Recruiting advantage: How indies can deliver what agents really want

Agents don’t just want a place to hang their license, coach Verl Workman writes. They want leadership they trust and a story they can be part of.

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Invest in yourself, grow your business—real estate’s biggest moment is in San Diego!

The real estate landscape today isn’t a battle between independents and big brands. The truth is, both models bring real value to the industry. Large brands often deliver tremendous resources, recognition and systems at scale. Many also have outstanding local leaders who care deeply about their agents and communities.

At the same time, independent brokerages offer something different — not necessarily better, not worse — simply different. They bring agility, authenticity and a level of personal connection that’s hard to manufacture at scale.

This isn’t about who wins or loses. It’s about understanding what your model does best — and for independent brokers, the opportunity to shine has never been greater.

What agents value today

For years, many agents believed that a recognizable logo was the shortcut to credibility, training and opportunity. Today’s agents are more discerning. They’ve learned that while brand matters, support matters more.

What they’re really seeking is:

• A broker they can actually reach
• Mentoring that moves the needle in their business
• Leadership that’s invested in their growth
• Systems that simplify, not complicate

Big brands can absolutely provide these — and many do. What makes independents distinct is how personally and how quickly they can deliver them. You’re not navigating layers of policy or approval. You’re building side-by-side with your people. That speed, responsiveness and personalization? That’s not a limitation. That’s a superpower.

The indie advantage

Independent doesn’t mean small. It means flexible, human and intentional.

Most indies operate leaner, which creates room for clarity and reinvestment. That doesn’t mean racing to the top on splits or cutting corners. It means being transparent. It means agents understand what they’re paying for and why — and that builds trust faster than any commission plan.

Then there’s culture. Culture in an indie isn’t a poster on the wall — it’s what happens every day. When leadership is physically present, coaching is immediate. Questions get answered in real time. Wins get celebrated personally. I once watched an indie broker transform her entire office simply by moving her desk into the bullpen. Production rose. Morale shifted. And recruiting became easier without changing a single marketing message.

And every independent brokerage has something most franchises can’t replicate: a real origin story. Most indies weren’t created to hang a logo. They were built because someone believed there was a better way to serve clients and support agents. When that belief shows up in daily leadership, it becomes your strongest attraction tool. Stories recruit better than slogans ever will.

Attraction beats recruitment

Recruiting isn’t about convincing someone to join you. It’s about creating an environment where the right people feel like they belong.

I once asked a struggling broker, “If you were a brand-new agent today, would you join your own brokerage?” The pause told us everything we needed to fix. When training, systems, leadership and culture align, agents aren’t just signing paperwork – they’re stepping into a partnership.

When your environment genuinely supports growth, you stop chasing people. The right people find you.

Focus on qualities, not quantity

Independent brokerages have a luxury many large organizations simply can’t replicate: selectivity. You actually know the people walking through your door. That means you don’t have to recruit bodies. You get to recruit builders.

The strongest indie leaders look for what author Patrick Lencioni calls the ideal team player: Hungry, humble and smart.

• Hungry — They want a real career, not just the next commission.
• Humble — They’re coachable and open to systems and feedback.
• Smart — They make good decisions under pressure and stay students of the business.

When you recruit these qualities instead of chasing headcount, production rises, turnover drops and culture stabilizes. Growth becomes sustainable instead of chaotic.

Compete on experience, not size

Big brands often compete on scale, but indies can win on experience.

Every interaction – the interview, the first coaching session, the first tough transaction, the first real win – becomes part of your value proposition. Don’t hold meetings because the calendar says so. Host masterminds that solve real problems. Offer training that’s practical and role-specific. Celebrate wins in ways that matter, with attention not just to gross volume, but to net results and quality of life.

Agents don’t usually leave companies. They leave leaders. And agents stay where they feel seen, supported and surrounded by people who want them to win.

The bottom line

There is room – and need – for both independent brokerages and large brands in today’s industry. Big companies bring scale, infrastructure and powerful systems. Independent brokers bring speed, authenticity and deeply personal leadership.

If you lead an indie, don’t underestimate what you bring to the table.

Agents don’t just want a place to hang their license. They want leadership they trust. Systems that help them grow. A culture that lifts them. A story they can be part of.

That’s not anti-franchise. That’s simply the indie advantage.

It’s never been a more exciting — or more demanding — time to be an independent brokerage. This December, Inman is celebrating the Indie Broker. We’re digging into the tech, tools and strategies today’s leaders are using to grow in a shifting market and consolidating industry. Find out what’s working — and what’s next.

Verl Workman is the founder and CEO of Workman Success Systems and author of Raving Referrals for Real Estate Agents. Connect with him on LinkedIn or Instagram.

Topics: independent brokers Show Comments Hide Comments Sign up for Inman’s Morning Headlines What you need to know to start your day with all the latest industry developments Sign me up By submitting your email address, you agree to receive marketing emails from Inman. Success! Thank you for subscribing to Morning Headlines. Read Next What agents want in a brokerage (Hint: It’s not just about money) How to keep agents motivated if they're worried about commissions Here's why SMART goals are dumb and STUPID goals work better Listing leverage: How to win the game of securing sellers More in Indie Broker Month Why more brokerages should fight for their buyer agent commissions 70% of digital transformations fail. The other 30% will redefine us How this brokerage CEO went from slinging 'za to indie leadership 8 reasons your brokerage needs an agent recognition plan

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