Real estate agents might consider their broker as just a person who holds a license—a necessary but largely invisible figure in their day-to-day operations. But as a broker, you know that your role is much more significant.
Many agents come to your brokerage because they’ve seen your name or know your reputation around town. Maybe they’re coming to you because an agent in their network speaks highly of working under your brokerage. Yet, many agents don’t fully grasp the extent of your responsibilities, nor do they understand how your actions directly impact their success.
The better you can effectively communicate the true scope of being a broker to agents, the more likely they are to appreciate the role you play in their career. Effective communication also leads to better recruitment and retention. Use these five points and the accompanying examples as jumping off points (if they apply).
Risk Management and Compliance: Protecting Your Agents and Your Brokerage
Explain that when agents fail to adhere to protocol or overlook key legalities, it’s not just their reputation at stake—it’s the entire brokerage. Emphasize that your role in reviewing paperwork, catching and correcting errors, and ensuring compliance is a safeguard that protects them from costly mistakes and potential lawsuits.
Examples to relay:
You ensure all necessary disclosures are present within the contract: As the broker, you catch a missing disclosure and inform the agent. By making sure that the disclosure is added to the contract and all parties are aware of it before closing, you’ve reinforced the importance of thorough documentation and potentially saved your agent from legal action.
You understand Fair Housing Law: Your knowledge of fair housing regulations provides a layer of protection. For example, you can review client materials, listing descriptions and social media assets to ensure they’re in compliance with those regulations.
Professional Development: Building Agents’ Skills and Knowledge
Highlight the training opportunities you provide and explain how these programs directly contribute to their professional growth. Share examples of agents who have successfully leveraged these resources to close deals or expand their client base.
Examples to relay:
Educational opportunities you provide: Do you bring in subject matter experts to discuss real estate topics? Are you providing agents with educational resources like handouts, videos or programs? Do you offer a mentorship program or mentor yourself? All these offerings give agents the opportunity to grow in their career and should be relayed as a benefit of the brokerage.
You stay up to date on industry news: Do you forward or hold meetings on industry updates and relay what’s happening at the local, state or national level? Are you providing space and time for your agents to ask questions and receive information from your office about your local market? All of this information keeps your agents up to date on the latest industry changes and market trends.
Reputation Management: Maintaining the Brokerage’s Brand
Point out that your role in maintaining brand consistency and ethical practices benefits every agent by ensuring a trusted, respected brokerage image.
Examples to relay:
You’re the relationship manager when needed: When an agent’s customer is unhappy with something, that agent reaches out to you, and you step in to repair the relationship or see what can be done to make the customer happy.
You provide, review or set expectations for marketing materials: Brokers often review listing descriptions, social media posts, flyers and ad copy to ensure the language complies with ethical and legal standards. For example, they may remove potentially discriminatory phrasing or correct misleading claims about a property’s features. If you’re not providing marketing materials or reviewing agent materials, but you are providing general guidance, best practices and resources, this is another value-add for your agents.
Network Access and Business Opportunities: Connecting Agents to Resources
Show agents how your connections and network can open doors for them. Highlight specific examples of referral opportunities or partnerships that came through your network and resulted in successful transactions.
Examples to relay:
Your industry partners are available to your agents: As a broker, it’s likely you’ve spent time cultivating relationships with industry partners including mortgage brokers, lawyers, lenders and more. These partners are often vital to your agents’ business.
You’ve also connected your agents to business opportunities. Maybe you referred a relocation client to one of your agents from a connection you made at a conference. Maybe you’re not taking on as many clients as you used to, and you’re referring your previous clients to an agent. Or you offer new leads to your agents.
Conflict Resolution and Legal Support: Mediating Issues Before They Escalate
Explain that while agents may be focused on closing deals, your focus is on protecting them from legal pitfalls. Share examples of past disputes you’ve resolved and how your intervention protected both the agent and the brokerage.
Examples to relay:
Past deals that almost fell through: If you’ve ever helped an agent work on a deal that was about to fall apart—but you intervened and helped that agent recover—this is a prime example of conflict resolution to relay.
You’ve helped mitigate an ethics complaint: If you’ve had an agent who received an ethics complaint, you’ve likely worked with them throughout the process. You might have reviewed the complaint and asked for their perspective. You might have coached them through the scenario. You might have even reached out to the client to handle any fallout. And if the complaint has moved to a violation, then as the broker, it’s your responsibility to enforce any mandated actions including discipline, education or fines, and it’s your job to protect the reputation of the brand by taking these violations seriously.
As a broker, your role extends far beyond holding a license. You are a protector, a mentor, a risk manager and a brand guardian. By effectively communicating these responsibilities to your agents, you not only elevate their understanding of your role but also reinforce the value of your brokerage as a place where agents are supported and can build a business.
