What should a brokerage recruiting website include?

What is a recruiting website for?

Two things. It gets interested agents onto your calendar: most visitors arrive from an ad, a referral or your name, already wanting to hear about you, so the page's only job is to make booking a call the easy next step. And it's what you show on that call.

Agents interviewing at three or four brokerages hear the same promises of leads, training and support from each, and forget which said what. A broker who opens the site and walks them through the offer is the one they remember.

What sections should it have?

These are the sections we build, in the order we build them, adjusted for each brokerage. Pick one to see what it's for:

What goes at the top?

The reason to move, not your history. The visitor already wants to hear about you, so lead with what an agent gets, ideally in the broker's own words: a line they actually say on calls is stronger than anything written for them.

• A short headline, two lines at most.
• Your area once, above the headline, not repeated under it.
• A line under it that carries proof, not more promise.
• Two buttons: book a call, and a link down to the numbers.

Should you show your commission plan?

Yes, all of it. Agents will do the math anyway, so show the whole plan: splits or fees, the cap, transaction and monthly fees, how personal deals and referrals are handled. A fee an agent finds after joining costs more trust than it earns.

An earnings calculator helps them see it on their own year. Build it carefully: if deals a year decide a tier, picking a tier has to update everything that depends on it. A broker will demo it live, and so will an agent. More on how plans work in how commission caps work.

What should you never put on it?

Anything you can't back up. These are the slips we check every site for before anyone sees it:

• Plurals that aren't true. “Events throughout the year” when you hold one.
• Someone else's history. Years in business, ratings or review counts that belong to a sister company, not the brokerage.
• Absolutes about cost. “Nothing extra to pay” when there's a transaction fee.
• Benefits you don't offer. Health insurance, revenue share or guaranteed leads, unless you really do.
• Competitors by name, and any placeholder text left on the page.

Agents check, and the first thing they catch is the last thing they trust.

What has to work on a phone?

Everything, because that's where many agents will first open it. Check every section at phone width:

• Nothing scrolls sideways, overlaps or gets cut off.
• Every button, link and calculator control is big enough to tap.
• A booking bar stays at the bottom of the screen, so the next step is always in reach.

What does it need behind the scenes?

• One booking link that every button uses, so changing your calendar is one change.
• Tracking on every button, so you know which ads and pages bring booked calls.
• A privacy policy and terms, including how you'll text agents if you do, since texting needs their consent.
• A proper footer: the brokerage's licensed name, its address, and the Equal Housing mark. Many states' advertising rules ask for the brokerage's name, as the email signature guide covers.

Where does Capped fit?

We build recruiting sites on the brokerage's own domain, around its own offer and its broker's own words, and check every claim against what the brokerage told us before it goes live. A recruiting website is a one-time price, not a subscription. You can see some we've built on the home page, and the recruiting that sends agents to them on the recruiting page.