Cold calling is a challenging but essential part of agent recruiting. Many recruiters and managers dislike it and tend to rely on less effective email or text outreach instead. However, by adopting a strategic and confident approach, you can transform cold calling into a powerful tool for recruiting top talent.
This guide, based on a webinar with recruiting experts Ashley Gawley and Jason Caspert, offers a playbook for a successful cold calling routine, from building your call list to handling objections and closing the conversation. Watch the full webinar here.
[Webinar was recorded in July 2025]
Part 1: Building a Strong Call List
Before you even pick up the phone, a strategic approach to building your call list is essential. Instead of a random list, focus on finding connections and leveraging relationships.
Look for Connections First: Start with agents who have a direct or indirect connection to you or your existing agents. This could be a co-broking agent, someone you've met at an event, or an agent who is a referral from one of your trusted team members.
Leverage Existing Relationships: Ask your current agents for their experiences with other professionals in the market. Knowing that a potential recruit is "wonderful" or "incredibly kind" from one of your own agents provides a warm, personal angle for your call.
Go Where You've Won: Analyze your past recruiting successes to identify trends. Have you had more success with agents from a specific brokerage, in a particular neighborhood, or at a certain price point? Use these insights to build a targeted list of agents who are likely to be a good fit.
Part 2: Starting the Cold Call with Confidence
The first few seconds of a cold call are critical. The goal is to quickly disarm the agent and get them to engage in a conversation.
Lead with Kindness: Start the call with a compliment that is hard to argue with. For example, "Hey, I was talking to one of my agents, and your name came up. They said you were incredibly professional and wonderful to work with, and when I hear that, I always make a point to reach out." This approach instantly lowers their guard and encourages them to be kind in return.
Acknowledge the Unexpected: Be direct and acknowledge that you are making a cold call. This transparency can be refreshing. For example, "You're probably not expecting this call, but I saw your recent transaction..."
Reference Specific Wins: Leverage data to show that you've done your homework. Mention a recent milestone, such as their first closing in a new zip code or their highest-priced sale. This validates their success and makes them more likely to want to talk to you about it.
Part 3: Handling Objections and Navigating the Conversation
Expect objections. The key is to be prepared with confident, non-aggressive responses that move the conversation forward.
"I'm happy where I am."
Response: "That's fantastic. I'm so glad to hear that you're happy. When I talk to agents, they usually fall into one of three categories: genuinely happy, kind of happy but don't want the hassle of a change, or unhappy but don't know what to do next. Which one are you?"
Why it works: This question is thought-provoking and helps you understand their true feelings without pressuring them to commit. It gives you a clear path forward for how to continue the conversation.
"I can't afford you."
Response: "I understand. What do you know about our fees and what do you think they are?"
Why it works: Often, agents have inaccurate information. By asking them to share what they know, you can correct misinformation and position yourself to provide a full financial comparison that shows the value your brokerage offers. Don't be afraid to anchor them low. "We're not going to be able to offer you a 70% split out of the gate, but I'd love to show you how our value can increase your bottom line in other ways."
The Downturn Objection:
Response: "Even though we're in a down market, I've seen that our agents have outperformed the average in key metrics like commission rate. Our agents are commanding an average of 3%, while the market average is 2.5%. I'd love to show you how."
Why it works: You're not ignoring the market conditions; you're addressing them with data that shows how your brokerage can help them succeed regardless of market fluctuations.
Part 4: Closing the Call and Ensuring Next Steps
The ultimate goal of a cold call is to get a meeting. Don't hang up until you have a clear action plan.
Establish a Mutual Action Plan: Tell the agent exactly what's going to happen next. "The next step is for us to get together. We'll learn about each other, and if it's a mutual fit, we'll talk finances and create a custom financial analysis for you."
Get the Meeting on the Calendar: Do not hang up the phone without a date and time scheduled. Send the calendar invite while you're on the phone and get them to accept it. This makes the meeting a firm commitment rather than a vague idea.
Stay in Touch: If you don't get a meeting, get their permission to stay in touch. Enroll them in a nurture campaign that provides them with valuable information about your brokerage's success. This keeps you top of mind for when they are ready to make a move.
Leave a Personal Touch: Offer to get their coffee order or mention you'll text them the morning of the meeting to have it ready. These small, thoughtful gestures create a sense of personal connection and make the meeting more "sticky."