Stronger lead generation systems and commission structures are driving more agents to consider switching their brokerage affiliations in the coming year, according to Coldwell Banker Real Estate’s annual Agent Priorities Report published on Wednesday. In the survey of 1,500 agents, 39 percent said they plan to switch brokerages. That’s a 56 percent increase from 2023 when 25 percent of agents said the same thing.
At Inman Connect Las Vegas, July 30-Aug. 1, 2024, the noise and misinformation will be banished, all your big questions will be answered, and new business opportunities will be revealed. Join us.
Stronger lead generation systems and commission structures are driving more agents to consider switching their brokerage affiliations in the coming year, according to Coldwell Banker Real Estate’s annual Agent Priorities Report published on Wednesday.
Jason Waugh | Credit: LinkedIn
In the survey of 1,500 agents, 39 percent said they plan to switch brokerages. That’s a 56 percent increase from 2023 when 25 percent of agents said the same thing. Of the 852 respondents affiliated with Coldwell Banker, the growth in agents who said they plan to move increased marginally from 2023 (30 percent) to 2024 (31 percent).
“Given today’s challenging landscape, many agents have become more open to leaving their current company and working with a partner who best supports their personal and career goals,” Coldwell Banker Affiliates President Jason Waugh said in a written statement.
For agents who plan to switch brokerages this year, wanting more referrals and leads (52 percent), better training and education opportunities (44 percent), a better commission structure (42 percent) and better team support (42 percent) are the driving factors behind their decision.
When it comes to agent priorities, brand trust (93 percent), marketing and advertising support (88 percent), a strong brand image (85 percent), recognizability (83 percent) and leading-edge…