Financial stability through client attraction and brokerage agent attraction
Whatever your footprint, go the distance.
Client attraction and positive net agent count supports everything else: your revenue now, your exit strategy later, and your peace of mind in between. Attraction and recruiting are systems, not a string of phone calls.
Based in Chicago, working with clients anywhere.
One recruiter, one week, after coaching and talk tracks
calls made in a single day
conversations that same day
recruiting appointments by the end of the week
hires, plus one M&A meeting
Client and agent attraction
New client attraction and recruiting help build financial wellness
Long game sustainability
We all have different goals. Be the local boutique go-to, or a multi-market or regional player; there is a place for all. New client attraction and recruiting are not just about growth, they are about financial wellness too. Steady new business keeps revenue predictable, and for a brokerage, positive net agent count is needed now, for your exit strategy and for peace of mind.
What you say matters
Different levels of career achievement require different conversations. Be interested and get to the root of their why. Give the relationship time and get unattached to the outcome. The split is not often the why, so focus on their story.
People refer people
New client attraction and agent attraction both have a lot to do with your street perception. Lead, teach, coach, support, be kind: internal culture becomes external reputation. If your clients and agents value the culture, they take it to the streets.
Timing is everything
A potential client or recruit won’t just choose you out of the gate. Are they carrying listings? Down year over year? In a growth cycle and needing more support? Build a relationship as a trusted professional, even if they don’t move now.
Perception of value
“Extraordinary service and a family culture” is true, but clients and agents hear it from everyone. What you uniquely offer, from tools, coaching and leads to support, training, marketing and ancillary services, is your value proposition.
Marketing mix
When something compels a client to look for help, or an agent to consider a change, you’ll be the first one they think of, if you have a marketing and follow-up strategy. Three to five outreach channels mean more conversations, appointments and joins.
Follow-up is the issue
Mindset plus action is the winning combination. Categorize clients and agents by stage and career level in your CRM, automate custom outreach by category, and let the CRM guide follow-up. Just like operations, new client attraction and recruiting need a process.
Everyone is a potential client or recruit
Culture, integrity and character matter. Think of your business first and set personal bias aside. An expert, a lone wolf, a newbie who needs help or a challenger can all be part of a success story for the books.
Junk leads
New client leads and recruiting leads both need to be nurtured, just like buyer and seller leads. Don’t throw away the no-shows and no-responses. Conversational, automated outreach starts real discussions.
From a client
“Made 51 recruiting calls, had 19 conversations and booked 3 appointments, all in one day. I ended the week with 7 recruiting appointments, 1 M&A meeting and 4 hires.”
Alex C. · Director of Growth
Q&A
Questions about client attraction, recruiting and growth
Why are new client attraction and recruiting financial wellness?
A steady flow of new clients, and for a brokerage a positive net agent count, supports everything else: your revenue now, your exit strategy later, and your peace of mind in between. Whether you're the boutique go-to in your market, a team, a multi-market firm or a regional player, attraction and recruiting are systems, not a string of phone calls.
How can a broker-owner recruit agents without competing on commission split?
Take the conversation beyond the split, because the split is rarely the real reason an agent moves. Agents change brokerages over support, leadership, tools, leads, culture, or a career stage they've outgrown. Learn each agent's why, and show how your brokerage supports it. Different career levels need different conversations; be interested, get to the root of their why, and stay unattached to the outcome.
How do I define my brokerage's value proposition to attract agents?
Get specific about what you offer that others don't. “Extraordinary service and a family culture” may be true, but agents hear it from everyone. Your real value proposition is concrete: the tools, coaching, leads, support, training, marketing and ancillary services you provide, framed around what agents at each level need.
Why do agents leave brokerages?
For many reasons, and it's hard not to take it personally. Look at your own agents: what makes them stay, and what would make them go? Timing matters too. An agent carrying listings, down year over year, or growing fast and needing more support is in a different place than one who's settled.
How does culture help with client and agent attraction?
Internal culture becomes external reputation. Lead, teach, coach, support, be kind. When your clients and agents value the culture, they talk about it, and others hear. Leaders create other leaders.
What does a client attraction and recruiting follow-up process look like?
The same as a sales pipeline: categorized, automated and consistent.
- Categorize clients and agents in your CRM by stage and career level
- Write custom outreach messaging for each category
- Automate the tasks, the client and recruiting journeys and the marketing plan
- Run three to five outreach channels: call talk tracks, text, email, social, video and digital ads
- Keep nurturing the no-shows and no-responses with new ways to start the conversation
What if I don't know what to say on recruiting calls?
That's the hardest part for most recruiters, and it's coachable. With talk tracks and activity management, one recruiter made 51 calls, had 19 conversations and booked 3 appointments in a single day, then ended the week with 7 recruiting appointments, one M&A meeting and four hires.
Who should a brokerage recruit?
Think about the business first and set personal bias aside. Ask whether the agent brings value, ideas, energy or a different perspective. A group with different strengths can build a success story for the books.
