Recruit or Retreat: Why Agent Recruitment Is Survival

✅ Executive Summary (TL;DR)

Recruiting productive real estate agents—those who close 10+ deals annually—is no longer just a growth tactic for brokerages; it’s essential for survival. In 2024, 70% of agents didn’t close a single transaction, and only a small fraction are driving the majority of industry revenue. Brokerages that fail to attract and retain these top performers risk revenue decline, brand erosion, and long-term irrelevance. In today’s market, you’re either recruiting—or retreating.

📌 Key Takeaways

• 70% of agents did zero transactions in 2024; only a small minority are truly productive.
• Producing agents (10+ deals/year) generate the bulk of brokerage revenue and brand value.
• Non-producers drain resources and dilute your brand’s credibility.
• Recruiting top talent is a survival strategy, not just a growth lever.
• Brokerages that don’t recruit effectively risk falling behind—or disappearing.
• MNKY.agency specializes in recruiting producing agents, helping brokerages grow with quality over quantity.

Why Productive Agents Are the Lifeline of Your Real Estate Brokerage

In 2024, 70% of real estate agents didn’t close a single transaction. Let that sink in.

Only 30% of agents did even one deal, and among those, a much smaller fraction could be considered truly productive. In this environment, recruiting agents who actually produce isn’t just a growth strategy—it’s a survival imperative.

The Harsh Reality of the Modern Brokerage

The average agent isn’t doing 10 deals a year. In fact, most aren’t doing any. At MNKY.agency, we define a producing agent as someone who closes 10 or more transactions annually—and that’s the baseline for who we help brokerages recruit.

Why? Because these agents are the ones who:

• Generate consistent revenue
• Build brand credibility
• Attract more clients and referrals
• Raise the performance bar for your entire team

The Financial Divide: Producers vs. Placeholders

Let’s compare:

• Non-producing agents cost your brokerage time, training, and resources—with little to no return.
• Producing agents (10+ deals/year) can generate $100,000–$500,000+ in GCI, depending on your market.

That’s not just a difference in output—it’s a difference in survival.

The Long-Term Risk of Inaction

If your brokerage isn’t actively recruiting productive agents, you’re not standing still—you’re falling behind. Here’s what’s at stake:

• Revenue erosion: Without consistent closings, your income stream dries up.
• Brand dilution: Clients notice when your agents aren’t closing deals.
• Talent drain: Top agents want to work with other top agents. If you don’t have them, you won’t keep them.

The MNKY.agency Approach

At MNKY.agency, we specialize in helping brokerages recruit agents who actually produce. We don’t chase vanity metrics or bloated rosters. We focus on quality over quantity—because that’s what drives real growth.

You’re Either Growing—or You’re Going

This isn’t just a catchy phrase—it’s the truth. In today’s market, you can’t afford to carry dead weight. You need agents who close deals, build relationships, and move the needle.

So ask yourself:

• Are you recruiting to grow—or just to fill seats?
• Are your agents producing—or just present?
• Are you building a future—or waiting to be left behind?

Because in real estate, you either recruit—or retreat.