The Silent Killer of Real Estate Brokerages: A Recruiting Problem in Disguise

Think you have an agent retention problem? You might have something else entirely.

Brokerages often talk a lot about retention—keeping good agents, creating a strong culture, reducing turnover. These are indeed definite concerns. But here’s something that often gets overlooked: many retention issues actually start with recruiting the wrong agents in the first place.

If you’re losing agents faster than you’d like, ask yourself:

• Are the agents joining your brokerage actually aligned with what you offer?

• Do you have a clear, compelling reason why an agent should choose you over another team or brokerage?

• Are you attracting people based on what they think they want, rather than what will help them thrive long-term?

• Could there be an agent on your team who isn't the right fit and causing a disruption to the business?

A strong recruitment strategy isn’t about offering the highest splits or the biggest perks. Yes, of course those things matter a lot to an agent. However, while those could be the reason you get them in the door, it is about truly find the right agents who fit into your company culture that will matter. By clearly communicating your brokerage’s value proposition in a way that attracts the right people—and naturally filters out those who may not gel with you or your team.

This is where messaging, brand perception, and operational support play a bigger role than most brokers realize. It’s not just about selling your brokerage to agents—it’s about building a business that the right agents want to be part of.

If your recruitment and retention efforts aren’t getting the results you need, it might be time to reassess how your brokerage is positioning itself in the market.

Let's put our heads together and take a deeper look at your business. At The Real Estate Source, we specialize in helping brokerages identify gaps and work to create a stronger foundation and company culture. Contact us today to learn how we can support your team’s productivity goals.