To build a truly effective office culture, brokers need to understand each of their agents on an individual level. That means figuring out their specific motivations and needs so that you know what type of support will truly help them grow.
You can’t expect one blanket approach to fit every agent, and one leadership style will not fit every broker.
At ReeceNichols Real Estate, I oversee 25 offices across Kansas and Missouri, and each one has its own distinct culture driven by the broker who leads it. Here are seven steps you can use to become an adaptable brokerage leader who creates a culture that helps every agent thrive.
1. Maintain a Physical Office Space
With so many agents working from home, face-to-face interaction matters more than ever. Meaningful relationships don’t happen through texts or emails. They develop through consistent, in-person contact, and that requires an office that agents actually use.
One way to bring agents into the office is to host regular social events. This is where your personality and leadership style can shine. Think beyond the typical awards luncheon.
For example, one of our offices threw a “champions” themed celebration complete with a manager outfitted in a silk boxing robe. The event included branded gloves for winners and a mic dropping from the ceiling. When your office feels fun and energizing, agents talk about it and are more inclined to bring others into the fold.
Lean into your personality. How can you take what makes you unique and leverage it to make your office an inviting place?
2. Bring Tangible Value to Meetings and Trainings
You also need to give agents business-related reasons to come to the office. As the broker, you’re the thought leader and the one responsible for making the office a place where agents feel like they are gaining value in their business. Here are some examples of value-based activities you can implement:
- Schedule regular trainings and masterminds.
- Panel discussions can also bring agents together to collaborate and learn from their peers.
- Share market insights and success stories from within the office.
- If one of your agents is having a lot of success in a specific area or with a certain tactic, invite them to present at a sales meeting about how they’re doing it. This gives them some ownership in the sales meetings and leverages their strengths for the entire office.
An abundance mindset for you and your office is critical, and fostering this kind of peer-to-peer learning is a great way to strengthen camaraderie.
3. Make Ongoing Conversations Meaningful
Just like agents need to nurture the relationship with their clients, managers need to maintain a connection with their agents. Go beyond the formalities and spend time getting to know your agents’ strengths and weaknesses. What are their professional and personal goals?
Your conversations with them should be about more than business. You need to create a personal connection, too. You should know their kids’ names and their dog’s name. Celebrate family milestones with them.
That’s how you build real trust, which helps you gain the insight you need to best support your agents personally and professionally.
4. Connect Outside the Office
One of the easiest ways to foster genuine relationships with your agents is to find connection points outside the office. It allows everyone to see each other as people, not just colleagues.
For example, if philanthropy is part of your identity, organize regular volunteer days. One of our offices serves monthly at Ronald McDonald House. Another hosts a monthly “angel lunch” where everyone brings a $100 bill so the group can patronize a local restaurant and leave a generous tip for the server.
Shared experiences like this build genuine camaraderie in a unique way.
5. Use Multiple Communication Touchpoints
Agents need regular reminders that you’re accessible and willing to help.
Email and social media are great ways to accomplish this.
A quick weekly video with a business tip or upcoming reminder helps keep you top of mind. I send a short video every week to more than 2,500 agents at our company with an actionable tip or a market insight they can use.
Sometimes it’s an example from my personal life that applies to real estate, which also helps agents get to know me. I always close by letting them know that my door is open anytime they need.
Meet agents where they are and show that you’re always accessible to them with support.
6. Pair the Right Level of Support to Each Agent
Now that you have built up the relationships with your agents, you can match them with the resources and support they need.
Some want help with a business plan or marketing reboot. Others need guidance on a specific type of transaction or a specific training.
Create an individualized plan for each agent to help meet their needs. Oftentimes, this means pairing one agent with another who has expertise in a specific area. If one agent has deep experience in new construction, for example, pair them with someone who wants to step into that world. If someone needs help with marketing, connect them with an agent who excels at it.
Agents can become invaluable resources to the office when they trust you and trust each other.
7. Avoid Competition With Your Agents
One final note here: If you are a broker who is actively selling, don’t compete for listings with your agents.
They need to know you’re firmly in their corner. If you’re pursuing the same listings they are, it’s difficult for them to fully trust you or see you as their advocate.
Removing that competition creates room for deeper relationships and a healthier culture.
There are no shortcuts to becoming an adaptable and dynamic leader. Put in the time to get agents to the office and get to know them on a deeper level, and you can supercharge the growth of your brokerage.
