In the Recruiting and Retaining in the New Normal whitepaper, three common agent movement profiles are identified.
To effectively engage each type of prospect, you must customize your message to match the prospect’s movement profile.
“Under Pressure” Movements (35.1%):These prospects show a declining quarter-over-quarter performance trajectory and often move after going a quarter without a transaction.
They respond to messages focused on stability, lead support, and a concrete 90-day plan.
“From Strength” Movements (27.5%): These prospects typically have a listing ratio below 50% while their production is still growing. They sense their current organization cannot help them scale their business.
They respond to messages focused on opportunity, growth infrastructure, and a pathway to increasing listings.
“Dead in the Water” Movements (34.4%):These prospects are typically low or zero production restarts. They often feel like they’ve chosen the wrong brokerage and need someone to help them make sense of their career choice.
They respond to messages focused on a structured 30-day playbook, accountability check-ins, and a clear path to capturing their first sales.
The median production of agents who changed brokerages so far this year is $2.4M.
At this production level, most agents fall into one of these three categories.
Focusing on those who are most likely to move and delivering a customized message that addresses their unique concerns is a winning formula.
Go the extra mile with your messaging—it’s worth it.
P.S. Have you downloaded your copy of the Recruiting and Retaining in the New Normal whitepaper? If not, do so now. It’s a quick read and will help you make sense of what’s happened over the last four years, and what to do next.
