Recruiting top-performing real estate agents is not a one-off occurrence—it is a long-term process. To consistently attract high-quality talent, high-end brokerages need to have a demand generation realtor hiring process that positions them as the employer of choice. It is a matter of value creation by way of webinars, local meetings, educational content, and nurture streams, effortlessly leading agents from awareness to recruitment conversations.
Here, you will learn how to build a demand generation engine to hire agents. You will learn how to:
- Host webinars that sell your brokerage value
- Stage local networking events to connect with agents
- Publish whitepapers like “Why Join Us” to build credibility
- Build multi-touch nurture flows to drive conversions
- Drive demand using educational content and targeted outreach
- Close the loop with a strong call to action for a discovery session
If you would prefer to have your brokerage agents choose your brokerage first, you need a tool that works all the time in the background. Let’s examine how.
Contents
What Is Demand Generation for Realtor Recruitment
Demand generation is the art of creating interest and consideration from prospective agents before they’re actually on the hunt to come on board. Rather than pursuing agents when they’re willing to make a change, this approach builds awareness and makes your brokerage a respected source to investigate.
Whereas recruitment tends to be back-end oriented—hiring when necessary—demand generation is front-end focused. It develops your talent brand, informs prospects, and develops relationships until they’re ready to agree.
Why Demand Gen Beats Traditional Recruiting
Traditional brokerages deploy reactive recruiting: job boards, agent referrals, or hiring when staffed down. That generates feast-or-famine cycles, inconsistent quality, and costly turnover. A demand generation strategy solves those issues by:
- Creating steady pipeline flow
- Filling with better-quality agents who share your culture
- Reducing time and cost per hire
- Offering measurement and improvement using data
Top Channels for Demand Generation
1. Webinars That Convert Interest to Leads
Webinars allow you to demonstrate value, culture, and leadership in a professional setting. For recruitment purposes, subject areas can include:
- Building a profitable listing business
- Marketing systems to scale
- New agent training roadmaps
- Technology tools for empowering agents
To begin a thriving webinar campaign:
- Promote using email, social media, and agent networks
- Utilize simple-to-use registration forms and offer a replay to registrants
- Follow up with value-packed emails and discovery session offers
2. Local Activities That Build Trust in Your Market
Relationships online are wonderful, but in-person relationships can’t be surpassed. Host local events, such as breakfast roundtables, office open houses, or community sponsorships, to show dedication to your market. Design events that:
- Bring agents for learning or networking
- Have short “why join us” presentations
- Provide casual meet-and-greet time
These events make brand recall and build relationships that may convert later.
3. Whitepapers that make you a thought leader
Whitepapers and eBooks are long-form content that demonstrates expertise and nurturing power. A sample title “Why Join Our Brokerage: A Guide for Agents” would include:
- Stories about current agents who thrive
- Discussion of support infrastructure and culture
- Step-by-step onboarding advice
Use this content to spur downloads from your website or email form, and lead registrants into your nurture stream.
4. Generate Interest Over Time Through Nurturing Flows
After a lead is captured, nurture it with email sequences, LinkedIn messages, and random event invites. Here’s a sample flow:
- Value outline and welcome
- Webinar or download invite
- Testimonial-focused content
- Event invite
- Q&A email
- Discovery session invite
Personalization is king: segment on experience, market, and engagement. Sequences specific to them build credibility and stay front of mind.
5. Reach Out Further Through Content and Advertising
To generate demand at scale, promote your webinars, whitepapers, and events through:
- Sponsored LinkedIn ads to licensed agents
- Facebook advertising with location-based event invitations
- Google search ads targeting recruiting search phrases
- Social posts organically promoting agent success
These touch points across digital channels draw new agents into the funnel and fuel your demand engine.
KPIs for Demand Generation
Monitor metrics that capture interest and momentum both:
- Webinar signups and registrations
- Whitepaper downloads
- Event RSVPs and attendance
- Email open and click-through rates
- Discovery session bookings
- Agents registered for every campaign
Tracking these statistics will allow you to optimize every campaign and improve ROI in the long run.
Scaling Your Demand Gen System
Once your demand channels are in place, scale by:
- Automating webinar reminders and event follow-ups
- Expanding into adjacent markets with new landing pages
- Building repeat editorial calendars for content and outreach
- Iterating on performance: A/B subject lines, CTAs, timing
Your demand engine is now a trusted part of your hiring strategy—not a desire or after-the-fact effort.
Conclusion and Next Steps
Demand generation puts recruiting beyond reactive hiring and into proactive growth. By piling up webinars, local events, whitepapers, and nurture sequences, you build a pipeline that attracts quality agents—even before they think about making a switch.
At Abstrakt, we craft and execute demand generation realtor recruitment programs designed to assist growth-oriented brokerages with predictably and effectively scaling their talent pipeline. We help with the creation of content and event management to campaign setup and analytics.
Let’s build a talent pipeline that performs for you.
Book a discovery session today and let’s develop a customized demand generation strategy that brings top-performing agents right to your doorstep.
Madison Hendrix
Madison has worked in SEO and content writing at Abstrakt for over 5 years and has become a certified lead generation expert through her hours upon hours of research to identify the best possible strategies for companies to grow within our niche industry target audiences. An early adopter of AIO (A.I. Optimization) with many organic search accolades - she brings a unique level of expertise to Abstrakt providing helpful info to all of our core audiences.
