Small Market, Big Wins: When It Makes Sense to Hire a Recruiter in a Limited Territory

What if your entire market has fewer than 100 LOs? Is hiring a recruiter still worth it? In this episode of Recruiting Conversations, I walk through the exact framework for determining whether a recruiter is the right move in a small market. I cover the systems, mindset, math, and sequencing that make it work, and share a real-world story of one leader who turned 85 LOs into 9 hires in 12 months.

This isn't about headcount. It's about mastery, clarity, and building a system that multiplies your time.

Episode Breakdown

[00:00] The Question – Is it worth hiring a recruiter if I only have 70 to 100 loan officers in my area?
[01:00] Why Market Size Is the Wrong Lens – It's not how many LOs exist, it's how many are aligned and how strong your system is
[02:00] Visibility vs. True Recruiting – Reaching out once is not recruiting. You need consistent, structured engagement
[02:30] Real Story: Midwest Leader With 85 LOs – After mapping the market, he realized very few LOs had received consistent value or follow-up
[03:30] Question 1: Is Recruiting a Top 3 Priority? – If not, a recruiter becomes an admin, not a multiplier
[04:00] Question 2: Do You Have a System? – CRM, avatar, cadence, scripting, follow-up, all must be in place before hiring
[04:45] Question 3: Are You Recruiting for Fit or Volume? – In small markets, alignment is more important than raw production
[05:20] Question 4: Can You Tell a Clear Story? – If your recruiter can't communicate your value clearly, you'll lose to comp-focused competitors
[06:00] The Math That Makes It Work

• 3 key hires = $60K/month revenue

• $720K annually

• More than enough to justify the hire

[06:30] What a Recruiter Should Be – Not a cold caller, but a connector who runs value plays and books warm calls
[07:00] When to Delay the Hire – If your system is messy or undefined, wait. Build first. Then hire
[07:30] Real Results – The Midwest leader built a system first, hired a recruiter second, and scaled to 9 hires in a "too small" market
[08:00] Action Steps

1. Build a clean LO list

2. Document your recruiting message

3. Create a 90-day value-add follow-up plan

4. Prove it works

5. Hire a recruiter to run the top of funnel

[09:30] Closing Thought – You don't need more market. You need more mastery. Strategy wins, not size

Key Takeaways

• It's Not About Market Size. It's About Market Mastery – A recruiter in a small market works if the system is already built

• Recruiting Must Be a Top Priority – No hire can replace your ownership of the vision

• Build First, Hire Second – Document your message, process, and rhythms before bringing someone in

• Focus on Alignment Over Volume – In a small market, values and vision matter more than raw numbers

• Your Story Wins the Game – When your message is clear, your recruiter becomes a magnet, not a salesperson

A small market doesn't limit your impact. Lack of clarity does. Build the system. Then scale it with the right partner.

Want help building your recruiting system so a recruiter can multiply it? Subscribe to my weekly email at 4crecruiting.com or book a strategy session at bookrichardnow.com. Let's help you win in any market no matter if it's big or small.