In the race to recruit top talent, especially in competitive industries like real estate, digital advertising is no longer optional—it’s a strategic must. And if you’re not leveraging the Big Three—Google, Meta (Facebook/Instagram), and LinkedIn—you’re likely losing ground to competitors who are.
A recently released report from Recruiting Insight, (The premier provider of talent acquisition solutions tailored specifically for the real estate and mortgage industries and a MyBFF Media Network Partner) titled, Agent Migration and Brokerage Model Performance Report, highlights just how competitive the real estate recruiting market has become. With 13% of high-performing real estate agents switching brokerages in 2024, the industry is in flux—and the most agile firms are capitalizing. These movers brought an average production of 22 transactions and $7.8 million in sales volume per agent. That’s not just churn—that’s opportunity.
So how do you reach these agents before your competitors do? You go where they are. And today, they’re online—scrolling feeds, watching reels, and reading professional updates.
Meta: Still King of Social Recruitment
Facebook and Instagram remain dominant platforms for recruiting—and not just for the casual browser. According to RecruiterFlow, 81% of job seekers want to see opportunities where they spend time socially. Recruiters using Facebook ads for recruiting are seeing real results, especially when targeting specific interests, professions, and even MLS locations in the case of real estate.
Meta’s strength lies in its precision. Want to target licensed agents in Dallas who’ve shown interest in entrepreneurial content or real estate investing? Done. Want to retarget people who clicked on a careers page but didn’t apply? Easy. The blend of granular targeting and visual storytelling (think: success stories, office culture highlights, testimonials) makes Meta platforms especially powerful for recruitment marketing.
And real estate brokerages should take note. As the Recruiting Insight report reveals, a full 60% of productive agent movement is concentrated within just 20% of firms. These firms aren’t hoping the right agents find them—they’re hunting. Meta gives them the tools to do it, effectively.
Google Ads: The Intent Powerhouse
While Meta targets passive interest, Google captures active intent. If an agent is typing “best real estate brokerage near me” or “flat fee vs. revenue share real estate,” they’re already in decision-making mode. That’s gold.
According to WordStream’s 2024 Google Ads Benchmarks, the average click-through rate (CTR) for the employment services industry is 3.94% on search ads—with a conversion rate of 6.98%. That’s not just traffic. That’s traction.
Google Ads also provides robust campaign formats—Search, Display, YouTube—that can support different parts of the recruitment funnel. For example:
- Search ads catch those who are actively looking to switch brokerages.
- Display ads help stay top-of-mind for those not ready to move yet.
- YouTube ads? Perfect for highlighting agent success stories, leadership messages, or company culture in video form.
With 129,000+ agent transactions involving movers in 2024, brokerages need to connect with agents at the exact moment they’re open to change. Google lets you do that at scale.
LinkedIn: The Pro’s Playground
Where Meta and Google cast a wide net, LinkedIn plays the long game—and excels in B2B and professional targeting. For experienced agents, team leaders, or brokers looking for their next move, LinkedIn remains a trusted channel. Its Sponsored Content and InMail campaigns are particularly effective when aimed at higher-performing professionals.
LinkedIn is where you share that message with context and credibility. It’s also a key platform for targeting recruiters, team leaders, and business operators—the very audience that drives decision-making for high-performing teams.
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Connecting the Dots: Advertising Meets Strategy
It’s not enough to run ads. The best recruiting strategies are informed by data—and this year’s Recruiting Insight report delivers just that. For instance:
- Tech-enabled brokerages are winning. They attracted agents with nearly double the median sales volume compared to other models.
- Capped Revenue Share models had the highest number of agent moves, showing strong appeal to agents who want income upside without full independence risk.
- Traditional models still hold value—especially for those who prioritize training, culture, and brand support.
What does this mean for digital advertising? You need to tailor your messaging to the model you’re running and the audience you’re trying to recruit. Highlight culture and mentorship on Facebook. Showcase tech and innovation on Google. Emphasize leadership vision and strategic partnerships on LinkedIn.
Drive down overhead costs and move your business forward with MyBFF Social today. Check out our Digital Marketing Mastery Program today. Contact Matt Gentile, CEO, today at 412-477-3349 or email matt@mybffsocial.com or schedule a consultation via: https://calendly.com/mybffsocial.
Sources:
https://recruiterflow.com/blog/recruiting-with-facebook/
https://www.wordstream.com/blog/2024-google-ads-benchmarks
News Articles from the Agent Migration and Brokerage Performance Report
https://www.realestatenews.com/2025/04/15/8-recruiting-strategies-for-brokerages-serious-about-growth
https://www.housingwire.com/articles/real-estate-agent-movement-brokerage-leadership-recruiting-insight-boldtrail/
https://www.inman.com/2025/04/14/agents-attracted-to-techie-brokerages-capped-fees-report
https://www.prweb.com/releases/real-estate-agent-migration-and-brokerage-model-performance-report-reveals-key-trends-shaping-the-industry-302426792.html