Last week I made the argument for why business cases don’t work in recruiting appointments.

The quick summary is they don’t work because the decision to switch brokerages is an emotional one, not a logical one.

And whenever I make that argument, I’m typically asked about two situations:

Have you heard you should make a business case to persuade agents to join your company?

Making a business case means focusing the recruiting appointment on the numbers.

And on the surface, making a business case seems like a logical way to conduct a recruiting appointment.

If you would’ve asked me a few months ago about the one thing that makes recruiting much easier, I would’ve said momentum.

Recruiting producing agents gets the attention of other producing agents and makes them curious about what you offer.

And while it’s true momentum makes recruiting easier, I no longer believe it’s the one thing that makes recruiting MUCH easier.

I have a confession to make…

I’ve said every single one of the three worst things to say on a recruiting call.

And you probably have too.

A big part of my job is knowing what’s on agents’ minds. So, I spend quite a bit of time in real estate Facebook groups.

The other day I was in the Inman group and Brad Inman posted an email from an agent who was interested in switching companies.

I went to my first Inman Connect last week and it was an interesting experience.

Inman attracts a different set of industry professionals than other real estate conferences I’ve attended.