This Week’s Recruitment Experiments
We’re always experimenting with new ways to help our broker partners recruit smarter, faster, and more effectively. This week, we’re piloting four new tactics designed to meet agents where they are — emotionally, digitally, and professionally.
These are early-stage tests we’re running with a few select clients, and we’ll be refining them throughout the quarter before rolling them out more broadly. As always, we want to give you a transparent look into what’s happening behind the scenes — and what’s coming next.
This Week’s Experiments: Building the Next Generation of Agent Outreach
1. Hyper-Local Social Ads Featuring Real Agent Wins
What we’re testing:
We’re launching geo-targeted social media ads that spotlight real agents from your markets — agents who’ve recently joined a partner brokerage and are thriving. These are short-form videos and testimonials tailored to specific zip codes or MLS areas.
Why we’re doing it:
Agents are more likely to engage with content that feels local and familiar. When they see someone they know (or could know) succeeding after making a move, it creates curiosity and FOMO — two powerful recruiting levers.
What we expect:
Higher engagement from passive agents who weren’t actively looking but are now intrigued. We’re tracking clicks, DMs, and opt-ins to see which stories and formats perform best.
2. Text-Based “Coffee Chat” Outreach
What we’re testing:
We’re sending personalized SMS messages inviting agents to a casual 15-minute “coffee chat.” These messages are short, friendly, and tailored to the agent’s recent activity (like a new listing or deal).
Why we’re doing it:
Texting feels more personal and less intrusive. It’s a low-pressure way to start a conversation — and it meets agents where they are: on their phones, between showings.
What we expect:
A 3–5x increase in response rates compared to email. We’re also testing different message tones (professional vs. casual) to see what gets the best traction.
3. AI-Powered Funnel Optimization
What we’re testing:
We’re using AI to analyze our recruiting funnel — from first contact to signed agreement — to identify which touchpoints are most effective. This includes timing, message type, follow-up cadence, and more.
Why we’re doing it:
We want to eliminate guesswork and focus on what actually drives conversions. AI helps us spot patterns we might miss — like which day of the week gets the best response or which subject lines lead to more booked calls.
What we expect:
Faster time-to-hire and higher conversion rates. We’re aiming to reduce drop-off in the middle of the funnel and make every touchpoint count.
4. Referral Incentives with a Mentorship Twist
What we’re testing:
We’re piloting a new referral structure that rewards current agents not just for bringing in new talent, but for helping them onboard and succeed. It’s a two-part bonus: one for the referral, and another if the new agent hits key milestones in their first 90 days.
Why we’re doing it:
Agents trust other agents more than recruiters. A warm intro from a peer is powerful — and when that peer is also invested in the new agent’s success, retention improves dramatically.
What we expect:
More high-quality referrals and better early retention. We’re also watching how this impacts the referring agent’s engagement and satisfaction.
A Quick Note on Timing: Recruitment Momentum Takes Time
One thing we want to emphasize: recruitment campaigns take time to build momentum. Across our client base, we’re consistently seeing that it takes about 6 months for campaigns to really hit their stride. That’s when the brand awareness, agent trust, and pipeline volume start to compound — and results accelerate.
So if you’re in month 2 or 3 and wondering when the magic happens — it’s coming. The groundwork we’re laying now is what fuels the breakthroughs later.
What’s Next?
We’ll continue testing and refining these tactics with a few pilot clients this quarter. Once we’ve dialed in the messaging, targeting, and workflows, we’ll be rolling them out more broadly across our partner network.
If you’re interested in being part of a pilot or want to explore how these ideas could work in your market, just reach out to your MNKY rep — we’d love to collaborate.
