Use these real estate agent attraction recruiting strategies to rapidly enhance the growth of your real estate team, brokerage or brand.
Recruiting is a cornerstone of growth in the real estate industry. Over the years, traditional recruiting methods have evolved, and a new approach has emerged: recruiting by attraction.
This strategy is gaining traction because it combines subtlety with effectiveness, focusing on building an appealing culture and environment that naturally draws agents in. In this blog, I’ll guide you through seven strategies for mastering real estate agent attraction recruiting strategies while emphasizing positivity, professionalism, and value.
Be sure to listen to this episode of The Brian Icenhower Podcast and subscribe to the podcast so you never miss an episode!
VIDEO: Real Estate Agent Attraction Recruiting Strategies
The Shift to Recruiting by Attraction
In the last two decades, the real estate landscape has seen monumental changes. Real estate teams have grown from small groups of 5-10 agents to massive organizations with hundreds of agents. Meanwhile, brokerages have expanded their networks through profit-sharing and revenue-sharing models. This hyper-competitive environment has made recruiting more aggressive than ever.
Traditional recruiting, which involves direct outreach, remains effective. However, for those who prefer a more subtle, time-efficient, and retention-friendly approach, recruiting by attraction offers an alternative. This strategy emphasizes creating an environment so desirable that agents seek you out. Here’s how to make it work for your brokerage or team.
Icenhower Connect allows team leaders, brokers, and owners to become entrepreneurs by adding integrated mortgage and insurance services their customers and agents already need to their existing real estate business.
1. Stay Positive in the Public Eye
Positivity is your secret weapon. Avoid negativity and judgment, especially online. While it might be tempting to critique agent behavior or professional practices, doing so can alienate potential recruits. Instead, focus on encouragement and empathy.
For example, instead of posting “Don’t do this,” share actionable tips like “Here’s a great way to approach this situation.” Being inclusive rather than exclusive widens your reach and positions you as approachable and understanding. Remember, agents gravitate toward leaders who uplift others—not those who judge.
2. Embrace Neutrality
Neutrality is crucial when building a diverse and inclusive team. Refrain from promoting divisive opinions about politics, religion, or other polarizing topics. A professional, neutral stance ensures you don’t alienate potential recruits who might hold differing views.
Your online presence should reflect the welcoming environment you wish to foster. Think of your social media platforms as extensions of your brand’s website—would you post exclusionary content on your website? Likely not. Extend the same mindset to your social channels.
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Brokerage / Corporate Coaching Program
With the Brokerage / Corporate Real Estate Coaching Program, ICC will help firms set up the most effective and efficient systems for recruiting, agent onboarding, commission & fee structures, agent engagement & retention systems, recruiting, administrative work-flows, transaction management, staff hiring, agent onboarding, productivity training & accountability, financials & budgeting, marketing and much more!
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Executive Team Coaching Program
The Executive Team Real Estate Coaching Program is designed for a high functioning larger team. These team leaders will build their influence, structure their brokerage systems and growth, recruit, lead internal divisions to operate at a high level and leverage their time. Opportunities to add ancillary services to build wealth.
3. Celebrate Agent Achievements
Recognizing and celebrating your agents’ accomplishments not only motivates your current team but also attracts potential recruits. Create regular opportunities to acknowledge achievements through awards. Don’t limit recognition to annual events; celebrate monthly and quarterly milestones.
Examples include:
- Most units sold
- Highest-priced listing
- Rookie of the Month
- Most improved agent
When you celebrate your agents, you give them an opportunity to “humblebrag” by sharing your recognition posts with their network. This organic sharing amplifies your brokerage’s culture, reaching other agents who might think, “I want to work in an environment like that.”
4. Highlight Agent Success Stories
Beyond awards, share your agents’ success stories. Whether it’s a new licensee closing their first deal or a veteran agent achieving a record-breaking month, showcasing these moments inspires others. Success stories demonstrate that your team or brokerage invests in its agents’ growth and celebrates their wins.
A simple way to do this is by highlighting your agents’ rankings in the local MLS. Most agents will fall into the top 10%, as a large percentage of licensees don’t sell any homes in a given year. Sharing this data not only boosts morale but also showcases the productivity of your team to potential recruits.
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Recruit: Recruiting Real Estate Agents
ONLINE COURSESLearn to grow your real estate business by targeting, connecting with and ultimately closing on the best recruits around. We'll teach you how to find great candidates, qualify them, and say the right thing at the right time to bring them on board.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.Audiobook
Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Your Unique Value Proposition & Recruiting Targets- Workbook: Your Unique Value Proposition & Recruiting Targets
- Video: Your Unique Value Proposition
- Graphic: DISC Behavioral Assessment
- Graphic: DISC Profiles
- Commission Comparison Chart Template
- Workbook: The Recruiting Scoreboard
- Video: The Recruiting Scoreboard
- Graphic: The Big 3
- Resource: Sample Weekly Calendar
- Resource: Sample Recruiter Dashboard
- Resource: Recruiting Tools
- Workbook: Recruiting with Technology
- Video: Recruiting with Technology
- Graphic: 10-10-5 Daily Plan
- Workbook: Recruiting Sources
- Video: Recruiting Sources
- Script: Congratulations & Production Report
- Script: Congratulations on Production
- Script: Expanding into Your Area
- Script: New Listing
- Script: Thank You for Cooperating on Buyer Side
- Script: Thank You for Cooperating on Listing Side
- Script: Real Estate School and New Licensees
- Workbook: Setting Recruiting Appointments
- Video: Setting Appointments
- Script: Let’s Talk About Your Production
- Script: Provide a Production Report
- Script: After Closed Transactions #1
- Script: After Closed Transactions #2
- Script: When Recruit is Referred by One of Your Own Agents
- Script: When Recruit is Referred to the Recruiter
- Script: For a New Brokerage or New Recruiter
- Script: Looking to Build Relationships
- Script: Referred by Agent After Transaction
- Script: Students from Real Estate Licensing School
- Script: For Rookie Agents in Their First Year
- Script: For Up-and-Coming Agents
- Script: Increased Market Presence
- Script: Invitation to Class or Training Event
- Script: Invitation to Participate on Agent Panel
- Script: Confirming Recruiting Appointments
- Script: Objection Handler – Not interested in moving companies
- Script: Objection Handlers – I’m too busy #1
- Script: Objection Handlers – I’m too busy #2
- Script: Objection Handlers – Happy with current company
- Script: Objection Handlers – I need to wait until my transactions close
- Script: Objection Handlers – Let me think about it
- Recruiting: Scripts E-book
- Workbook: Conducting Recruiting Appointments
- Podcast Episode 196: Real Estate Recruiting Scripts – Conducting the Appointment
- Video: Conducting Appointments
- Script: The Recruiting Process
- Workbook: Setting Follow-Up Appointments
- Video: Setting Follow-Up Appointments
- Natural DISC Profile Business Generation Tendencies
- Script: Attend a Class or Training Event
- Script: Behavioral Assessment
- Script: Set a Coaching Appointment
- Script: Create a Business Plan
- Workbook: Closing recruits
- Video: Closing Recruits
- Agent Intake Pipeline
- Scripts: Closing and Objection-Handling
- Script: When, Not If
- Script: They Can’t Say No to Their Own Goals
- Script: Delay Causes Resentment
- Script: Commission Split
- Script: You Need Our Systems
- Script: Start Transitioning Ahead of Time
- Script: Can Your Broker Help?
- Script: Prepping the Broker Conversation
- Script: Transferring Current Business
- Workbook: Creating a Growth Environment for Recruiting
- Video: Creating a Growth Environment for Recruiting
- Graphic: Characteristics of a Growth Environment
- Graphic: DISC style identification
- Graphic: SWOT
- Real Estate Office Brokerage Training Monthly Calendar
About this course
- $199.00
- 82 lessons
- 5 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- SCRIPTS for recruiting. Congratulations & Production Report Script, Expanding into Your Area Script, New Listing Script, Thank You for Cooperating on Buyer Side Script, Thank You for Cooperating on Listing Side Script, Real Estate School and New Licensees Script, Objection Handlers, and many more
- RESOURCES to help you recruit effectively. Sample Weekly Calendar, Sample Recruiter Dashboard, Recruiting Tools, Recruiting Scoreboard, Agent Intake Pipeline
- HELPFUL GRAPHICS to illustrate takeaway points and reinforce learning. DISC Behavioral Assessment, DISC Profiles, The Big 5, 10-10-5 Daily Plan, DISC Style Identification, Characteristics of a Growth Environment, SWOT
- OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICC online course, you will receive an official designation of "Certified Real Estate Recruiter" or CRER upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume Instructor Brian Icenhower.If your business isn't growing then it's dying.
To attract agents to your real estate team or brokerage, you must evidence your ability to increase their productivity and help them sell more real estate. In his most important work to date, veteran coach and real estate consultant, Brian Icenhower, shares the systems and strategies he used to build some of the fastest growing real estate companies in the United States. Recruiting is the single most valuable skillset in real estate and the linchpin of all successful real estate businesses. To exponentially and sustainably increase the net profit of your real estate business, it is essential that you operate a committed and systematic recruitment practice. From sourcing recruits and recruiting with technology to setting, conducting, and closing recruiting appointments, this exhaustive course provides invaluable insights and practical instruction for creating a production-centric growth environment that attracts agents to your real estate team or brokerage. With our consultative approach, recruits guide agents to a place where they self-discover that the best way to sell more real estate, become more successful, and increase their net income is by joining your team or company. We know not everyone learns the same way. For that reason, this course has videos, text modules, and a full audiobook. In addition, the text and audiobook are downloadable so you can keep this information for life, and take it with you wherever you go.
Recruiting for real estate agents
Recruiting is the single most valuable skillset in real estate and the linchpin of all successful real estate businesses. To exponentially and sustainably increase the net profit of your real estate business, this course will help you build and operate a committed and systematic recruitment practice. Add to CartRecruiting for Real Estate Agents
More about this real estate training course
Talk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
5. Showcase Coaching and Training Efforts
Agents are drawn to brokerages that invest in their professional growth. Promote your training sessions, coaching programs, and productivity initiatives on social media and in newsletters. Capture moments from:
- Accountability groups
- Mastermind sessions
- Training workshops
When agents see that your brokerage fosters growth and collaboration, it becomes a magnet for those seeking guidance and mentorship. Even small efforts, like hosting a regular productivity coaching session, can make a significant impact on your recruiting efforts.
6. Put Agents in the Spotlight
Your agents should always be the stars of the show. Many team leaders make the mistake of overly branding themselves, leaving their agents feeling overshadowed. Instead, focus on building your agents’ personal brands.
For instance, feature your agents’ photos and names prominently in marketing materials. Highlight their achievements in newsletters and on social media. When agents feel valued and seen, they’re more likely to stay—and other agents will take notice.
Learn more about the Agent Management Portal
Looking for the best way to add value for your agents? The Agent Management Portal is a powerful learning management system. You get access to all of our state-of-the-industry training materials, as well as tools to help you create your own training content for your agents.
7. Add Value to the Broader Real Estate Community
Recruiting by attraction isn’t just about your current agents; it’s about establishing yourself as a thought leader in the larger real estate community. Share insights, tips, and strategies that help agents achieve their goals, like increasing income or improving work-life balance.
Create short videos, social media posts, or email newsletters offering actionable advice. Examples include:
- Tips for lead generation
- Scripts for client conversations
- Strategies for breaking into luxury markets
When you provide genuine value, agents respect your expertise and are more likely to seek opportunities to work with you. This approach also reinforces retention by keeping your current agents engaged and inspired.
Positivity is your secret weapon. Avoid negativity and judgment, especially online. While it might be tempting to critique agent behavior or professional practices, doing so can alienate potential recruits. Instead, focus on encouragement and empathy.
Brian Icenhower
Putting It All Together
Recruiting by attraction is a powerful strategy for growing your real estate team or brokerage. By staying positive, neutral, and focused on celebrating and empowering agents, you can create an environment that naturally draws talent your way.
Remember these seven strategies:
- Stay positive in the public eye.
- Embrace neutrality.
- Celebrate agent achievements.
- Highlight agent success stories.
- Showcase coaching and training efforts.
- Put agents in the spotlight.
- Add value to the broader real estate community.
By implementing these steps, you’ll build a culture of success and growth that agents can’t resist. Recruiting by attraction isn’t just about growing your team; it’s about creating a thriving, positive environment where everyone can succeed.
Start attracting talent today by leading with value, celebrating success, and fostering a positive culture. Your next top recruit is watching!
