Why Young Real Estate Agents Are Rethinking Brokerage Loyalty Now

When broker-owner Lisa Tran looked around her office this summer, she noticed something unsettling. Her younger agents — talented, ambitious, tech-forward — were asking questions that hinted at more than curiosity.

“What’s it like at [insert competitor name here]?”
“Do you think I’d fit in at a virtual brokerage?”

Tran isn’t alone. The ground under brokerages is quaking. Between commission lawsuits, shifting economics and mega mergers, agents are reassessing what they want — and what they’ll tolerate.

To find out where their heads really are, 1000WATT surveyed 600 real estate professionals across the U.S. this fall. The findings paint a nuanced portrait of an industry in flux: loyalty isn’t gone, but it’s conditional.

Young agents are restless

Half of all respondents said they’re about as open to switching brokerages as they were last year. But 31% are more open — and among agents under 35, that number jumps to 53%.

That generational divide is a flashing warning light. Veteran agents tend to prize stability and community; their younger peers are searching for momentum and growth.

The fix isn’t one-size-fits-all. The data suggests that brokerages need a “career-stage loyalty plan”—clear progression paths, evolving incentives, and mentorship that converts curiosity into commitment. In other words, design the road so ambitious agents don’t have to look for the next exit.

Brokerage vision doubles happiness

Culture and comp matter, but nothing beats clarity. Eighty-seven percent of agents who say their brokerage has a ‘clear vision for the future’ also report being happy where they are. Among those who don’t see a vision, less than half feel that way.

Agents aren’t just asking for lofty mission statements — they want to see direction reflected in decisions. The happiest ones see their brokerage’s vision come to life in tangible ways: in training programs, leadership communication and consistent follow-through.

For recruiters, that’s gold. A strong, lived vision isn’t just an internal morale booster; it’s an external magnet for top performers.

Tech drives affiliation—but not departures

Four out of five agents say technology is important or ‘the most important’ factor when choosing a brokerage. It’s the first impression, the brand promise, and increasingly, the operational backbone.

But tech isn’t what makes agents leave. Only one in five cited technology as their primary reason to switch. It’s a reminder that while tech can draw agents in, it’s culture, leadership and trust that keep them there.

Brokerages that treat tech as a “performance multiplier” rather than a feature — using it to streamline deals, enhance client experiences, and build agent confidence — turn digital infrastructure into loyalty infrastructure.

Culture beats comp (almost every time)

Compensation gets attention, but culture holds loyalty. Only 13% of agents said pay was their biggest reason for staying put. Meanwhile, 43% pointed to culture, leadership and personal relationships.

Even revenue-share programs and complex comp structures don’t necessarily curb churn. In fact, agents in those models are ‘more likely’ to consider leaving.

The takeaway? Financial incentives may lure talent, but community keeps it. “Money may start the conversation,” one respondent noted, “but it’s the people who make me stay.”

Cold recruiting isn’t dead, it’s just smarter

Nearly 40% of agents ignore every cold recruiting email they get. But for the rest, credibility makes all the difference.

Three-quarters said they’d respond to better compensation; more than half said they’d listen if a recruiter offered more leads or a clearer company vision. Pushy, automated outreach, on the other hand, is a dealbreaker.

Agents see recruiter behavior as a preview of the brokerage itself. Authenticity and personalization — showing proof, not hype — turn a cold call into a warm lead.

Training is the quiet loyalty lever

Training ranked among the top loyalty factors across all roles, especially within teams. Seventy percent of all respondents, and 81% of team members, called it critical when choosing a brokerage.

Agents say training builds confidence, accelerates growth, and keeps them evolving with the market. When done right, it’s more than a retention tactic. It’s the structure of career-long success.

Brand matters, but proof matters more

Eighty-five percent of agents say a brokerage’s brand image and marketing quality influence their choice. But the study found something deeper: ‘brand is only as strong as its proof.’

Agents named RE/MAX, Coldwell Banker, and Sotheby’s among legacy leaders, while Compass, eXp, Real and Side drew attention as rising challengers. The mix shows how heritage and innovation now coexist, but reputation alone won’t hold.

“The brand is what gets my attention,” one agent wrote, “but the leadership and culture decide if I stay.”

The new loyalty equation

The survey data points to a clear pattern: the future belongs to brokerages that can blend vision, culture, tech and trust into something cohesive.

Agents aren’t chasing gimmicks. They’re chasing growth that feels grounded.
And for the 53% of younger agents scanning the horizon, the question isn’t ‘where should I go?’ It’s ‘who will help me build the career I actually want?’

The answer will determine who keeps their top talent and who watches them walk.

For a deeper dive into the data, go to 1000WATT.