Recruiting Needs to Evolve
Recruiting conversations in real estate have centered around splits, caps and fees for years. While it’s important, compensation alone is not enough to move the right agents in today's market.
Most agents are not struggling because of their split. The bigger problem is a lack of listings, qualified buyers and confidence in business-building conversations. No split restructure fixes that.
In a tougher market, agents need more than a place to hang a license. They need development, coaching and a brokerage environment that builds real skills. That is where today's brokerage has a genuine opportunity to stand apart.
The agents feeling pressure are not just asking where they can keep more of their commission. They are asking harder questions:
How do I find sellers?
How do I work with hesitant buyers?
How do I compete for listings?
How do I explain my value?
How do I build a business that does not depend on waiting for the phone to ring?
A brokerage that can answer those questions has a stronger recruiting message than one that leads with compensation. T3 Sixty hosted a webinar of top-performing agents and asked what they value the most from their brokerage, and the most common response was support.
Show agents how your company helps them grow through coaching, training, listing strategy, buyer consultation tools, prospecting structure and business planning. Make it specific and make it practical.
The agents worth attracting are not looking for the cheapest model. Growth-minded agents want a place to sharpen their skills, build confidence and create a more sustainable business. They want leadership that understands the market, tools they can actually use and accountability that keeps them moving.
When you recruit on split alone, you attract agents shopping economics. When you recruit on development, you attract agents who want to grow. In a challenging market, those are the agents every brokerage should want.
Stop leading with "We can save you money." The better conversation is: "We can help you make more money by helping you get better at finding, creating and converting business."
Agents do not need another brokerage promising a better deal. They need a brokerage that can help them build a better business. If you need help building a recruitment strategy, growth plan for your agents or brokerage support, reach out at Shari@T3sixty.com or schedule here.
Shari Pesa brings more than 20 years of sales, leadership, and brokerage growth expertise to her role as Vice President, Brokerage at T3 Sixty. She previously served as Vice President of Strategic Growth for Anywhere Holdings Corp., where she worked across leading brands including Coldwell Banker and Sotheby’s International Realty.