How to Recruit Real Estate Agents: The 2025 Golden Formula

Recruiting real estate agents in 2025 isn’t the same game you played a few years ago. Now, it takes a strong offer and a smart strategy; both are working together.

Yes, new agents are still joining the industry. But closings remain flat, and the fight for top talent keeps heating up.

For example (and despite expectations), agent movement in June 2024 was 2.8 above baseline. Adjusted for seasonality, it dropped to 15% below. 

Translation? Agents aren’t jumping ship unless they see a solid reason.

That’s the challenge. Brokerages are under pressure, and the same old recruiting tactics won’t cut it. 

So, you need a formula that combines brand, tech, and the right incentives into one clear message, showing agents exactly how they’ll grow with you.

If you’ve been wondering how to recruit real estate agents in 2025, this is where you’ll find the answer. We’ll break down the golden formula step by step and show you how to make it work in your market.

TL;DR

Short on time? Here’s a quick breakdown of the golden formula for busy readers:

• Build a magnetic employer brand that stands out and resonates with both seasoned pros and the next generation of agents.
• Leverage social media and targeted job platforms to showcase culture, credibility, and opportunities.
• Use referral incentives and sign-up bonuses to turn your current agents into active recruiters.
• Apply AI tools to qualify and match talent before they even apply.
• Automate outreach with smart triggers that respond to real agent behaviour.
• Offer flexible commission models that reward performance and attract top producers.
• Reinforce recruiting with clear career growth paths from day one.
• Own the first impression across every touchpoint, from job posts to inbox messages.

Each part works together to attract better agents, convert them faster, and keep your pipeline moving without manual effort.

What’s Happening in the Real Estate Market?

If you’re trying to recruit agents right now, you’re already feeling the pressure. The market’s tight, agents are cautious, and the usual tactics aren’t landing. 

Here’s what’s shifting, and why it matters:

Fewer Listings, Tighter Transactions

Millions of homeowners are locked into mortgage rates of 2 to 3%. Now that rates are over 6 percent, selling no longer makes sense for most.

This has left inventory frozen. Agents have fewer listings to work with and less income to rely on. That’s causing hesitation to switch firms, even among underperformers.

In other words, the entire system is stuck, and agents are adapting by holding still.

Recruiters need to work harder to demonstrate that switching firms is a genuine upgrade, not just a change in logo.

Labor Shortages Extend Beyond Agents

Brokerages are also struggling to hire support staff.

Property managers, construction leads, and marketing assistants, many of these roles are hard to fill, and the lack of them slows everything down.

The Rental Housing Journal confirmed this in early 2025. Staffing gaps across tenant operations and management are creating risks and raising costs.

And it’s not just anecdotal. A survey found that 85 percent of companies can’t find the right people for commercial roles. Even so, 67 percent are still actively hiring.

Brokerages need more than people. They require systems that scale, filter candidates effectively, and give recruiters more time to focus on fit.

Top Brokerages are Betting on AI

There’s a reason recruiting feels faster, sharper, and more competitive this year: top real estate firms aren’t doing it manually anymore.

AI is now the engine running behind the scenes. From prospecting to screening, leading brokerages use automation to reach more agents at the perfect moment.

One recent survey found that 75% of real estate companies already rely on AI. And they’re not alone; 80% of agents are using these tools too.

AI doesn’t push recruiters out of the picture. It gives them the bandwidth to focus on conversations that move the needle. 

Also, it spots intent signals, triggers personalized outreach, and flags high-potential agents before they even start looking.

If you’re still waiting on forms or DMs to come in, you’re already behind.

Meet the Golden 2025 Formula to Recruit Real Estate Agents

Recruiting in 2025 takes more than sheer effort. It demands a clear formula that works from the first touchpoint to the final handshake.

This golden formula pulls agents in with the right message, qualifies them automatically, and keeps your pipeline moving without chasing leads one by one.

Each element builds on the last, from your brand voice to your tech stack to the way you handle first impressions. 

Nail every step, and your brokerage becomes the kind of place agents seek out. Miss the mark, and you’re back to cold calls and high turnover.

Here’s how the formula works, and how to make it yours:

1. Build a Magnetic Employer Brand

Agents aren’t just picking brokerages. Nowadays, they’re choosing a story, a set of values, and leadership they can believe in. 

If your brand doesn’t say something specific, it’s saying nothing.

So, where to begin? First off, skip the generic lines like “top-tier support” or “luxury experience.” Everyone uses them. 

Instead, focus on what makes your firm impossible to ignore: your culture, leadership style, tech advantage, and proven results.

Start with a sharp, 20-second pitch your team can use anywhere. It should nail who you are, what you offer, and why it matters. All without sounding like it’s coming off a script. 

Then, make sure both recruiters and current agents can drop it naturally into messages, interviews, and social posts.

Credibility is the anchor. Use real agent wins, real numbers, and visuals that match the actual experience of working with you. When someone sees your brand, they should instantly picture themselves thriving there.

And keep in mind: the talent pool is getting younger. Gen Z agents are gaining ground, and the median agent age is dropping. 

Your brand needs to resonate with the next generation of agents just as much as it does with experienced professionals.

2. Leverage Social Media and Targeted Job Platforms

If your brokerage isn’t visible on social, you’re already missing the conversation.

Instagram, TikTok, and LinkedIn are no longer optional. They’re where agents check culture, assess credibility, and decide if your team feels like a fit.

So, start with consistent, real content. Show “day in the life” stories, team wins, actual earnings examples, and what a week looks like in your office or on the road. 

Use video too, not just polished, produced pieces, but raw clips that show personality and energy.

Then use targeting to turn visibility into action. Post on real estate-specific job platforms, run remarketing ads to visitors who checked your careers page, and create content that leads to direct conversations.

Done right, social becomes a soft intro that warms up candidates before you ever send a message. And in 2025, that warm start can be the difference between getting ignored and getting a call back.

3. Use Referral Incentives and Sign-Up Bonuses Strategically

Your best recruiters are already on your payroll; they’re your current agents. 

The problem? Most firms don’t give them a real reason to bring top talent in. So, build a referral program that pays off. 

Go beyond cash: offer exclusive leads, premium marketing support, or higher commission tiers for results. Keep it simple, trackable, and worth their time.

For newer agents or those still on the fence, sign-up bonuses can still close the deal when they’re tied to real value. Limited-time offers, seasonal campaigns, or perks like one-on-one coaching can be the push they need.

And don’t wait for people to ask. Market these incentives like you market your best listings: loud, consistent, and with urgency.

4. Use AI Tools to Qualify and Match Talent

In 2025, the issue is the overwhelming noise that makes it hard to identify the right ones.

Too many recruiters waste hours on profiles that will never be a fit. AI changes that.

Leverage behavior-based and profile-based scoring to flag high-potential agents before they even apply. 

Pull data from your CRM, licensing databases, and lead activity to rank candidates by what drives performance.

The top brokerages are already on it, pinpointing who’s worth a conversation and who’s just browsing. And the pace of change isn’t slowing down.

Key Insight: As real estate expert Bobby Bryant says, AI is moving from assisting agents to taking over full-service tasks. He predicts that by 2028 to 2030, up to 80 percent of what agents do today could be automated. That means your recruiting process has to evolve or risk falling behind.

5. Automate Outreach at Scale

Manual follow-ups won’t keep you competitive in 2025. If your recruiting still relies on remembering who to email or when to check in, you’re already losing ground.

Automation works best when it’s driven by smart triggers that react to real behaviour (like a license renewal, fresh listing activity, or a sudden drop in production), rather than generic mass messages.

With CRM-integrated recruiting platforms, you can send personalised emails or texts the moment someone shows interest or reaches a key milestone.

That kind of timing changes the game. It keeps your brokerage front and centre and shows agents you’re paying attention to what matters in their careers, not just pushing another job post.

6. Offer Flexible Commission Models

Rigid commission structures don’t make sense anymore, not when agents expect their earnings to reflect what they bring to the table.

Capped revenue models, tiered bonuses, and hybrid setups give you room to compete with bigger players without breaking your margins.

The focus should be on showing serious agents that their growth is tied to performance, not just time in the business. And the message is clear: higher production means higher earnings.

That’s the kind of flexibility that gets top talent to take notice.

Key Stat: In Q1 2025, brokerages using a capped revenue share model attracted more high-producing agents than any other model, capturing 31.1% of business operator movers.

7. Reinforce With Career Growth Paths

Most brokerages talk about support, but few show agents what that looks like over time.

If you want to stand out, lay out the full path, from onboarding to leadership.

This means more than just a training program. It includes mentorship, marketing support, tech onboarding, and real opportunities to grow into roles beyond sales.

Top producers want to see what happens after year one. New agents want structure without feeling lost. Your recruiting should speak to both, with examples that prove agents move forward in your brokerage.

If someone asks, “What would my first six months look like with you?” the answer should be ready, clear, and aligned with what they want from their career.

8. Own the First Impression

Long before you speak to a candidate, they’ve already judged your brand. 

Your careers page, job post, and the first message in their inbox… each one shapes how seriously they take your offer.

This is where many firms lose strong prospects. Inconsistent tone, outdated messaging, broken links, or copy that feels like it’s stuck in another decade can turn them off instantly.

Treat recruiting like a funnel. Start with a clear headline, follow with sharp body copy, and make sure your site loads fast and works flawlessly on mobile. Every click should be easy, and every message should feel relevant.

Above all, connect with the person behind the role. Not just the job title.

Bottom Line: Stop Recruiting Like It’s 2018

If your recruiting still leans on cold calls, outdated offers, or generic job boards, you’re already falling behind.

The 2025 playbook is here, and the most competitive firms are using it. They’re moving faster, staying relevant, and building recruiting processes that leave no room for uncertainty.

At Estate Skyline, we help real estate companies build recruiting engines with real structure behind them.

If you’re growing your team, looking for the right fit in a tough market, or investing in your brand for the long haul, we’re here to help.

Are you ready for a recruiting system that works? Let’s talk!

FAQs

What’s the best way to recruit real estate agents in 2025?

The firms winning in the real estate industry aren’t improvising. They’ve got a clear formula: a brand that stands out, automation that saves time, and outreach that feels personal. AI helps spot the right people before anyone else does, so every conversation starts with an advantage.

How can brokerages attract quality real estate agents before reaching out?

Your real estate brokerage should make the first move without you saying a word. Share real agent wins, show your team’s culture in action, and keep your careers page sharp and mobile-friendly. 

When your presence builds trust, agents are more likely to answer when you call.

How can I stand out from other brokerage agents?

For real estate professionals, the choice comes down to where they can grow faster. Flexible commissions, a clear path forward, and tools that make their job easier put you ahead of the pack. Add consistent, timely communication, and you’ll stay top of mind.

Is social media effective for attracting real estate agents?

Definitely. Agents live on Instagram, TikTok, and LinkedIn, and they’re looking for more than just listings. Show the reality of your real estate business: day-to-day wins, behind-the-scenes moments, and what being part of your team really feels like.

What’s the best strategy to recruit experienced real estate agents?

Recruit top producers by proving you can help them earn more, work smarter, and keep building long-term success. Share hard numbers, client wins, or stories from agents who’ve already made the switch and thrived.

Should I target new or experienced agents in this market?

Both, but with different angles. New agents want guidance, structure, and a clear start. Experienced agents want freedom, leads, and stronger branding. Shape your offer so each group sees why they’d want to join your brokerage.

What mistakes do most brokerages make when recruiting agents?

They put all the focus on commission and forget the rest. Culture, brand clarity, timing, and solid tech support matter just as much. Agents are looking for income and a place where they can keep growing.