The Recruitment Playbook: Turning Candidates Into Champions
Attracting and retaining top real estate talent is key to building a thriving brokerage. Explore strategies for identifying long-term fits, leveraging existing team members for recruitment, and creating a culture that keeps agents engaged with Engel & Völkers License Partner Rick Foster. Discover how to stand out in a crowded market and build a team of dedicated real estate professionals.
Recruiting the right real estate talent is about more than just filling positions — it’s about attracting and nurturing professionals who’ll become champions of your brand, culture, and clients.
As a real estate broker or team leader, though, your focus should not only be on talent attraction but also on retention, says Rick Foster, license partner, Engel & Völkers Annapolis, Washington, DC, and Ocean City. Long-term success hinges on finding real estate agents and advisors who align with your values and fostering a culture that encourages them to stay and thrive, he says.
Why Talent Retention Begins With Recruitment
While rapid growth can be tempting, high turnover can erode the culture of your brokerage or shop. The ability to retain a real estate advisor begins with the very first conversation. From the outset, you should be looking for key indicators that a potential recruit will be a long-term fit.
“Over the long run, turnover hurts a brokerage or shop more than slower growth,” Rick says. “If you really want to stand out from other brokerages in your market, focusing on retention is a way to do that. I want people to come in and think that this is their last brokerage unless something changes drastically. The last thing I want to be is their next former brokerage.”
Red flags and key “tells” in a candidate:
Brokerage history: If they’ve switched frequently, are you just the next short-term stop?
Social media presence: Is it all self-promotion, or do they demonstrate a commitment to their clients and community?
Background and values: Do their past experiences, education, or service align with a collaborative culture?
Leverage Your Best: Look Inside First
Your best ambassadors are already in your brokerage or shop. Empowering your happiest real estate agents or advisors to introduce potential candidates is one of the most effective ways to attract top talent.
Key strategies:
Encourage real estate agents or advisors to take candidates out for coffee, drinks, or breakfast — every conversation is a win, even a hard “no.”
Remove financial discussions from their role so they can focus on building authentic connections.
Your top people can open doors for you — candidates are more likely to take a meeting with a peer than a recruiter.
Creating a Bespoke Approach: Standing Out in a Crowd
In a world where real estate agents receive countless recruitment calls, standing out is critical. The key is to offer a personalized and unique experience from the very first interaction.
How to differentiate your approach:
Host events: Invite candidates to experience your culture in a relaxed setting rather than through a cold call.
Personalize the experience: Show a genuine interest in who they are and what matters to them.
Use social media intelligently: Engage with candidates’ content and find meaningful ways to connect before reaching out.
Value Your Time: Focus on Higher Conversion Rates
Your time is valuable, and not every candidate is worth a meeting. Increase your success rate by setting up meetings that are more likely to convert.
Efficiency tips:
Use your CRM to track candidate interest and engagement.
Warm up prospects through pre-meetings, calls, or event invites.
Set clear expectations — avoid discussing numbers in a first meeting to reduce pressure and keep the focus on alignment.
Address their “why” before they bring it up — understand their motivations before you meet.
Closing With Transparency: Shifting the “Me” Paradigm
A “me first” mindset in real estate can lead to declining brokerage margins and an erosion of value. Recruit real estate agents and advisors who understand that collective success benefits everyone, Rick suggests.
Two key discussion points:
Why should agents or advisors care about the success of their colleagues and brokerage?
Where does every single dollar in the business go?
By providing full transparency, you build trust and foster a culture of collaboration rather than competition.
Delivering on Your Promises: Creating Raving Fans
The recruitment process doesn’t end once a real estate agent or advisor signs on — it’s just beginning. Ensuring a smooth onboarding and early support will significantly impact their long-term success and retention.
Best Practices for New Advisor Success:
Commit to personal follow-ups in the critical first weeks.
Address any disconnects between expectations and reality immediately.
Document positive feedback and testimonials from new recruits for future use.
Encourage early and deep engagement with your brand.
The most successful real estate leaders understand that recruiting isn’t about head count — it’s about cultivating champions. By focusing on thoughtful talent attraction, meaningful engagement, and unwavering post-hire support, you’ll create a thriving culture where top agents and advisors choose to stay, grow, and succeed.
Your next champion might already be on your team. It’s time to uncover the talent that will help take your brokerage to the next level.