In this revealing interview, Prabh from Agentattraction.io sits down with Sean Redinger, founder of Cloud Realty. Sean's journey is a masterclass in leveraging marketing to build a scalable brokerage, and his insights on agent attraction are pure gold.
Unlike most brokers who chase agents with cold calls and recruiting pitches, Sean discovered a counterintuitive approach: lead with marketing services, not recruiting. The result? Agents come to him pre-sold, pre-qualified, and ready to do business.
Here's what you'll learn:
•Why leading with marketing beats leading with recruiting every single time.
•How Sean uses discovery to determine whether to sell his service or recruit directly.
•Why he charges for his offer (even to recruits) and never gives it away for free.
•The power of having licensed agents as salespeople who can pivot between product and recruiting.
Sean didn't start out as a broker. He came into the industry as a marketer, working with real estate agents for over seven years. But he quickly realized that agents needed more than just leads—they needed coaching, accountability, and brokerage support.
"When you've been working with them for so long, you realize that it's not just leads that's the problem. There's coaching, there's accountability, there's brokerage support. Some of these guys don't even know how to write a contract," Sean explained.
That realization led him to open Cloud Realty, a brokerage designed to serve agents in a completely different way. And by partnering with eXp, he gained access to revenue share opportunities and world-class support systems that allowed him to scale rapidly.
Here's where Sean's approach gets interesting. Most brokers lead with recruiting, which immediately puts agents on the defensive. Sean does the opposite.
"If I talked to 100 real estate agents and asked, 'Hey, if I were to show you a bigger, better way to close more transactions, would you be interested?' About 99 of them are going to tell me absolutely," he shared. "But if I have a recruiting conversation, it's like nothing."
By leading with a marketing conversation, Sean opens the door. His team—all licensed agents themselves—conducts thorough discovery calls to diagnose the agent's biggest constraint. If the solution is a marketing service, they sell it. If the solution is brokerage support, they introduce Cloud Realty.
This approach is brilliant because it removes resistance. Agents aren't being "recruited"—they're being served.
One of the most valuable lessons Sean shares is this: always charge, even for recruits.
"I went through that and I have a handful of folks who will be with me for life and they did come in under a free offer, but the ones who got it free did not value it at all," Sean revealed. "I had one guy join our brokerage on Friday and then leave on Monday."
Instead of giving his service away for free to recruits, Sean offers a steep discount. This ensures that agents have skin in the game, value what they receive, and are committed to the process.
It's a lesson many brokers learn the hard way: free attracts tire-kickers, not serious players.
Another key to Sean's success is that all of his sales reps are licensed real estate agents. This gives them the credibility and flexibility to pivot between selling a marketing service and having a recruiting conversation.
Because they're licensed, they can speak the language of agents, understand their pain points, and build trust quickly. This is a massive advantage over hiring traditional salespeople who lack industry experience.
Sean's story proves that the best way to attract agents is to lead with value, not recruiting pitches. By offering a high-value service and conducting proper discovery, you can build a brokerage that scales rapidly and attracts top talent.
At Agentattraction.io, we help real estate leaders build the same kind of systems that Sean used to grow Cloud Realty. We'll help you create a value-driven marketing funnel that attracts A-players, generates revenue, and builds a sustainable, long-term asset.
Stop chasing agents. Start attracting them.
Book a call with our team today to learn how you can build your own powerhouse network.
How to Recruit 100+ Producing Agents in 12 Months Without Chasing, Cold Calling, or Destroying Your Reputation
How to Recruit 100+ Producing Agents in 12 Months Without Chasing, Cold Calling, or Destroying Your Reputation
.png)
