The math is simple but often overlooked: retaining a top-producing agent is far more valuable than recruiting an unknown quantity. In 2025, with 28% of real estate leaders citing retention as their top workforce concern, this principle has never been more relevant.
The costs of agent turnover are staggering. Beyond the direct expenses of recruiting and onboarding—which can run $15,000-$25,000 per agent—there are hidden costs: lost client relationships, damaged market reputation, and the risk that departing agents take listings and buyers to competitors.
So what keeps agents from leaving? Commission splits matter, but they're not everything. Surveys consistently show that agents value support systems, technology tools, lead generation assistance, and positive culture alongside their earnings potential.
Leading brokerages are getting creative with retention strategies. Some offer equity participation or profit-sharing arrangements that align agent and company interests. Others invest heavily in marketing support, providing agents with professional photography, videography, and social media management.
Training and development programs have become major differentiators. Agents who feel they're growing professionally—learning new markets, mastering new technologies, developing leadership skills—are more likely to stay even when competitors offer higher splits.
Recognition and community also matter. Creating opportunities for collaboration rather than pure competition, celebrating successes publicly, and maintaining regular communication from leadership all contribute to a culture where people want to stay.
For brokerage leaders, the retention focus requires a shift in mindset. Rather than viewing agents as independent contractors who might leave any moment, the most successful firms view their top performers as partners worth investing in for the long term.