What Really Motivates Real Estate Agents to Switch Brokerages?

Ask most people why agents change brokerages and they’ll quickly say: “Because they’re unhappy where they are.”

But the data tells a very different story. In a recent survey, fewer than 15% of agents who made a move said they did it because they were unhappy.

So if dissatisfaction isn’t the primary driver, what is?

Agents Move When They Find Something Better

For the vast majority of agents, switching brokerages isn’t about escaping a bad situation—it’s about discovering a better one.

Of course, “better” means something different to every agent. It might be:

• A stronger split

• Higher-quality leads

• More support or mentorship

• Better technology or systems

• Stronger coaching or training

• A more convenient office location

• A culture that aligns with their values

• A brand that helps them win more clients

Or—most commonly—a combination of several of these factors.

The key point: Most agents aren’t actively looking to leave. But they will consider moving when someone shows them an opportunity that fits their goals more closely.

The Recruiting Mistake Most Brokers Make

Many brokers focus their recruiting efforts on agents who are already actively motivated to switch. That’s understandable—it feels easier.

But that approach misses the other 85% of agents who aren’t unhappy yet would move if the right opportunity came along.

Those agents aren’t on job boards. They’re not sending résumés. They’re not raising their hands.

But they are open to a conversation that reveals something they didn’t previously know was possible.

Why Conversations Matter More Than Campaigns

We say this often because it’s true: Warm calls and cold calls remain the most effective ways to generate recruiting appointments.

Live conversations give you something no email, ad, or postcard ever can:
the chance to ask questions, uncover priorities, and learn what would motivate that specific agent to consider a move.

Digital channels absolutely have value—in branding, nurturing, and especially with new agents—but they are supporting players. Conversations are the star.

Don’t Stop at “I’m Happy Where I Am”

When an agent tells you they’re happy or not interested in switching, they’re being honest—in that moment.

Your job is to go a layer deeper:

• What specifically do they value about their current situation?

• What’s missing?

• What goals are they trying to reach?

• Under what circumstances would they consider making a move?

When you ask the right questions, you can often turn an initial “I’m happy” into a genuine “I’d like to learn more.”

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