Personal Sales vs Recruitment: The First Big Decision Every Agency Owner Must Make
Many agents dream of running their own brand. But when launch day arrives, most new agency owners face the same question: How exactly am I going to make money?
Many start with a survival mindset: “I’ll do whatever brings income. If I can hire, great—team sales will support me. If not, I’ll close my own deals.” That can keep you afloat, but it isn’t a strategy. A major reason agencies shut down is simple: there was never a clear direction from day one.
There’s no universally “right” answer—but there is a right answer for you. Decide, then commit.
Path 1: Relying on Personal Sales
If your primary goal is income from your own deals, keep it lean. You don’t need a flashy office or heavy overheads. Focus on prospecting, presentations, and closings. This works—but income will be volatile. Good months are great; bad months still carry fixed costs.
Path 2: Building Income Through Recruitment
If your goal is to earn from a team, you need more than luck. Put real structure in place: legal setup, training and lead systems, clear commission management, and the budget for tech and marketing. It’s leadership-heavy and slower at the start, but it can create steadier income as your team scales.
Path 3: The Hybrid—With a Clear Warning
Some will try to do both: close personal deals and build a team. This is the most demanding model because it splits your focus and energy. If you attempt it, set non-negotiable rules:
- Block fixed days each week for recruiting, training, and 1:1s—no client work on those days.
- Ring-fence your personal-sales income: a set percentage funds hiring, training, leads, and tools—not lifestyle.
- Document playbooks early so team performance doesn’t depend on your daily presence.
Without these boundaries, you’ll drift, burn out, and underperform at both.
The One Question That Decides Your Path
Ask yourself: What do you want to be known for?
Do you want to be known as a top producer or a top builder? Your answer determines your model, your calendar, your hires, and your spend. Choose deliberately, then align everything—offers, budgeting, KPIs, even your office setup—to that identity.
Decide Early, Avoid Burnout
Clarity beats size. Whether you sell personally, build a team, or pursue the hybrid with strict rules, pick a direction and execute consistently. Your agency’s survival depends less on market conditions and more on whether your model is intentional, resourced, and repeatable.
