In the competitive world of real estate, attracting and retaining top-tier agent talent can sometimes feel a lot like online dating. On the surface, everyone’s swiping right for the most attractive brokerage profile: the best commission split, the flashy office, the promise of instant success. But just like a relationship built solely on superficial attraction, a brokerage focused only on the commission split is destined for short-term flings and high turnover.
To build lasting, productive, and loyal relationships with your agents, you need depth. You need to offer more than just a high commission percentage. You need to cultivate an environment where agents want to hang their license, not just for the money, but for the growth, the support, and the genuine opportunity to build a thriving, sustainable business.
The true value proposition of your brokerage lies in the comprehensive ecosystem you create. It’s about investing in your agents’ success, both professionally and personally. When agents feel genuinely supported, empowered, and equipped to grow their own businesses, they become your biggest advocates, contributing significantly to your brokerage’s overall success and reputation. This creates a powerful win-win scenario, where their real estate business growth directly fuels yours.
So, what kind of depth can you offer to make your brokerage the place agents truly want to call home? Weichert® will show you what that looks like.
Cultivate a real estate referral network
Beyond just providing leads, which of course is critical, help your agents build their own robust referral networks. Here’s how you can support that:
- Internal referral programs. Encourage and incentivize agents to refer business to each other, especially for different niches or geographical areas. This fosters a collaborative, rather than competitive, environment.
- Real estate strategic partnerships for inbound referrals. Forge strong relationships with local businesses like mortgage lenders, home inspectors, staging companies, and even divorce attorneys. Negotiate exclusive referral agreements that benefit your agents directly. Think about building a “preferred vendor” list that agents can confidently share with their clients, knowing they’re offering high-quality services.
- Community engagement. Sponsor local events, participate in community initiatives, and encourage your agents to do the same. This builds goodwill and creates organic opportunities for referrals.
Invest in comprehensive agent development
Top agents are lifelong learners. Provide them with the tools and knowledge to continuously refine their craft and expand their expertise. Here are some initiatives to incorporate into your workflow:
- Advanced training programs. Go beyond the basics by offering workshops on niche markets (e.g., luxury, commercial, and distressed properties), advanced negotiation tactics, social media mastery, and video marketing. Consider bringing in industry experts for guest lectures.
- Mentorship programs. Pair newer agents with seasoned veterans who can offer guidance, share best practices, and provide real-world insights. This accelerates learning and creates a sense of community.
- Continuing education. Support your agents in pursuing specialized certifications or continuing education courses by subsidizing costs or providing access to online learning platforms.
- Business planning workshops. Help agents develop concrete business plans, set achievable goals, and track their progress. Provide templates and one-on-one coaching to help them stay on track.
Unleash powerful marketing and training programs
Don’t just tell agents to market themselves; show them how and provide the resources to do it effectively. Here’s what you can offer them for added value:
- Lead generation strategies. Beyond just buying leads, educate agents on sustainable lead generation techniques like building a strong sphere of influence, geographic farming, content marketing, and leveraging online platforms.
- Personal branding workshops. Help agents identify their unique selling proposition that still aligns seamlessly within your brand. Show them how to develop a consistent personal brand that resonates with their target audience.
- Social media mastery. Provide hands-on training on leveraging platforms like Instagram, Facebook, LinkedIn, and TikTok for lead generation, brand building, and connecting with clients. This includes best practices for content creation, engagement, and paid advertising.
- Professional photography and videography resources. Subsidize or offer access to professional real estate photographers and videographers. High-quality visuals are non-negotiable in today’s market.
- Marketing resources. Invest in tools and templates to help them make polished, professional marketing and prospecting materials quickly and easily. So, this way they can spend more time on selling and less time on curating and creating.
- CRM training and best practices. A CRM is only as good as its user. Provide ongoing training on how to effectively use your CRM to manage contacts, track leads, and automate follow-up. At Weichert, we use the state-of-the-art CRM to power success wherever you are. Ask us for a demo!
By shifting your focus from solely commission splits to a holistic agent development and support model, you create a powerful magnetic pull. Agents will see your brokerage not just as a place to earn a living, but as a genuine partner in their business growth.
So, the next time you’re looking to “swipe right,” remember that depth matters for today’s top real estate agents too. Invest in their journey, provide tools for their success, and watch your brokerage productivity blossom into the thriving, enduring relationship you always envisioned.
Because to grow your real estate business, there must be a focus on true commitment. And that comes from offering more than just a pretty face. It comes from a genuine partnership built on shared real estate business growth and mutual success. That’s broker productivity at its height.
No one offers support for brokers better than Weichert with tools, resources, and a history of success that spans more than 50 years. Get all the attributes to build lasting relationships and grow your real estate business. Let’s connect.