Brokerages competing for agents need to look beyond brand name and commission splits. Today’s agents also want collaboration, marketing help and access to broker guidance when questions come up.

During a recent webinar covered by Real Estate News, agents discussed what keeps them connected to a brokerage and what makes them consider a move. The takeaway: A strong tech platform matters, but it is not enough by itself. Agents said they value tools that help them work faster and serve customers better, along with training and support when systems change.

Marketing support also remains important, especially when it helps agents build their own business and communicate their value. Some agents said a brokerage’s brand matters, but their personal brand often carries more weight with customers.

Networking and collaboration were another key theme. Agents want to learn from other productive agents, share ideas and feel connected to professionals who can help them grow.

“I think agents want to be around other top-producing agents,” Emily Johnson of West + Main Homes said. “If you’re the big fish in a small pond, it’s like, ‘Where can I go to grow?'”

For brokers, the message is practical: Retention is not only about recruiting packages. It is about creating a place where agents can get answers, improve their business and feel supported in a changing market.

That includes accessible managing brokers, useful marketing resources, technology that solves real problems and a culture where agents can ask questions without feeling judged.

In a competitive recruiting environment, brokerages that make agents’ daily work easier may have the stronger value proposition.

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