In the dynamic and often unpredictable world of Canadian real estate, brokerages face the ongoing challenge of attracting and retaining top talent. With agents often working independently and commission-based, loyalty can be difficult to foster. However, for brokerages to succeed long term, they must invest in people, not just transactions. Building a culture of loyalty starts with a strategic approach to recruitment, a strong foundation of training, and a genuine commitment to retention.
Recruitment > Attracting the Right People
Successful recruitment in Canadian real estate goes beyond hiring agents with the highest sales numbers. Brokerages need to identify individuals who not only have potential but also align with the company’s values, vision, and culture. For some Real Estate Brokerages, the energy is just as important.
1. Employer Branding Matters
Brokerages should actively promote their unique culture and mission. Whether it’s through social media, career fairs, or online platforms like Indeed or LinkedIn, a strong employer brand helps attract professionals who see the brokerage as more than just a place to hang their licence. Highlighting success stories, community involvement, and support systems can help paint a full picture of what life is like within the brokerage.
2. Diversity and Inclusion
Canada’s population is diverse, and its real estate market reflects that. Brokerages that intentionally recruit individuals from a variety of backgrounds, languages, cultures, and life experiences, better serve their clients and create a more resilient team. Offering resources in multiple languages or mentorship for new immigrants, for example, helps demonstrate an inclusive environment that attracts more than just the average candidate.
3. Use of Technology in Recruitment
From virtual interviews to digital onboarding, technology can speed up and streamline the recruitment process. Brokerages using CRM systems, automated application tracking, and data-driven screening tools have a competitive advantage in identifying the right candidates quickly.
Training > Building Competence and Confidence
Recruiting talent is only the first step. Training is where brokerages turn raw potential into real performance.
1. Practical, Ongoing Education
While agents in Canada must meet provincial licensing requirements, the learning shouldn’t stop there. Brokerages should offer consistent professional development, whether it’s through in-person workshops, webinars, or access to online training platforms. Topics like lead generation, negotiation tactics, local market trends, and even mental wellness should all be part of a well-rounded training program.
2. Mentorship & Coaching
Pairing new agents with seasoned mentors accelerates learning and builds interpersonal connections. It’s one thing to attend a seminar on marketing; it’s another to shadow someone successfully applying those strategies. Mentorship not only provides support and skill development but also helps foster a sense of belonging.
3. Local Market Intelligence
Canadian markets vary widely, from Toronto’s high-density urban core to rural towns in the Prairies or coastal communities in Nova Scotia. Brokerages that offer localized training help agents build knowledge specific to their market, which directly impacts their ability to serve clients effectively and stand out in their region.
Retention > Creating a Place People Want to Stay
Retaining top talent in real estate is one of the biggest challenges facing brokerages in Canada. With no shortage of competitors willing to offer better commission splits or perks, loyalty must be earned—and culture is the key.
1. Culture of Recognition
People stay where they feel seen and celebrated. Whether it’s monthly awards, public shout-outs, team lunches, or personalized recognition from leadership, acknowledging success builds morale. More importantly, doing so in-person creates a sense of energy and belonging that digital platforms can’t replicate.
2. In-Person Collaboration & Office Presence
While remote work served its purpose during the pandemic, real estate is a business built on people, and that includes the office environment. Brokerages must now lead the charge in bringing agents back into the office, not through mandates, but by making the office a place agents want to be.
This means creating a vibrant space where agents can collaborate on deals, share leads, learn in real-time, and build community. From morning huddles to impromptu coaching sessions in the bullpen, the energy of a high-performing office can’t be matched through Zoom. Culture is caught, not taught, and the office is where it happens.
3. Transparent Compensation & Career Growth
Commission splits and fees should be communicated clearly from the outset. But beyond the numbers, agents want to see a future. Offering leadership roles, team-building opportunities, and paths to build personal brands within the brokerage fosters a long-term mindset. The more involved agents are in shaping the brokerage’s future, the more invested they become in staying.
4. Supportive and Professional Work Environment
Agents thrive in environments that feel professional, productive, and aligned with their goals. This means offering on-site administrative support, marketing resources, access to learning opportunities, and a leadership team that’s hands-on and approachable. A supportive office environment becomes a strategic advantage, especially when competing brokerages are still operating virtually or with little structure.
5. Communication & Feedback Loops
Brokerages that keep communication open, two-way, and transparent earn trust. Regular team meetings, town halls, or informal check-ins help agents feel connected to the larger mission. When leadership listens and follows through on feedback, agents know they matter, not just as producers, but as people
In today’s real estate world, success is still about relationships, both with clients and within the brokerage itself. While flexibility had its moment, the most successful brokerages in Canada are those rebuilding strong, in-person cultures where agents can thrive through collaboration, mentorship, and community. When brokerages recruit with intention, train with purpose, and create an environment people genuinely want to be part of, loyalty becomes a natural outcome, not a forced one.
To learn more, speak with your Broker Owner, Broker Manager or Team Leader!
