What Agents Want in a Brokerage
Agents value brokerages with strong leadership, integrity and coaching-focused cultures. Real-time communication, accountability and goal-based training drive success.
NEW YORK — Real estate professionals are looking for more than just compensation when they join a brokerage. They are looking for a leader and a culture that is nurturing and connected.
Brokerages that think intentionally about their culture and manifest it through lived values is how real estate agents feel at home. Leaders need to do more than manage the brokerage's agents, they need to coach their agents, celebrate wins and review operations and processes as expected.
Leaders care about high-level training and coaching, taking the time to get to know each agent, help agents who are putting plans in place and tracking their successes and value progress, not perfection. They should know every agent’s goals and provide them with the training and resources they need to achieve those goals.
Additionally, brokerages with successful teams also have real-time and consistent communication about transitional growth and productivity. Brokerages that ensure agents are always working on negotiating skills, listings, prospecting and scripting are the ones that are showing houses, writing contracts and winning new clients.
Accountability is the key to successful agents. Brokerages that have core values that mean something to their agents also leads to a culture where integrity perseveres and agents remain focused on their clients not just the money earned.
Source: Inman (10/14/25) Workman, Verl
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