8 recruiting strategies for brokerages ‘serious about growth’ 

Agent migration is a concern for brokerages dealing with the slow real estate market and economic uncertainties of 2025. As recruiting expert Sean Soderstrom explained during a recent podcast appearance, over $480 billion in sales volume moved between brokerages last year due to agent mobility.

The financial impact of agent movement is further illuminated in a new report from Recruiting Insight. The Agent Migration and Brokerage Model Performance Report, created in collaboration with Inside Real Estate's BoldTrail, found that 13% of active agents switched brokerages in 2024. The report assessed data from four major MLSs representing over 30% of all U.S. agents. While the average agent who moved had $7.8 million in total sales volume, the median agent brought in $3 million — a difference that points to the value of top-producing agents, and the financial hit brokerages take when they leave.

So how can brokerages reduce this churn? "Lead or bleed — that's the choice," said report author Mark Johnson, managing partner at Recruiting Insight, in a news release. Brokerages that are "serious about growth" must choose to lead, Johnson suggested, because "in today's market, a strong attraction and talent acquisition program is no longer an option, it's survival."

Understanding the eight key factors that drive agent movement — and how to address them — could be a place to start.

1. Lead with clarity and conviction

First, forget any "preconceived notions" about why agents move, suggested Jay Teresi, Inside Real Estate VP of back office sales and strategy. The report, Teresi said, "shows success boils down to leadership and a strong conviction in your value position."

That's because agents want to work for a firm with "strong leadership" and a "clear vision," according to the report. Proficient management is key, as is identifying a focus for the future. Brokerage leaders need to articulate the path to success — for the firm as a whole, and for their agents — and welcome two-way communication.

2. Lower the risk for incoming agents

When recruiting, be ready to offer support. Agents considering a move need reassurance that the new firm will have their back — and that includes supporting any business they have in progress. The "#1 reason agents leave" is "dissatisfaction with broker support and compliance," the report noted.

Brokerages can help by making the onboarding process as painless as possible and by providing the technology and marketing tools agents need, it added.

3. Carve out a niche

What sets your brokerage apart? Standing out is one way to grab prospective agents' attention. Establishing a focus on specialized properties can achieve this, as can having strong brand awareness or positive company culture. 

Identifying your firm's "it factor" and creating a clear message around it can result in a win-win by attracting agents with aligning skill sets.

4. Find out why your agents are leaving

There are many reasons for agent dissatisfaction, including insufficient support, unfavorable commission structures or lack of access to new technology. To understand why agents leave, the report encouraged brokerages to hold exit interviews with departing agents and address any "pain points" that emerge.

Some brokerage models seem more prone to churn than others. Of the six brokerage types identified in the report, those categorized as "tech-enabled" were the only ones to avoid a net agent loss in 2024. While tech-focused firms only accounted for 8% of the brokerages analyzed, they attracted higher-producing agents, the report found.

5. Demonstrate a commitment to agent growth

Agents tend to "want access to advanced training, mentorship, and cutting-edge tools to stay ahead of the curve," the report said. 

When recruiting, brokerages can highlight their investments in these areas to show that agents won't be stagnant if they join the team.

6. Create a good company culture

Like workers in other industries, many agents prefer professional environments that feel positive, supportive and collaborative. In addition to fostering a strong brokerage culture, providing workplace stability and limited distractions can help attract prospective agents.

 But valued work dynamics don't just happen. "Foster a positive and supportive office culture," the report urged, adding that brokerages should encourage "teamwork, collaboration, and mutual respect."

7. Talk tech

Technology is increasingly key to an agent's success — and they expect brokerages to understand this. From social media to data analysis tools, technology helps agents keep clients engaged and sniff out leads. Brokerages can "attract serious producers" by providing access to the latest tech tools, according to the press release.

8. Don't be stingy

Agents want to be competitively compensated for their work — and this includes both earnings and future business potential. 

While competitive compensation was a "primary motivator" for agent churn last year, problems receiving compensation also surfaced as a red flag for agents who noticed processing errors or delays, the report said. Highlight all the ways agents are compensated, including bonuses, benefits and access to leads.