nudge their memory.
Subject: Grow Your Business with (Company Name) Support!
Dear Agent,
My name is XYZ and I’m the (Designation) at (Company Name). We’ve been following your work and are impressed with your success in the luxury market in the realm of real estate.
At (Company Name), we are committed to providing agents like you with tools and support needed to thrive. We understand the current market challenges and believe our brokerage can offer a unique advantage to help you expand your client base and close more deals.
Would you be open to a brief virtual coffee or call next week to discuss how (Company Name) can empower your career? You can book a time directly on my calendar here: (Link to Scheduling Page).
I look forward to the opportunity of connecting.
Best Regards
(Your Name)
(Your Title)
(Your Brokerage Name)
(Your Phone Number)
(Your Website)
(Your LinkedIn Profile-Optional)
- Create a Strong Subject Line
- Be Personal
- Identify Your Value Prop
- Keep It Short
- Take Action
Cold Calling
Real Estate message scripts can be a game-changer for converting leads, especially when many prefer phone calls over texting.
- Personalize the Conversation
- Establish a Clear Value Proposition
- Be Concise and Direct
- Focus on Solving Pain Points
- End with a Call-to-Action
LinkedIn DM
Send personalized DMs that reference their work or content, offer value upfront and propose a low-pressure conversion rather than a sales pitch.
Before you send your message:
- Research the Agent
- Understand their Market
- Identify their Pain Points
- Build a Connection
“Hi [Agent Name], I noticed your impressive work on {specific listing/project}. I saw you’re connected with [Mutual Connection’s Name]. My brokerage, [Brokerage Name], is expanding in {Specific Location}, and we’re looking to partner with a few high-performing agents in that area. We’re also very interested in {related topic/strategy} and are actively seeking agents who share this vision. Given your expertise, I’d love to connect and potentially explore future collaborations.
Objection Handling
To handle objections, use a framework of Clarify, Validate, Isolate and Address the concern and focus on tailoring your message to the individual’s need by highlighting the unique value proposition of your brokerage rather than generic promises.
Some of the common objections include loyalty to a current broker, concerns about a different commission structure or a general feeling of satisfaction. It can be addressed by demonstrating how your firm’s supportive environment, advanced tools or a proven track record can lead to greater success and happiness.
1. Clarify: Repeat their objection back to them to ensure you understand it, and ask clarifying questions.
Example: “So, you’re happy with your current broker and don’t see a reason to change?”
2. Validate: Acknowledge their concern as valid to build trust and show empathy.
Example: “That’s a valid concern. A good relationship with your current broker is crucial for a smooth experience”.
3. Isolate: Determine if the stated objection is the real issue or a “smokescreen.” Ask what other obstacles might exist.
Example: “If we were to address the question of commission, what other reservations might you have about exploring a new opportunity?”
Compliance & Ethics
To ethically and compliantly recruit experienced real estate agents, emphasize transparency by accurately marketing your brokerage’s value proposition, offering fair commission structures and providing a clear path for career growth.
To ensure honest recruitment practices align with the National Association of Realtors (NAR) Code of Ethics to foster a positive environment by building trust through a strong brand, supportive culture and consistent communication.
Conclusion
This year is shaping up to be a much better year for recruiters. The number of agents switching brokerages is ticking upward and marketers are stabilizing across the country.
Like lead generation, recruiting real estate agents requires a strategic plan, low-key selling techniques and sometimes months of nurturing prospects. The most successful recruiters take the time to research their competition, find out the local agents want and audit their brands and company culture to make sure they offer it to them.
FAQ
What Do Top-Producing Agents Want from a Brokerage?
Top-Producing Agents seeks out brokerages so that they can provide them with a stream of high-quality leads, cutting-edge technology and a comprehensive administrative and marketing support. They also look for a competitive commission alongside career advancement.
What’s the Best Channel to Recruit Experienced Agents?
The best channels to recruit experienced agents are digital platforms (LinkedIn, industry-specific job boards and targeted social media ads), networking (referrals from existing agents, local real estate associations and industry events) and direct outreach through platforms like Facebook and Instagram.
How Have 2024–2025 Commission Changes Affected Recruiting?
Commission changes from the 2024-2025 period have not been the primary driver of recruiting shifts; instead, broader factors like advancements in AI, increased focus on candidate experience and retention, shifts towards skills-first and remote work models, and regulatory changes are shaping the industry. These trends have influenced recruiter roles, leading to a greater reliance on technology for efficiency, a need to cultivate deeper human-centric skills and a pressure to adapt hiring strategies to a more competitive and candidate-centric market.
