How to Retain Real Estate Agents

Executive Summary

Agent retention isn’t just a buzzword—it’s the backbone of brokerage growth in 2025. If you’re spending thousands recruiting agents only to watch them churn within months, you’re not building a business. You’re running a revolving door.

In my 20 years in real estate marketing and recruitment, I’ve worked with hundreds of brokers—from boutique independents to national brands. The ones who win long-term aren’t just good at recruiting. They’re exceptional at retaining.

This post is your blueprint. I’ll walk you through the exact strategies I’ve used to help brokers keep agents engaged, productive, and loyal. We’ll cover everything from onboarding and culture-building to compensation, coaching, and communication. You’ll get real-world examples, retention rituals, and my personal “Stu’s Pro Tips” throughout.

Whether you’re running a virtual brokerage with 1,000+ agents or just starting out, this guide will help you stop the churn and start building a team that sticks.

🧠 Stu’s Pro Tip: Recruiting is a sprint. Retention is a marathon. If you’re not planning for both, you’re burning fuel without building momentum.

Why Agent Retention Is the New Recruitment

Let me be blunt: if you’re spending all your time recruiting agents but not retaining them, you’re just lighting money on fire.

I’ve worked with brokers who’ve spent tens of thousands on recruiting campaigns—Facebook ads, email drips, landing pages, calling scripts, the whole nine yards. And then six months later? Half the agents they brought in are gone. Why? Because they didn’t have a retention strategy. They were so focused on the front door, they forgot to lock the back one.

Retention isn’t just a cost-saving measure. It’s a growth strategy. When you keep agents longer:

• Your brand gets stronger.
• Your training ROI compounds.
• Your culture stabilizes.
• Your recruiting gets easier (because happy agents refer others).

A Real Example from the Field

One of the brokers I worked with in Texas—let’s call him Simon—was running a lean operation with a split model: 90/10 commission split, $12,000 annual cap, E&O included. But agents were bouncing after 3–6 months.

We dug into it and realized the issue wasn’t the split—it was the experience. No onboarding. No culture. No communication. We implemented a retention-first strategy: onboarding portal via SharePoint, weekly check-ins, Slack channel for community, and a leaderboard for recognition. Within 90 days, churn dropped by 60%. Agents started sticking. Referrals picked up. Recruiting got easier.

Retention made recruiting work.

Why Retention Fuels Recruiting

Here’s the kicker: agents talk. If your brokerage has a reputation for burning out agents or offering no support, it doesn’t matter how good your split is. You’ll struggle to recruit. But if your agents are thriving, they become your best recruiters.

Retention builds trust. And trust builds momentum.

🧠 Stu’s Pro Tip: Want to recruit better? Start by retaining better. Your current agents are your most powerful marketing channel—if they’re happy, productive, and supported, they’ll do half the recruiting for you.

Build a Culture Agents Don’t Want to Leave

Culture isn’t just a buzzword—it’s the glue that holds your brokerage together. And in a virtual-first world, it’s more important than ever.

I’ve seen brokerages with amazing splits and killer tech lose agents because the culture was cold, disconnected, or nonexistent. Agents don’t just want a place to hang their license—they want to feel seen, valued, and connected. That’s what culture delivers.

What Culture Looks Like in Practice

Culture isn’t about pizza parties or motivational quotes. It’s about how people feel when they interact with your brand. Do they feel supported? Do they feel part of something bigger? Do they feel like their work matters?

Here’s how we build that at scale:

• Teams, Slack or RO.AM for community: Create channels for wins, questions, referrals, and even memes. Let agents connect beyond transactions.
• Weekly leadership check-ins: A short video or voice note from the broker goes a long way. It shows presence and care.
• Recognition rituals: Shoutouts for new listings, closings, anniversaries. Celebrate the small wins publicly.
• Agent-led masterminds: Let your top producers host monthly sessions. It builds leadership and community.

A Story from the Field

When we onboarded a broker in California, we knew culture would be key. She wasn’t just there to sign off on deals—she was the heartbeat of the operation. We built a Slack workspace with agent channels, added her to weekly RO.AM calls, and gave her visibility in onboarding videos. Agents started reaching out to her directly—not just for compliance, but for mentorship. That’s culture.

Culture Is a Retention Engine

Agents who feel connected stay longer. They produce more. They refer others. And they become advocates for your brand.

🧠 Stu’s Pro Tip: Culture doesn’t scale automatically—you have to design it. Start with connection, build with recognition, and reinforce with leadership visibility.

Compensation That Competes

Let’s get one thing straight: agents don’t leave over splits alone. They leave because they don’t see the value behind the split.

I’ve worked with brokers offering 100% commission and still losing agents. I’ve also seen brokers with 70/30 splits retain agents for years. The difference? Clarity, consistency, and perceived value.

It’s Not Just About the Numbers

Sure, your compensation model matters. But it’s the story behind it that sells—and retains.

Take Easy Realty’s model: $495 per transaction side, $4,950 annual cap, E&O included, no NAR dues. That’s a strong offer. But what made it stick was how we positioned it. We built a careers site, created email drips, and trained recruiters to explain the why behind the model. Agents didn’t just see a low fee—they saw freedom, flexibility, and support.

What Competitive Compensation Looks Like

Here’s what brokers should consider offering:

• Transparent commission structures: No hidden fees. No surprises.
• Annual caps: Give agents a finish line. It motivates production.
• Bonuses: For referrals, production milestones, or longevity.
• Perks: E&O coverage, tech stipends, marketing credits.
• Flexibility: Let agents choose between plans based on their goals.

And don’t forget the intangibles. Agents will stay for mentorship, culture, and leadership just as much as they will for money.

A Broker’s Perspective

One broker I worked with in Texas added a $100/month tech credit for agents who closed at least one deal per quarter. It wasn’t a huge expense—but it showed appreciation. Agents used it for CRMs, lead gen tools, even Canva subscriptions. Retention improved. Why? Because the brokerage invested in their success.

🧠 Stu’s Pro Tip: Don’t just compete on price—compete on value. Agents will pay more if they feel they’re getting more. Make sure your compensation model tells a story they want to be part of.

Onboarding That Sets the Tone

You only get one shot at a first impression—and in real estate, that impression starts the moment an agent signs on.

I’ve seen brokers lose agents within the first 30 days simply because onboarding was chaotic, confusing, or nonexistent. No welcome email. No checklist. No point of contact. Just a license hanging in limbo.

Onboarding isn’t paperwork—it’s positioning. It’s your chance to show agents they made the right decision. That they’re not just joining a brokerage—they’re joining a system designed to help them succeed.

What Great Onboarding Looks Like

Here’s what I recommend to every broker I work with:

• Automated onboarding portal: Use SharePoint or a branded site with videos, checklists, and FAQs.
• Welcome email sequence: Drip out key info over the first 7–10 days. Don’t overwhelm.
• Assigned onboarding buddy: Pair new agents with someone who’s been around. It builds connection and accountability.
• 30-60-90 day check-ins: Schedule calls or emails to track progress, answer questions, and reinforce support.

A Real Example from MNKY.agency

When we onboarded agents for Keyes Company, we built a SharePoint portal with everything they needed: MLS access instructions, marketing templates, compliance guides, and a welcome video from the broker. Agents could self-serve, but they also had a direct Slack channel for support. The result? Faster ramp-up, fewer questions, and stronger engagement.

We also added a 30-60-90 day onboarding plan for each agent, customized by production level. New agents got training and mentorship. Experienced agents got marketing support and lead gen tools. Everyone felt seen.

Onboarding Is Retention Insurance

Agents who feel lost in the first 30 days rarely stick around. But agents who feel supported? They produce faster, refer more, and stay longer.

🧠 Stu’s Pro Tip: Treat onboarding like a product launch. Make it sleek, simple, and supportive. If your agents feel like VIPs from day one, they’ll act like it—and stay like it.

Coaching, Training & Career Development

If you want agents to stick around, you have to give them a reason to grow with you. And that means more than just handing them a login to a training portal and calling it a day.

Agents—especially newer ones—are hungry for guidance. Experienced agents want to sharpen their edge. Everyone wants to feel like they’re moving forward. If your brokerage isn’t investing in their development, they’ll find one that does.

Training That Actually Works

Here’s what I’ve seen work across dozens of brokerages:

• Weekly coaching calls: Keep them short, focused, and tactical. Think “how to win more listings” or “scripts that convert.”
• Masterminds: Let agents learn from each other. Peer-led sessions build community and credibility.
• Personalized growth plans: Set goals with agents and track progress. Make it collaborative, not corporate.
• CE credits and certifications: Offer access to niche training—luxury, REO, probate, commercial. Help agents specialize.

A Real Example from the Field

One brokerage we supported through MNKY.agency had a retention problem with newer agents. They were getting licensed, joining, and then ghosting within 90 days. We introduced a structured 30-60-90 day success plan with weekly coaching calls, goal tracking in Asana, and a Slack channel for accountability. Agents started showing up. Production increased. And retention doubled.

It wasn’t magic—it was momentum. Agents felt like they were building something, not just surviving.

Career Development = Loyalty

Agents who grow with you stay with you. They’re not just looking for a place to work—they’re looking for a place to become.

🧠 Stu’s Pro Tip: Training isn’t a checkbox—it’s a retention tool. Make it personal, make it practical, and make it part of your culture. If agents feel like they’re leveling up, they won’t level out.

Tech That Empowers, Not Overwhelms

Let’s be honest—most brokerages either drown their agents in tech or leave them stranded without it. The sweet spot? Tools that actually help agents sell more homes without making them feel like they need a computer science degree.

I’ve worked with brokers who proudly list 15+ tools in their onboarding packet. CRMs, transaction platforms, marketing suites, lead gen dashboards, AI assistants—you name it. But when agents don’t know how to use them (or why they should), those tools become clutter, not leverage.

Tech That Drives Retention

Here’s what I recommend:

• Keep it simple: Choose tools that integrate well and don’t require a steep learning curve.
• Train intentionally: Don’t just hand agents a login—show them how the tool helps them close deals.
• Support consistently: Offer live walkthroughs, video tutorials, and Slack channels for tech help.
• Highlight wins: Share stories of agents who used the tech to win listings, generate leads, or save time.

A Real Example from Easy Realty

When we rolled out HubSpot for Easy Realty, we didn’t just say “Here’s your CRM.” We built a custom onboarding flow, created short Loom videos for each feature, and ran a weekly “HubSpot Hacks” session. Agents started using it—not because they had to, but because they saw how it helped them follow up faster, automate outreach, and close more deals.

We also made sure the tech stack was lean: SharePoint for onboarding, RO.AM for culture, HubSpot for CRM, and Asana for task management. That’s it. No fluff. No overwhelm.

Tech Is a Retention Multiplier

When agents feel empowered by your tech—not buried by it—they stay longer, produce more, and refer others.

🧠 Stu’s Pro Tip: Don’t chase shiny objects. Choose tech that solves real problems, train agents to use it well, and celebrate the wins it creates. Simplicity scales—confusion doesn’t.

Communication That Connects

You can have the best split, the slickest onboarding, and the most powerful tech—but if your communication sucks, agents will still leave.

I’ve seen it happen. A broker goes silent for weeks. No updates. No recognition. No feedback. Agents start wondering if anyone’s steering the ship. And when they don’t feel seen or heard, they drift. Communication isn’t just operational—it’s emotional. It’s how you build trust, loyalty, and connection.

What Great Communication Looks Like

Here’s what I recommend to every brokerage I work with:

• Weekly leadership updates: A short email, video, or voice note. Share wins, goals, and shoutouts.
• Agent spotlights: Feature agents in newsletters or social posts. Celebrate their success.
• Open-door policies (virtually): Make it easy for agents to reach you. Slack, RO.AM, or even a Calendly link for quick chats.
• Feedback loops: Use surveys, suggestion boxes, or one-on-one calls to gather input. Then act on it.

A Real Example from MNKY.agency

When we launched a recruitment campaign for Canvas Real Estate, we didn’t just focus on attracting agents—we built a communication rhythm to keep them engaged. Weekly emails with tips, market updates, and agent wins. Monthly Zoom calls with leadership. A Slack channel for real-time support. Agents felt plugged in, even if they were remote. Retention improved. Engagement skyrocketed.

Communication Builds Belonging

Agents don’t just want information—they want connection. They want to know someone’s paying attention. That their work matters. That they’re part of something.

🧠 Stu’s Pro Tip: Silence is expensive. Communicate early, often, and authentically. If agents feel connected to you, they’ll stay connected to your brand.

Recognition, Rewards & Retention Rituals

Agents don’t just want to be paid—they want to be noticed. Recognition is one of the most underrated retention tools in the game. And it doesn’t have to cost a dime.

I’ve worked with brokers who doubled retention just by celebrating their agents more consistently. Not with big bonuses or fancy dinners—but with simple, thoughtful rituals that made agents feel seen.

What Recognition Looks Like in Practice

Here’s what works:

• Monthly shoutouts: Celebrate top producers, most improved, or agents who helped others.
• Social media spotlights: Post agent wins on Instagram, LinkedIn, or Facebook. Tag them. Make it public.
• Anniversary gifts: A handwritten note, a branded hoodie, or even a Starbucks gift card goes a long way.
• Gamification: Leaderboards, badges, and contests. Make success fun.
• Retention rituals: Celebrate 6-month and 1-year milestones. Make it a thing.

A Real Example from the Field

One brokerage we supported started sending out personalized postcards every time an agent hit a milestone—first closing, first listing, first year. Agents posted them on social media. They felt proud. They felt part of something. And they stayed.

Another broker added a “Friday Wins” Slack thread. Agents dropped their weekly wins—big or small—and leadership chimed in with praise. It became a ritual. Agents looked forward to it. And it built culture without a single dollar spent.

Recognition Builds Loyalty

Agents who feel appreciated don’t go looking for greener pastures. They grow where they’re valued.

🧠 Stu’s Pro Tip: Recognition doesn’t need a budget—it needs intention. Celebrate your agents often, publicly, and personally. If they feel seen, they’ll stick around.

Exit Interviews & Retention Metrics

Let’s talk about the agents who do leave—because if you’re not learning from those exits, you’re missing the most valuable feedback your brokerage will ever get.

I’ve worked with brokers who were shocked when top producers walked out the door. No warning. No conversation. Just a transfer request and a goodbye. And when I asked, “Did you do an exit interview?” the answer was usually no.

Exit interviews aren’t just about closure—they’re about clarity. They help you spot patterns, fix blind spots, and improve your retention strategy in real time.

How to Conduct Exit Interviews

Keep it simple, respectful, and constructive:

• Ask why they’re leaving: Be open. Don’t get defensive.
• Ask what could’ve been better: Systems, support, culture, communication.
• Ask what they liked: You’ll learn what to double down on.
• Document everything: Use a form or CRM note. Track trends.

And don’t just do this with exits. Check in with your stayers too. Why are they still with you? What keeps them loyal? That’s gold.

Retention Metrics That Matter

Here’s what I recommend tracking:

• Agent tenure: Average time agents stay with your brokerage.
• Churn rate: Percentage of agents who leave each quarter.
• Onboarding success rate: How many agents are still active 90 days after joining.
• Engagement metrics: Attendance at trainings, response to communications, participation in culture channels.

A Real Example from MNKY.agency

One brokerage we worked with started tracking onboarding retention. They realized 40% of agents were ghosting within the first 60 days. We revamped the onboarding flow, added weekly check-ins, and introduced a Slack welcome channel. Within two quarters, that number dropped to 12%.

Data doesn’t lie. It tells you where to focus.

🧠 Stu’s Pro Tip: Every exit is a lesson. Every metric is a mirror. Track what matters, ask the hard questions, and use the answers to build a brokerage agents don’t want to leave.

Closing Thoughts & Call to Action

Retention isn’t a checkbox—it’s a strategy. And in today’s market, it’s the difference between building a brokerage that lasts and running one that constantly starts over.

You don’t need to implement everything at once. Start with what’s broken. Fix your onboarding. Tighten your communication. Celebrate your agents. Track your churn. Then layer in the rest—culture, coaching, compensation, and tech.

I’ve helped brokers go from losing agents monthly to building teams that thrive year after year. The secret? They stopped treating retention as an afterthought and started treating it like a growth engine.

If you’re serious about keeping your agents, here’s what to do next:

• Audit your onboarding experience.
• Review your communication rhythm.
• Ask your agents what they need—and actually listen.
• Build rituals that reinforce connection, recognition, and growth.

And if you want help building a retention-first brokerage, reach out. MNKY.agency has the systems, playbooks, and automation to make it happen.

🧠 Stu’s Pro Tip: Retention isn’t reactive—it’s intentional. Build systems that support your agents, and they’ll build your brokerage in return.

Ready to Stop the Churn and Start Growing?

If you’re tired of losing agents—or struggling to recruit the right ones—MNKY.agency’s Done-For-You Real Estate Recruiting Partnership Program is built for brokers like you.

We handle the heavy lifting:

• Custom careers site
• Automated email drips
• Calling scripts & voicemail drops
• Social media campaigns
• Broker onboarding & retention systems

You focus on leading. We focus on filling your roster with agents who stick.

👉 Let’s build a brokerage agents don’t want to leave.
Schedule a free strategy callto learn more about our Real Estate Recruiting Partnership Program.

🧠 Stu’s Pro Tip: Recruiting is hard. Retention is harder. Let MNKY.agency make both easier—with systems that scale and support that sticks.

Frequently Asked Questions