In today’s real estate landscape, competition is not only about listings and closings, it’s also about talent. Brokerages and teams that succeed are those that can attract high-performing agents, market themselves effectively, and retain talent long-term. With over 100,000 brokerages competing for approximately 5 million licensed agents in the U.S., the ability to stand out is critical.

Marketing Yourself as a Real Estate Professional

For agents, the first step in attracting opportunities is building a strong personal brand. Clients and brokerages alike are drawn to professionals who project credibility, expertise, and consistency. If you are just beginning to recruit agents, leverage the experience and acumen you have cultivated as an individual agent, and apply the same tactics to find like-minded talent who will contribute to mutual growth.

Tips for marketing yourself effectively:

• Leverage digital presence: Maintain an updated LinkedIn profile, professional website, and active social media channels showcasing listings, client testimonials, and market insights. Demonstrating that you are active and knowledgeable in the real estate market is essential.
• Highlight specialization: Whether it’s luxury condos in Manhattan or suburban family homes in Connecticut, define your niche clearly. If you plan to expand beyond your niche, highlight your growth strategy and take incremental steps toward it. However, don’t abandon the expertise you’ve already mastered, your niche remains a valuable differentiator.
• Show thought leadership: Publish blogs, market reports, or short video explainers to demonstrate expertise. As one industry report notes, “Recruiting correctly means building relationships to attract suitable agents with similar business goals.” Even simple thought posts on LinkedIn or other professional platforms can highlight your leadership style and business structure.

Attracting Agents to Your Team

Recruitment in real estate requires more than a “we’re hiring” sign. The most effective leaders understand that top agents are often passive candidates, they may not be actively job hunting but are open to conversations.

Strategies to attract talent:

• Build a strong culture: Agents are drawn to brokerages that emphasize collaboration, mentorship, and shared success.
• Offer competitive incentives: According to EY’s 2024 Real Estate Compensation Survey, “strategic incentives drive real estate talent retention,” with long-term benefits and succession planning ranking highly.
• Invest in training and development: NAIOP research highlights that ongoing education and professional growth opportunities are key to attracting younger talent.
• Recruit through networks: Personal outreach, referrals, and reputation often outperform job postings.

Retaining Talented Agents

Retention is just as important as recruitment. High turnover drains resources and damages culture. HousingWire notes that agents stay with their current brokerage for an average of five years, but many leave in search of something they feel they’re not getting.

Best practices for retention:

• Provide clear career paths: Agents want to see how they can grow within your organization.
• Recognize achievements: Celebrate milestones, closings, and contributions to team success.
• Offer meaningful benefits: Health insurance, retirement plans, and wellness programs are increasingly valued. If you cannot provide them directly, offer guidance and resources to help agents access the benefits they need.
• Foster mentorship: Pair newer agents with experienced mentors to build loyalty and accelerate development.
• Encourage autonomy: Give agents the tools and flexibility to run their business while still offering support.

As one recruitment guide emphasizes, “Good agents close more deals, train faster, stay longer, and attract other good agents. Bad hires burn through your leads, drain management attention, and damage your culture.” Building and cultivating exceptional talent strengthens your business, while establishing a mutually beneficial relationship ensures both the brokerage and its agents thrive.

Final Word

In a competitive market, talent is the ultimate differentiator. Brokerages that invest in marketing themselves, recruiting strategically, and retaining agents through culture and incentives will thrive. For agents, building a strong personal brand and aligning with organizations that value growth and trust is the path to long-term success.

At RLTYco, we believe that attracting and retaining talent is not just about filling seats, it’s about building sustainable businesses rooted in relationships, expertise, and shared vision.