Why Agent Retention Should Be Your Brokerage’s Top Priority

If you’ve been in real estate long enough, you’ve seen the cycle: a broker launches a new recruiting campaign, the team grows fast, and the energy is high—until one of the top agents leaves. Suddenly, the momentum shifts. Conversations start happening behind closed doors. Other agents wonder if the grass really is greener elsewhere.

It’s a familiar story, and it’s why agent retention should be at the heart of a healthy brokerage. Bringing in new talent is important, of course, but keeping the people who already believe in your brand—that’s what creates long-term strength.

Retention isn’t just about numbers. It’s about relationships, trust, and reputation. A stable, supported team sends a powerful message to the market: that this is a place where people choose to stay.

The Real Cost of Agent Turnover

Losing an experienced agent can cost your brokerage more than just their production. There’s the time and resources spent recruiting, onboarding, and training a new hire, plus the disruption to client relationships and team morale.

Take a brokerage in Western Canada, for example. They had a long-standing agent—an absolute cornerstone of their local community—leave after more than a decade. It wasn’t about money. It came down to feeling underappreciated and out of the loop. When that agent walked, they took a portion of the market share with them. It took over a year for the team to recover. That departure still comes up in strategy meetings today—not as a failure, but as a lesson.

The truth is, in a country as connected yet varied as Canada, agents have options. Whether they’re in a major urban centre or a close-knit small town, they’re paying attention to more than just commission splits. They’re looking for mentorship, collaboration, a sense of pride in the brand they represent. And when they don’t find that, they start to look elsewhere.

Sometimes it starts with a missed check-in. Other times, it’s the feeling that decisions are being made without input from the people doing the work. Communication gaps, lack of training opportunities, or a culture that celebrates only the top 1%—these things add up.

Retention isn’t solved with a pizza party or a new CRM. It’s about real leadership. Do your agents feel heard? Do they have room to grow? Do they know where the business is going, and do they see themselves in that vision?

So, how do you retain your agents?

The best brokerages I’ve seen make retention a daily practice. They schedule regular one-on-one conversations, not just performance reviews on the monthly office meeting. They invest in development for every agent, not just the new recruits or their top producers. They celebrate personal milestones as much as professional wins. They lead with clarity and care.

Of course, there’s no single formula. But the common thread is always this: the people stay where they feel connected. Let's look at a few ways to help guide retention in your office.

1. Understand Your Agents’ Needs and Goals Meaningful conversations matter. Get to know what motivates each agent on your team and where they’re looking to grow. With this insight, you can tailor your support in ways that truly make a difference.
   

2. Offer Ongoing Training and Development Agents who continue learning are more confident and capable. That confidence leads to loyalty. Offer mentorship, continuing education, and hands-on opportunities that help them expand their skills and see a future with your brokerage. Whether it is a regular in-office meeting with a special guest, or working with a third party company to off regular courses, this is a key way to keep your agents growing.
   

3. Foster Open Communication Create an environment where agents feel heard and respected. Schedule regular check-ins, invite honest feedback, and communicate clearly about business updates. If a challenge arises, address it directly and keep the lines of communication open. It is easy to get caught up in the business, but remember to prioritize your agents and team.
   

4. Recognize and Reward Contributions

Celebrating milestones and recognizing hard work goes a long way. Whether it's a shout-out at a team meeting or a personalized note after a great quarter, showing appreciation makes agents feel valued and invested in your success.

If you’re a broker-owner, team lead, or part of a leadership group, it’s worth asking yourself: when was the last time I checked in with my agents in a meaningful way? Not just to ask about deals in the pipeline, but to ask how they’re doing—what’s working for them, and what’s not? It doesn’t have to be complicated. Sometimes, the biggest impact comes from the simplest gestures. A text message that says “I see how hard you’re working,” a conversation about their long-term goals, an invitation to help shape the direction of the brokerage. These things matter.

And when you build that kind of culture, the results follow. Retained agents bring in more business. They refer other great agents. They help shape a strong internal identity that’s visible to the outside world.

So yes, keep recruiting. Keep growing. But don’t forget the people already at your table. They’re the ones who chose you before anyone else did.

If you're in need of support with agent retention—one rooted in leadership, consistency, and real support—The Real Estate Source is here to help.

Contact us today to start the conversation about building a stronger, stable real estate team.