The interview process is a critical component of any brokerage’s efforts to recruit the best talent. Both brokerage and candidate may be aiming for the perfect alignment, so it is not uncommon to encounter brokerage recruitment objections from prospective agents. These brokerage recruitment objections can range from concerns about the company, the products and services available to the agent, or compensation structures. Overcoming these objections is essential to moving the conversation forward successfully.

Top real estate recruiter Pat McFarland has seen (and overcome) every brokerage recruitment objection that’s been thrown at him. Having recruited thousands of agents for many of the largest brands in the industry, Pat is known for his attention to detail, calm demeanor, and friendly persistence. Below are some of Pat’s tips, tricks, and words of advice on ways to overcome common objections and move the conversation forward.

Want to see Pat’s objection-handling for yourself?

Stream this one-hour webinar where the audience throws common objections at Pat and he responds with the most eloquent answers!


Build a Strong Foundation

Creating a positive and inviting interview environment is the first step in addressing objections. Begin the interview by establishing rapport, sharing the company’s values and mission, and conveying the importance of the candidate’s role within the organization.

A welcoming atmosphere can help candidates feel more at ease and reduce the likelihood of objections. Set aside other responsibilities and distractions while you are interviewing so that you are 100% focused on the conversation at hand.

Listen Actively

One of the most critical skills in addressing objections is active listening. When a candidate raises concerns or objections, it is essential to listen carefully, without interruption. Let the candidate express their thoughts and feelings fully. This not only helps you understand their concerns but also demonstrates that you value their input.

Acknowledge and Validate Concerns

Once a candidate has expressed their objections, acknowledge their concerns and validate their feelings. Let them know that it is entirely natural to have questions and reservations during the interview process. Showing empathy and understanding can help build trust.

Provide Information and Clarification

Sometimes, objections arise from misunderstandings or a lack of information. Offer the candidate the opportunity to ask questions, and provide clear and honest answers. Be transparent about the role, the company, and the interview process. By addressing the candidate’s concerns with facts and details, you can often alleviate their objections. Stay calm and never allow yourself to feel defensive. It is not personal 99% of the time.

Share Success Stories

To reinforce the attractiveness of your organization and the role, share success stories or examples of agents who have thrived in similar positions. These stories can serve as powerful testimonials that demonstrate the company’s commitment to the growth and development of its agents.

Discuss Flexibility

If the candidate’s objections are related to specific job requirements or company policies, discuss the possibility of flexibility. Explore whether there is room for negotiation, adjustments, or accommodations to address the candidate’s concerns while ensuring they align with the company’s objectives.

Highlight Career Development

Candidates often have objections related to their long-term career growth and development. Emphasize the company’s commitment to personal and professional development, including opportunities for advancement, training programs, and skill enhancement. Compare and contrast how these offerings differ from a candidate’s current brokerage experience.

Showcase Company Culture

Address objections related to company culture by showcasing the organization’s values, diversity and inclusion efforts, and employee engagement initiatives. Explain how the company fosters a positive work environment and how candidates can contribute to its success.

Follow Up

After addressing objections, follow up with the candidate to ensure their concerns have been sufficiently addressed. This further demonstrates your commitment to their candidacy and shows your dedication to building a positive relationship. Real estate is a very personal business, and people want to feel valued and know that their concerns are valid and addressable.

Not every candidate is going to be right for your brokerage, but by understanding common objections, actively listening, and employing the strategies outlined above, you can create a more positive and transparent interview experience. When objections are addressed professionally and effectively, you increase your chances of attracting and retaining top talent for your organization.

Remember, the goal is not just to fill a position but to build a successful, long-lasting partnership with your future team members.

Happy recruiting!