Recruiting is tough in commercial real estate
If you’ve been in commercial real estate (CRE) brokerage for any amount of time, you already know this truth: finding good people is harder than finding good deals. And it’s not just you — nearly every brokerage leader will tell you that recruiting in this business feels like an endless uphill battle. Let’s unpack why.
1. The Business Model Is a Double-Edged Sword
CRE brokerage is often a commission-only environment. That’s great for top performers who thrive in high-risk, high-reward situations — but it’s intimidating for newcomers who want stability.
This means:
Many talented people won’t even apply.
Those who do may underestimate the financial runway they’ll need to survive the first 12–18 months.
High turnover is common because reality rarely matches expectations.
2. The Learning Curve Is Steep
CRE isn’t residential real estate. Deals can take 6, 12, even 24 months to close. During that time, a new broker has to master:
Market knowledge
Prospecting techniques
Financial modeling
Negotiation and deal structuring
Building a personal brand
Not everyone can (or wants to) push through those early struggles without a guaranteed paycheck.
3. The Best People Already Have Jobs
The most desirable recruits are already in CRE and performing well, not actively looking to move, and getting courted by multiple firms. To attract them, you have to offer more than just a better split — you need a compelling culture, support structure, and career trajectory. That takes real intentionality, not just a pitch over coffee.
4. Culture Fit Matters More Here
In CRE brokerage, you’re not just hiring a resume — you’re hiring a personality that has to mesh with your team, your clients, and your brand.
An average hire can cost you:
Lost deals
Damaged relationships
A dip in morale
That means you can’t just “fill the seat.” You have to find the right mix of hunger, professionalism, and team chemistry — and that’s a rare combination.
5. Recruiting Never Stops
In this industry, you’re always hiring — or at least, you should be. Waiting until you “need” someone puts you behind. The best brokers treat recruiting like prospecting: ongoing outreach, relationship building, and planting seeds months (or years) before they sprout.
6. Your Competition Isn’t Just Other Firms
You’re also competing against:
Corporate jobs with salaries and benefits.
Residential real estate, which can feel more accessible.
Entirely different industries that promise faster income.
To win top talent, you have to sell not just your firm — but the CRE career path itself.
The Bottom Line
Recruiting in CRE brokerage is hard because the job is hard — and the kind of person who thrives in it is rare. It’s not enough to offer a desk and a split. You have to:
Educate candidates on the business.
Support them through the ramp-up period.
Create a culture worth staying for.
Keep recruiting even when you’re “fully staffed.”
Do that consistently, and you won’t just fill seats — you’ll build a roster of brokers who can thrive in a market where most barely survive.
