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Agent Attraction Code of Conduct

  • Updated

Agent Attraction Code of Conduct

The Real Brokerage is built upon a culture of fairness, opportunity, and collaboration for all agents. Being a Real agent means taking pride in Real’s core values of:

  • Work hard. Be kind.
  • "We" are bigger than "Me."
  • Tech x Humanity

ATTRACTION AND/OR RECRUITING (As stated in Article 25 of the Independent Contractor Agreement)

In any conversation with potential agents regarding affiliation with the Company, Agent shall not suggest, advise, instruct, or give any type of guidance regarding how to nullify, invalidate, or bypass an existing contractual agreement the potential agent has with the potential agent’s current brokerage, including, but not limited to, an independent contractor agreement, corporate franchise agreement, or non-compete agreement. Agent will indemnify, defend, and hold harmless the Company for any damages incurred as a result of actions that would violate Article 25. 

Prohibited Agent Attraction Policies: Agent shall not disparage agents from other brokerages or other agents affiliated with the Company. “Be Kind” is one of the core values of the Company. Disparaging another agent is not being kind and is completely unnecessary.  

Advertisements created solely for the purpose of attracting agents to the Company for the benefit of revenue share is strictly prohibited. This would include, but is not limited to:

  • Customized sponsored social media advertisements (use of Company templates are allowed);
  • Email campaigns or email solicitation;
  • Automated text message systems or dropping messages into voicemail boxes;
  • Automated email and social media marketing platforms;
  • Print advertisements, postcard campaigns or mailers focused on attraction; 
  • Disparaging comparisons of other brokerages to the Company in any printed or digital format;
  • cold calling, sly-dials/voicemails, direct messaging, texting and/or mass texting, e-mailing, to prospective agents that Agent has no previous relationship with;
  • Meetings organized to explain the Company’s business model or training events primarily created for agent attraction purposes without prior written permission from the Company and full disclosure of event agenda; or
  • Inviting prospective agents to join in-person or online trainings or events where agents are promised something, but instead delivered a pitch to join Real. 

Providing the below incentives/opportunities to potential agents is further prohibited: 

  • Enticing or promising agent “value” by selecting agent as sponsor;
  • Lead generation platforms provided to potential agents;
  • Coaching;
  • Trips;
  • Leads;
  • Contact Relationship Management;
  • Rebates;
  • Currency in return for naming agent as Sponsoring Agent; 
  • Office space; 
  • Other valuables or consideration to name agent as a Sponsoring Agent;
  • “Bait and switch,” or enticing a potential agent to name agent as Sponsoring Agent versus another Company agent who referred the potential agent to agent for validation; 
  • Use of third-party recruiting services on agent’s behalf; or
  • Exclusive offers.

Sponsor-provided offers or incentives may only be offered if extended to all agents and must be offered through, and meet the requirements of, the Company’s approved processes. A team leader of a Company approved Team (not a marketing group) may offer value-add incentives to all members of the team so long as the team members provide value back to the team leader through a commission split or fee. If Agent is operating as a marketing group, Agent is not permitted to offer value-add incentives to that group. 

Allowed Agent Attraction Activities: The following activities are allowed in attracting and/or recruiting potential agents: 

  • Relationship driven conversations with potential agents that agent has a current relationship with, including agents from a prior or current transaction, or peers in the real estate industry whom agent has an existing relationship;   
  • Inviting outside agents to Company training events; 
  • Agent’s posts to agent’s social media demonstrating agent’s success, value, and wins in real estate and Company announcements; or
  • Discussing the Company’s core values. 


Agents with large revenue share networks will be held to a higher standard as their actions can influence the reputation and business of their fellow agents and the brokerage disproportionately.  These agents will be encouraged to support the brokerage in upholding these agent attraction policies not only in their own action but in those of their network. Agent shall not poach or entice a prospective agent from another Company agent and Agent shall support fellow Company agents and respect prospective agent’s decisions in identifying a sponsoring agent. Agent shall not form, outside of the Company, any groups of Company agents connected through downlines if those groups exclude existing or future Real agents not connected through sponsorship trees or relationships.


An Agent whose actions are found to have violated the provisions of Article 25 may be subject to termination of the Agreement at the Company’s sole discretion.

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