This article is based on a webinar by real estate Coach Katey Dallosto and explores explores why recruiting is your yellow brick road to success and how you can approach it with the same skill and strategy you use to win listings. Watch the full webinar here.
[Webinar was recorded in April 2025]
Why Recruiting Is Your Yellow Brick Road
Many people view recruiting solely through a financial lens, but it's much more than that. Recruiting is a powerful tool that can fundamentally change your business in a variety of ways.
1. It Changes Your Culture
Do you want more energy in the office, or do you need to bring in more analytical, heads-down producers? Recruiting is the fastest way to change your office culture. By identifying the skills and personalities that are missing from your team, you can actively seek out agents who will bring that dynamic. It’s a form of matchmaking –you're looking for what your office lacks, and that person may be looking for a brokerage like yours.
2. It Fuels Business Growth
Recruiting is the lifeblood of most real estate businesses. More active, contributing agents mean a healthier bottom line, which allows you to invest in better support and services for your entire team. The more your business grows, the more value you can provide to your agents and the community.
3. It Validates and Motivates Your Current Agents
When you bring on high-caliber agents, whether they are top producers or new agents with unique backgrounds, it shows your existing team that the company is a place where quality talent wants to be. It validates their choice to be a part of your brokerage. Bringing in new, successful agents can also create a positive ripple effect, elevating the skills and motivation of everyone on the team.
Recruiting is Like a Listing Presentation
Approaching recruiting as you would a listing appointment can transform your mindset and your results. The process is remarkably similar.
Make the Call, Get the Appointment: Just as you wouldn't attempt to get a listing over the phone, your primary goal in a recruiting call is to secure a meeting. This is not the time to "vomit" all over them with every detail about your company. Your goal is to get face-to-face and build a relationship.
Do Your Homework: Before a listing appointment, you research the property and the sellers. In recruiting, you should do the same. Look at an agent's business history, recent successes, and even their closed transactions with your own team. A compliment about their recent highest closed sale or their success in a new zip code can be an incredible conversation starter.
Build Rapport and Ask Questions: A listing presentation is a conversation, not a monologue. The same goes for recruiting. Ask questions to uncover their needs and pain points. A powerful question to ask is, "If you had a magic wand that could change three things about your business, what would they be?" Listen carefully, and then show them how your company can grant those wishes.
Understand That Not Every "Appointment" Will Be a Win: You don't get every listing, and you won't recruit every agent. If an agent isn't a cultural fit, it’s best to walk away. It’s okay to politely move on and maintain a good relationship. Just as in a listing presentation, you can drop the rope and move on to the next opportunity without a fight.
Overcoming Objections: The "Yes, And" Approach
Handling common objections is key to effective recruiting. Instead of arguing, embrace the objection with a "yes, and" mindset. Here’s how you can handle some common scenarios:
"My broker is like family."
Response: “That’s fantastic! I love that you have that kind of relationship. That's so rare in this industry. I’d love to learn more about what that’s like. Do you have time for a cup of coffee tomorrow?”
Why it works: This response is positive and non-confrontational. It validates their feeling while opening the door for a deeper conversation, where you can uncover if their needs are truly being met.
"I’m happy where I’m at."
Response: "I love happy people! And I'm happy for you. I’d love to learn what makes you so happy in this market and what’s working for you. I'm meeting with a lot of agents like you and would be happy to share some strategies that I'm hearing. Are you free for coffee tomorrow at 2 or 3?"
Why it works: You're not challenging their happiness; you're celebrating it. You’re positioning yourself as a resource and a consultant, not a pushy recruiter.
"I’m not interested in meeting with you."
Response: “That’s totally fair. Why not?” Then, be silent.
Why it works: You’ve dropped the rope. By asking a simple, open-ended question and waiting for their response, you’re encouraging them to explain their reasoning. This gives you a chance to address their specific concern.
"I like your brokerage, but I don't like the owner."
Response: "I totally get that. And that's all the more reason for you and me to be in a relationship. I’m here to help and support you. Let’s just make this a networking event. Let's talk about business and how we can help each other.”
Why it works: You're acknowledging their feelings without defending the owner. You're highlighting the value of your personal relationship and demonstrating that you can be a valuable resource regardless of who the owner is.
A Powerful Approach: Belly to Belly
In a world of texts, emails, and phone calls, the most powerful recruiting tool can be a simple, face-to-face interaction. Old-school methods still work because they stand out.
Find Your "Go-To" Place: If you don't have a physical office or prefer to meet elsewhere, find a place where you can connect. Coffee shops, hotel lobbies, and even walking paths can be great locations. The key is to make it convenient and comfortable for the agent you’re meeting.
Show Up to Open Houses: Go to open houses, especially those held by top agents you want to recruit. Bring them something of treat, a sandwich or a small meal. This unexpected act of kindness can instantly build rapport and make you stand out from the other people trying to recruit them.
Recruiting can be fun and rewarding. By shifting your perspective from a chore to a strategic, relationship-building opportunity, you can cultivate a culture of growth and attract the best talent to your team.