The retention strategy most brokers overlook
Broker-owners can use personal contact, open communication and shared community work to make agents feel valued before competitors try to recruit them away.
Agent retention is rarely just about commission splits. While money matters, agents are more likely to stay when they feel seen, trusted and valued inside the brokerage, Kathy Viard and Peter Morris, co-owners of Signature Premier Properties in New York, said in Inman.
That loyalty is built in ordinary moments: regular check-ins, social time with agents, visible appreciation and communication when the business is under pressure. A strong culture is not just what a brokerage says in company messaging. It is what agents experience day to day.
Transparency also matters. Honest updates during difficult periods are not a sign of weakness. They show agents they are respected enough to hear the truth. Agents who feel respected are less likely to leave, even when another firm offers more money.
Community involvement can deepen those ties by giving agents a shared purpose beyond production goals and compensation. Fundraisers, volunteer events and local causes create experiences agents remember and connect back to the brokerage.
“Sell with your heart, not your wallet, and you’ll have success,” said Kathy Viard, co-owner of Signature Premier Properties. That kind of culture can be much harder for competitors to outbid.
Source: Inman (05/21/26) Davis, Darryl
© Copyright 2026 Smithbucklin