US brokerages
110k+
Office vacancy (2026)
21%
Independent share
~80%
Who they are
Brokerages run on agent productivity. Broker-owners care about (1) recruiting/retaining producers, (2) compliance, (3) per-agent margin. Pitch to one of those three or get ignored.
Common titles
Broker/OwnerDesignated BrokerBIC (Broker-in-Charge)Managing BrokerDirector of Operations
Where they live online
- NAR (National Association of Realtors) annual
- Inman Connect
- T3 Sixty
- RISMedia
- BombBomb community
- r/RealEstate
Common objections
Will this help me recruit better agents?
If yes, lead with it. Tech is a recruiting weapon if you frame it right.
Does it integrate with my MLS + transaction-management?
Dotloop, Skyslope, BackAgent, dotloop, Lone Wolf - name them. Generic "MLS integration" doesn't convince.
Message templates that work
Cold to broker-owner
Subject: Recruiting weapon for {{Brokerage}}
Hi {{FirstName}},
{{Reference}} (similar-size brokerage in {{nearby-market}}) used us to recruit {{number}} agents in 6 months - agents specifically cited us as their reason to switch.
If {{Brokerage}} is in growth mode, 20 min next week?
{{Sender}}Reach this persona
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