Can you recruit by focusing exclusively on unhappy agents?

Can you recruit by focusing exclusively on unhappy agents?

This question comes up often, as many brokers prefer to recruit only agents who are actively looking to switch brokerages.

The short answer to the question? Yes, but not at a high level. Here’s why:

1. Unhappy Agents Don’t Wait to Be Recruited

Producing agents know they can join just about any brokerage in town. If they’re unhappy, they won’t sit around waiting for a recruiting call—they’ll act.

They may:

• Proactively reach out to brokers

• Already have a backup plan and switch without hesitation

If you only target agents actively seeking a change, you're relying on luck—hoping to catch them at the exact right moment. While this approach may yield a few recruits per year, it’s not a sustainable strategy for consistent growth.

2. If Unhappy Agents Haven’t Moved, There’s Usually a Reason

Agents who are dissatisfied but haven’t made a switch often have obstacles preventing them from leaving, such as:

• A financial incentive contract that requires them to stay

• Multiple active listings or deals that make switching costly

• Lack of financial resources to make a move

• Personal circumstances that take priority over career changes

While these agents can still be recruited, the process can take months or even years. Nurturing these relationships is valuable, but relying solely on them makes it difficult to build a predictable recruiting program.

The Best Recruiting Strategy

Instead of focusing only on unhappy agents, the most effective approach is engaging with those open to exploring new opportunities.

• Some agents may not be actively looking but can be persuaded when they realize your brokerage offers more.

• When agents do become unhappy, they’ll think of you first—because you’ve maintained consistent communication.

Rather than hoping to catch them at the right moment, you position yourself as their go-to option when they’re ready to make a change.