The Challenge: Breaking Through Growth Barriers
K2 Omni Group, founded by Kristina Salcido, faced a critical challenge: how to scale a high-quality team across multiple markets without compromising standards.
“We launched K2 officially in February of 2024, though we operated as a team under another brokerage since 2019,” explains Kristina, Owner/Broker of K2 Omni Group, which now operates in Albuquerque, Dallas, Boston, and soon Tampa.
Their previous organic growth model severely limited their expansion:
- Only 5-6 new agents added annually
- Growth limited to personal connections and referrals
- By early 2023, they had reached just 14 total agents
- At this pace, expansion goals would take 10+ years to achieve
The challenge intensified with multi-market expansion: “With different locations and not having boots on the ground at all times, we needed to outsource gathering data, people, and attention.”
Turning Recruiting Into an Automated Machine
K2 implemented Humaniz in November 2024, transforming their recruitment approach with immediate benefits:
- Team leads refocused on core responsibilities: “We need them to focus on operations and culture as opposed to bringing in new talent.”
- Systematic candidate processing across all markets simultaneously:
- Pre-qualification into appropriate experience tiers
- Efficient leadership time allocation
- Quality filtering for cultural fit
- Two-tier selection process maintaining quality standards:
- Initial screening for goals and values alignment
- Two-week “summit” onboarding as final qualification
- Summit completion improved from 78% to 100% between cohorts
“I’m super happy with the results that we’re getting from Humaniz right now,” Kristina notes. “We get to know that out the gate, you know, hey, the non-licensed people are gonna be talking to this person in the department versus somebody that’s been in the business.”
Results: 14× Faster Growth with 80% Lower Costs
The transformation was immediate and measurable:
Growth Acceleration: “We met with about 25 people, brought on nine that were a good fit, and seven graduated from our summit. In our next class, we had another seven, and all seven made it through. So we brought on 14 new brokers in two months.”
- Previous growth: 5-6 agents per year
- With Humaniz: Pace of 84 agents annually (14× faster)
- 28% success rate from interview to placement
Remote Recruitment Success: One particularly notable success came in a market where K2 had no physical recruiting presence: “The latest agent we got in Santa Fe—we’ve never met him in person. We were doing a lot of zoom meetings, and he’s a fantastic fit with years of experience who came to us for the tech and our online presentation.”
The Financial Impact: Dramatic ROI
Cost Efficiency:
- Humaniz: $950 monthly ($750 software + $200 advertising)
- Traditional recruiter: $5,000-$7,000 monthly
- Result: 80% cost reduction while achieving superior results
Revenue Growth:
- 14 new brokers in two months
- Growth timeline compressed from 10+ years to under 1 year
Time Efficiency:
- Team leads save 10-15 hours weekly previously spent on recruitment
- “My time has been allocated better based on the conversations they’re having with my team.”
- Leadership now focused on culture and operations—driving long-term success
Future Strategy: Quality-Focused Expansion
With their recruitment engine in place, K2 has set ambitious but achievable goals:
- 50 agents in Albuquerque/Santa Fe/Las Cruces by end of 2025
- 10+ agents in each other location
They remain committed to quality while scaling: “We don’t want to grow too fast. We want our onboarding to cater to what we can support.”
This has created a positive challenge: “Leads are coming in from Humaniz too fast, which is good. We’re telling people our next summit’s not until May.”
Key Takeaways
K2’s experience offers valuable insights for other brokerages:
- Dramatic Growth Acceleration: 14× faster agent acquisition
- Significant Cost Savings: 80% less than traditional recruiting
- Time Reclamation: Leadership focused on high-value activities
- Quality Maintenance: Growth without sacrificing standards
- Multi-Market Capability: Expansion without physical recruiting presence
“I would definitely recommend Humaniz to team leads or brokerages looking to grow quickly and sift through perfect matches. It’s a great tool to get many people to the table so you can find the perfect fit.”
Conclusion: Massive Growth Unlocked
K2 Omni Group’s partnership with Humaniz has transformed their growth trajectory, compressing a decade-long expansion into less than a year while maintaining high standards.
“Humaniz has definitely helped us go from small, trickling growth to massive growth,” Kristina summarizes.
For K2, the value goes beyond numbers—it’s about building the right team across multiple markets, where quality, culture, and support remain central even as they scale.
Based on an interview with Kristina Salcido, Owner/Broker of K2 Omni Group, February 2025
