The real estate industry has always been competitive, but lately, the race isn’t just for clients—it’s for talent. Whether it’s commercial or residential, brokerages and property firms are facing a new kind of market pressure: finding and keeping great people. And in today’s labor landscape, that’s no small feat.

The Talent Crunch Is Real

According to Deloitte’s 2024 Commercial Real Estate Outlook, 68% of surveyed executives cited talent acquisition and retention as one of their top three priorities. That’s not surprising. Real estate roles today require a hybrid of old-school hustle and new-school savvy. Professionals must be as comfortable negotiating contracts as they are interpreting data dashboards and virtual tours.

But here’s the rub: the best people know their worth. They’re not just shopping for a job—they’re shopping for a mission, a culture, and a lifestyle that aligns with their values.

Why Are Top Pros on the Move?

Even before the pandemic reshaped our working lives, real estate professionals were craving flexibility, tech-forward environments, and more human-centric leadership. The Great Resignation accelerated this shift, and many talented agents, property managers, and marketing specialists took the opportunity to reassess what they want from their careers.

Many cited burnout, lack of career development, and outdated management styles as top reasons for leaving. In a 2023 PwC workforce survey, 26% of U.S. workers said they planned to change jobs in the next year, with real estate and financial services showing higher-than-average churn rates.

Attracting the Best: Think Like a Candidate

If you’re looking to win the war for talent, start by thinking like the professionals you want to hire. What’s in it for them?

Here are a few must-haves for attracting top-tier talent:

A Strong Employer Brand

People want to work for companies they admire. That means your brand can’t just resonate with clients—it has to speak to potential employees, too. Show off your team culture on social media. Highlight employee stories. Make your mission and values crystal clear on your careers page.

Competitive (and Transparent) Compensation

The days of vague commission splits and mystery bonus structures are fading. Be up-front about what candidates can expect. And yes, offer more than just money. Health benefits, flexible schedules, remote work options, and mental health support are major differentiators.

A Modern Tech Stack

You can’t attract digital-native professionals with analog tools. Invest in CRM platforms, marketing automation, and virtual tour tech. Not only does it help them do their jobs better—it shows you take innovation seriously.

Clear Growth Paths

No one wants to feel like they’re treading water. Whether it’s formal mentorship, leadership training, or stretch assignments, make it easy for your team to visualize a long-term future with you.

Purpose-Driven Culture

Real estate is about more than transactions; it’s about community. Employees want to feel like they’re contributing to something meaningful. Get involved in local initiatives, support charitable causes, and connect your work to a broader impact.

Retention: Keep Them Coming Back for More

Attracting talent is one thing. Keeping it is another. Once you’ve got great people on board, here are some ways to make sure they stay:

  • Listen Up: Regular check-ins, stay interviews, and anonymous surveys help you catch small issues before they become big problems.

  • Celebrate Wins: Recognition matters—especially in high-pressure industries. Celebrate closings, but also celebrate teamwork, innovation, and integrity.

  • Support the Whole Person: Whether it’s offering flexible hours for working parents or supporting continuing education, showing you care goes a long way.

Bottom Line

The war for talent in real estate isn’t cooling down anytime soon. But with a thoughtful approach to culture, compensation, and career development, you don’t have to outspend the competition—you just have to out-care them.

In today’s market, authenticity, transparency, and empathy are your best recruitment tools. Because when you build a place where top professionals want to work, recruiting becomes a whole lot easier.

Curious how your company stacks up in the war for top talent? Let’s talk.

Citations:
Deloitte. (2024). 2024 Commercial Real Estate Outlook. https://www2.deloitte.com
PwC. (2023). U.S. Pulse Survey: Cautious but not frozen. https://www.pwc.com