Over the weekend, Inman reported the results of their most recent Intel survey on recruiting.

The survey attempted to draw contrasts between large franchise companies and independent brokerages.

While the survey highlighted some small differences in agents’ perceptions between these competing business models, the overall trends were more interesting and insightful.

Here’s a quick summary of the top five insights:

Value the Most: When agents were asked what they value the most, the top three responses were Culture (about 30%), Perception of the Brand, (about 25%), and Technology/Educational Opportunities (about 15%).

Top Business Concerns:  About 70% of agents reported Lack of Inventory and Mortgage Rates as their top business concerns. Only 10% reported Lawsuits/Settlements as their top concern.

Production:  About 20% of agents reported closing 20 or more transactions per year (the Pareto Principle is still alive and well in real estate).

Commission Splits:  About 25% of agents are on commission splits below 80% (i.e., about 75% of agents are at 80% or above).

Leaving the Industry:  About 30% of agents have considered leaving the industry in the last 12 months because of market conditions.

As you head into the third quarter, do a quick inventory of your recruiting messaging.

Make sure you’re focusing your attention on the things agents care about most and find creative ways to address their most pressing concerns.

When you’re offering what they already want and need, making a move won’t feel so difficult.