Good Luck Recruiting: Fewer Real Estate Agents Say They're Willing to Change Brands

Coldwell Banker Real Estate announced the results from its annual "Agent Priority Report," which found that the majority of agents surveyed say staying that they are staying where they are, potentially creating a new recruiting challenge for brokerages. Conducted by Quester Research, the report surveyed the Coldwell Banker-affiliated and non-affiliated agents to gauge how they are feeling about today's real estate market, their priorities and their views on the industry's leading real estate brands.

Fewer agents say they are willing to change affiliation

Agents are sticking to their brand, with survey results showing that across brands, a significant number of respondents are less willing to change brand affiliation. In fact, compared to 51% in 2019, 75% of agents surveyed in 2023 say they will not change affiliation in the next two years.

Agents want top-of-the-line resources and experiences

• 95% of respondents agreed that best-in-class service to customers is the most important brand attribute.
• The power of brand image marketing to bolster an agent's business, more tech and tools to enhance an agent's overall experience and value proposition, and more leads are the top items agents are looking for in 2023

"Amid economic headwinds, it's no surprise agents are reticent to move. However, agents should remain open to the opportunities a more established brokerage can offer," said Liz Gehringer, president and CEO of Anywhere Franchise Brands. "Real estate agents are committed to helping their clients find their dream home and expect prime resources and services from their brand."