What is Agent Migration?
Agent migration is the movement of real estate agents between brokerages within a given market. It's a critical indicator of market dynamics, brand strength, and recruiting opportunities.
By understanding where agents are moving and why, you can make informed decisions about your recruiting strategy and identify untapped talent pools.
How to Run an Agent Migration Report in Courted
Step 1: Navigate to the Agent Migration Page
You can find Agent Migration under the Research section of Courted.
Step 2: Select Your MLS
On the right side of the page, you'll see a filter panel. Click on the "MLS" dropdown and select the MLS you want to analyze. You can search for your MLS by name if there are multiple options available. Once selected, the report will automatically update to show data specific to that MLS.
Step 3: Apply Additional Filters (Optional)
The filter panel on the right includes several options to drill down into your data:
Location: Filter by specific geographic areas within your MLS
You can also filter to narrow down on what types of agents are making a move by filtering for:
Sales Volume
Closed Units
Closed Transactions
Average Sales Price
Once you're satisfied with your filters, hit the black Apply button!
Step 4: Apply Additional Filters (Optional)
At the top of the Agent migration overview section and the brand-to-brand migration matrix, you'll see a time period selector (default: "Last 12 months"). Click on this dropdown to select a different time frame if you want to analyze data for a shorter or longer period. This helps you see trends over specific periods.
You can also filter the migration matrix to look at movement based upon sales volume or the count of agents that moved.
Lastly, once you're satisfied with all of the filters you've applied, you can click into any individual cell to see what agents constituted the volume or quantity moved. You'll see information on their estimated time in office, sales volume, transaction count, and average sales price.
Why Agent Migration Matters for Recruiting
Agent migration data provides valuable insights that can transform your recruiting conversations and strategy:
Identify Market Trends: See which brokerages are attracting or losing agents, giving you a clear picture of what's happening in your competitive landscape.
Spot Growing Opportunities: When agents move from one brand to another, it often signals growth and positive momentum.
Understand Agent Preferences: Agent movement can reveal what agents are looking for in a brokerage—whether it's better commission structures, management styles, brand reputation, or new technology platforms.
Target Your Outreach: Strategically approach agents by focusing on those who are part of a brand that's already experiencing attrition in your market, or one that you've successfully recruited agents from in the past.
Build Your Case: Migration data helps you tell a compelling story during recruiting conversations. You can show agents where the market is headed and why your brand is the right choice.
Define Realistic Recruiting Goals: Make sure your recruiting goals are reasonable based on what movement is actually happening in your market!