Hey guys, for brokerage owners and team leaders out there, sometimes you hear that you should be recruiting nonstop every day, really intensely.

As a company that focuses on recruiting and coaching, we will tell you yes — you need to invest at least one hour a day in active recruiting if you want a real trajectory change in your business and to take it to the next level.

But here’s the thing:

What’s more important than the intensity of what you’re doing is the consistency of what you’re doing.

Consistency beats intensity every day of the week. The fortune is in the follow-up.

I want you to think about the runway for the top agents in your community. Maybe you moved companies at some point in your career. How long did it take you to work up to that decision?

As an experienced agent, it probably didn’t happen overnight. It likely took weeks, maybe months, maybe even years to pull the trigger.

What we have to understand is that it’s not about our timing — it’s about the timing of t...

If I were to sit down with you today and talk about why an agent should join your firm, what would be the top five reasons?

I do this all the time—teaching live classes and coaching brokerage owners and team leaders. This is a conversation I love to have. Often, I'll hear things like, "We're a family-oriented organization, we have a great culture, we do a lot of social events, we're really engaged with the community, and we're hyper-local. Staff is great, we have an open-door policy."

Those are all great things… But these are centered around what I call “soft value.”

Soft value is what keeps agents at your company. It’s important for retention—and trust me, you want to retain agents.

But if you’re going to move agents from one company to another, you need a different conversation, one focused on “hard value.”

Hard value moves agents, soft value keeps them.

So, what's hard value? It’s anything that helps me close more transactions in the next 12 months. When I'm sitting across fro...

Have you ever had someone in your company say, "Geez, I can't believe how great it is here. I wish I had made the move years ago"? This has happened to me so many times as a brokerage owner. It often took years to recruit them, and once they join, they're like, "This is amazing. Why didn’t I do this sooner?"

It’s frustrating for us as brokerage owners and team leaders, but there’s something we can do about it.

The strategy is called “presuasion”—not persuasion, but “presuasion.”

What does that mean? It’s about taking a more casual approach to recruiting, in some ways, and showing people what they could experience if they joined you.

How do you do that? The easiest way is through testimonials from your agents. But not just from the agents who’ve been with you the longest—the best ones come from those who have joined most recently. When new agents say, "I wish I had joined six months or two years ago," grab that testimonial right away. Capture it in writing or, even better, on video....