Redefining Your Marketing Strategy

From Headcount to Culture

Pressure to grow can push brokerages into defaulting to the wrong priorities—more agents, faster hires, and leaner budgets. But when recruiting becomes purely a numbers game, quality and alignment often suffer. Your marketing strategy shouldn't just be about selling homes—it should also be about attracting the right people to your business. Because who you bring into your brokerage, from agents to admin staff, has a direct impact on your brand, your operations, and your bottom line.

Messaging That Speaks to the Right People

Recruiting is a form of marketing, and just like you wouldn’t use the same messaging to attract a luxury buyer as you would a first-time homebuyer, you shouldn’t use a one-size-fits-all approach to recruiting talent.

When your marketing is solely focused on growth by numbers—“Join our brokerage, we’re the biggest!”—you attract volume over value. But when your messaging focuses on what makes your culture unique, the kind of support you offer, and the values your brokerage operates by, you begin attracting professionals who align with your business goals, your leadership style, and your future.

Beyond Commission Splits: What Talent Really Wants

Agents and staff today are looking for more than just competitive splits. They’re seeking leadership, mentorship, flexibility, wellness, diversity, and tools that help them build a sustainable business. If your marketing and recruiting touchpoints—social media, your website, events, even email communication—don’t reflect this, you risk being overlooked by high-quality professionals who would thrive under your roof. So, rather than simply positioning your brokerage as a place to hang a license or clock in for a 9-5 shift, you are showcasing it as a place to grow a career.

Stop Hiring for Cost—Start Hiring for Culture

We see this mistake all the time: brokerages hire admin support or operational staff based on cost, not fit. The result? High turnover, missed opportunities, and fractured workflows. Every departure and rehire disrupts your business, your team, and your brand reputation.

Staff are the backbone of your brokerage. Treating recruitment as a transactional exercise—where you fill gaps based on who’s cheapest—undermines your long-term strategy. Hire the right people the first time, even if it takes longer or costs more up front. The return on that investment, in terms of retention, consistency, and service quality, is invaluable.

Redefining Success in Recruitment

Success isn’t measured by how many agents you can onboard in a quarter. It’s measured by how many of them stay. How many grow. How many bring in business because they believe in your brand and feel like part of something bigger.

Likewise, the strength of your back-office team doesn’t come from how lean you can make your payroll. Rather, it comes from how well they support your operations, your culture, and your agents.

It’s time to shift away from volume-based recruiting strategies and toward a values-based approach. Use your marketing to tell a story that resonates with the kind of people you want in your business—not just any agent or admin, but the right fit. The ones who will stay, who will elevate your brand, and who will help build a brokerage that lasts.

Not sure where to begin? Let’s talk. Set up time with me to review your current marketing and recruiting approach. Together, we can align your strategy with the kind of growth that truly moves your business forward.