Real
estate
agents
appear
to
be
more
open
to
changing

brokerages
in
2024
compared
to
last
year,
according
to
a
recent


Coldwell
Banker
survey.

The
report
found
that
61%
of
agents
plan
to
stick
with
their
current
company
this
year,
down
from
75%
of
agents
in
2023.
Meanwhile,
Coldwell
Banker-affiliated
agents
showed
no
significant
change
in
their
likelihood
to
switch
companies,
with
69%
prepared
to
stay
put
in
2024
compared
to
70%
in
2023.

Coldwell
Banker
commissioned
research
firm

Quester
to
survey
1,469
agents
and
brokers
in
January
and
February.
This
included
852
Coldwell
Banker-affiliated
agents
and
brokers,
and
a
nationwide
sample
of
617
competitor
agents
and
brokers
recruited
from
a
panel
company. 

“Given
today’s
challenging
landscape,
many
agents
have
become
more
open
to
leaving
their
current
company
and
working
with
a
partner
who
best
supports
their
personal
and
career
goals,”
Jason
Waugh,
president
of
Coldwell
Banker
Affiliates,
said
in
a
statement.
“The
Coldwell
Banker
network
continues
to
find
value
in
our
products,
services
and
resources
as
well
as
their
partnership
with
the
brand.”

Agents
cited
several
reasons
that
could
compel
them
to
switch
brokerages.
More
than
half
of
the
respondents
(52%)
mentioned
better
referrals
and
leads,
while
44%
highlighted
better
training
and
education
opportunities,
and
42%
referenced
a
better
commission
structure
and
improved
team
support.

The
survey
also
examined
agents’
priorities
when
choosing
a
brokerage
to
affiliate
with.

Brand
trust
emerged
as
the
top
determining
factor,
cited
by
93%
of
all
respondents.
This
was
followed
by

marketing
and
advertising
support
(88%),
a
strong
brand
image
(85%),
recognizability
(83%),
and
cutting-edge

technology
(82%).

Meanwhile,
Coldwell
Banker
agents
placed
a
higher
importance
than
competitors
on
brand
trust
(97%),
marketing
and
advertising
support
(95%),
a
strong
brand
image
(95%),
recognizability
(95%)
and
technology
(92%).

Compared
to
2023,
more
agents
showed
more
interest
in
a
brand’s
expertise
in
luxury
real
estate
as
well
as
the
brand’s
strong
global
presence.

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