Brokerages urged to recruit agents by boosting production, not commission splits

HousingWire reported that brokerages have traditionally attracted agents by offering competitive commission splits, but this approach has limitations since there is always another brokerage willing to offer slightly better splits.

The outlet explained that a more sustainable recruiting strategy is to shift the focus from what agents keep to what they can produce, emphasizing support for building a productive book of business.

Brokerages can differentiate themselves by linking technology and automation to agent workflows, helping agents manage leads, follow up with prospects, and stay connected with past clients, which ultimately drives more transactions.

HousingWire highlighted that many agents struggle to convert resources into transactions due to challenges like unanswered leads and outdated databases, creating an opportunity for brokerages to offer better systems and marketing support.

By positioning technology as an operating system that keeps agents productive and focused on revenue-generating activities, brokerages can present a more compelling recruiting message than simply competing on commission percentages.

The report noted that automation and AI platforms can handle repetitive tasks such as initial lead engagement and follow-up, further supporting agent productivity and business growth.