In high-performing real estate teams, each individual is an essential piece of the puzzle. How do great leaders find those particular puzzle pieces and make sure they fit perfectly?
The agents you bring on board can either drive success or slow you down. Smart leaders know this truth. In today’s competitive market, everyone is vying for the best talent. That’s why having a solid recruitment strategy is essential.
This guide will help brokers, team leaders, and recruiters sharpen their skills in attracting skilled real estate agents. We’ll address current challenges you might face and show you how to make your brokerage stand out.
Start by Defining Your Ideal Agent
Before you go any further, consider what the ideal agent looks like for your scenario. Are you leaning toward experienced agents who come with a solid book of business? Or are you open to new agents eager to learn? Each group has its pros and cons.
Experienced agents might hit the ground running, but new agents can bring fresh energy and innovative ideas. When thinking about traits, look for motivation, cultural fit, and productivity potential. You want agents who align with your brokerage’s values and can thrive in your current environment.
Consider creating agent personas that reflect these traits. This will help you tailor your recruitment messages effectively. Think of your recruitment strategy as marketing—you need to understand who you’re trying to reach to message them successfully.
Create a Unique Value Proposition (UVP)
Here’s where more of that marketing mindset comes in. What is it about your firm that would make someone want to join your team versus another?
Is it your company culture, advanced tools, or the level of support you provide? Are you already well-known in your market? You may offer a superior level of technology or have an amazing support staff. You might give a generous commission structure that’s hard to find in your area.
Whatever it is, you should be able to summarize these advantages clearly. Potential recruits need to understand your unique value proposition immediately. The top brokerages you’re competing with already have compelling UVPs that resonate with agents—you need one too.
Here’s an example:
The Bottom Line: Compensation, Incentives & Perks
Let’s address the elephant in the room first. At the end of the day, we all work for money. Great culture and talented teammates can’t make up for inadequate compensation, so make sure you’re putting your best foot forward.
What Agents Expect to Earn
First-year agents should expect to make between $30,000–50,000, depending on their location and number of transactions. That number climbs with experience. Agents understand their early earnings won’t be impressive, but as they learn and complete more deals, their take-home will increase.
Smart brokerages offset some early costs for new agents. Consider covering licensing fees or providing generous marketing support.
Commission Splits and Negotiations
More experienced agents will want to negotiate their commission split when hired. The split is typically agreed upon between agent and broker at hire time. They may also need to consider splits among team members if that’s how your company is structured.
In traditional split models, the broker might take 30% while the agent takes 70%. You need to understand what competing brokerages offer and what seasoned agents expect before the interview process begins.
Beyond Base Compensation
Most agents today look for value beyond just competitive splits or flat fees. Consider offering:
- Performance bonuses
- Sign-on perks
- Training programs
- Lead generation support
- Administrative assistance
- Flexible schedules
- Even gym memberships
Don’t rule anything out. Sometimes an unexpected perk is exactly what an agent needs to choose your firm.
Build a Multi-Channel Recruitment Strategy
Once you feel confident about your ideal profile and UVP, it’s time to cast a wide net. Note that “wide” doesn’t mean “untargeted”—you’ll simply look in multiple places to find your ideal candidates.
Start with referrals and consider implementing agent incentive programs. Motivate your current team to bring in their network. Social media platforms like LinkedIn, Instagram, and Facebook groups can help you reach potential candidates.
Don’t underestimate networking events and industry meetups. These gatherings are perfect for making connections and sharing your brokerage’s vision. Also check job boards, real estate schools, and licensing programs to find fresh talent ready to jump into the field.
Specific Strategies We Recommend
Agent Referral Program
Create an incentive-based referral program where current agents receive bonuses or rewards for successfully referring new agents. This taps into your existing team’s network and encourages them to help grow the team. Plus, it gives everyone skin in the game.
Networking Events and Industry Meetups
Attend local real estate networking events, industry conferences, and meetups to connect with potential recruits. Set up a booth or host a session to share your brokerage’s unique offerings and culture. Consider joining local non-profits or boards in your area to meet other professionals who understand your market.
Social Media Campaigns
Use platforms like LinkedIn, Instagram, and Facebook to run targeted ad campaigns showcasing your brokerage’s culture, success stories, and career opportunities. Engage with potential candidates through posts, stories, and live Q&A sessions. Highlight real agent experiences to humanize your brand and build credibility. These campaigns are perfect places to share your UVP and begin conversations with interested prospects.
Partnerships with Real Estate Schools
If you don’t have them already, start relationships with local real estate schools or licensing programs. Offer guest lectures, workshops, or internship opportunities to connect with new agents before they enter the job market. This way, you can spot top talent early, and your firm will be a natural first choice for graduates.
Virtual Recruitment Events
Host online recruitment webinars or virtual open houses where interested agents can learn about your brokerage, ask questions, and meet the team. This approach allows you to reach a wider audience without geographical limitations.
Build Your Digital Recruitment Presence
Many of these strategies have a digital element, and your online presence can make or break your recruitment efforts. Remember, for most interested candidates, the first step will be finding your company online. Social media campaigns, ads, and event invitations all need to “land” somewhere.
Create a dedicated careers page that showcases both job openings and your brokerage’s culture and values. Use testimonials, case studies, and agent spotlights to build credibility and attract potential recruits.
At the same time, optimize your local SEO and create recruitment-focused blog content. Share insights about the industry, tips for success, and personal stories from your agents to draw in like-minded candidates.
Recruiting Tools and Technology That Matter
Using technology can streamline your recruitment process. Is your company using the best tools for finding candidates, tracking them, and managing outreach? If not, you could be wasting time and missing opportunities.
Customer Relationship Management (CRM) Systems
CRMs can help manage your recruitment pipelines and follow-ups, making it easier to keep track of candidates. If you already have a CRM system, set up a centralized database to store all candidate information. From there, you can create automated outreach campaigns, make notes on interactions, and manage your overall candidate pipeline.
Artificial Intelligence and Automation
AI and other automation programs can save you significant time and effort. From helping create personalized email outreach to installing chatbots for initial engagement, AI can handle many of the first steps in the process.
As you get more advanced, you can use AI for candidate screening and predictive analytics (a fancy term for spotting trends that point to agents who tend to be most successful in your organization).
Data Tracking and Analysis
Along the way, you’ll want to use tracking and measurement data to improve your process. Analyzing data on your recruitment efforts can reveal valuable insights that help you refine your approach. Many companies skip this part because of the effort required, but the right tools can capture and summarize this information for you.
Consider implementing a recruiting software solution that can support your HR team in these time-consuming but critical efforts. In 2024 alone, Humaniz introduced 25,000 agents to customers. For context, that’s about 1.5% of agents in North America! Users report finding applicants that are three times as qualified, and they save up to 15 hours per week on recruiting tasks like sourcing talent, organizing candidate pipelines, and automating paperwork.
Handle Common Recruitment Challenges
Every recruiter faces challenges, and handling objections is part of the game. Be prepared to address these concerns head-on and show agents why your brokerage is the right fit for them.
Here are the most common objections recruiters hear:
1. “I’m happy where I am”
Your Response: Acknowledge their satisfaction and ask open-ended questions to explore any areas where they might feel unfulfilled. Highlight specific aspects of your brokerage, such as unique support, culture, or growth opportunities that could improve their current situation. Emphasize that a conversation doesn’t mean they have to make a move, but could provide valuable insights.
2. “The commission split isn’t competitive enough”
Your Response: See if there’s wiggle room on the splits. If you can’t budge on commission numbers, shift the conversation to the overall value proposition of your brokerage. Discuss additional benefits like leads, marketing support, training, and mentorship programs that can significantly boost their earning potential. Share specific success stories of agents who have thrived with your support.
3. “I’m not ready to make a change”
Your Response: Respect their hesitation and offer to stay in touch. Invite them to attend an informational session, networking event, or casual coffee chat. This allows them to learn more about your brokerage without pressure. Your goal is to keep the door open for future conversations—then actually follow through.
4. “I haven’t heard of your brokerage”
Your Response: Provide information about your brokerage’s history, values, culture, and successes. Use testimonials from current agents to showcase their positive experiences and growth opportunities available. Consider offering a virtual tour or inviting them to meet the team for a firsthand feel of the environment.
5. “I think larger brokerages offer more opportunities”
Your Response: Acknowledge the appeal of larger brokerages but emphasize the advantages of joining a smaller or mid-sized brokerage. Highlight personalized support, close-knit community, and greater visibility. Show how your brokerage allows individual growth and lets agents take on more responsibilities, leading to faster career advancement and skill development.
Competing with larger brokerages or teams can feel daunting, but remember you can offer a more personalized experience. This is where your thorough understanding of your UVP becomes essential.
Innovative Recruiting Ideas for 2025
If you want to stand out, think outside the box. Here are some fresh ideas that top recruiters are using:
Virtual Recruiting Events with a Twist
Host themed virtual recruiting webinars that focus on various aspects of your brokerage, such as company culture, training programs, or specific market niches. Include interactive elements like live Q&A sessions, polls, and breakout rooms where potential recruits can engage with current agents and leadership.
“Try Before You Sign” Packages
Offer potential recruits the opportunity to shadow a current agent for a week or participate in a trial mentorship program. During this time, they can experience your brokerage’s culture, tools, and support firsthand. This approach allows candidates to assess fit before making a commitment while showcasing your confidence in what you offer.
Interactive Recruitment Platforms
Use gamified recruitment platforms where candidates can engage in fun, interactive challenges related to real estate. For example, create a virtual simulation where candidates can navigate common scenarios they might face as agents. This assesses their skills while giving them a taste of your brokerage’s innovative approach.
Community-Building Initiatives
Launch online communities around your brokerage, such as private Facebook Groups or Slack channels, where potential recruits can connect with current agents and industry professionals. Use these platforms to share valuable content, host exclusive webinars, and create networking opportunities, making it easier for candidates to envision themselves as part of your team.
Personalized Video Introductions
Encourage your leadership team and current agents to create short, customized video messages for potential recruits. In these videos, they can share their experiences, discuss the brokerage’s values, and outline what makes your team unique. Sending these videos as part of your outreach creates a more personal connection and helps candidates feel valued from the start.
Quick Reference: Key Takeaways
✓ Define Your Ideal Agent Profile – Know exactly who you’re looking for before you start looking
✓ Craft a Clear Value Proposition – Be able to explain in 30 seconds why someone should join your team
✓ Lead with Compensation – Be upfront about splits, benefits, and earning potential
✓ Cast a Wide Net – Use multiple channels but keep them targeted to your ideal candidate
✓ Invest in Technology – The right tools will save you time and help you track what’s working
✓ Prepare for Objections – Have thoughtful responses ready for common concerns
✓ Think Beyond Traditional Methods – Try innovative approaches that reflect your brokerage’s personality
Ready to Build Your Dream Team?
Recruiting top real estate agents requires a strategic approach that cuts through the noise. The agents you bring on board will shape your brokerage’s future, so this process deserves your best effort and resources.
Start with the foundation: define your ideal candidate and craft a compelling value proposition that sets you apart. Then build a multi-faceted plan to meet talented agents where they are. Technology and data will help you create a high-performing recruiting system that attracts the best in the business.
But here’s the reality—implementing all these strategies manually is time-consuming. Many team leaders know what they should do but struggle to find the hours to do it consistently. That’s where automation becomes your competitive advantage.
Scale Your Recruiting with Smart Technology
Remember, successful brokerages are already using technology to stay ahead. As we mentioned earlier, tools like Humaniz are helping real estate leaders automate their recruiting processes and find better candidates faster.
Instead of spending 15+ hours per week on sourcing, pipeline management, and paperwork, imagine having that time back to focus on building relationships and closing deals. The technology handles the heavy lifting—candidate screening, automated outreach, pipeline tracking—while you focus on the human connections that close deals.
Every great real estate team started with one leader who cared enough to recruit thoughtfully. The time you invest in building your recruitment process now will pay dividends for years to come. The question is: will you do it manually or leverage technology to scale your efforts?
Your next step: Don’t let another month pass struggling with manual recruiting processes. Book a Humaniz demo to see how you can automate your talent pipeline while saving hours each week.
The best agents won’t wait for you to figure out your recruiting process. Start scaling yours today.
