Real estate recruiting: How to capitalize on the bounce back


By: Christina Sanders

No matter the circumstances, real estate brokerages should never stop or press pause on recruiting real estate agents. You simply need to improve and reorient your brokerage’s recruiting strategy to reflect the current climate. Now, more than ever, brokerage’s must create long-term plans for growth, sustainability and resiliency.

Well, that’s all fine and dandy but how do you do that?

By leveraging platforms, technology and tools that empower and motivate your people to customize content as they need to, launch campaigns successfully, show up where it’s needed most and come out on top time and time again. Because at the end of the day, it’s those personalized, tailor-fit experiences that drive your bottom line and attract and retain top talent.

In this month’s webinar, Lucidpress and Verl Workman, founder of Workman Success Systems share their detailed and highly strategic agent recruiting strategy.

Watch the full webinar or read on for Verl's expert recruiting advice.


How to recruit and retain real estate agents

The 4 “R’s” of recruiting

  • Recruit — How do we convince new agents that your brokerage is the best to join?

  • Ramp — How do we keep new agents motivated and empower them to sell?

  • Reward — How to encourage or empower agents to build their own teams, and reward them?

  • Retain — How do you keep the agents you have?


Always be recruiting

Where is the best place to look for real estate talent?

  1. Agents on the other side of transactions

  2. Nurses, school teachers, those in nurturing positions that are underpaid for the work they do

  3. Underperforming agents with less than 10 transactions per year

  4. Over-performing agents with more than 20 transactions per month with no teams or system

Recruiting daily success habits tracker

Track all of the recruiting conversations and appointments you make in a point system and make a goal to get 61 points a day. This system will help you to be proactive about recruiting rather than reactive.

Recruiting success tracker

Identify four pillars of real estate recruiting

Identify four channels your recruits will come from and treat each one like it’s the only channel you’re using. This will guarantee you hit your recruiting goal, since you might fall short in a few channels but together they surpass your original goal.

  1. Cold calling or prospecting

  2. Existing agents

  3. Open houses

  4. Job boards

Identify your competitive advantage

When you meet with an agent to recruit for your brokerage, what is it you have that other brokerages don’t have? Identify that benefit and learn how to communicate that.

Change the way you think about recruiting

Critical questions to ask to help you improve:

  1. Are we giving more value than we are asking in capital return?

  2. What can you do to improve self worth so it will drive net worth?

  3. How important is it for you to break out of your current state?

  4. Is it more important for you to hang on to that position than it is to have success?


Best recruiting strategy is success

Getting agents to sell more and having more signs in yards is the best way to recruit no agents. Use a systemized onboarding and launch plan to set agents up for success.


Celebrate success

Celebrate the activities that get results. Reward the number of calls made, demos set, contracts signed and net profitability.

Remove roadblocks

Cut down on time spent creating flyers by templatizing content (with a tool like Lucidpress) and giving it to agents, so they can get what they need and get back to selling.


Identify at-risk agents

If you have agents that have 10 transactions per year or less, provide them an environment where they can be more successful. Provide clear solutions such as a training center, templatized content for marketing, personal coaching for growth and partnerships.

Never do anything for new agents or recruits you don’t do for current agents

Find ways to engage with and show appreciation for your current agents from birthday cards to stopping by open houses to ongoing training. 

Interested in learning more? Click the link below to watch the full webinar.

Watch webinar

Christina Sanders

Christina joined Lucidpress with years of marketing experience under her belt. She serves as inbound marketing manager developing both B2B and B2C marketing channels. Most recently she worked as a campaign manager at 97th Floor, a digital marketing agency where she managed integrated marketing campaigns. Christina graduated from BYU’s public relations program.

Outside the office, you’ll find Christina teaching piano lessons or cooking a new recipe she found on Pinterest.

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