Designing Job Ads to Attract Realtors After a Brokerage Conversion

Hook: Capture converting agents before your competitors do

After REMAX announced the late-2025 conversion that added roughly 1,200 agents and 17 offices in the Greater Toronto Area, employers everywhere faced a familiar recruiting pressure: a sudden pool of highly mobile talent ripe for reconsidering their franchise choices. If your brokerage wants to hire agents who are actively evaluating a switch, generic job ads won’t cut it. You need ads that speak directly to what converting agents care about now—transparent commission structure, migration support, platform parity, and a clear career path.

Why franchise conversions reshape the recruiting landscape in 2026

Major franchise moves—like the REMAX conversion in late 2025—create short windows of heightened candidate interest. Converting agents are often assessing:

• Brand reach and marketing strength
• Tech and tools (CRM, transaction management, AI-driven lead gen)
• Commission structure and out-of-pocket fees
• Team and culture fit during transition

By 2026, these priorities are amplified by two trends: rapid adoption of AI-enabled tools that change productivity expectations, and hybrid office models that make non-financial benefits (flexibility, coaching, community) decisive.

"We’re thrilled to welcome Vivian, Michelle, Justin and their sales associates into the global REMAX community," REMAX CEO Erik Carlson said in the company release on the conversion.

Most important takeaway (read first)

Design job ads that lead with specific, verifiable value: exact splits, caps, dollar examples of agent net income, the tech stack, lead sources, and a clear 60–90 day onboarding plan for agents moving franchises. These are the factual elements converting agents evaluate first.

9 principles for job ads that attract converting agents

1. Lead with transparent compensation

Show the math. Instead of “competitive splits,” use line items: split, cap, desk fees, transaction fees, marketing fees, referral fees, and examples (e.g., "Keep 85% on first $100k GCI, 95% after cap").

2. Speak to migration pain points

Agents switching franchises worry about listings, branding continuity, and MLS integration. Include a short onboarding timeline and migration support (branding transition kit, MLS transfer assistance, signage, and client communication templates).

3. Detail the tech stack and integrations

List the specific tools: CRM, transaction management (TMS), CMA tools, lead platforms, whether you provide AI-powered lead scoring or automated follow-ups. Converting agents compare tool parity against their old franchise. If you want to be tactical about tools and integrations, run a quick one-day tool audit before publishing your ad.

4. Prioritize outcome-focused benefits

Show expected outcomes, not just features. Replace “great coaching” with “monthly 1:1 business planning, 12-week listing prospecting sprint, and an assigned mentor until 30 closed transactions.”

5. Use social proof and migration case studies

Short, verifiable examples resonate: "After a 2025 franchise shift, our office reduced listing fallout by 40% and closed 18% more deals for transferring agents in the first 6 months." Always base claims on measurable metrics and be ready to provide details on request.

6. Segment job ads by agent profile

Create tailored ads for top producers, growth-stage agents, and new agents. Each group has distinct motivators—top producers prioritize splits and lead flow, growth-stage agents want coaching and leads, and new agents need training and low initial costs.

7. Make the call-to-action frictionless

Offer multiple, low-friction ways to engage: one-click apply, 15-minute calendar slots, an option to request a private migration pack, and a sign-up for an invite-only conversion webinar. Micro-events and monetized briefings can be effective in this window — plan them like any other conversion funnel and use a tested playbook for event monetization and invites (micro-event monetization).

8. Show cultural and community support

During franchise transitions, community matters. Highlight local leadership, office events, peer cohorts, and mental health resources—these are differentiation points in 2026’s hybrid work reality. Consider local calendar integrations and community signals when targeting outreach (community calendars).

9. Use real-time personalization and testing

By 2026, AI-driven ad personalization and micro-A/B tests are standard. Customize headlines and landing pages for agents from the converting franchise (e.g., reference "REMAX conversion" in targeted ads) and measure which messages convert best.

Sample job posting templates (copy-ready)

Below are four job posting templates you can drop into your ATS or job boards. Replace bracketed items with local specifics.

Template A — Top Producer (Direct Switch Opportunity)

Headline: Top Producers: Keep 90–100% of Your Commission + Dedicated Lead Flow

Lead paragraph: We’re hiring experienced listing and sales agents ready to move with minimal downtime. Designed for agents considering a franchise switch, our package guarantees transparent splits, migration support, and an exclusive lead stream.

• Compensation: 90% split to 100% after $150k annual cap; no annual desk fee for first 12 months
• Migration support: Brand transition kit, MLS transfer coordination, signage and CRM onboarding in 7 days
• Tech & leads: Proprietary CRM + AI lead scoring, 30 exclusive seller leads per quarter
• Onboarding: 60-day success plan + dedicated operations manager

Apply / Book a 15-min call: [Calendar link]

Template B — Growth-Stage Agents

Headline: Scale from Part-Time to Full-Time — Coaching, Leads & Low Upfront Costs

• Compensation: 70/30 split in your favor for first year; cap system explained
• Training: 12-week acceleration program + 1:1 business planning
• Lead support: Shared lead pool, co-marketing credits, and open houses support

Quick apply: Send résumé and 3-month goal plan to [email address]

Template C — Newer Agents

Headline: New Agents: Low Fees, High Support — Earn Your First 10 Deals

• Fees: Reduced desk and transaction fees for 12 months
• Support: Mentor program, buyer/seller scripts, and lead follow-up automation
• Outcomes: Typical new-agent path: 6–12 months to first 10 transactions

Apply: [Online form link]

Template D — Team Leader / Office Manager

Headline: Lead a Growing Office Post-Conversion — Build Your Team & Retain Talent

• Role: P&L ownership, recruiting budget, growth targets
• Comp: Competitive salary + performance bonus tied to retention
• Support: Centralized marketing, transaction support, and HR

Apply: Send cover letter and leadership portfolio

How to present commission structure clearly (examples and language)

Commission is the primary decision variable for converting agents. Use a consistent format so candidates can compare offers quickly. Start with a one-line summary, then show the math and examples.

One-line summary: "Keep 85% until $100k GCI cap, then 95% thereafter; no desk fee for first 12 months."

Example calculation:

• Agent closes $120,000 GCI in a year
• First $100,000 at 85% = $85,000
• Next $20,000 at 95% = $19,000
• Total to agent = $104,000 (before taxes)

Also disclose common deductions (transaction fees, marketing levies) and any sign-on bonuses or retention incentives tied to conversions.

Where to place these job ads for maximum reach

Targeted placement is key during a conversion wave. Use a multi-channel approach:

• Industry job boards: Inman, Real Estate Association job pages, and local MLS boards
• Social channels: LinkedIn sponsored posts, targeted Facebook and Instagram ads to specific broker or franchise groups
• Direct outreach: Personalized email + calendar invite to agents impacted by the conversion
• Offline: Office open houses, invite-only conversion briefings, and local networking events

Measure success: metrics and A/B tests

Track these KPIs to learn quickly:

• CTR on job ads and email invites
• Application rate (applicants per 100 ad views)
• Qualified interviews and time-to-hire
• Offer acceptance and 90-day retention

Run A/B tests on:

• Headline (comp vs. tech vs. culture)
• CTA (book a call vs. apply vs. download migration kit)
• Lead messaging (exclusive leads vs. coaching vs. signing bonus)

Legal, compliance, and franchise sensitivities

When targeting converting agents, be careful not to violate franchise non-solicit clauses or local recruitment laws. Best practices:

• Focus ads on general opportunities, not explicit poaching language
• Document all offers and migration assistance for auditability
• Consult legal counsel before offering relocation or signing bonuses tied to an active non-compete

Advanced strategies and 2026 trends to leverage

Use these advanced tactics to stand out in 2026’s competitive environment:

• AI-personalized landing pages: Tailor messaging based on the agent’s current franchise and production level.
• Short recruiter video pitches: 60–90 second messages from the local broker explaining migration steps and benefits.
• Virtual office tours & AR signage: Show how an agent’s brand will live inside your systems post-conversion.
• Data-driven seller/lead credits: Offer lead credits based on closed volume and historical conversion rates to reduce perceived migration risk.
• Retention-first offers: Structured 12-month retention bonuses payable in tiers to ensure longer-term alignment.

Pricing models for employers posting conversion-focused job ads

Consider packaging options that match employer goals:

• Basic job listing: Fixed fee — job post + ATS listing
• Boosted listing: Paid promotion on industry boards and LinkedIn targeting
• Recruiter retainer: Dedicated recruiter paid monthly to source and screen converting agents
• Full conversion kit: Job ads + migration pack creation + 30-day outreach + conversion webinar (fixed package price)

Price these packages transparently and tie deliverables to KPIs (e.g., 3 qualified leads per 30 days). Consider bundling pricing and deliverables similarly to vendor playbooks and marketplace packages (vendor playbook).

Checklist: Publish a conversion-ready job ad in 60 minutes

1. Headline that names the target (e.g., "Agents moving from REMAX—see our migration plan")
2. One-line compensation summary with clear math
3. Brief migration support bullets (timeline + contact)
4. List of tech tools and lead sources
5. Specific onboarding and coaching outcomes
6. Low-friction CTA (book a 15-min call / one-click apply)
7. Placement plan (where to post and who to message)

Final notes from the field (experience-driven tips)

From hiring managers who’ve navigated past conversions: prioritize early, personal outreach. A quick 10-minute call with a broker or office lead beats a cold job post when converting agents are weighing options. Use migration case studies and concrete timelines—those calm anxieties and speed decisions.

Call to action

If you’re preparing to attract agents after a franchise conversion, start with a tailored job ad kit. Download our conversion-ready templates, or schedule a 15-minute strategy call with our recruitment specialists to build a targeted campaign that converts. Move fast—the conversion window closes quickly, but the right ad can secure top talent for years.

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