The Best Way to Handle Objections and Attract Top Agents for Your Brokerage

As a brokerage or team owner, you should be recruiting every day—at least one hour a day. If you're not, that's a whole different conversation. But let’s assume you're doing your job, recruiting daily, because that’s the #1 way to bring new agents into your office.

When you get an objection, how do you react? Do you see it as an opportunity or something that scares you? Do you embrace it, or do you run from it?

Objections are just like the ones you get from buyers and sellers—they actually show interest. The worst thing that can happen is getting no objections at all. If a recruit gives you zero pushback, doesn’t respond, or their eyes glaze over, that means they’re not interested. They just want to move on, and you’re nothing more than a nuisance to them.

But when they object, that means they’re engaged. They’re processing what you’re saying, thinking it over, and that’s a good thing.

One of the best ways to handle objections is to anticipate concerns before they come up. Put yourself in the recruit’s shoes—what objections would you have about joining your own firm?

Write down the top three to five biggest objections someone might have. Then, craft strong, confident responses to take the sting out of them before they even become roadblocks.

I call this "taking the sting out." If you don’t do this, you’ll struggle.

Here’s an example: I had a friend who was trying to sell a house with a steep driveway, but it had a million-dollar view. Every time buyers arrived, they’d see the driveway and turn around without even stepping inside.

I asked the seller, “What do you think is stopping people from buying?” They immediately said, “The driveway.”

I told them, “Exactly. So let’s take the sting out. Let’s call it out upfront.”

We adjusted the marketing to say:

"This home has a million-dollar view—but you’ll need to drive up a steep driveway to enjoy it. Come experience this one-of-a-kind view!"

Once buyers were prepared for the driveway, they stopped seeing it as a dealbreaker. They arrived saying, “Okay, it’s steep, but it’s not as bad as I thought.” Within weeks, the house sold.

Recruiting works the same way. If you address objections before they come up, you remove resistance.

For example, you can say, "Can I tell you the biggest objections I hear about joining our company?" They’ll say, “Sure.”

Then, you hit them head-on:

• "Some people say we’re too big. Can I share my perspective on that?"
• "Some hesitate because we’re cloud-based. Let me explain why that’s actually an advantage."
• "Some worry about joining a franchise. Here’s why it works in our favor."

You already know the top objections people will have. You’re no dummy—you’ve heard them before. But if you can flip those weaknesses into strengths, you’ll build confidence and control the conversation.

Confidence comes from competence, and competence comes from knowledge, practice, and repetition.

When you take the time to anticipate objections and craft strong responses, you’ll feel more comfortable, more in control, and more persuasive in your recruiting conversations.

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Why do Brokerage Owners, Office Leaders, Team Leaders, and Solo Agents choose Jim to be their coach?

+ 32 Years of Real Estate Sales, Management, and Coaching Experience
+ Top 1% REALTOR Himself (he has been in the trenches)
+ Opened his First Real Estate Company at 23
+ Grew his Real Estate Company to 17 Offices (largest in Oregon)
+ His Current Team Closed $1.4 Billion in Sales in One Year
+ He is a Current Real Trends Top 500 Broker

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