Canada’s real estate market is one of the most dynamic in the world, with cities like Toronto, Vancouver, Calgary, and Brampton experiencing continuous demand for housing and investment. But while the properties may get all the attention, the real people behind the market’s success are the real estate agents.
For brokerages, recruiting the best agents isn’t just a matter of filling desks — it’s about building teams that can outperform competitors, provide exceptional client service, and sustain long-term growth. In this blog, we’ll explore how top brokerages recruit the best real estate agents in Canada, the strategies they use, and why recruitment is the foundation of their success.
Why Recruitment Matters in Real Estate
Real estate is a people-driven business. The success of a brokerage directly depends on the performance and reputation of its agents. Hiring the wrong person can affect client trust, while hiring the right agent can open doors to new markets and loyal clients.
For this reason, recruitment in real estate is more than filling a vacancy — it’s about shaping the future of the brokerage.
Qualities Brokerages Look for in Top Agents
Before diving into recruitment strategies, it’s important to understand what brokerages are actually looking for:
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- Local Market Knowledge – Agents must understand neighborhoods, property values, and buyer behavior.
- Sales Skills – The ability to negotiate and close deals effectively.
- Networking Ability – Agents with large networks naturally generate leads.
- Adaptability – Real estate shifts fast; agents must embrace change.
- Technology Savvy – From MLS systems to social media marketing, tech is vital.
- Strong Work Ethic – Real estate is competitive and demands persistence.
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How Do Top Brokerages Recruit the Best Agents?
1. Leveraging Reputation and Brand Power
Top brokerages know that their brand is their magnet. Being associated with a well-known name like RE/MAX, Royal LePage, or Keller Williams makes agents feel confident they’ll attract clients. Strong branding reduces the need for “hard selling” during recruitment.
2. Offering Competitive Commission Splits
Commission is a major factor for agents choosing a brokerage. Top firms structure competitive commission splits, bonuses, or cap systems that allow agents to maximize their income while benefiting from brokerage support.
3. Providing Advanced Training Programs
Top brokerages don’t just hire experienced agents — they also recruit new agents with potential. They offer mentorship, training workshops, and ongoing education. This makes them attractive to fresh license holders and career changers looking to thrive in real estate.
4. Utilizing Technology Platforms
Modern brokerages recruit through:
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- LinkedIn & Social Media Ads – Targeting licensed professionals.
- Job Boards & Recruitment Portals – Posting opportunities nationwide.
- CRM Systems – Identifying and nurturing talent over time.
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5. Hosting Career Seminars and Networking Events
Top brokerages regularly hold open houses — not for clients, but for potential agents. These info sessions showcase the brokerage culture, training programs, and earning potential.
6. Offering Mentorship and Support
Recruitment isn’t just about attracting agents — it’s about retaining them. Brokerages highlight mentorship opportunities with senior agents and managers to appeal to ambitious professionals who want guidance.
7. Creating a Culture of Growth
The best agents want more than money; they want to be part of a winning team. Brokerages emphasize a positive work culture, growth opportunities, and recognition programs to stand out in recruitment.
8. Targeting Niche Agents
Brokerages recruit specialists in luxury homes, commercial properties, pre-construction, or multilingual markets. This helps them expand services and serve diverse communities across Canada.
Challenges in Recruiting Real Estate Agents
Even top brokerages face hurdles:
High Competition: Every brokerage is looking for top talent.
Agent Turnover: Many new agents leave the industry within two years.
Changing Market: Shifts in interest rates and housing demand affect recruitment.
Work-Life Balance: Real estate is demanding; not every candidate is ready.
Future of Real Estate Recruitment in Canada
Increased Use of AI and Data: Identifying potential agents based on performance metrics.
Focus on Diversity: Recruiting agents who can serve multicultural Canadian markets.
Remote Work Tools: Virtual brokerages recruiting across provinces.
Generational Shifts: Targeting Millennials and Gen Z entering the industry.
FAQs
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- Why is recruitment so important for real estate brokerages?
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Because agents represent the brokerage’s reputation and revenue stream. A single high-performing agent can bring in millions in transactions annually. Recruitment ensures brokerages stay competitive by hiring professionals who can drive long-term success.
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- What strategies do top brokerages use to attract agents?
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They combine strong branding, competitive commission splits, and advanced training programs. Many also use social media advertising, career events, and mentorship opportunities to stand out. By providing value beyond money, they attract top performers.
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- Do brokerages in Canada only hire experienced agents?
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No. While experienced agents are valuable, many top brokerages also recruit new license holders. They offer training, mentorship, and marketing support to develop them into successful agents. This widens their talent pool and creates loyalty.
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- How does technology impact recruitment in real estate?
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Technology has transformed recruitment. Brokerages now use LinkedIn, CRM systems, and AI-driven analytics to identify and approach talent. They also showcase digital tools like mobile apps and marketing platforms to attract tech-savvy agents.
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- What role does commission structure play in recruitment?
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A major one. Commission splits or caps directly affect an agent’s earnings. Top brokerages design competitive structures that balance profitability for the brokerage with strong earning potential for agents, making them attractive workplaces.
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- How do brokerages retain agents after recruiting them?
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They focus on mentorship, career growth, and work culture. By providing recognition, training opportunities, and support systems, they reduce turnover and build loyalty among agents. Recruitment doesn’t end at hiring — retention is part of the strategy.
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- Do real estate brokerages in Canada recruit specialists?
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Yes. Brokerages actively seek specialists in luxury, commercial, pre-construction, or multilingual sales. This helps them expand their market reach and meet the needs of Canada’s diverse population.
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- Is recruiting new agents risky for brokerages?
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It can be. Many new agents leave the industry within two years. However, brokerages with strong training and mentorship programs mitigate this risk by turning raw talent into top performers.
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- How can smaller brokerages compete in recruiting top agents?
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By highlighting their strengths: personalized mentorship, close-knit team culture, flexible commission structures, and less bureaucracy. Many agents prefer smaller brokerages where they receive more attention and support.
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- What trends will shape real estate recruitment in 2025 and beyond?
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AI-driven recruiting, remote brokerage models, and diversity-focused hiring will dominate. Brokerages will also focus on attracting younger generations and showcasing technology-driven work environments to appeal to modern agents.
Recruiting the best real estate agents in Canada is both an art and a science. Top brokerages succeed by blending strong branding, competitive pay structures, advanced training, and a culture of growth. They recognize that agents are the heart of the business — and without the right talent, even the best brokerage cannot thrive.
For new agents, this means opportunities to join dynamic teams that offer training, mentorship, and earning potential. For brokerages, it means staying innovative and competitive in their recruitment strategies.
In Canada’s evolving real estate market, those who master recruitment will continue to lead the industry.
Disclaimer
This blog is intended for informational purposes only. Recruitment strategies may vary across brokerages and provinces in Canada. Readers should conduct independent research or consult directly with brokerages for specific hiring practices.