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The old iAD site had a problem that most brokerage recruitment sites share: it was about the brokerage. The new one is about the agent. That one shift changed the results.
iAD is a global real estate brokerage expanding into the US market. Their offer to agents is genuinely competitive — the economics, the ownership structure, the culture. But the earlier site buried all of that behind corporate positioning and brochure copy. Agents who landed on it couldn't see themselves in it.
The diagnosis
We looked at who was actually converting on the old site and who wasn't. The pattern was clear: the site was written for the brokerage's internal teams, not for the agents it was trying to recruit. It led with iAD's history, its leadership, its philosophy. Agents had to scroll to understand what was in it for them.
Every successful recruitment brand we studied — from the biggest US brokerages to smaller boutique firms — did the opposite. The agent's ambition, the agent's economics, the agent's growth were at the top of the page. iAD just needed to do what the best of the category already did.
What we did
- Repositioned the site around the agent's decision, not the brokerage's story
- Built separate journeys for new agents, experienced agents, and team leaders
- Led every landing page with economics, ownership, and culture — in that order
- Kept the brochure content, but moved it to where it belonged (later in the flow, after interest was earned)
The outcome
Inquiries to join increased meaningfully after launch. More importantly, the quality changed — the agents reaching out were pre-qualified by the positioning. They'd read the pages. They understood the model. They were calling because they wanted this, not because they'd filled out a form on an ad.
That's the difference between a recruitment site that attracts and one that filters. iAD needed both, and the new site does both. You can see it at joiniadrealestate.com.
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