4 things real estate brokers can do to retain agents

You got them in the door.

Now how do you keep them…and keep them happy?

In our last post, we talked about a strategy for recruiting agents, and in this sequel, we’ll look at some practical things you can do to retain agents.

 

1. Be a resource

Sometimes leaders get the idea that they should leave people alone and just let them do their thing.

But what if what they’re doing isn’t working? They may be tempted to throw in the towel, leaving you with a vacancy.

Agents may need you more than you think, even if they don’t realize it! And this goes beyond just being available. Try creating some systems that put you in contact with your agents on a regular basis. Be ready with encouragement for a job well done. And if you need to dive into tough issues, do it from a standpoint of support.

You may end up winning their respect and loyalty as you invest your time and energy in their success.

 

NAR’s director of member engagement, Nobu Hata, says that “brokers need to be as useful to their agents as they are to clients. Start by finding out where agents are getting their information from if it’s not from you.” Hata thinks a real estate professional should be able to turn to his or her broker for advice: “‘Answer their questions better,’ Hata advises brokers. ‘Be more useful than a Facebook group.’”

In the information age, a lot of people turn to the internet for advice on real estate related topics. There’s certainly helpful material out there! But isn’t it also valuable to have someone who’s right there, who has lots of experience, who can speak with authority into the issues agents are facing?

Get in the trenches with your agents. Know how to help them with things like marketing, saving time, being more effective, getting better at lead generation, closing sales, etc. Understand their struggles, successes, concerns, and be willing to listen to their ideas. And then be ready to speak and offer help and resources to guide them.

A broker who is truly there to serve his or her agents is more likely to be trusted.

 

2. Provide marketing support

Real estate agents are in the business of selling. Helping your agents stay successful can go a long way in retaining those agents. And one way to keep that sales pipeline flowing is to offer marketing support to your agents.

Do you have a good grasp on how your agents are marketing their listings? Are they using social media, running paid ads, or sending mailers and relying on word of mouth?

Depending on the market, any or all of these techniques may be great for getting the word out about an agent’s brand and listings. But if your agents aren’t getting the kinds of marketing results they would like, it’s time to offer some support, or at least know where to point them.

If they need training, consider providing that training for them. Maybe you have the marketing knowledge to help them out of the ditch, or maybe you need to bring in a consultant. Whatever you do, take action.

Here are some things to consider as you evaluate your brokerage’s marketing efforts.

How are your agents doing with…

  • Email campaigns
  • Advertising (print, online, & through social media)
  • Mailers
  • Prospecting
  • Using your CRM
  • Open houses
  • Video marketing
  • Social media
  • Real estate storytelling and distribution (click here to learn how Paradym can help)
  • Marketing on real estate websites (Realtor.com, Trulia, Zillow, etc.)
  • Paid search vs. organic web traffic
  • Websites
  • SEO
  • Branding
  • Networking
  • Content creation and distribution (posting blogs, articles, videos, etc.)

The big question is “How can I help my agents get better at marketing?”

Supporting their marketing efforts on a consistent basis may be just what they’re looking for.

 

3. Offer technology tools

You want your agents to thrive, not just survive! So offer technology tools that make their work easier, more productive, and more effective.

 

Here are a few things you might want to think about, upgrade, or invest in:

 

  • CRM software: Do you use a CRM? If so, does your current CRM help your agents manage their client interactions? Are they properly trained in using the CRM? Sam Debord, Managing Broker of Seattle Homes Group – Coldwell Banker Danforth, advises agents to “[g]et a CRM set up. Upload your current sphere, and spend an hour every day trying to expand that sphere. Use follow-ups/reminders to keep you in prospecting mode with your CRM every day.” [BTW: Sam is featured in our free ebook on marketing insights from industry influencers!]

 

  • Website optimization: It’s great that you have a company website, but is it getting the traffic and interaction that your agents need? Are you capturing leads, or is your website just functioning as an online billboard?

 

  • Agent websites: Do your agents use individual or team websites for marketing? How are they looking? Are they up to date and serving clients in your market?

 

 

  • Automation and real estate storytelling software: Take advantage of automation to make some of your agents’ marketing more streamlined and effective. Paradym automates listing story creation and automatically distributes agents’ stories to real estate websites and social media.

 

4. Offer technology support

Having the right technology could really help your agents soar, keeping them productive and less likely to ship out. But knowing how to use all of the technologies available to your agents…that’s another issue.

Are you providing regular opportunities for agents to get the tech help they need?

Some companies that provide software to you and your agents may have dedicated staff to assist with training and technical support. For example, Paradym’s Success Coaches help with account setup, onboarding, training, setting up social media accounts, etc….and that’s all included in your membership.

You might want to invite a “technology trainer” to come to your office on a regular basis. He or she could help agents get up to speed on everything from how to use electronic devices to best practices for using multiple tech tools (software and devices).

So take advantage of training services that are built into your existing tech offerings, and investigate the benefits of bringing in a technology trainer.

 

What’s next?

You really want them to be successful.

Let them know that and provide the support they need. Be a resource, help them out with marketing, equip them with the right technology tools (and make sure they know how to use them!).

Happy agents = happy brokers!

What are some other things that have helped you retain top talent?

Last updated: January 24th, 2017

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