Every brokerage assumes the agents they want are being won or lost on splits. Real Brokerage's June 2026 Agent Survey of 153 agents found commission economics is the top factor agents name when first evaluating a brokerage, but support, culture, and growth opportunity determine whether they stay. In our own smaller sample collected over the last 3 months, 83% of brokers who described agent frustrations in detail named lack of support, not compensation, as the actual driver.
A live example of exactly this positioning: a team in Miami's recruiting ad opens by naming the obvious pitch everyone else is making, 100% commission, and immediately disqualifies it, arguing that plan alone has never once closed a deal. The ad reframes the decision entirely, away from the split and onto "the machine," the coaching, systems, and training that actually produce the closings the split gets applied to, backed with specific, named proof rather than vague claims about culture.
One of our own AR (attraction-based recruiting) principles applies directly here too: position the broker as an educator or resource first, recruiter second. This is a positioning angle we prefer and test, not a claim backed by controlled A/B data yet.