The 5 Most Common Real Estate Recruiting Mistakes (And How to Fix Them)

Recruiting season is approaching, and many real estate agents will soon evaluate brokerages with plans to switch later this year or early next year.

As you prepare for the season, here are the five most common mistakes in real estate recruiting and how to fix them.

1. Not Having a Clear, Concise Value Proposition

If you can’t explain in one or two sentences why an agent should join your brokerage, you’re already at a disadvantage. Too often, brokers list generic benefits — “great culture,” “competitive splits,” “training” — without showing what makes their offering unique.

Solution:
Create a value proposition that answers the agent’s unspoken question: “Why should I leave where I am to work with you?” It should be specific, benefit-focused, and immediately understandable.

A good place to start is to speak with your existing agents and have them tell you why they continue to associate with your brokerage.

2. Recruiting Sporadically

Recruiting in bursts — when you have time or when you’ve lost a few agents — creates unpredictable results. The best agents aren’t always looking when you happen to be calling. Sporadic efforts leave too many opportunities on the table.

Solution:
Treat recruiting like lead generation. Build it into your weekly schedule, set monthly activity targets, and track progress. Consistent effort builds a stronger pipeline and positions you to catch agents when they’re ready to move.

3. Failing to Pick Up the Phone

In today’s digital world, many brokers rely solely on email, social media, or text messages to reach potential recruits. While those tools have value, they don’t replace real conversations. Picking up the phone is still the best way to generate recruiting appointments.

Solution:
Make outbound calls part of your recruiting process. Even if you start with an email or social media message, follow up by phone. You’ll stand out from the majority who never bother to make a personal connection.

4. Lack of a High-Quality Prospect List

If your contact list is outdated, doesn't include production, or is too broad, you’ll waste time chasing the wrong people. Quality data directly impacts your recruiting results.

Solution:
Invest in a data platform that includes production data, current brokerage affiliation, and contact information (Maverick Systems and MarketView Broker are two great platforms). Then, generate a prospect list of agents reasonably close to your office and who fit your production criteria. Refresh that list every month.

5. Poor or Non-Existent Follow-Up

Most agents don’t switch brokerages after the first conversation — but that doesn’t mean they won’t in the future. Failing to follow up means losing agents to competitors who stayed in touch.

Solution:
Create a follow-up system that keeps you on an agent’s radar without being intrusive. Use a CRM to schedule check-ins, send market updates, or share valuable resources. When the timing is right, you’ll be the first person they think of.