Recruiting talented real estate agents comes down to clear processes for finding the right people, hiring them thoughtfully, and supporting them once they join. The brokerages that grow year after year treat agent recruiting and retention as a core business function, not a side project. Below are practical, repeatable strategies you can use to build a healthier, more productive agent roster.
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Effective ways to recruit real estate agents
The most effective brokerages stack multiple agent recruiting strategies and run them consistently.
Build a targeted agent database
Start by building a list of agents in your market using public state licensee lists, the agent search tools in your MLS or brokerage back office (if your role includes that access), local association directories, and LinkedIn searches.
Do not just collect names. Categorize your prospect list by type of agent, their number of closed and active listings, years licensed, and current brokerage so your outreach is relevant. A well-organized database lets you prioritize high-fit agents and tailor conversations instead of sending generic messages that get ignored.
Consistently reach out to prospects
Set a simple weekly recruiting routine that includes calls, texts, emails, and social DMs. Use short, curiosity-driven scripts and log every interaction, response, and interest level in a spreadsheet or real estate CRM so nothing falls through the cracks. Sending quarterly check-ins, event invites, and useful market insights to agents who aren’t yet interested may nurture them toward conversion later on.
Use your digital presence to attract talent
Treat your digital presence as a recruiting asset, not just a marketing channel. Share behind-the-scenes content on your website and social media that shows how your brokerage operates, how agents are supported, and what success actually looks like day to day.
This matters because more than half of job seekers research every company before applying, and nearly three-quarters of candidates review a company’s values on social media before deciding if it is the right fit.
When agents look you up before responding to outreach, your website and social content should clearly answer one question: Would I grow faster here?
Recruit with younger generations’ expectations in mind
Research shows that more than 80% of Gen Z candidates say work–life flexibility is extremely or very important, while nearly 60% of millennials rank learning and development as a top factor when choosing a role. They also expect honest communication and accessible leadership, so your recruiting message should highlight how your technology, support systems, and training help agents grow without burning out.
Launch an internal agent referral program
Your best recruiters are usually already on your roster. When agents genuinely like where they work, they talk about it, and a clear referral incentive like a bonus, a better split, or extra lead opportunities gives that word-of-mouth real momentum. Recruiting data consistently shows that referral hires stay roughly 70% longer than non-referral recruits. That staying power is why agent referrals often deliver the highest return of any recruiting channel.
Host recurring recruiting events
Run monthly or quarterly events like lunch-and-learns, workshops, or market updates that agents find genuinely useful. Use a simple online registration form to collect basic details like name, email, phone number, current brokerage, and role. You can sync this data directly to your CRM so every signup is tracked.
Check people in at the door with a QR code, tablet, or printed list so you know exactly who attended. Follow up within a day or two with a personal call or text that references something they asked or shared, reinforcing the relationship while the event is still fresh.
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How to handle common objections during hiring
Even strong recruiting conversations surface hesitation. The goal is not to overcome objections with pressure, but to address them calmly and honestly with empathy so agents feel understood and informed.
Skepticism about technology or learning new tools
Fear of unfamiliar technology is common, especially for agents who feel productive with their current setup. Reassure them with onboarding, step-by-step training, and access to real support instead of self-serve tutorials alone. When you demo the tools live and show how they simplify daily work, resistance tends to fade quickly.
Fear of change
Agents may be hesitant to leave a familiar environment. Address this by offering a comprehensive onboarding process that includes hands-on support, personalized training, and access to a dedicated mentor or manager. Emphasize how your brokerage’s resources and support systems can make the transition smooth and beneficial.
Financial concerns
Changing brokerages can disrupt an agent’s lead flow, marketing support, and deal pipelines. To reduce that risk, offer transition support such as temporary income guarantees, marketing credits, or assistance with rebranding expenses. These measures help agents maintain momentum during the adjustment period and focus on building production in the new environment.
Client retention
Top agents are often concerned about retaining their client base during a move. Assure them that your brokerage has the infrastructure and tools to facilitate smooth client transitions, including CRM systems, marketing support, and legal assistance. Highlight success stories of agents who have transitioned and retained their clients.
Long-term career prospects
High-performing agents are often looking for long-term career growth. Discuss opportunities for leadership roles. Highlight any programs that support entrepreneurial ventures, such as team-building assistance or investment in new business lines.
Impactful ways to retain real estate agents
Retention is where brokerage growth is won or lost. Keeping strong agents requires intentional support, clear leadership, and an environment where agents can consistently build their business without friction.
Offer competitive compensation and incentives
Compensation still matters, even in strong cultures. Offer clear, competitive commission structures, understandable caps, and thoughtful incentives like signing bonuses or profit-sharing so agents feel confident about how they are paid. The strongest plans are transparent, reviewed regularly, and flexible enough to align with what individual agents value most, whether that is income, support, or scalability.
Invest in training and onboarding
Investing in agent development starts on day one and continues long after onboarding. Brokerages that offer structured training in sales skills, technology, and market strategy attract agents who want to grow, not just close their next deal.
Pair your agent training program with a clear onboarding plan, mentorship, and defined 30-60-90 day expectations so new agents know exactly how to get traction early. Regular check-ins during those first months build confidence, create momentum, and significantly reduce early turnover.
Maintain consistent communication and leadership accessibility
Agents stay where leadership is present and responsive. Regular meetings, coaching sessions, and open office hours create predictable touchpoints so agents never feel out of the loop. When leaders are easy to reach and quick to respond, trust builds naturally and retention follows.
Provide ongoing marketing and operational support
Strong marketing and operational support allow agents to focus on selling, not scrambling. Design help, listing support, lead generation tools, and reliable tech systems reduce friction and burnout. High-performing agents stay where their business can scale without adding unnecessary stress.
Build a culture of recognition and community
Recognition matters more than most leaders realize. Celebrate wins publicly, spotlight agent successes on social channels, and create moments for the team to connect beyond transactions. When agents feel seen, appreciated, and part of something bigger, loyalty increases.
Support work-life balance and well-being
Burnout is one of the fastest ways to lose good agents. Streamlined systems and automations reduce administrative load to help agents stay energized. Support tools like transaction coordinators or assistants can make a meaningful difference in day-to-day workload.
Regularly solicit agent feedback and act on it
Retention improves when agents feel heard. Surveys, listening sessions, and anonymous feedback channels surface issues before they become reasons to leave. When leadership visibly acts on feedback, it reinforces trust and shows agents they are valued partners, not just producers.
Recruiting top talent + Luxury Presence
Looking to recruit talented agents? Brokerages turn to Luxury Presence because we deliver beautifully designed websites with a complete suite of marketing tools that impress prospective agents as well as clients. If you’re looking for a way to differentiate your brokerage and stand out in a crowded market, click the button below to book a demo.
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