The BaaP system — Brokerage as a Product — is the framework we use to flip recruiting from chasing to attracting. Here's what it actually is and how it works.
BaaP in one sentence
Package your brokerage like a product. Sell the outcome producing agents care about. Run that product through a paid attraction funnel. Agents pre-sell themselves. They apply. They book. They show up ready.
Why this beats chasing
Chasing inverts status. Producing agents won't join brokers who chase them. Attracting flips it — the broker becomes the leader. The agent becomes the applicant. Status is the silent variable that determines who closes.
What BaaP looks like in practice
Define the outcome (e.g., "go from 30 to 50 deals/year"). Wrap it in a guarantee. Build a VSL that teaches the framework. Run ads. Filter applications. Take calls. The producing agents arrive pre-sold.
Sean, Anthony, Patrick, Joel — every named client runs some flavor of BaaP. The framework is replicable across markets.
Key Takeaways
- BaaP = Brokerage as a Product. Package the outcome, not the seat.
- Chasing inverts status. Attracting flips it.
- Define outcome → wrap in guarantee → run through funnel.
- Sean, Anthony, Patrick, Joel all run BaaP variants.
- Replicable across traditional, cloud, and hybrid brokerages.