There’s a lot of noise out there. With endless posts about agent recruitment, the real estate industry continues to evolve, especially here in Canada, it’s clear that we need to elevate the conversation.
Because the truth is, top talent isn’t recruited, they’re attracted.
The best in the industry don’t respond to DMs. They don’t jump at the next commission split offer. And they certainly don’t move just because someone’s “building something big.” Top agents are strategic. They’re proud of what they’ve built. If they’re going to move, it’s for a reason, and it has to be the right one.
That’s why the language matters. “Recruiting” feels transactional. It suggests filling seats, chasing volume, playing a numbers game. But those who are building high-performance organizations know better. They’re not recruiting, they’re attracting. And they’re doing it by becoming magnets for elite-level talent. These are the companies of the future and they are making quiet noise.
Here’s what it really takes to be one of them.
It Starts With Identity
Top attractors don’t hide behind a logo. They are the brand. Their leadership, vision, and results speak louder than any pitch deck ever could. They’ve cultivated a professional identity that stands for something:
-mentorship, collaboration, growth, & innovation. Their personal brand is magnetic. With many unique models from Rev Share, Residual to Traditional Franchise or Independent Brokerages, these are the voices of the now and the future. Some locations with 500 – 2,500+ Agent count, there is something about attracting top talent and it usually begins with leadership. Everything rises and falls on leadership a famous John C. Maxwell quote.
You won’t find them cold messaging agents with vague offers. Instead, they lead with content, conversation, and consistent value. They show up, online and in real life – with clarity and confidence. They speak directly to the type of agent they want to attract.
And it works. Because people don’t join companies, they join people.
Value Comes Before the Ask
There’s a reason top attractors build teams and brokerages full of rockstars: they give before they ask.
They’re constantly adding value, whether it’s through private masterminds, mentoring rising talent, sharing high-impact systems, or opening doors to strategic opportunities. This isn’t about a hard sell. It’s about becoming undeniably valuable to the kind of agents you want beside you.
When you show up consistently, offer insight without expectation, and help others win long before there’s a formal conversation, people take notice. They start thinking, what would it be like to work with them directly?
That’s when the attraction begins.
Culture Is the Ultimate Conversion Tool
Let’s be clear, top producers can find a good split anywhere. What they can’t find everywhere is culture, and that’s the real differentiator.
Culture isn’t just about being “nice” or having fun team events. It’s about alignment. Do you offer a space where excellence is expected? Where collaboration is the norm? Where growth is built into the DNA of your business?
If the answer is yes, and you live that culture every day, it becomes a powerful pull.
Top attractors don’t try to fit everyone in. They’re intentional about who they bring into their world, because they know that culture attracts, but it also repels, and that’s a good thing.
Vision Over Volume
One of the biggest mistakes aspiring recruiters make? Talking too much about numbers and not enough about vision -and if when they do talk about numbers, they are often exaggerated, so be ware and vet everyone and everything.
Yes, production matters. Yes, results count. But what moves people, especially established agents, is a compelling vision for the future. Vision, ensure you take action on it!
Top talent wants to know:
- Where is this going?
- What’s the long-term play?
- How do I grow here, not just financially, but professionally and personally?
If you can paint that picture, clearly, confidently, and with strategic depth, you’ll find that the right people will start asking you the questions.
It’s a Relationship Game
The best attractors understand that talent attraction isn’t a campaign. It’s a long game.
They build real relationships with people they admire. They stay connected, add value, celebrate wins, even when there’s no immediate gain in doing so. They trust the timing, but they stay present.
When an agent is ready to move, who do you think they’re calling? Not the person who chased them for six months with “Hey, got time for a quick call?” messages. The one who showed up with integrity, consistency, and value, every step of the way.
That’s who gets the yes.
Stop Recruiting. Start Leading.
If you’re still talking about “agent recruiting,” it might be time to raise your game. Because the leaders who are building next-level brokerages and unstoppable teams aren’t recruiting, they’re attracting. They’re showing up with clarity, value, and vision. They’re creating cultures that drive performance. They’re playing the long game.
And most importantly, they’re leading in a way that makes top talent want to follow.
Want to become one of them? It starts with deciding who you are, what you stand for, and how powerfully you’re willing to show up.
BUZZ CURATION
www.buzzbuzzmediainc.com
