Executive Summary
Brokers are recruiting more agents. Production is falling. Here’s why and what to do about it.
Below you’ll find practical steps to attract motivated agents, structure onboarding, build a distinctive employing broker brand, and adopt modern omni-channel recruitment.
Read this article and You’ll learn how to clarify your value proposition and increase agent productivity at your brokerage.
If you want us to do it for you, get in touch!
Key Takeaways
- Recruit motivated agents who engage and contribute
- Use a structured 30 60 90 onboarding plan to boost retention
- Build an employing broker brand that stands out
- Clarify your value proposition for agents
- Adopt omni channel recruitment, not email alone
- Celebrate milestones to keep new agents moving
- Culture and positioning matter more than tech alone
About MNKY Agency
At MNKY Agency we recruit real estate agents for brokerages with a commission only model. We charge just $100 per transaction closed by any agent we recruit for your brokerage. No monthly fees. No annual fees. We earn when you earn.
About the Author
J. Stuart “Stu” Hill has spent two decades building recruitment and marketing systems for real estate brokers. He helps brokers create distinctive employing broker brands, recruit motivated agents, and scale production through simple systems and omni channel strategies.
FAQs
Speak to efficiency, autonomy, and growth. Offer better economics, advanced tools, and collaborative culture. Show how your brand helps them scale.
Give weekly coaching. Set small goals. Provide checklists. Celebrate wins. Connect them to peers. Use a simple agent onboarding checklist and stick to it.
Set clear expectations. Offer coaching and community. Provide a 30 60 90 plan. Remove friction in tools and compliance. Celebrate small wins.
Ask about goals, pipeline, and activity. Look for consistency. Ask how they plan to generate leads. Motivated agents have a plan and take action.
Critical. Reply fast. Book calls within minutes. Use calendar links and texting. Many agents pick the brokerage that responds first. Rapid response increases conversions.
List the concrete benefits agents experience. Show training, support, leads, tools, culture, and commission plan. Define your value proposition in plain language.
Email is useful as a support channel. It should not be your primary tactic. Use email to nurture agents who have already engaged elsewhere.
Do not rely on the franchise name. Differentiate on culture, support, and positioning. Your employing broker brand is what agents feel day to day.
Short videos, clear landing pages, proof of success, and educational posts. Use case studies and agent stories. Publish consistent content marketing that answers agent questions.
It is the unique identity and culture you create for agents. It is how your brokerage is positioned in the market. Learn more about employer branding.
Omni channel means you reach agents across multiple touchpoints. It includes social, video, content, community, and live conversations. See the concept of omnichannel marketing.
Many brokers recruit agents who do not engage. They hang their license and do not close deals. Focus on motivated agents who want training, coaching, and accountability.
Track conversations, appointments, showings, contracts, and closings. Measure training attendance and CRM usage. Watch early leading indicators, not only closings.
Technology supports your process. It does not replace positioning or culture. Use tech to automate follow ups, schedule calls, and track onboarding progress.
Emphasize culture, support, coaching, and accountability. Explain the agent experience clearly. Avoid generic claims that sound like every other brokerage.
The Challenge of Agent Recruitment
Brokers are recruiting more agents while production declines. Many agents did not close a transaction last year. Many want a place to hang a license. This does not grow your brokerage. Focus on motivated agents who want to learn, produce, and contribute. Unmotivated agents drain time and attention.
The Importance of Effective Onboarding
Onboarding often fails in the first year. Treat new agents like valued customers. Give a 30 60 90 day plan with clear milestones and weekly check ins. Use simple checklists. Celebrate progress. Remove friction. When agents feel supported from day one, retention and production improve.
Building a Unique Brokerage Brand
Most brokerages sound the same. Build a distinctive employing broker brand. Describe your culture and agent experience. Explain how you coach and support. Position clearly. Technology helps. Culture and positioning win.
Clarifying Value Proposition
Competition is fierce. Agents want clarity on benefits. Outline your value proposition. Show training, coaching, community, tools, and economics. Make it easy to understand. Use short sentences and proof.
Modern Recruitment Tactics
Email alone is low converting. Use omni channel recruitment. Combine social, video, content, texting, and calls. Be visible across platforms. Follow up fast. Book calls. Agents choose the brokerage that shows up and helps.
Recruitment Channels Comparison
| Strategy | Primary Use | Strengths | Weaknesses | Best For | Notes |
|---|---|---|---|---|---|
| Social media short video | Awareness and engagement | High reach, human connection, fast feedback | Requires consistency and creative | New conversations and brand building | Repurpose clips from webinars and podcasts |
| YouTube long form | Education and authority | Evergreen content, deep trust | Longer production time | Experienced agents and researchers | Link videos to landing pages for calls |
| SEO blog content | Discovery and nurture | Compounds over time, answer driven | Slow ramp, needs quality | Agents searching for solutions | Use internal links and clear calls to action |
| Webinars live Q and A | Community and proof | Real time trust, group momentum | Scheduling and promotion | Warm prospects and referrals | Turn webinars into email nurtures |
| Direct outreach texting | Speed to conversation | Immediate response, personal | Needs compliance and tact | Fast appointment setting | Keep messages short and human |
| Email nurturing | Nurture and reminders | Scalable and trackable | Lower conversion if used alone | Warm leads and post event follow up | Support other channels, not primary |
| Referral and peer groups | Warm trust | High intent, social proof | Takes time to build | Producing agents and experienced hires | Ask for intros and give value first |
| Landing pages with CTAs | Conversion | Clear next step, measurable | Needs traffic and testing | All campaigns | Use simple forms and calendar links |
| Community groups and events | Relationship building | In person trust, local reach | Time intensive | Local recruiting and culture | Capture contact info and follow up fast |
Next Steps
Audit your recruiting funnel. Clarify your value proposition. Build the employing broker brand. Launch a 30 60 90 day onboarding plan. Adopt omni channel outreach. Measure leading indicators weekly. Celebrate wins.
Ready to Recruit Smarter?
Stop wasting time on agents who don’t produce. Partner with MNKY Agency and start attracting motivated agents today.
Book a free recruiting consultation with MNKY Agency, and Let’s Get Growing!
