From a Recruiting Score to a 90-Day Plan

A recruiting score becomes a 90-day plan by taking its three groups in the order a candidate meets them: month one fixes the careers page, month two builds the feed rhythm, month three writes the offer and follow-up. Each month has four items, one a week, and one owner. At day 90 the office retakes the twelve questions and reads the new level.

The full result of the free Recruiting Readiness Score lists the fixes in order. This post turns that list into a calendar with weeks on it, because a list of fixes without dates is the same list next quarter. The full result also includes the New Agent Recruiting Playbook PDF, which has the page outline and the launch kit list the plan draws from.

One group a month, because four items is what an office can finish while also selling houses.

Why one group per month

Doing all twelve at once is how offices end up with a half-built page and no written plan by June. The order follows the candidate. The careers page comes first because every message points to it and it is where the reply is won or lost. The feed comes second because the page needs a live feed to send candidates to, and because a rhythm takes a month to become visible. The offer and follow-up come third because they only matter once replies start arriving, and by month three they will be.

Each month has one owner. The broker owns the offer sentence and the written plan. A coordinator or the plan's team owns the page build and the posts. Every agent owns one share a week.

Month one: the careers page

• Week 1. Build the page on the office's own site, one click from the navigation, with one button that books a conversation. A plain page that exists beats a designed page that is coming.

• Week 2. Write the one-sentence 90-day offer with leadership: three concrete things the office can hand over on a date to every new agent this year. Test it. Could a competitor say it? Then it is not an offer.

• Week 3. Collect the finished pieces: one launch set for one property, a new agent's announcement post, the monthly email, a dashboard screenshot. Lay them on the page with one line each.

• Week 4. Two agent stories, first name and headshot, one paragraph each, written permission on file. Publish. Point the next recruiting message at the page.

Four yes answers by day 30 if all four ship, and the group most candidates fail on is done.

Month two: the feed rhythm

• Week 1. Pick the posting day for the weekly candidate post and queue four. The office posts, every agent shares the same day. The twelve themes in the 12-Week Recruiting Content Plan cover a quarter, so nobody invents a post on the day.

• Week 2. Audit the roster. Every agent needs a headshot that matches the office's others and a page with a bio. The office supplies the shot list; each agent books the photographer. Pages go up as headshots arrive.

• Week 3. Post the newest agent's first listing or closing, with their permission. If they have not had one yet, post their first open house and set a reminder.

• Week 4. Make training and behind the scenes a Story habit: one clip from the Tuesday session, one office moment, every week, from whoever is holding the phone. Stories are the daily layer; the weekly post is the anchor.

By day 60 the feed talks to agents once a week, shows a real week, and has celebrated the person a candidate will become.

Month three: the offer and follow-up

• Week 1. Write the 90-day plan on one page: what happens before day one, in week one, in weeks two to four, five to eight, and nine to twelve. This is the document the candidate asks for in the first conversation.

• Week 2. Build the launch kit as a template so it is ready before day one for every hire: a shot list for the headshot, an 80 to 120 word bio format, signature, cards, agent page, the announcement post, the sphere email. A kit that exists as a template takes days per agent instead of weeks.

• Week 3. Start the quarterly candidate email. Pull every candidate who ever had a conversation and did not join into one list. Send one short email: what changed at the office this quarter, one agent's milestone, one line inviting a coffee. Put the next send on the calendar for 90 days out.

• Week 4. Add one question to every stay interview and check-in: "who else would do well here?" Log the names. Those are month four's recruiting messages, and they arrive warm.

By the numbers

• Recruiting Insight's Q1 2026 Agent Migration report projects about 300,000 agents changing brokerages in 2026, a nearly 7% increase over the prior year. A 90-day plan puts the office in front of the ones moving next quarter, not last quarter.

• NAR's 2026 Member Profile puts the median tenure of a Realtor at their current firm at 6 years. The written plan and the launch kit in month three are the first 90 days of a six-year decision.

• Roughly 8 in 10 newly licensed agents do not renew at the end of their first two-year cycle, according to industry licensing data. Month three's written plan is the office's answer to that number, and the careers page in month one is where candidates read it.

Day 90: retake and read the level

Retake the twelve questions with the same rule: if you would have to explain the yes, it is a no. An office that started Uneven with a strong feed and nothing else usually reads Close or Ready after the quarter, because two groups moved. An office that started Invisible often reads Uneven, which sounds like a small step and is not: the candidate now finds a page and a feed where there was nothing.

What carries into the next quarter without new effort: the weekly post, because the themes repeat; the quarterly candidate email, because it is on the calendar; the stay-interview question, because it takes ten seconds. What needs a decision: refreshing the finished pieces on the page with the newest launch set, and adding the next newest agent's first milestone. Retake every quarter and the level becomes a number leadership can watch.

How Urban Marketing Edge handles this

This 90-day plan is close to what months one through three look like on Broker Growth and above, which is why the score's fixes read like a plan scope. The careers page and its site paths are built in month one with the offer written alongside leadership. The weekly recruiting post runs on a fixed day through the post approval system, agent headshots follow a shot list, and milestone posts come through the dashboard with permission. The launch kit is a defined request, ready before day one, and the quarterly candidate email is a scheduled send. The weekly 30 to 60 minute meeting is where each month's four items get their owner, and plain-language monthly reporting shows careers page visits and shares. Plans are month to month, billed in advance, no setup fees. Take the Recruiting Readiness Score first; the full result orders the fixes for your office and includes the playbook PDF.

Questions brokers ask

How long does it take to fix brokerage recruiting?

About a quarter, in our experience, when each fix has an owner and a week: the careers page in month one, the feed rhythm in month two, the written plan and launch kit in month three. Offices starting with a working feed often need less, because one group is already done.

What should a brokerage fix first to recruit agents?

The careers page, because every recruiting message points to it and a candidate who cannot check the claim does not reply. A plain page with a one-sentence 90-day offer, four finished marketing pieces, and two agent stories can go up in a month.

Who owns the 90-day recruiting plan?

Split it. The broker owns the offer sentence and the written 90-day plan, because only leadership can promise them. A coordinator or the marketing plan owns the page build and the weekly post. Every agent owns one share a week. Nobody owns "recruiting" as a whole, because that is how it stays undone.

Do we need a recruiter to run this plan?

No. The plan builds what a recruiter's calls point to. An office with the page, the rhythm, and the written plan gets replies to the broker's own messages. If the office adds a recruiter later, the twelve yes answers are what make those calls returnable.

What if candidates reply before the offer is written?

Write the offer sentence first, in week two of month one, so it exists before the page publishes. The full written plan can come in month three, but the one sentence is what the candidate asks for in the first conversation, and it takes one meeting with leadership to write.

How do we keep recruiting going after day 90?

Retake the score every quarter and keep the three habits that cost nothing: the weekly post on repeating themes, the quarterly candidate email, and the stay-interview question. Refresh the page's finished pieces with each new launch set and add the newest agent's milestone as it happens.

Book a 30-minute strategy call

Take the score, bring the level and your calendar to a call, and we will lay the twelve fixes across the next 90 days with you. Thirty minutes is enough to decide which items the office owns and which a plan should carry. We map the simplest plan for your content, themes, and monthly cadence, and we will say plainly if the first month is something you can build yourself. No pitch deck, no pressure. Book a 30-minute strategy call, or see how the Lunch and Learn sessions train agents to share the weekly post.