Using your brokerage website to recruit agents: what to put on it

Your brokerage website can help you recruit, but only if part of it speaks to agents and not just to buyers. Agents who are thinking about a move look you up before they take a meeting. They want to see the money, the support, and what their own page would look like. This guide covers what to put on the site, what the research says agents care about, and which parts MLSImport handles on a WordPress site.

What do agents look at before they join a brokerage?

Agents look at the money first. In Redfin’s 2025 agent survey, 78.4% rated the commission split “very important,” which put it well ahead of everything else. Brand and reputation came next at 55.2%, then training and support at 54.6%. Your website has to answer the money question before anything else gets read.

So money gets an agent to read your page. It may not be what wins them, though. Mike DelPrete talked with 10 experienced agents who had just left a brokerage. Those agents treated money and tech as the minimum any firm had to offer. What made one firm stand out was:

• feeling that they fit with the firm and its values
• being able to reach the leaders
• feeling that they belonged

One phrase from that study sums it up: “big enough to back you, small enough to know you.” The biggest complaints were a lack of support and too many tools.

That was 10 interviews, not a big survey, so treat it as a clue rather than a rule. Put the two together and you get a plan. Show your numbers clearly so you pass the first check. Then use the rest of the page to show your culture and how easy it is to reach you.

Agents do move, too. In the same Redfin survey:

• 15% planned to switch brokerages in the next 12 months.
• 13.4% had switched in the past 12 months.
• 19.4% of agents who switched in 2024 planned to switch again in 2025.

Ipsos ran that survey for Redfin with 500 agents in 46 states.

What to put on your brokerage careers page

A good careers page answers the questions agents ask a recruiter, before they have to ask. Put the money and fees first. Then show the support, the people and the culture. End with a quiet, easy way to reach you. Most guides on this topic agree on that list, even though none of them has data on what agents actually click.

Here’s a checklist:

1. Your split, cap and every fee, in a plain table. (More on this in the next section.)
2. A short video from the owner or managing broker. Who you are, what you stand for and how you define success.
3. Agent testimonials, on video if you can get them. Real agents, real names.
4. The support you give. Transaction help, marketing materials, the CRM and email tools, training and mentoring. Name who does each job.
5. What leads you actually give, if any, and how you hand them out. Agents have heard big lead promises before. One agent described what they got as “one or two random opportunities, followed by silence.”
6. Your roster, so recruits can see who they’d work with.
7. Where you work. A map of your offices and the areas you serve.
8. A short confidential form and a link to book a call.

Agents often ask “What am I really getting in return?” for their split. Every item on that list helps answer it.

How to show your split and fees so agents trust them

Post a simple table of your split, your cap and every fee, and add one worked example of what an agent keeps. Agents compare take-home pay, not split percentages, so hidden desk fees or transaction fees hurt your trust fast. A clear table passes the first check and frees the rest of the page for culture and support.

A table like this works:

Then show one worked example with made-up numbers, labeled as an example. A $9,000 commission check at an 80/20 split is $7,200 to the agent. Take off a $300 transaction fee and the agent keeps $6,900. One clear example like that answers “what will I actually keep?” better than a page of promises.

Some firms post their cap right in their marketing. Real, for example, describes an 85/15 split until a $12,000 yearly cap in its own promo material. That’s the level of detail agents now expect.

Know your trade-off, too. In Redfin’s 2025 survey, 54.8% of agents would rather have a better split with less brokerage spending on training, marketing and tech. The other 45.2% would take a slightly lower split for more support. If you’re a high-support firm, say so plainly and show what the support is.

🚨 Before you publish any income, split or earnings claim, check your state’s real estate advertising rules and talk to your attorney. We haven’t covered state rules here.

Should agent recruiting live on its own website or on a page of your main site?

Both can work. Most brokerages start with a careers page on the main site, because the roster, agent pages and listings are already there. Some industry writers push for a separate recruiting site. Inman ran a 2025 piece titled “Attracting agents? Your consumer-facing website isn’t enough.”

Here’s a simple way to choose:

Either way, the main site is the proof. A recruit will open your best agent’s page and your listings to judge whether your pitch is real.

How to give every agent their own page with their own listings

With MLSImport, you create a profile for each agent once. Then you point an import task at that agent’s MLS ID. The agent’s page then shows their own listings from the MLS, and it updates on its own. A recruit can open a current agent’s page and see exactly what they would get.

The steps:

1. Create the agent under Real Estate Agents. Add the photo, bio, phone and email. If you use WpResidence, Houzez or Real Homes, use the theme’s agent setup instead. See agent profiles in standalone mode.
2. Make one import task per agent, filtered on that agent’s MLS ID. Each filter takes one value, so one task covers one agent. See importing one agent’s or one office’s listings.
3. Check first that your MLS actually fills in the agent ID field. An empty field returns no listings, and that looks just like a wrong ID.
4. Pick that agent in Select Agent on the same task.
5. Leave your own office out of any broad market task, so each listing has one owner. See office page and agent pages without duplicate listings.

One thing to know up front: MLSImport never creates agent profiles from the MLS feed. You make each one yourself. After that, the import never touches the photo or bio.

How to show off your roster with a team page

In MLSImport’s standalone mode, the Team Directory block puts your agents on one page as a grid of cards. Each card links to that agent’s page. A full, current roster tells a recruit that good people already work with you, and it gives them a look at the page they’d get.

• How many is set to 8 by default. Set it to 0 to show everyone.
• Tick Verified agent on active agents. The default order puts verified agents first.
• When an agent leaves, untick Verified agent. They drop off the roster, but their page stays up, so old links don’t break.

Details are on the Team Directory block page.

Do leads go to the agent or to the office?

They go to the agent when the listing is linked to that agent’s profile. In MLSImport’s standalone mode, a form on a property page emails the linked agent first. If no agent is linked, it goes to your company email. If that’s empty, it goes to the WordPress admin email.

That’s a recruiting point you can show, not just promise. Some limits to know:

• Each property lead goes to one person. A developer can add more addresses with a filter (a small piece of code).
• Leads are emailed, not stored in WordPress. Set up an SMTP plugin (a plugin that sends email through a real mail service) so no lead gets lost.
• Listings that show the MLS feed’s agent instead of your profile send leads to your company email.
• On WpResidence, Houzez, Real Homes and WpEstate, the theme’s own forms decide where leads go.

Read where property leads are sent for the full order, and IDX lead capture on WordPress for getting leads into a CRM.

Why it matters that listings are on your own domain

Agents notice when your search lives on someone else’s site. MLSImport puts each listing on your own domain as a normal WordPress page that Google can read. There are no iframes and no subdomain. That’s the same site a recruit will put their name on.

Listings auto update hourly, and a daily check removes the ones that left the MLS. So an agent’s page won’t keep showing a sold home as active. One agent put the fear plainly: “if they don’t see their listings then I look bad.”

See SEO for imported listings and MLS iframe search vs custom IDX.

How to add a private “talk to us about joining” form

In MLSImport’s standalone mode, add a Contact Form block to your careers page and keep it short. Name, email, phone and a dropdown like “Years licensed” is enough. Say clearly that the chat is confidential. Agents at other firms are careful about being seen looking.

• Field types are Text, Email, Phone, Message, Dropdown, Radio buttons and Checkbox.
• The recipient list is set once for the whole site under Contact form recipients, not per form. It can hold several addresses. Every Contact Form block on the site emails the same people.
• There’s no file upload. Ask for a resume later, by email, or use a separate form plugin.
• Submissions are emailed, not stored in WordPress. Forward them to your recruiting CRM if you use one.

See the Contact Form block.

What MLSImport covers and what you do elsewhere

MLSImport covers the website side of recruiting: listings, agent pages, the roster and lead routing. It doesn’t have a separate recruiting feature. Your careers page copy, your pipeline and your follow-up happen in WordPress pages, other tools and real conversations.

For bigger teams, see real estate agency website MLS: teams, roles and scale.

How much does it cost to give agents pages on the brokerage site?

MLSImport costs $49 a month for one MLS, with every feature included and a 30-day free trial. There’s no setup fee. All your agent pages on one brokerage website come under that one subscription. If you serve more boards, it’s $99 a month for 3 MLSs or $199 a month for 7.

If you give agents their own separate websites, each website needs its own subscription and its own MLS access. Volume discounts start at 5 or more sites on one account. A yearly plan saves 15%.

See pricing and MLSimport for brokerages.

Frequently asked questions about using your brokerage website to recruit agents

Should we post our commission split on our website?

Yes, if your state’s advertising rules allow it. Split was the top factor for agents in Redfin’s 2025 survey, at 78.4% “very important.” Post the split, the cap and every fee in one table, with one worked example. Check your state rules before you publish earnings claims.

Does MLSImport have a recruiting feature?

No, not a separate one. MLSImport handles the website parts recruits check: agent pages with their own listings, a roster page, leads sent to the agent, and a contact form for your careers page. You write the careers page copy and run your recruiting pipeline in your other tools.

Can each agent get their own website instead of a page?

Yes. That’s a separate WordPress site with its own subscription and its own MLS access. Most brokerages start with a page per agent on the main site, because one subscription covers all of them. See using MLSImport on more than one website.

Will the agent’s page show their sold listings too?

It depends on your board. Whether you may show closed listings is your MLS’s rule. If it’s allowed, your import task must bring them in, and you add Closed to protected statuses so the daily check keeps them up. See closed and off-market listings.

What happens to an agent’s page when they leave?

Nothing happens on its own. Untick Verified agent to take them off the roster but keep their page live. Then change Select Agent on their import task, or set Lead Agent on each property, to move their listings and leads to another agent.

Can assistants edit agent pages without touching the MLS settings?

Yes. Give them an Editor role. MLS credentials and the activity logs are limited to Administrators by default. See real estate agency website MLS: teams, roles and scale.

What has worked for you when you recruit with your website? Tell us what agents asked to see, and we’ll add it here.