Blog

THE REAL ESTATE RECRUITMENT ROLLER COASTER AND HOW TO GET OFF IT

Mastering Recruitment in Property Management: Expert Strategies from Katie Cotton of Recruit RE

Recruitment in property management is often described as a never-ending roller coaster–high turnover, misaligned expectations, and the constant race to fill roles can leave even the most experienced business leaders feeling overwhelmed.

But what if there was a smarter, more strategic way to attract and retain top talent?

Katie Cotton, Managing Director of Recruit RE, has spent nearly a decade in real estate recruitment and technology, and she’s on a mission to help businesses flip the script on hiring. In a recent interview, she shared key strategies and expert insights to help property management professionals build stronger, more resilient teams–and finally get off the recruitment hamster wheel.

Why Recruitment Feels Like a Roller Coaster

Katy kicks off with a hard truth: recruitment in real estate is uniquely challenging. The industry suffers from constant staff churn and a cycle of reactive hiring. But the root causes often come down to:

  • Unclear expectations from employers

  • Vague job roles that confuse or mislead applicants

  • Poor cultural alignment between team and candidate

Pro Tip: Before you post your next job ad, ask yourself:
What kind of person will truly thrive in this role–beyond just the skills on paper?

Common Hiring Mistakes (and How to Avoid Them)

Katy outlined some of the biggest pitfalls she sees, along with actionable ways to fix them:

Lack of Salary Transparency

  • Problem: Not listing salary scares off strong candidates and breeds distrust.

  • Solution: Always include salary ranges and bonus/commission details in your job ads. It builds credibility and sets expectations early.

Overly Complicated Job Descriptions

  • Problem: Long-winded, jargon-filled ads repel rather than attract.

  • Solution: Keep it clear and compelling. Focus on the key responsibilities and soft skills like negotiation, adaptability, and communication.

Hiring for Skills Over Attitude

  • Problem: Prioritising industry experience over cultural fit can backfire.

  • Solution: Consider candidates from outside the industry who show strong interpersonal skills, coachability, and a growth mindset.

Culture + Clarity = Recruitment Gold

Finding the right hire is about more than just checking boxes. It’s about aligning values, work styles, and ambitions.

Here’s how to make that happen:

  • Clearly communicate your culture. Share your mission, values, and what makes your business different.

  • Be upfront about the realities of the role. If it’s not remote-friendly or requires weekend work, say so.

  • Ask deeper interview questions. Go beyond experience—uncover what drives them, how they handle feedback, and if they align with your company’s future.

Expert Tip: Ask, “What do you value in a workplace?” and “What kind of environment do you thrive in?”

Leadership is the Backbone of Retention

Hiring the right people is only half the battle. Keeping them is where the real challenge begins–and that starts with leadership.

Great leadership means:

  • Setting clear expectations from day one

  • Creating an open, supportive work environment

  • Investing in regular feedback and professional development

Reflection Prompt: Would I want to work for me? If the answer is no, it’s time to reassess your leadership style.

Rethink Recruitment with Fresh Talent and Technology

Gone are the days when posting on job boards and waiting was enough. Katy encourages property managers to embrace innovation and diversity in hiring:

  • Recruit outside the box. Skills can be taught; energy and values can’t.

  • Use automation to save time. AI tools can help pre-screen candidates based on criteria that matter to you.

  • Focus on long-term fits. Hire for attitude and coachability, not just industry experience.

Introducing Recruit RE: A Game-Changer for Real Estate Hiring

Recruit RE is a purpose-built recruitment platform for the real estate and property management world, offering:

✓ Unlimited job postings on a flat-rate subscription
✓ Automated candidate shortlisting
✓ Video interview tools (powered by Vidi) for early assessment
✓ Candidate profiles with registration documents and CPD tracking
✓ Mobile app for jobseekers to stay connected on the go

Bonus Tip: When using video interviews, encourage candidates to be themselves. Authentic answers give more insight than perfectly rehearsed scripts.

Don’t Forget: Career Growth is Personal Too

Beyond hiring the right people, investing in your own growth and networking is key to staying ahead.

How to grow your career and your network:

  • Reach out to someone you admire on LinkedIn or Instagram

  • Attend industry events, conferences, or even casual coffee meetups

  • Ask questions–most people are happy to share their journey

If networking feels awkward? Start with a compliment or shared interest. Authentic connections always win.

Final Takeaways

Recruitment doesn’t have to be chaotic. With a clear strategy, better tools, and a people-first mindset, you can attract and keep the right team for the long haul.

Here’s your action list:
✓ Be transparent about salary and expectations
✓ Prioritise cultural fit as much as qualifications
✓ Use technology to simplify the hiring process
✓ Invest in leadership development and communication
✓ Make networking a habit–not just a “someday” task