Any good real estate agent knows that this is a people-first industry, where a firm handshake and a great first impression turn a lead into a client. A good broker knows that a good first impression when recruiting could lead to a new superstar for their brokerage—but do brokers know what agents rank as their most important need?
The team at CENTURY 21 Canada surveyed their new recruits, and gained some insights into what they feel they need the most from their brokers.
“Above all, agents want to know that they are coming into a brokerage where they’re being supported,” says Todd Shyiak, executive vice president of CENTURY 21 Canada. “You can wow them with the recruiting presentation, show them the efficiency of your CRM, but these are people who want to feel that they’re going to be taken care of and helped up when they stumble.”
For Shyiak and the team at CENTURY 21 Canada, the people-first mentality of an agent doesn’t just start at their brokerage, it starts at head office. “We will always try to bring our brokers the best tools and tech, but above all, they know that when the chips are down, they can pick up the phone and we will be there to answer every time.”
Of the new recruits surveyed, 66 per cent answered that they were new to the industry, and when asked what they were looking for, a common theme emerged: culture and support. Shyiak explains that while tech and tools are a big part of recruiting, those aren’t what potential recruits respond to the most.
“We’re seeing that a lot of new agents have a strong idea of what they want from their brokers, and they’re asking for mentorship, coaching and connection. They know real estate can be a dog-eat-dog industry, but they’re actively looking to join brokerages that have a culture of camaraderie.”
One respondent puts it plainly, “The office I have joined has a strong team approach, supporting each other in all ways. This is high on my list in working with a group.”
The CENTURY 21 Canada entrance survey also showed insight on what led recruits to seek out the brand, and how it aligned with what they were looking for. More than one mentioned pre-existing relationships—one respondent even cited the relationship she formed with the agent who sold her home.
Referrals were cited as the main reason for seeking out the brand by 23 per cent of respondents. In more detailed answers, a common theme emerged: respondents shared that meeting with the brokers ultimately sealed the deal. “I had a gut feeling that it was the right choice after meeting the brokers,” one respondent answered, proving just how important forming authentic relationships is to the recruiting process.
So what happens after a new recruit is successfully onboarded and settled into an office? The people-first strategy can’t end there, the first few months can make or break a real estate career and agents are not shy to share that a lack of support is what sends them into the arms of a new brokerage.
“Experienced agents who join our brand choose us because they know they’ll find the support they were missing at their old brokerage. A broker who takes the time to check in with their agents can quickly catch who might be drowning, hold an agent accountable, cheer their successes and will be remembered and rewarded with years of loyalty,” says Shyiak.
And it’s not all on the brokers —top professionals were once green themselves, and by taking the time to mentor their new colleagues, they might find future team members or lifelong referral sources.
The real estate industry can be appealing for its allowance of independence, but agents right out of the gate are going to seek out places where they can match their drive to leaders who want to see them thrive.
While technology will always be a vital tool to give an edge on the competition, the best brokers know that tech can only build on a solid foundation. That foundation starts with the first handshake where an agent knows they’ve found a brokerage that they can call home.
