This article is part of our Real Estate & Property Management Marketing Guide: how buyers, sellers, owners and tenants find you online, what the housing ad rules allow, and how to choose the right help. Want to know where your site stands? Get a free 20–30 page website audit within 24 hours.
A brokerage recruiting page should answer the questions agents ask before they switch. How do they get paid? What support do they get, what does it cost and what is the culture like? Put those answers in plain writing, add proof from your current agents and make it easy to book a private conversation. Most recruiting pages fail because they say "join our family" and nothing else.
This guide shows you what to put on the page, how to keep it accurate and compliant, and how to help it get found. It is part of our Real Estate and Property Management Marketing Guide.
Rules for brokerage advertising and agent agreements vary by state. Have your designated broker and counsel review the final page.
Key Takeaways
- Lead with what agents care about most: pay structure, fees, support, leads, training and tools.
- Publish only numbers you can document, such as your actual fee schedule or agent count.
- Show real agents, with their permission, saying specific things about working with you.
- Keep brokerage name and license details on the page your state requires.
- Use a clear call to action, such as a confidential call, and route those leads to the right person fast.
What agents want to know
Agents considering a move usually compare brokerages on the same short list. Your page should cover each one:
- Compensation: your split model, caps, flat fees or other structure.
- Fees: desk fees, transaction fees, technology fees, E&O insurance and anything else they pay.
- Leads: whether you provide them, how they are assigned and what they cost.
- Support: transaction coordination, marketing help, admin staff.
- Training and mentoring: for new and experienced agents.
- Technology: CRM, website, IDX, transaction software.
- Culture and expectations: meetings, minimums, team structure.
- Location: offices, markets and where agents can work.
If you don't want to publish exact numbers, say what the structure is and invite agents to ask. Vague pages lose to clear ones.
A recruiting page structure that works
1. Headline and promise
Say who the page is for and what is different. For example: "For agents in [your market] who want hands-on transaction support." Avoid claims like "the best brokerage in town" unless you can prove them.
2. The short version
A three-to-five bullet summary of your offer: model, support, tools, training, market.
3. How you get paid
Explain the structure in plain English. Use a small table if you offer more than one plan.
| Plan | Who it suits | How it works |
|---|---|---|
| Plan A | New agents | Describe split, mentoring, any cap |
| Plan B | Experienced agents | Describe split or flat fee, cap |
| Team option | Team leaders | Describe how team splits work |
Replace each cell with your actual terms. Have your broker check every figure.
4. What's included
List support and tools by name. If you provide a CRM or website, say which one. If an agent pays extra for something, say so.
5. Agent stories
Short quotes from current agents, used with written permission. Specific beats general. "My transaction coordinator handles every deadline" says more than "great culture."
Don't edit quotes to change their meaning. The NAR Code of Ethics asks REALTORS® to "present a true picture" in their advertising and marketing.
6. Leadership
Photos and short bios of the broker and key staff. Agents want to know who they'll work with.
7. Questions and answers
Answer the questions your recruiters hear most. This section also helps the page appear in search and AI answers.
8. Call to action
Offer a confidential call or a short form. Ask only for name, contact, current brokerage and years licensed. Route it to your recruiter's phone right away.
Keep the numbers honest
Recruiting pages are tempting places for big claims. Stick to what you can document:
- Agent count: state it with a date, such as "as of October 2026."
- Production figures: cite where they come from, or leave them out.
- Income examples: avoid promising what an agent will earn. Results depend on the agent.
- Lead claims: say how leads are generated and assigned, not how many deals they produce.
If a number would be hard to prove to a regulator or a skeptical agent, cut it.
Compliance checks
A recruiting page is still brokerage advertising in many states. Check these before publishing:
Firm and license details
For example, California's 10 CCR § 2773 lists websites owned, controlled or maintained by the licensee among first-point-of-contact materials. Those must show the license number and responsible broker's name. NAR Standard of Practice 12-5 requires your firm name "in a reasonable and readily apparent manner."
In Texas, homepage rules apply to business websites. Under 22 Tex. Admin. Code § 531.20, license holders must link the Information About Brokerage Services notice from the homepage of each business website. If your recruiting page lives on a separate site or subdomain, ask your broker whether it counts.
Agent status
How you describe the relationship matters. Many agents work as independent contractors, not employees. The IRS page on statutory nonemployees says licensed real estate agents are treated as self-employed for federal tax purposes when two more conditions hold. Substantially all their pay must relate to sales or output, not hours worked. And there must be a written contract saying they won't be treated as employees for federal tax purposes.
Make sure the words on your page match your agent agreements. Words like "hire," "salary" or "employee" can confuse the relationship. Ask counsel to review.
Equal opportunity
Write the page so any qualified licensee feels welcome. Avoid wording or photos that suggest you want agents of a particular age, gender or background. Have counsel check against the employment and contractor rules in your state.
Help the page get found
Agents search for brokerages too. They also ask AI assistants which brokerages in their market offer certain splits or support.
- Title and heading: use the words agents search, such as "[City] real estate brokerage careers" or "join our brokerage."
- Local detail: name your offices and markets.
- Questions and answers: answer real questions in short paragraphs.
- Links: link to the page from your main menu, footer and agent bios.
- Structured data: if you post a specific open role, such as a transaction coordinator, Google's JobPosting guidelines apply. They say the markup "must only be used on pages that contain a single job posting." They also list "CONTRACTOR" as an allowed employment type. They bar postings "that require payment from applicants."
For a general "join us" page rather than a single role, standard Organization and LocalBusiness markup is usually a better fit. Our guide to schema markup for real estate websites covers the options.
Agent recruiting tools exist too. For example, BoldTrail describes a "BoldTrail Recruit" product with a recruiting dashboard and campaigns (checked 29 October 2026). A tool helps you follow up; the page still has to make the case.
Promote the page
- Share it in a personal message to agents you already know.
- Add it to your email signature and your brokerage's social profiles.
- Mention it at local association events, following each event's rules.
- If you run ads to it, keep claims the same as the page and follow each platform's employment ad rules.
Measure it
Track three numbers each month:
- Recruiting page visits
- Confidential call requests or form fills
- Agents who joined, and how they first heard about you
If visits rise but calls don't, the page isn't answering the right questions. Review it with two or three recently joined agents and ask what almost stopped them.
Related reading
Deciding how agents should appear on your site? See personal agent website vs brokerage site and building a website for a real estate team. For brokerage-level local search, see how brokers can use local real estate SEO.
Next step
If you'd like help writing, designing and launching a recruiting page that fits your brokerage, see our real estate website design and SEO services. To talk through your recruiting goals, schedule a discovery call.
Frequently asked questions
Should a brokerage publish its commission splits?
Many brokerages publish their structure because agents compare it first. If you prefer not to publish exact figures, explain the model and invite questions. Either way, keep the page accurate and approved by your broker.
What's the best call to action for a recruiting page?
A confidential call or a short form works well, since agents may not want their current brokerage to know they're looking. Promise privacy only if you can keep it. Route requests to your recruiter quickly.
Can I use JobPosting structured data for agent recruiting?
Google's JobPosting markup is for pages with a single job posting. It lists "CONTRACTOR" as an allowed employment type. A general "join our brokerage" page usually suits Organization or LocalBusiness markup better.
Do I need my license number on a recruiting page?
It depends on your state. For example, California treats websites the licensee controls as first-point-of-contact materials that need the license number and responsible broker's name. Ask your broker.
How often should I update the recruiting page?
Review it whenever your fees, plans, tools or leadership change, and at least once a quarter. Date any agent count or production figure. Outdated details cost you trust with the agents you want most.
