As I mentioned last week, our quarterly Agent Migration Report will be published the first week of February.
The Q1 update will also include recruiting insights from all of 2025.
As we crunch the data, here are some of trends that are starting to emerge:
Seasonality. Last year, agent movement spiked in January and April.
Now is not the time of year to take a break from recruiting!
Internal Brand Transfers. A surprising amount of agent movement happens
inside the same parent brand (19% of all agents who move).
Agents who stay with the same brand are 25% more productive than those agents who change brands.
Changing everything all at once typically hinders performance, at least for a while.
The Listing Wall. Listings are the main reason agents stay.
When listings start to decline, it increases the chances an agent will leave by 15%.
This is both a retention marker for your existing agents and a recruiting signal for your competitors.
The Succession Cliff. Over 20% of agents are legacy veterans (25+ years of experience).
Many of these agents are seeking an exit.
Brands that fail to offer a succession path face a massive loss of profitable revenue.
The Top-Heavy Threat. A surprising number of brokerages have a single agent or team contributing more than 30% of their production.
This creates a single point of failure and puts an organization at significant risk.
Use these criteria to quickly benchmark your own agents for flight risks and your competitors’ agents for recruiting vulnerabilities.
And then get busy.
These insights only become valuable when they drive action.
