The real estate industry is undergoing rapid transformation, and brokerage leaders are feeling the pressure to stay ahead. As agents face an increasingly competitive environment, their decision to choose or remain with a brokerage hinges on specific, evolving criteria. In 2025, brokerages must offer more than just a name—they need to provide technology, marketing support, and a culture that fosters growth.
We’ve researched the latest reasons agents choose a brokerage, so you don’t have to. In this post, we break down the most critical factors influencing agent decisions, and what brokerage leaders can do to recruit and retain top talent.
Key Factors Agents Consider When Choosing a Brokerage in 2025
1. Technology and Tools
- According to the NAR Technology Survey Report, over 80% of agents believe having cutting-edge technology is a top priority when selecting a brokerage.
- Yet only 46% of agents said their broker provided them with a CRM.
- Agents expect streamlined CRM solutions, automated marketing tools, and customizable websites.
- Agents depend on technology tools that actually produce results. For example, we see that agents fully leveraging their MoxiEngage CRM see 52% higher sales volume than those without it.
2. Regular Training and Mentorship
- Agents are looking for brokerages that offer regular training programs and mentorship throughout their career. One agent on Reddit said, “Started at a large agency, left because I never learned anything. Switched to a boutique brokerage where I met my now business partner. Learned every aspect of the business…At the end of the day go with whoever will mentor you the most and teach you how to get business instead of just giving you leads that you won’t know what to do with.”
- Proper training helps ensure that an agent is set up for success.
- Mentorship programs or learning from a team within the brokerage can help expedite the training process and take the heavy lifting off the brokerage owner.
- Another agent on Reddit suggested, “Don’t look for a brokerage as a new agent, look for a team to join or a program within a brokerage that offers accountability, training and leads.”
3. Ongoing Marketing and Lead Generation Support
- Agents are increasingly looking for brokerages that offer robust marketing assistance.
- Tools like MoxiImpress, MoxiPresent and ActivePipe help agents automate their marketing, create compelling presentations, nurture leads, and automate communication with prospects.
- The ability to both generate and convert leads effectively gives brokerages a competitive edge, and agents are looking for support in both.
- According to the NAR Technology Survey Report, 47% of their respondents spend less than $250 a month on lead generation, while 20% spend less than $50.
4. Compensation, Incentives and Fees
- While technology and ongoing support matter, compensation remains a key factor. Agents prefer brokerages that offer competitive splits, bonuses, and incentives aligned with performance.
- Structured incentive programs that reward top performers can boost morale and retention.
- When it comes to monthly fees, an agent just starting their business will be reluctant to sign with a brokerage with a large monthly fee.
5. Brokerage Culture and Leadership
- Strong leadership and a positive workplace culture are crucial for agent satisfaction. This can be achieved in person or virtually.
- Agents want to feel supported, valued, and part of a collaborative environment, rather than like just another number.
- Open communication channels foster a sense of belonging
Key Factors Agents Consider When Choosing a Brokerage in 2025
Recruiting the right agents is only half the battle. Retaining them is where true success lies. High agent turnover can be costly and disrupt brokerage operations. Brokerages that prioritize agent satisfaction and engagement can significantly reduce churn. Studies show that engaged and satisfied agents are not only more productive, but also more likely to stay and contribute to the long-term success of a brokerage.
Tool Tip: Brokerages can utilize a real estate specific CRM like MoxiEngage to keep in touch with, onboard, and retain high-performing agents.
When it comes to the training that a brokerage offers, consider options for both new and seasoned agents, ranging from soft skills to hard skills. As long as a brokerage retains open communication with its agents, it should be easy to survey and determine what type of training and support their experienced agents are looking for.
Why Recruiting and Retention are the Backbone of a Successful Brokerage
Recruiting the right agents is only half the battle. Retaining them is where true success lies. High agent turnover can be costly and disrupt brokerage operations. Brokerages that prioritize agent satisfaction and engagement can significantly reduce churn. Studies show that engaged and satisfied agents are not only more productive, but also more likely to stay and contribute to the long-term success of a brokerage.
Tool Tip: Brokerages can utilize a real estate specific CRM like MoxiEngage to keep in touch with, onboard, and retain high-performing agents.
When it comes to the training that a brokerage offers, consider options for both new and seasoned agents, ranging from soft skills to hard skills. As long as a brokerage retains open communication with its agents, it should be easy to survey and determine what type of training and support their experienced agents are looking for.
How Technology Shapes Agent Decisions
Technology continues to be a game-changer in real estate. Agents are no longer content with outdated systems and lengthy manual processes. They want integrated solutions with little lift that allow them to focus on what they do best: selling homes.
Here’s where MoxiWorks products shine:
- MoxiEngage: Provides a 360° view of client interactions, automates tasks, and helps agents stay organized.
- ActivePipe: Automates email marketing based on the client journey and preferences, personalizing each touch without agents needing to lift a finger.
- MoxiImpress: Automates marketing materials, ensuring agents never miss an opportunity to promote listings.
- MoxiPresent: Eye-catching and easy-to-use CMAs and presentations that use live MLS data, constantly updating while agents are on the go.
- MoxiWebsites: Offers customizable, SEO-optimized websites that help agents establish a strong online presence.
Infographic: “The Top 5 Reasons Agents Join Brokerages in 2025”
What This Means for Brokerage Leaders
Brokerages that want to thrive in 2025 must embrace changing technology, foster a positive culture, and provide agents with the support they need to succeed. By understanding what matters most to agents, brokerage leaders can enhance their recruiting and retention efforts to serve current and future agents better.
Ready to grow your brokerage? Book a consultation today and see how MoxiWorks can help you build a stronger, more profitable brokerage.
