Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
The real estate industry thrives on talent, but identifying the next top-producing agent isn’t as simple as scanning resumes. The best agents aren’t just those with prior real estate experience — they’re individuals with an innate ability to connect, persuade and solve problems.
While traditional hiring pools may yield solid candidates, thinking outside the box — way outside — can lead you to discover exceptional talent where you least expect it.
I’ve identified what I refer to as the 12 pillars of recruiting. From developing an agent referral program to new licensees to co-op agents, I’ve discovered that all of them work. Agent attraction is an active, not passive, pursuit. I’ve learned that the inability to identify, attract and bring in great talent is more related to a lack of activity than what is going on in the market.
Pillar Four is “Always be recruiting.” Wherever you are, you should have the mindset of always recruiting. This pillar focuses on people who are not currently in real estate.
You may encounter a restaurant server, for example, who displays exceptional customer service, someone who is a natural with people and genuinely cares about their job and your satisfaction. Learn to identify exceptional individuals and, along with giving them a great tip, you can offer them a great opportunity that may be life-changing to that person.
The DNA of a top producer
Before exploring where to find your next superstar agent, it’s important to understand what makes a top-producing agent in the first place. I often say that great agents aren’t recruited, they’re developed. So recognizing great people is the first step.
These individuals possess exceptional people skills, resilience and an entrepreneurial spirit. They excel at selling, negotiating and managing their time effectively. They are self-motivated, persuasive and relentless in their pursuit of success.
With these qualities in mind, let’s examine some unconventional places where you might meet your next top agent.
High-end retail stores
Luxury retail employees, particularly those working in high-end boutiques, jewelry stores and car dealerships, have a natural ability to cater to discerning clients. They master the art of relationship-building, customer service and handling high-ticket transactions.
If someone can sell a $50,000 watch or a $100,000 luxury vehicle, imagine what they could achieve in real estate. These professionals already know how to listen, build trust and close deals — making them prime candidates for a career transition.
The fitness industry
Personal trainers and fitness coaches are often natural entrepreneurs. They build and maintain their own clientele, foster long-term relationships and motivate people to achieve their goals. Success in fitness requires persistence, discipline and strong communication — qualities that mirror those of a top-producing real estate agent. Trainers who understand the value of networking and personal branding may find that their people skills translate seamlessly into real estate commissions.
Hospitality professionals
If you’ve ever received five-star service from a hotel concierge, you’ve encountered someone who would likely excel in real estate. Hospitality professionals know how to anticipate needs, solve problems quickly and keep clients happy. Bartenders, too, have an uncanny ability to engage people, read personalities and make compelling recommendations. These individuals are accustomed to working under pressure and managing multiple demands simultaneously — valuable skills in a competitive real estate market.
I recall the story of a broker who encountered two young bartenders, Sarah and Veronica, in Pacific Palisades, California. The broker saw something extraordinary in them, engaged in a conversation and worked with them to incorporate transition time. Soon enough, they were earning seven figures in real estate.
Car dealerships
The best car sales professionals aren’t just selling vehicles; they’re selling dreams. They understand the psychology of a sale, how to overcome objections, and how to close deals with confidence. Many top real estate agents started in car sales because the ability to handle big-ticket negotiations and guide customers through major financial decisions translates seamlessly into real estate transactions.
Educators and teachers
Teachers might not be the first professionals you consider for a sales role, but their ability to break down complex topics and build relationships is invaluable. They are organized, patient, and excellent at guiding people through processes — just like a real estate agent helping a client navigate a transaction. Their ability to communicate effectively and adapt to different personalities makes them strong candidates, especially in markets where explaining contracts and finances is crucial.
Freelancers and small business owners
Entrepreneurs already have the drive and resilience required to thrive in real estate. They’re accustomed to creating their own opportunities, managing their schedules and taking financial risks. Whether they’re marketing consultants, photographers or designers, those who have built a successful business on their own are often highly self-motivated and willing to do what it takes to succeed—key traits of a top-producing agent.
Social media influencers and brand ambassadors
Influencers and brand ambassadors understand the power of marketing, personal branding and audience engagement. Many have built loyal followings by mastering the art of persuasion and content creation. Since real estate success is closely tied to effective self-promotion and lead generation, individuals who already excel in digital marketing and audience engagement can bring a modern edge to your team.
Military veterans and law enforcement officers
Few professions instill discipline, resilience and problem-solving skills quite like the military or law enforcement. Veterans and officers are highly adaptable, remain calm under pressure and excel at working with diverse individuals. These qualities make them strong candidates for real estate, particularly in high-stakes negotiations and fast-moving markets.
Nonprofit fundraisers and charity event planners
Fundraisers have a knack for networking and persuasion. They know how to cultivate relationships, build trust and secure financial commitments — skills that align perfectly with selling real estate. A person who can convince donors to contribute to a cause can just as easily help buyers and sellers navigate the largest transactions of their lives.
Mortgage and banking professionals
If someone already understands the financial side of real estate, they’re halfway to being a great agent. Mortgage loan officers and banking professionals are familiar with lending, contracts and financial negotiations, making them a natural fit for real estate sales. Their ability to analyze numbers and guide clients through financial decisions can be a huge asset in a competitive market.
Finding talent where others aren’t looking
The best agents don’t always come from traditional backgrounds. Sometimes, the ideal candidate is already excelling in a different industry, just waiting for the right opportunity. By looking beyond the typical talent pool and considering professionals with transferable skills, you open the door to discovering high-performing individuals who have the potential to dominate in real estate.
So, the next time you receive exceptional service at a luxury store, chat with a charismatic fitness coach, or meet a top-performing salesperson in another industry, consider asking: “Have you ever thought about real estate?” The answer might surprise you — and lead you to your next top producer.
