Recruiting Real Estate Agents: A Step-by-Step Playbook for Team Leaders

Recruiting isn’t about convincing—it’s about building a system that consistently attracts the right agents, qualifies them fast, and gives them a clear reason to join. This playbook breaks down a practical step-by-step process to help team leaders create a steady pipeline, run better conversations, and convert more recruits without relying on luck.

Recruiting great agents consistently requires structure—not just charisma. The best team leaders treat recruiting like a repeatable business process: they define who they want, build a predictable pipeline, and follow a clear conversion path from first touch to onboarding.

Below is a step-by-step framework you can copy and adapt to your market.

Step 1: Define Your Ideal Agent Profile

Before you post anything, get specific. “Any agent” creates weak conversations and low conversion.

Choose 3–5 traits that define your ideal recruit, such as:

• production range (new, mid-level, top producer)

• niche focus (condos, luxury, investors, commercial)

• personality fit (coachable, team-oriented, independent)

• goals (growth, stability, systems, mentorship)

• values (ethics, professionalism, client-first mindset)

  
  

This profile becomes the filter for your messaging and your interviews.

Step 2: Build a Simple Value Proposition (That Isn’t Generic)

Agents don’t join for slogans—they join for outcomes. Your value prop should answer:

• What will change for them in 90 days?

• How will you help them earn more or waste less time?

• What support is actually included?

  
  

Examples of strong angles:

• stronger lead flow + conversion support

• marketing execution done-for-you

• training + accountability to increase production

• better systems (CRM, follow-up, automations)

• culture + collaboration + referrals

  
  

Keep it clear. Avoid buzzwords unless you explain them.

Step 3: Choose 3 Core Sourcing Channels (And Master Them)

Most teams fail because they “try everything” and stay inconsistent. Pick three:

1. Warm network + referralsPast colleagues, brokers you know, agents in your orbit.

2. Social content + inboundShort videos, agent stories, behind-the-scenes training, wins, culture.

3. Outbound prospectingTargeted list + structured outreach (text/email/DM) + follow-up sequence.

   
   

If you execute three channels weekly, you’ll build a steady pipeline.

Step 4: Create Your Recruiting Funnel (The 4 Stages)

Think in stages so you can improve conversion at each step:

1. Attract (content, ads, outreach, referrals)

2. Capture (a simple form or “book a call” landing page)

3. Qualify (quick screening call)

4. Convert (strategy call + offer + onboarding)

   
   

Even a basic funnel with consistent activity beats random “let’s recruit” bursts.

Step 5: Use a Proven Outreach Script (Short + Specific)

Your first message should be light, respectful, and easy to answer.

Example DM/Text: “Hey [Name] — quick question. Are you open to exploring a different setup this year if it helps you grow your production and simplifies your marketing/follow-up?”

If they respond, ask one qualifying question: “What’s the main thing you want to improve—lead flow, conversion, support, or systems?”

Now you’re in a real conversation.

Step 6: Run a 10-Minute Qualification Call

Your goal is not to sell—it’s to sort.

Ask:

• What are they working on right now?

• What’s frustrating them?

• What goal are they chasing?

• What have they tried?

• Are they open to change in the next 30–60 days?

  
  

If there’s fit, book the longer strategy call.

Step 7: The Strategy Call Framework (Keep It Simple)

A strong recruiting call follows this order:

1. Their goals (where they want to go)

2. Their blockers (what’s stopping them)

3. Your plan (how you solve those blockers)

4. Proof (systems, training, examples, case studies)

5. Next step (clear offer + onboarding process)

   
   

Avoid over-talking. The more they speak, the more they convince themselves.

Step 8: Follow-Up Like a Professional (Most Conversions Happen Here)

Most recruits don’t say yes on call one. Build a follow-up sequence:

• Day 1: recap + resources

• Day 3: quick check-in question

• Day 7: value story / agent success example

• Day 14: invite to training / office tour

• Weekly: short “still open?” ping with a reason

  
  

Consistency wins.

Step 9: Onboard Fast (Momentum Matters)

If they say yes, don’t let it stall. Have an onboarding checklist ready:

• account setup (CRM, tools, email, branding)

• first 7-day plan (pipeline goals)

• training calendar + expectations

• lead flow plan + follow-up templates

  
  

A clean onboarding experience increases retention and referrals.

Want a Recruiting System You Can Copy-Paste? Speak with a Royal LePage expert