Of the three types of recruiting, experienced agent recruiting is the most challenging. There’s a finite number of agents available. The performance data and track record of each agent in the recruiting pool is known and easily accessible. With some simple research, agents are able to access their “worth” (splits, fees, allowances, perks) to the brokers vying for their attention. It’s tempting to just become the cheapest alternative and join the race to the bottom. But that’s not the only option. In fact, some of the most successful recruiting companies choose to compete on value. To play the game in this way, you must first identify a small niche of competitive agents who happen to share a common set of values, needs, and aspirations. Then, you must carefully craft a unique value proposition that is compelling to the agents in your recruiting niche. I know it sounds simple, but only the most disciplined hiring managers are able to execute this strategy. If you can’t execute, be prepared to lower your margins.