Recruiting isn’t a side activity – it’s the lifeblood of a brokerage. Yet even the most experienced brokers can fall into familiar traps that keep the right agents from saying yes. The good news? Most of these mistakes are easily fixable once you know what they are.
Here are the seven most common missteps and what to do instead:
1. Recruiting without a real strategy
Too many brokers “wing it” hoping a few conversations will magically produce results.
THE FIX: Build an intentional plan. Know who you’re targeting, why they’d choose you, and how you’ll reach them. A defined path beats sporadic effort every time.
2. Talking about yourself instead of the agent
One of the biggest – and quietest – mistakes is leading a conversation with your systems, your tools, your training. While it’s valuable to communicate why your brokerage would be a great fit for them, agents need to see how they would fit into your culture and systems.
THE FIX: Start with them. It’s better to be interested, than interesting. Uncover what the agent truly needs – More balance? Better mentorship? Sharper marketing support? – and position your value around that. Personalized recruiting isn’t a luxury; it’s the differentiator.
3. Relying on a single recruiting pillar
Posting ads alone won’t cut it. Neither is relying solely on co-op agents or office events.
THE FIX: Build at least four strong pillars. Think: agent referrals, social media visibility, real estate school relationships, community events, podcast guesting, or strategic email campaigns.
4. Treating recruiting as an “every-so-often” task
Recruiting works the same way prospecting does: daily actions compound. When it’s treated as a one-off initiative rather than an ongoing priority, opportunities are missed and momentum stalls.
THE FIX: Block time. Track activity. Follow up relentlessly. The brokers who win are the brokers who make recruiting a habit, not a hope.
5. Skipping exploratory sessions
Meeting an agent without understanding their motivations is like writing an offer without asking what the seller wants.
THE FIX: Hold structured exploratory sessions. Listen deeply. Ask value-based questions. These conversations reveal alignment – and build trust.
6. Not turning your agents into recruiters
Your happiest agents are your best ambassadors, yet many brokers forget to activate them. When agents feel supported and proud of where they work, their referrals and word-of-mouth can become one of your most powerful recruiting tools, especially if they are top producers.
THE FIX: Build a culture where agents love sharing the story. Simple referral incentives help, but genuine appreciation and recognition matter even more.
7. Failing to evolve
Markets shift. Agent expectations shift. The recruiting playbook cannot stay static.
THE FIX: Review your approach quarterly. Refresh your messaging. Add new pillars. And, embrace technology that makes recruiting more efficient and more personal.
Recruiting isn’t about dazzling agents with a brokerage highlight reel. It’s about understanding their needs, showing where you can help them thrive, and backing it up with consistent action. Fix these seven mistakes and you don’t just recruit more agents – you recruit the right ones.
If you want help building a recruiting (agent attraction) program that allows you to attract the right talent to your office without all of the chasing that’s typically required, you can start by downloading two FREE JOLT resources: The Exploratory Sessions – New Agents Questions Worksheet and The Exploratory Sessions – Experienced Agents Questions Worksheet. They’re designed to guide you through exploratory sessions asking the right questions to hire the right agents for your brokerage. Click here to learn more about the JOLT system.
