Category Archives: Recruiting

Case Study: Realty One Group Platinum

Case Study: Realty One Group Platinum

How Realty One Group Platinum Implemented an Agent Attraction System to Grow its Agent Roster.

In the fiercely competitive real estate brokerage world, distinguishing oneself involves more than just selling properties; it necessitates building a robust team of exceptional agents. Sherri Flaherty, Broker at Realty One Group Platinum and XL Technologies, teamed up to create a customized agent recruiting campaign. This case study explores how our innovative recruiting strategy can transform a real estate brokerage, offering a compelling blueprint for success.

Realty One Group Platinum Recruiting Campaign Assets

The Challenge: Elevating Recruitment in a Competitive Market

As a leading name in Pennsylvania’s real estate market, Realty One Group Platinum faced a significant challenge: attracting and engaging agents in a competitive market. Traditional recruitment methods yielded diminishing returns, struggling to cut through the noise and distinguish themselves as the go-to choice for area agents. The brokerage needed a transformative approach that would place them ahead of the competition and resonate with the best agents in the area.

The Solution: A Tailored, Omnichannel Recruiting Strategy

Our collaboration with Sherri Flaherty enabled us to tailor our Agent Acquisition Framework specifically for Realty One Group Platinum. This strategy aimed to keep the brokerage’s unique selling proposition in front of agents across multiple platforms, ensuring the Realty One Group Platinum brand remained top of mind.

This proactive approach is critical for successful recruiting, as agents’ readiness to switch brokers can be unpredictable. By maintaining consistent visibility on various platforms, we ensured that Realty One Group Platinum was the first thought for agents when considering a change. This method differs significantly from traditional recruiting tactics, often involving cold calling numerous agents and hoping for a timely match. Moreover, most of these calls go unanswered, and agents frequently report satisfaction with their current positions, making it challenging to gauge the right time for follow-up.

Realty One Group Platinum Recruiting Banner Ads

This Comprehensive Approach Included Several Key Initiatives:

Website Revamp: We introduced a sleek, professional redesign of the Realty One Group Platinum recruitment website, ensuring it resonated with targeted agents, maintained brand consistency, and converted traffic effectively.

Targeted Advertising: Our campaign utilized highly targeted top-funnel and retargeting ads on Facebook and Instagram, capturing the attention of agents at various stages of their decision-making process.

Cold Email Outreach: We implemented a strategic cold email campaign to engage directly with select agents, personalizing the recruitment message to align with their career aspirations and the potential benefits of joining Realty One Group Platinum.

Captivating Banner Ads: Strategically placed across relevant online platforms, these ads maximized visibility and enhanced brand recognition among agents considering their options.

SMS Nurturing: A long-tail SMS campaign engaged prospective agents, providing timely updates and reminders about the opportunities awaiting them at Realty One Group Platinum.

Dedicated Recruitment Specialist: A fully trained recruiting specialist managed scheduling and inquiries, ensuring every lead was promptly addressed and pre-qualified before booking them on the broker’s calendar.

Efficient Pipeline Management: Our Agent Hire CRM platform streamlined the recruitment process, ensuring a smooth transition from lead to qualified agent prospect to onboarding.

Realty One Group Platinum Recruiting Website

“The results have been truly transformative. We’ve not only met our recruitment goals but exceeded them, attracting some of the area’s best talent.”

Sherri Flaherty, Broker at Realty One Group Platinum.

The Results: A Resounding Success

  • 109 agent leads were generated, each representing a potential new team member.
  • 28 productive conversations were booked with qualified agents, laying the groundwork for future onboarding.
  • An impressive cost of just $29 per qualified lead was achieved, highlighting the campaign’s efficiency and effectiveness.


Agent leads


Call booked with
qualified agents


Per qualified lead
was achieved

Conclusion: Setting a New Standard in Real Estate Recruitment

Realty One Group Platinum has revitalized its recruiting practices and set a new standard for other brokerages. Adopting a targeted, omnichannel strategy has proven effective in cutting through competitive clutter, attracting top-tier agents, and strengthening the brokerage’s brand.

Transform Your Recruitment Strategy

Interested in taking your recruiting to the next level?
Book a call with our team at XL Technologies, and let’s make your brokerage
the next success story.

PREMIERE Group Recruiting Campaign

Case Study: PREMIERE Group at Real Broker LLC

Revolutionizing Real Estate Recruiting: The PREMIERE Group Story

PREMIERE Group at Real Broker LLC has recently engaged with us to help them redefine their recruiting process, setting a new benchmark for agent growth and team expansion. This engagement marked a significant milestone in recruitment and building a top team. It showcased the remarkable achievements possible when two industry leaders work together.

Unleashing a New Era of Recruiting Excellence

Dave Keener, the visionary leader of PREMIERE Group, recognized the need for a transformative approach to recruiting new agents. He turned to XL Technologies’ digital marketing and recruiting innovation expertise. Together, we embarked on a mission to revolutionize the real estate recruiting process and significantly grow PREMIERE Group’s agent count.

Transformative Strategies for Unmatched Growth

As with each of our projects, we started with in-depth research and analysis of their brand and current recruiting strategy. This included evaluating the competition and reviewing past recruiting efforts, their culture, and their brand presence.

Once that was completed, we created a detailed SWOT analysis to uncover what set them apart from other large teams and identify the weaknesses that could be improved and potential threats to their success.

From there, we created the persona of an agent who would be a perfect fit. This allows our copywriters to make sure they are communicating PREMIERE Group’s unique selling proposition correctly to the target agent audience.

The next step was to tackle their recruitment website, giving it a stunning makeover that resonated with potential recruits and optimizing it for conversions.

This included building a custom interactive map showing all the states in the US where they had a presence and showcasing the team leaders and agents in each state.

PREMIERE Group interactive map

Then, we launched precision-targeted Facebook and Instagram campaigns, capturing the attention of top talent with compelling visuals and messaging.

PREMIERE Group Recruiting Campaign

Our strategic cold email campaigns also started conversations that mattered, while our eye-catching banner ads ensured PREMIERE Group’s visibility across the digital landscape.

PREMIERE Group Recruiting Campaign

Engaging text message sequences kept potential recruits engaged and nurtured, and we assigned them our top-tier recruiting appointment setter to streamline their recruitment process.

Moreover, we granted exclusive access to our cutting-edge AgentHire CRM, facilitating seamless collaboration, management, and transparency.

“Everything you and your team did was very well done, and I was super impressed with the campaign. You have done your homework and really worked to understand who we are and what makes us unique. I have worked with many marketing agencies; you guys are second to none. You know the industry, recruiting, and how to get results. Outstanding job!.”

Dave Keener-CEO of PREMERE Group

Achieving Spectacular Results

The outcome of our collaboration exceeded expectations.

We generated 52 leads, set 22 calls with qualified agents, and achieved a cost per qualified lead of just $59 in the first 30 days.

These results exemplify the success of our innovative strategic approach and underscore our effectiveness in real estate recruiting and agent growth.


Agent leads in the
first 30 days


Calls set with interested
agent prospects


Cost per prequalified lead
from campaigns

Elevating Your Recruiting Game

This success story is a blueprint for any real estate team or brokerage looking to increase its agent count and expand its brokerage.

XL Technologies and PREMIERE Group have demonstrated that elevating the recruiting process is possible and achievable with the right strategies and collaboration.

Are you ready to redefine your recruiting approach and propel your brokerage to new heights?

Let us help you achieve the agent growth you are looking for.

Ready to be our next success story?

Village Realty Recruiting Case Study

Case Study: Village Realty.

How XL Technologies helped Village Realty recruit experienced residential real estate agents in Illinois and Indiana.

As a real estate agent recruiting leader, XL Technologies’ marketing team helped this established, traditional brokerage grow its agent roster by installing its Agent Acquisition Framework with a dedicated recruiting appointment setter.

Services Included:

Desktop and mobile recruiting websiteFacebook advertising
CopywritingText messaging campaigns and lead nurturing
Display advertisingLong-tail nurturing campaigns
Email marketingOngoing campaign management and reporting
Graphic DesignDedicated Appointment Setter


Village Realty was looking to solve a recruiting challenge they were having. They tried more traditional methods, but nothing worked. They used cold callers, but the show-up rates from the appointments were less than 20%.

Additionally, the quality of those agents that did show up was not good. In fact, many of the agents they spoke to were either unlicensed or did not even know that the call was about recruiting. Others were not geographically located in the markets they served.

Overall, the results they were getting were terrible, and they needed a different approach.


After an initial discovery session with key decision-makers, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel ad campaign spanning multiple platforms.

Next, we conducted a detailed SWOT analysis to determine the unique value proposition for Village Realty.

Village Realty SWOT Analysis

Once we defined the targeting and USP, the project’s second phase was to develop a custom recruiting website that communicated the Village Realty value proposition and positioned them as experienced leaders in the target markets.

We created a series of wireframe mockups to define how the information would be organized and communicated to the target agents.

Village Realty Wireframe

After we completed the mockups, our copywriters began crafting the copy that told the story of Village Realty to the target audience.

We collected the client’s feedback and completed all the changes. At that point, the copy and wireframe were combined and handed to our graphic designers and development team to create the first generation of the recruiting website.

At this point, we had a clearly defined website to support the brand’s messaging, and the team moved on to the digital advertising campaign. We decided to start with an aggressive email outreach campaign followed by an equally aggressive Facebook ad campaign to introduce the target agents in the market to the Village Realty value proposition.

The recruiting campaign included:

Creative development of all campaign assets, including graphic design and copywriting.Custom integration of the recruiting website directly into our Agent Hire CRM platform.
Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where Village Realty was looking to grow its market share.Developed audiences using Facebook’s interest level categories and XL Technologies’ proprietary database of real estate professionals to build a custom target audience.
Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creativity to keep the campaigns from going stale and performing efficiently.Created a series of graphical display ads targeted at a custom cold top-funnel audience using the Adroll platform.
Created a multi-step email sequence targeted at a cold audience to drive interest in the brand.We created a series of advertisements retargeting, recruiting website visitors who previously expressed interest in Village Realty but did not convert.
We implemented a comprehensive follow-up nurturing strategy with responses to all leads within five minutes of submission via email and text messaging.Assigned a dedicated appointment setter to pre-qualify all leads and book only the best leads on the brokers’ calendar.
Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join.Built up an ever-expanding candidate pipeline so the new agents could be nurtured and brought on board when ready to move.
Continuous campaign management, optimization, and reporting. Which included monthly summary reports regarding campaign KPIs that were reviewed with management.

Carrie Sekulic

We have tried many different recruiting methods over the years, but working with the team at XL Technologies has been the best investment we have made and the only thing that has worked. I actually speak to agents who are interested and ready to move now. Amazing!

Carrie Sekulich – Director of Recruiting

The Results:

Installing our Agent Acquisition System attracted over 28 leads in the first 30 days, allowing Village Realty to hire over 6 agents and build up a pipeline of 11 quality agents who will be ready to come on board in the next 30 days.


Agent leads generated in the first 30 days


Cost per lead generated from campaigns


Agents hired in the first 30 days of campaign launch


Agents in pipeline are ready to join in the next 30 days.

Ready to start growing your brokerage with the same strategies?

Contact us today and start growing your agent roster

CENTURY 21 Atwood

Case Study: CENTURY 21 Atwood

In an industry where the competition for top talent never sleeps, recruiting real estate agents is no small feat. This is the story of how XL Technologies, a leader in innovative real estate recruiting solutions, joined forces with CENTURY 21 Atwood, aiming to revolutionize its agent recruitment strategy in Minnesota. The result? A cutting-edge campaign has set a new standard for recruiting real estate agents.

What we created: The assets that were developed to launch a successful recruiting campaign

Campaign conceptualization and development
Ad copywriting and design
Strategic consulting
Audience development
Content creation
Messaging strategy
Web design and development
Brand research

The Challenge: Standing Out in a Crowded Market

CENTURY 21 Atwood, known for its exceptional service and market knowledge, faced a common yet daunting challenge: attracting the best real estate agents in a highly competitive market. The goal was clear: attracting talent and drawing in the best by making a memorable impression.

Enter XL Technologies with our expert team of recruiting consultants and a proven track record of building brokerages through strategic recruiting. The collaboration was about meeting expectations and exceeding them, crafting a campaign that would make CENTURY 21 Atwood the brokerage every agent in Minnesota wanted to be a part of.

The Strategy: A Comprehensive Approach to Agent Recruitment

Crafting a Unique Identity

The first step was to create a beautifully designed, custom-recruiting website. This digital home highlighted CENTURY 21 Atwood’s values and successes and showcased the unparalleled support and opportunities agents could expect.

This website served as the campaign’s cornerstone, reflecting the professionalism and innovation at the heart of CENTURY 21 Atwood’s ethos.

Recruiting Website for CENTURY 21 Atwood
Recruiting Banner ad Campaign for CENTURY 21 Atwood
Facebook and Instagram ad Campaigns for CENTURY 21 Atwood

Engaging Potential Recruits on Multiple Fronts

Understanding that modern agents are everywhere, XL Technologies implemented an omnipresent agent attraction recruiting campaign, leveraging their proprietary Agent Acquisition Framework. This multi-faceted approach included:

  • Multiple top funnels and retargeting campaigns on Facebook and Instagram, ensuring CENTURY 21 Atwood remained top of mind for potential recruits.
  • Cold email outreach campaigns that cut through the noise, delivering personalized messages directly to prospective agents.
  • Banner display ads that kept the CENTURY 21 Atwood brand visible across the web.
  • Long tail text message nurturing campaigns that built relationships and kept potential recruits engaged in their decision-making process.
  • A dedicated recruiting appointment setter, streamlining scheduling meetings with interested agents.

Fully integrated with the AgentHire CRM platform, every aspect of the campaign worked in harmony, creating a seamless and impactful recruiting experience.

Agent Recruiting with Agent Hire CRM

The Results: A New Era for CENTURY 21 Atwood

The collaboration between XL Technologies and CENTURY 21 Atwood has met and surpassed expectations, establishing a new benchmark in real estate recruiting. The campaign has already begun to attract the best agents in Minnesota, thanks to its innovative approach and the solid foundation of support it promises.

Take Your Real Estate Recruiting to the Next Level

Are you ready to transform your real estate brokerage’s recruiting efforts? Discover what XL Technologies’ recruiting solutions can do for you. With our expertise and your vision, the possibilities are endless.

Book a call today, and let’s start building your future, one top agent at a time.

Demystifying the “How Many Agents” Question


In the realm of real estate recruiting and advertising, brokers often approach ad agencies and marketing experts with a burning question: “How many agents will I be able to hire?” While it may seem like a straightforward inquiry, the truth is that the answer is far from simple. In this blog post, we will delve into the intricacies of real estate advertising campaigns and explore the multitude of factors that influence recruitment success. By understanding the complexity behind this common question, brokers can gain valuable insights into setting realistic expectations for their recruiting endeavors.

The Simplistic Question and its Limitations:

Many individuals unfamiliar with the intricacies of social media advertising expect direct and specific answers to seemingly simple questions. However, the reality is that real estate recruiting campaigns encompass numerous variables, making it impossible to provide a one-size-fits-all response. For instance, questions like “What’s a good starting budget?” or “How many agents will I get if we spend $30 per day?” depend on a myriad of factors, including the effectiveness of the ad, compensation models, website performance, competitive landscape, and more.

Understanding the Meta Ad Auction:

Meta, the company behind Facebook and Instagram, is one of the leading platforms for real estate advertising.  Meta employs an ad auction system to determine the optimal ad to display to users at a given time. The winner of this auction is selected based on various factors, such as bid, objective (leads, traffic, reach), and ad quality. Therefore, the success of a recruiting advertising campaign depends not only on the budget but also on the overall performance of the campaign, which is dictated by the following factors:

  • Audience size: The size and demographics of your target audience affect the potential pool of agents you can reach and attract.  There are fewer agents looking to consider changing brokerages in a pool of 3,000 agents than there are in a pool of 300,000 agents.  The larger the pool, the greater the opportunity for the Facebook algorithm to optimize for your expected result.
  • Ad copy: The quality, messaging, and relevance of your recruiting ad copy impact its ability to resonate with potential recruits.
  • Creative assets and resources: The availability of compelling visuals, videos, and other creative assets can significantly enhance the performance of your ads and is the key determining factor in getting the user to stop scrolling and engage with your advertisement.
  • Tracking mechanisms: The utilization of tools such as the Meta pixel, event tracking, and the Meta conversions API allows for accurate tracking and measurement of campaign performance.  These all feed into the Meta algorithm to optimize your campaign performance.

The Multitude of Factors at Play:

Beyond the direct Meta platform factors, there are a number of external factors that also impact your recruiting efforts.  To gain a comprehensive understanding of the outcomes and expectations of a real estate recruiting advertising campaign, it is crucial to consider the following key elements that can significantly impact your recruiting efforts including:

  • Compensation plan: The attractiveness and competitiveness of your brokerage’s compensation plan can influence the number and caliber of agents you can attract.
  • Training provided: The quality and comprehensiveness of the training programs offered to agents contribute to not only their desire to consider you as a destination brokerage but also their success with you and your retention rate of the agents.
  • Brand reputation: A strong brand reputation in the real estate industry can be a significant driver of agent interest and recruitment.  If a potential agent recruit has no knowledge of your brokerage, then they are much less likely to even consider inquiring.
  • Digital Identity: How an agent perceives your brokerage when searching online.  This includes social media sites such as Facebook, Instagram, and TikTok.  It includes reviews that both agents and buyers and sellers have left for your brokerage on platforms such as Google and also includes your recruiting website.
  • Recruiting Website Effectiveness: The functionality, design, and user experience of your recruiting website play a crucial role in communicating your brokerage’s value proposition to potential agents and in converting prospects into actual appointments on your calendar.
  • Available budget: The financial resources allocated to the recruiting campaign dictate how many agents can be reached in your audience and how frequently you will be able to target those individuals.
  • Competitive landscape: The level of competition within your local market can influence the effectiveness of your recruitment efforts.
  • Seasonality: More agents tend to reevaluate their choice of brokerage leading into the end of the calendar year and at the start of the new year as they take stock of their effectiveness for that year. 
  • Commitment to recruiting: The duration and consistency of your recruiting efforts can influence the long-term success of your recruiting campaigns.  Recruiting real estate agents for your brokerage is a process that occurs over months and years of time.

The Nuanced Nature of Expectations:

Given the multitude of factors outlined above, it becomes evident that expectations regarding real estate recruiting cannot be uniform or predictable. Each brokerage and advertising campaign possesses its unique combination of circumstances and resources, making it impossible to provide concrete numbers or guarantees. Real estate recruiting is a nuanced endeavor that requires careful consideration of context and all of the variables outlined.

Work with an expert partner:

Navigating the complexities of real estate recruiting and advertising campaigns can be a daunting task for brokers. Understanding that there is no one-size-fits-all answer to the question of “How many agents will I be able to hire?” is the first step towards setting realistic expectations. By acknowledging the numerous factors that influence recruitment success, brokers can approach their recruiting campaigns with a more informed perspective.

While the intricacies of real estate advertising may seem overwhelming, seeking assistance from an expert recruiting firm can make a significant difference. Here at XL Technologies, we specialize in helping brokerages streamline their recruiting efforts and maximize their advertising investments. With our in-depth knowledge of the real estate industry and expertise in digital marketing, we can provide valuable insights, tailored strategies, and comprehensive solutions to help brokers attract top-tier agents. By partnering with us as your recruiting partner, you will gain a competitive edge in the ever-evolving real estate recruiting space.

Final Thoughts:

In conclusion, real estate recruiting and advertising are multifaceted endeavors that require careful consideration of various factors. While there may not be a definitive answer to the question of “How many agents will I be able to hire?” understanding the complexities involved and seeking assistance from professionals can significantly enhance recruitment outcomes. Embracing the nuanced nature of real estate recruiting and leveraging expert resources will empower brokers to make informed decisions, optimize their campaigns, and ultimately build a thriving brokerage.

Always be recruiting

Research Report: Why You Should Always Be Recruiting

XL Technologies has developed a comprehensive research report titled “Why You Should Always Be Recruiting” to help address the difficulty of finding top real estate agents to join your team. Due to the increasingly competitive nature of the industry, waiting for talented agents to come to you is not a viable strategy for success, even in mild economic downturns.

The report explores the current state of recruiting, including the obstacles and opportunities present in the industry. It also offers insights into the retention strategies of agents, which will help you understand what motivates them to remain with a brokerage.

In addition, the report examines the advantages and disadvantages of passive and active search approaches, providing essential information in determining the best strategy for your brokerage.

Always Be Recruiting Research Report

Finally, XL Technologies provides four effective tactics to build your agent pipeline, which can give you an edge over the competition.

If you are serious about attracting top real estate agents, the “Always Be Recruiting” report from XL Technologies is an absolute must-read. Download your copy today to gain valuable insights into the recruiting process and stay ahead of the competition.

Download the “Why You Should Always Be Recruiting” Research Report

Gain the upper hand in the war for real estate talent by downloading XL Technologies’ “Always Be Recruiting” report and learn the strategies to attract, engage, and retain top agents.

The Power of Recruitment and Retention in Modern Real Estate Brokerages

Recruitment and Retention Strategies for Modern Real Estate Brokerages

Improve Your Real Estate Brokerage’s Success with Modern Recruitment and Retention Strategies

As the real estate industry evolves, so do the ways in which brokerages recruit and retain agents. Traditional methods of tackling these ideas may no longer be effective due to the emergence of a new generation of young, educated, and ambitious agents who seek more than the standard tools, training, and support from their brokerage. Today’s real estate agent is an entrepreneur seeking a brokerage that can foster an atmosphere of success and retain them with a culture that aligns with their values.

A recent article in Fast Company stated that culture has become more important to millennial workers with nine in ten saying it is “extremely important” for them to have nurturing culture at work.

Brokers frequently regard recruitment as their most significant goal, yet often do not have a dedicated focus on it. Many tend to recruit only when they have time or have lost agents. Their approach to outbound marketing initiatives is often too generic to appeal to modern agents, and they fail to distinguish themselves from other brokerages in their market. They don’t even establish a profile of their ideal agent, taking a “Spray and Pray” approach to recruit, which involves sending out mass messages via text or email without any real strategy.

The Push vs. Pull Approach

Brokerages must understand that recruitment and retention are equally crucial to their success. Instead of pushing their message out to every agent in the market, they should focus on building a strong, loyal, and productive team of the type of agent they are looking to attract. To do this, brokers must know who their ideal agent is and how much the lifetime value of that agent is worth before embarking on any recruiting outreach.

Brokers need a dedicated recruitment and retention strategy with a clear and well-defined process that outlines the steps that should be taken to attract, train, and retain the best agents in their market.

There is also a need for a shift in the verbiage used in the traditional brokerage model. Expressions such as “attraction,” “investing in,” and “talent” or partnering with are more professional, modern, and appealing to the modern-day agent. This language change can help brokerages better connect with agents and convey a sense of partnership rather than ownership.

Do you Speak Their Language?

Most recruiting materials fail to convey recognition, respect, and a sense of partnership. They don’t speak the language of modern agents, even though the agent is the prime customer. Brokerages need to elevate their messaging, separate themselves from their competition, and move their target agents to action with value-based messaging to attract a steady stream of quality agents. To do this, brokerages must take an omnichannel approach, with targeted advertising campaigns, social media marketing, display advertising, and email campaigns that communicate value over features.

In fact, a recent survey of hundreds of agents in the United States and Canada, conducted by RE/MAX, found that a positive brokerage reputation is one of the driving forces behind an agent’s decision to join any particular brokerage. Therefore, it’s critical for Brokers to establish themselves as leaders in the market.

Stop Yelling Into an Empty Room.

Providing competitive compensation plans, tools, and resources for success is one of the critical factors in attracting and retaining top real estate agents. However, if a prospective agent never gets that message, it’s like yelling into an empty room; nobody will hear you. Therefore, brokerages should invest more in omnipresence advertising and marketing to keep their message in front of the agents in their markets. This allows them to maintain top-of-mind awareness, so when agents are ready to make a change, they are drawn to the messaging and take the desired action to reach out and start a conversation.

Developing an Omnipresence?

Some way to develop omnipresence is to:

  • Define who your ideal agent is and what their lifetime value is.
  • Develop clear, concise messaging that focuses on value, not features.
  • Advertise that value on multiple platforms, so keep your message in front of your target agents.
  • Automate the process to nurture agents from the initial consideration stage to onboarding.
  • Conduct surveys of your current agents to understand why they joined you and what makes them stay with you.

Look in the Mirror.

Remember that most brokerage owners are not great at objectively evaluating themselves. Therefore, it’s best to leverage a marketing and advertising firm specializing in developing and executing omnipresence advertising campaigns. For instance, when we work with our clients, the first thing we do is conduct a series of interviews with leadership and develop an objective SWOT analysis before any messaging is developed.

SWOT Analysis

This initial research is critical to ensuring the messaging and value are clearly defined. Next, we help them determine the ideal agent they want to attract. This is done through a series of exercises and analysis of their current roster. Once we have our perfect target agent to communicate with, we look at the competitive landscape. This involves researching what each competitor in the market is doing to attract and retain agents. From there, we decide on the target platforms best suited to reach their ideal agent avatar. After completing all the research, we start designing a strategy to communicate our client’s value. This often requires a complete overhaul of all massaging and outreach strategies to pull in the targeted agents. This can include social media advertising, retargeting campaign, and developing a dedicated recruiting website so prospective agents can investigate the positive impact of making the switch. It’s important to remember that having one page on your current consumer-facing site with a list of bullets and a form is not enough. The copy and imagery on the page need to convey value, not features. Copy needs to be structured to highlight how the agent’s 0life will improve by making a change. It must logically walk them through the broker’s value proposition so they want to contact you and learn more.

In conclusion,

Modern brokerages need to develop a solid recruitment and retention strategy that aligns with the values and expectations of today’s real estate agents. To attract and retain top talent, brokerages must focus on building a culture of success, speak the language of modern agents, and use value-based messaging to differentiate themselves from their competition. Investing in advertising and marketing campaigns that communicate the brokerage’s unique value proposition can help keep their message in front of their target agents and foster a sense of partnership, resulting in a steady stream of quality agents who will drive the brokerage’s success.

Top 5 Reasons Your Brokerage Should be Advertising and Not Recruiting

Top 5 Reasons Your Brokerage Should be Advertising and Not Recruiting

If you’re looking to grow your real estate brokerage, the quality and quantity of your agents are critical to your success. But how do you attract and retain top talent?

While recruiting has been the traditional method, there’s a smarter way to fill your pipeline with the best agents – advertising.

Top 5 Reasons Your Brokerage Should be Advertising and Not Recruiting

In this download, you will learn the following:

Why cold outreach is inefficient

Cold outreach, such as direct mail, email campaigns, or phone calls, can be time-consuming and ineffective.

Advertising is less intrusive

Recruiting can be intrusive and even off-putting for potential agents.

Build trust with an omnipresent brand

Advertising allows you to build a strong, omnipresent brand that potential agents can trust and recognize.

Showcase your company’s culture.

Advertising allows you to showcase your company’s culture and values, which can be a significant factor in attracting and retaining top talent.

Boost agent loyalty and retention.

Advertising can help you retain your top-performing agents by creating a strong sense of loyalty to your brand.

Claim your FREE download

If you’re ready to take your real estate brokerage to the next level, consider advertising instead of traditional recruiting methods. By leveraging the power of advertising, you can attract top talent, build a strong brand, and retain your best agents for years to come.

Case Study: Realty Executives Home Towne

How XL Technologies helped Realty Executives Home Towne Increase Brand Visibility in their Markets

XL Technologies helps a well-established brokerage franchise create an omnipresence ad campaign to increase visibility into its brand in Michigan.

As a leader in real estate agent recruiting, XL Technologies’ marketing team helped this 55-year-old brokerage increase its visibility to all area agents via an omnichannel advertising
campaign and targeted follow-up nurturing and appointment-setting campaigns.

The challenge

Realty Executives Home Towne was looking to execute a comprehensive omnichannel advertising campaign strategy to saturate the area with their brand and messaging. Although part of the Realty Executives’ corporate brand, they did not feel that their specific value proposition was being represented in the markets they served. Additionally, there was increasing competition in their markets, and they needed a comprehensive solution that kept their brand at the forefront of the agent’s mind.

The solution :

After an initial discovery session with key decision-makers, our team spent several weeks researching the markets, understanding the competition, and reviewing the corporation’s recruiting collateral to develop a plan of attack. From there, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel outreach campaign.

Once we defined the targeting, the project’s second phase was to develop a recruiting website consistent with the Realty Executives corporate brand and adhere to the branding guidelines set forth by Realty Executives. Since Realty Executives Home Towne already has strong branding, our team was tasked with communicating Realty Executives Home Towne’s value proposition, positioning them as experienced leaders in the target markets, and maintaining brand consistency across all campaign assets.

We started by creating a series of wireframe mockups to define how the information would be organized and communicated to the target agents. Then we did an in-depth review of all existing branding and style documents to ensure we maintained consistent branding and messaging.

The advertising campaign included the following:

Creative development of all campaign assets, including graphic design and copywriting, to support Facebook, Instagram, LinkedIn, and email platforms.Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creativity to keep the campaigns from going stale and performing at maximum efficiency.
Custom integration of the recruiting website directly into the Realty Executives Home Towne’s scheduling and lead management CRM systems.Created a series of graphical display ads targeted at a custom cold top-funnel audience using the Adroll platform.
Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where Realty Executives Home Towne was looking to grow market share.Created a multi-step email sequence targeted at a cold audience to drive interest in the brand.
Developed targeted audiences using Facebook’s interest level categories, XL Technologies’ proprietary database of real estate professionals, and transaction data pulled from Market View Broker to build custom target audiences.Created a series of advertisements retargeting recruiting website visitors who previously expressed interest in Realty Executives Home Towne but did not convert.
Created a follow-up text message engagement campaign to all agents who received a cold call but did not respondImplemented a comprehensive follow-up strategy with responses to all leads within two minutes of submission via email and text messaging.
Pre-qualified all leads and booked only the qualified leads on the brokers’ online scheduling system.Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join.

“The XL Technologies team is fantastic. They really worked to understand our unique model in the marketplace. They produced a campaign that aligned with our corporate branding and tailored the messaging perfectly. They were able to target the exact types of agents we were looking for and stayed on top of all the key metrics to ensure we stayed on budget and the ads performed at a very high level. A very impressive team that I highly recommend.

Frank Locricchio, Broker/Owner Realty Executives Home Towne

The results:

This multi-channel approach, coupled with our proprietary database of real estate professionals, attracted over 138 leads within a twelve-month period:


Agents reached
in their geographic


Contact rate off
lead inquiries


Impressions of the
Realty Executives
Home Towne brand

Ready to start growing your agent brokerage
with the same strategies?