The Top 10 Reasons Agents Switch Agencies
By Ray Wood, Founder of Ad Machine · November 7, 2026
Money gets agents thinking about a move. But it's usually leadership, leads and support that actually get them to pack up and go.
I'm a fourth-generation real estate agent. I've watched agents change agencies for decades, and most of them switch for one reason, then regret it for another. They chase a better split, land somewhere with no leads and no support, and end up keeping a bigger slice of a smaller pie.
So I went through the latest research from Redfin, Coldwell Banker, 1000WATT, Recruiting Insight and others to find out what really drives agents to switch. Below are the 10 biggest reasons, what the data says about each one, and how the combination of eXp and the AdMachine System solves them.
Full disclosure up front: I'm an eXp agent and I lead the Leads On Autopilot eXp team. Agents who join our team get the complete AdMachine System free. You'll see why that matters as you read.
The top 10 reasons agents switch agencies
1. Commission and costs
Why agents leave: Splits, desk fees, franchise fees and transaction fees quietly eat into every commission cheque. Agents eventually do the maths and realise how much they're handing over.
What the data says: In Redfin's 2025 industry survey, 78.4% of agents rated the commission split as very important when choosing an agency, well ahead of any other factor.
How eXp addresses it: In the US and Canada, eXp's standard plan is an 80/20 split with a $16,000 annual cap, after which agents keep 100% of their commission for the rest of their anniversary year (eXp). There are no franchise or royalty fees and no desk fees, because there's no bricks-and-mortar office to pay for. Australia and New Zealand run their own plans, so ask us for current local figures.
How the AdMachine System addresses it: Your split is only half the cost equation. Your marketing budget is the other half. Ad Machine typically delivers clicks at 5 to 10 cents, compared with the $1 to $2 many agents pay. That means your ad spend goes 10 to 20 times further.
Ask yourself: What did you pay your agency last year in splits and fees, and what did you get for it?
2. Leadership and culture
Why agents leave: They feel undervalued, ignored or disconnected from the people running the agency. Nobody calls unless there's a compliance problem.
What the data says: When 1000WATT asked agents for the top reason they changed agencies, 40% said better leadership and culture. Only 23% said better compensation (Recruiting Insight).
How eXp addresses it: At eXp, your sponsor and your team matter more than the logo. You choose who you work with, and that relationship is the heart of your experience.
How the AdMachine System addresses it: Honestly, this one isn't about software. It's about people. On the Leads On Autopilot team, you get direct access to me and our coaching team. I'm a fourth-generation agent, and helping agents grow is my full-time job.
Ask yourself: When did your agency's leadership last ask how your business was going, and actually help?
3. Lead generation
Why agents leave: A great split means nothing if you're not closing deals. Agents want a reliable flow of buyers and sellers, not just a desk and a logo.
What the data says: In Coldwell Banker's 2024 survey of 1,469 agents and brokers, 52% of those open to switching said they wanted better referrals and leads. It was the top answer.
How eXp addresses it: eXp's global network creates referral opportunities between agents across countries and markets.
How the AdMachine System addresses it: This is exactly what we built it for. Ad Machine creates dozens of ad variations on Facebook, Instagram and Google, then uses AI to shift your budget to the winners every day. Every lead flows straight into Lead Machine, our CRM powered by GoHighLevel, which follows up instantly by email and SMS. Ads on the front end. Automated follow-up on the back end.
Ask yourself: Where will your next 10 listings come from?
4. Coaching and training
Why agents leave: They've outgrown the generic training on offer. They want practical help winning listings, marketing well and converting leads.
What the data says: In the same Coldwell Banker survey, 44% of agents open to switching cited better training and education as a reason to move.
How eXp addresses it: eXp offers ongoing live and on-demand training that every agent can access from anywhere.
How the AdMachine System addresses it: Our team adds hands-on coaching on top of eXp's training. We teach the Four Engines framework from my book Real Estate Leads on Autopilot: your Ad Engine, Destination Engine, Nurture Engine and Warm Call Engine. Then we help you set each one up.
Ask yourself: Is your current training helping you grow, or just helping you stay compliant?
5. Technology
Why agents leave: They're paying for a patchwork of tools, or their agency's tech is clunky, outdated or unused.
What the data says: In 1000WATT's 2025 survey, four out of five agents said technology was important when choosing an agency (HousingWire). But only one in five cited it as their main reason to switch. Tech gets agents interested; it rarely closes the deal on its own.
How eXp addresses it: eXp is a cloud-based agency built on technology from the ground up, with a full suite of transaction, collaboration and productivity tools.
How the AdMachine System addresses it: This is tech that produces business, not just paperwork. Ad Machine runs and optimises your ads. Lead Machine handles your CRM, pipeline, follow-up, booking and reviews. CopyMate.ai writes your listing and marketing copy. It's one connected system instead of five subscriptions.
Ask yourself: How much do you spend each month on tools that don't talk to each other?
6. Financial upside beyond commissions
Why agents leave: They realise their income stops the day they stop selling. They want something that builds long-term wealth.
What the data says: Recent surveys by The Real Brokerage found agents increasingly weigh revenue share and equity alongside their split when choosing an agency.
How eXp addresses it: eXp agents can earn revenue share from the qualifying sales of productive agents they sponsor, plus stock awards for milestones such as a first transaction, capping and the ICON Agent award (eXp). Earnings depend on individual effort and program terms, so there are no guarantees.
How the AdMachine System addresses it: More leads at a lower cost per lead means more deals, which means you cap sooner and keep more of every commission after that.
Ask yourself: If you stopped selling tomorrow, what income would keep coming in?
7. Independence and flexibility
Why agents leave: They're tired of building someone else's brand, sitting in someone else's office and following someone else's rules about how to run their business.
What the data says: In Real's 2025 agent survey, 32% of agents named freedom and flexibility as a deciding factor in choosing their agency (Business Wire).
How eXp addresses it: eXp is cloud-based. You work where you want, when you want, and build your personal brand within eXp's brand guidelines.
How the AdMachine System addresses it: Your ads run from your own Facebook page. Your audience, your pixel data and your leads belong to you, not your agency. That's real independence: the asset you're building is yours.
Ask yourself: If you left your agency tomorrow, would your leads and your audience come with you?
8. Reputation and credibility
Why agents leave: They want an agency name that opens doors with clients and other agents.
What the data says: Agents care about brand, but less than you'd think. In Redfin's survey, 55.2% rated brand and reputation as very important. In Real's survey, only 6% named brand reputation as the reason they joined their current agency.
How eXp addresses it: eXp is a Nasdaq-listed company (EXPI) with around 83,000 agents across more than 20 countries (MarketBeat).
How the AdMachine System addresses it: Here's the honest truth: in most markets, clients choose the agent, not the logo. Lead Machine includes review generation, so you build your own reputation with every sale. That travels with you wherever you go.
Ask yourself: Do your clients hire you because of your agency's name, or because of you?
9. Team-building opportunities
Why agents leave: They want to grow beyond their own production, lead a team and mentor others.
What the data says: Team structures have become a major part of how agencies attract agents. eXp's CEO has highlighted team recruiting and co-sponsorship as drivers of productivity and retention (MarketBeat).
How eXp addresses it: eXp's team and group structures, combined with revenue share, give agents a clear path to build and lead. A growing team can also lift your income without adding to your own workload.
How the AdMachine System addresses it: The biggest team-building problem is feeding your team. Ad Machine and Lead Machine generate and nurture leads you can pass to team members, so they stay busy and stay with you.
Ask yourself: Could you keep three more agents busy with the leads you have now?
10. Dissatisfaction and uncertainty
Why agents leave: Sometimes it's not one thing. It's a merger, a new manager, a policy change or a steady slide in support until staying no longer makes sense.
What the data says: The Recruiting Insight and Lone Wolf study lists overall dissatisfaction as one of its eight reasons agents leave. It also found that agents whose office lost more than 20% of its agents were 1.9 times more likely to leave themselves.
How eXp addresses it: eXp's model is standardised. In the US and Canada, the same split and cap apply to every agent, in every office, so you're not at the mercy of a local manager.
How the AdMachine System addresses it: The real fear behind switching is losing momentum. When your lead generation, database and follow-up live in your own system, moving agencies doesn't mean starting from zero. Your business moves with you.
Ask yourself: If your agency changed hands next month, how much of your business would you still control?
All 10 at a glance
| # | Why agents switch | How eXp helps | How the AdMachine System helps |
|---|---|---|---|
| 1 | Commission and costs | 80/20 split, $16,000 cap (US/Canada), no desk or franchise fees | Clicks at 5–10¢ instead of $1–2 |
| 2 | Leadership and culture | You choose your sponsor and team | Direct coaching from the Leads On Autopilot team |
| 3 | Lead generation | Global referral network | AI-optimised ads plus instant automated follow-up |
| 4 | Coaching and training | Live and on-demand training | The Four Engines framework, set up with you |
| 5 | Technology | Cloud-based platform and tools | Ad Machine, Lead Machine and CopyMate.ai in one system |
| 6 | Financial upside | Revenue share and stock awards | More deals, earlier cap |
| 7 | Independence | Work anywhere, build your brand | Your page, your audience, your data |
| 8 | Reputation | Nasdaq-listed, ~83,000 agents | Review generation builds your own reputation |
| 9 | Team-building | Team structures plus revenue share | Lead flow to keep team members busy |
| 10 | Dissatisfaction | One standard model, not a local manager's whim | Your business moves with you |
On the Leads On Autopilot eXp team, you don't have to choose. You get both columns.
Who this isn't for
eXp and our team aren't the right fit for everyone. You'll probably be happier staying put if:
- You need a physical office and a manager down the hall every day.
- You want leads handed to you with no effort on your part.
- You're not willing to spend 15 minutes a week reviewing your ads and following up.
If that's you, no hard feelings. If it isn't, keep reading.
Frequently asked questions
What is the number one reason real estate agents switch agencies?
Compensation is the most-cited reason in most surveys. But when agents are asked what actually made them move, leadership and culture often come out on top. Money starts the conversation; support closes it.
How often do real estate agents change agencies?
About 1 in 8 producing agents change agencies each year, according to Recruiting Insight and Lone Wolf Technologies. Moves typically peak in January.
Is a higher commission split worth switching for?
Only if your total costs drop and your business grows. A better split on fewer deals can leave you worse off. Compare your total annual costs, not just the split, and ask where your leads will come from.
Do I have to give up my personal brand to join eXp?
No. eXp agents build their own brand within eXp's brand guidelines. With the AdMachine System, your ads, audience and lead database stay yours.
What does the AdMachine System cost on the Leads On Autopilot eXp team?
Nothing. Agents who join our team get the complete AdMachine System, Ad Machine and Lead Machine, free. You pay only your own ad spend.
Sources
- The top 8 reasons agents switch brokerages: Study, RealEstateNews.com, October 2026 (Recruiting Insight and Lone Wolf Technologies)
- Adapting to Change: Redfin's 2025 Industry Survey, Redfin
- The Real Reason Agents Change Brokerages, Recruiting Insight (1000WATT survey)
- Agents might be more tempted to switch brokerages in 2024, HousingWire (Coldwell Banker survey)
- Real estate agent loyalty survey 2025, HousingWire (1000WATT)
- Real's May 2025 Agent Survey, Business Wire
- Real's monthly agent survey: competitive economics remain the top driver, Barchart
- eXp Commission & Cap, eXp Realty
- eXp World Holdings Q4 2025 earnings report, MarketBeat
- eXp World Q4 earnings call highlights, MarketBeat
Disclaimer: Ray Wood is an eXp Realty agent and leader of the Leads On Autopilot eXp team. eXp commission plans, fees, revenue share and stock programs are set by eXp Realty, vary by country and may change. Revenue share and stock awards depend on individual effort, qualification and program terms; no earnings are guaranteed. Ad Machine click costs vary by market, audience and campaign. For eXp's official income disclosure, visit exprealty.com.