At MNKY Agency, we believe targeted recruitment content is the key to attracting the right agents. Generic messages don’t convert because they fail to address an agent’s specific goals, pain points, and aspirations. Here’s our step-by-step approach to creating content that resonates.
1. Define Your Ideal Agent Profile #
Before creating content, we identify who we want to recruit. Are they new agents looking for training? Experienced agents frustrated with high splits? Team leaders seeking flexibility? We build detailed personas that include:
- Years of experience
- Preferred commission structure
- Tech-savviness
- Career goals
- Pain points with current brokerage
This clarity ensures every piece of content feels personalized.
2. Segment by Motivation #
Agents join brokerages for different reasons. We group motivations into categories like:
- Financial Freedom: 100% commission, low fees, caps
- Support & Training: Mentorship, onboarding, marketing help
- Culture & Flexibility: Remote work, team collaboration, personal branding Each segment gets its own messaging strategy.
3. Research Search Intent #
We use tools like Google Search Console and AnswerThePublic to uncover what agents are asking. Common queries include:
- “Best 100% commission brokerage near me”
- “How to avoid NAR fees”
- “How to grow my real estate business” We turn these into blog posts, FAQs, and social content that answer their exact questions.
4. Create Content Pillars #
Our recruitment content revolves around four pillars:
- Value Proposition: Explain what makes your brokerage different
- Agent Success Stories: Showcase real results
- Educational Resources: Tips for growing their business
- Comparison Guides: Traditional vs. modern brokerage models This mix positions the brokerage as both a solution and a thought leader.
5. Use Multi-Channel Distribution #
We repurpose content across:
- Blog posts for SEO
- Email drips for nurturing
- Social media for engagement
- Video for storytelling Consistency across channels builds trust and authority.
6. Optimize for Conversion #
Every piece of content needs a clear CTA. We use action-driven phrases like:
- “Let’s Get Growing”
- “Start Your 100% Commission Journey”
- “Schedule Your Call Today” We also include lead magnets like free guides or calculators to capture interest.
7. Track and Iterate #
We monitor metrics like:
- Click-through rates
- Form submissions
- Keyword rankings If something underperforms, we tweak headlines, CTAs, or targeting until it works.
Key Takeaways #
- Know your ideal agent and their pain points
- Segment content by motivation
- Answer real search queries for SEO
- Build around value, success stories, education, and comparisons
- Distribute across multiple channels
- Include strong CTAs and lead magnets
- Measure and refine continuously
About MNKY Agency #
MNKY Agency is a real estate recruitment powerhouse. We help brokerages attract agents with proven strategies, omnichannel campaigns, and pay-per-transaction real estate agent recruiting models. No monthly fees, no fluff—just results.
