Rethinking Recruiting: Why Broker-Owners Can’t Afford to Wait

May 30

Jerry Southerland

When I talk to broker-owners, one phrase comes up more than any other: “I don’t recruit - agents come to me.”

At face value, it sounds like a compliment to the brand. But in reality, it’s often a growth blocker. If you’re waiting for agents to come to you, you’re limiting your business to whoever happens to be looking. That might work in a hot market but it’s not a strategy. More often than not, the agents that show up aren’t the right fit for your culture or your goals.

Why “Passive Recruiting” Doesn’t Work

Letting anyone walk through the door without intention creates misalignment:

Agents with different goals dilute your team culture
Non-producers talk a big game but don’t follow through
You spend more time managing the wrong people instead of growing the right ones

Think about it this way: you wouldn’t hire for an open job by saying, “Let’s see who shows up.” You’d identify the skillset, the background, the track record and then go find the right person.

Recruiting agents should be no different.

Recruiting Is Farming, Not Fishing

When I coach broker-owners, I always draw the same parallel: recruiting is just like farming a neighborhood for listings.

You don’t send a postcard and hope someone calls. You research the turnover rate. You know the average price point. You craft a message that speaks directly to the needs of that community. And most importantly: you show up consistently.

You can do the exact same thing with agents.

Target by production level
Focus on agents closing deals in your market
Build a clear and visible brand
Share your value and invite a conversation

This isn’t about casting a wide net. It’s about cultivating the right relationships with the right people over time.

Build the Agent Community You Want

The strongest brokerages don’t just “hire” - they build a tribe.

That means creating a magnetic culture that agents want to be part of. At Compass, I’ve seen this happen in real-time:

Mastermind groups
Community impact events like Compass Cares
Recognition in RealTrends and press features
Digital campaigns that showcase our agents’ wins

When broker-owners lead with culture, community, and impact, their story becomes something others want to join.

Want to Get Intentional Today? Start Here.

If you’re a broker-owner who wants to be more proactive about growth, start with this simple framework:

Step 1: Define Your Ideal Agent
Just like we create customer personas in marketing, sketch out your ideal recruit:

Where do they do business?
What’s their average GCI or sales volume?
What are their values, skillsets, goals?

Step 2: Pull Local Data
Use tools like BrokerMetrics or MLS dashboards to identify who’s actually producing in your area. This gives you real names, real stats and a real opportunity to start reaching out.

Step 3: Prospect Like You Mean It
You don’t need a huge campaign to get started. A personal email. A direct DM. A coffee invite. Just don’t assume that the right people are going to walk through your door without being asked.

I've walked this road myself as a former broker-owner before joining Compass in 2018. I’ve seen what happens when you move from passive to purposeful. And the growth isn’t just faster, it’s more fulfilling.

If you’re ready to build a team that reflects your values, let’s talk. Because agents aren’t just coming to you. They’re going to the broker who shows up first.

LET'S CHAT

Compass does not recommend one particular strategy or guarantee of results.*