From Personal Experience…
By Real Estate Recruiting Coach Judy LaDeur
If you’ve ever thought, “I need more agents, but where do I start?”—you’re not alone. The truth is, there has never been a better time to hire new-to-the-industry agents. The great news? These fresh recruits WANT support, training, and a broker who genuinely cares.
The challenge? Not all new agents are created equal. Some will thrive, while others will flounder. So, how do you identify the ones with the potential to succeed? And just as importantly—how do you set them up for success before they even step foot in the business?
Be Honest About the Realities of Real Estate
One of the biggest mistakes brokers make is sugarcoating the job. Real estate isn’t for the faint of heart. It’s commission-based, high-pressure, and demands relentless effort. That’s why I always lay it out in black and white during the interview:
“If I think you can make it in real estate, I will hire you today. If I don’t hire you, you should reconsider this career. Because while anyone with a license can find a brokerage, getting hired doesn’t guarantee you’ll make any money.”
At this point, I have their full attention. Then I continue:
“In fact, 90% of agents earn a poverty-level income. But the top agents—those who commit, hustle, and master their craft—can make well over $100,000 per year. If I hire you, I will do everything in my power to help you succeed. Does that sound fair?”
Being upfront about the reality of real estate does two things: it weeds out the uncommitted and earns respect. Serious candidates appreciate honesty, and that builds trust from day one.
Sell the Dream—But Keep It Real
Once they understand the risks, I paint a picture of what’s possible.
They have unlimited earning potential. Top agents earn six figures and beyond—but it doesn’t happen overnight. It takes grit, learning, and long hours.
They have a flexible schedule. Yes, they can be their own boss, set their own hours, and sleep in if they want. But freedom comes with responsibility. If they don’t work, they don’t earn.
They have no salary, no benefits, no guarantees. They get to pick their own insurance and retirement plans—but they also pay for them out of their commission checks.
Then I hit them with the reality check:
“So, does this still sound exciting?”
I watch their reactions closely. Do they lean in, eager for more? Or do they shift in their seats, hesitating? The right candidate will embrace the challenge—not back away from it.
Look for the Right Qualities
Real estate is a high-risk, high-reward career—so I look for agents who thrive in that environment. Here’s my personal checklist:
- They need desire and motivation. Why do they want to give up the security of a paycheck for real estate? If they don’t have a strong why, they won’t last.
- They need confidence and resilience. This business is full of rejection. I need agents who can hear “no” and keep going.
- They need work ethic. If they’re not willing to put in 60+ hours a week in year one, they’ll struggle. I ask about past jobs, challenges, and how they handle pressure.
- They need people skills and professionalism. Good agents don’t just sell homes—they build relationships. I pay attention to their eye contact, energy, and ability to connect.
- They need a financial cushion. If they can’t afford to survive without a paycheck for six months, they’ll be forced to take shortcuts—or worse, quit.
- They need a strong sphere of influence. Do they know a lot of people in the community? Real estate is a relationship business. Connections matter.
At the end of the interview, I don’t just go with logic—I trust my gut. Do I believe in them? If the answer is yes, we move forward.
Close the Deal on the Spot
Once I decide they’re a fit, I don’t wait. I set expectations immediately.
“If you’re serious about real estate, you need to sign up for pre-licensing classes today. No waiting, no second-guessing. Success starts NOW.”
This creates urgency. The right candidates take action. The wrong ones hesitate—and that tells me everything I need to know.
Final Thoughts: Build Your Own Hiring Playbook
If you’re serious about recruiting top-tier new agents, create your own checklist. What traits, skills, and mindsets do you value? Stick to your criteria and don’t compromise—because the agents you hire today will shape your brokerage tomorrow.
Not every new recruit will be a superstar—but by setting high standards, you dramatically increase your odds of hiring future top producers.
Now, go find your next rockstar agent!
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