When an industry suffers from a problem for decades and still hasn’t figured it out, it’s likely focusing on the wrong issue.  Real estate’s “recruiting and retention” problem has consumed millions, perhaps billions of dollars in wasted time, energy and effort. It’s apparent that all of the “symptom” solutions and snake oil in the universe won’t solve it. So let’s try something else: Challenge the premise. 

What if there wasn’t a recruiting or retention problem in the future?

By now, you probably have guessed that our contrarian logic is back in action. Our starting point is the exact opposite of today’s industry standard. Recruiting isn’t something to be desired: it’s an indicator of systemic problems. Most likely poor performance within the existing sales force. 

So too much recruiting, for real estate brokers, is an indicator of a performance management problem.

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