If you're a broker or a team leader, one key thing that's going to make a difference in your ability to keep agents and recruit agents is your ability to deploy AI.

If you're not using AI in your business model, you could be at risk from the brokers and team leaders out there that are really getting heavily involved.

And one of the simplest things we can all do is give our team members AI they can deploy.

What does that mean?

Just a prompt that they can use in their everyday business.

I'll give you an example. We just rolled out an AI prompt for writing ads—super simple—that agents can use to create emotionally compelling ads every time they have a new listing so they can create some amazing ads.

Yeah, it's super simple.

And we just rolled that out to our coaching team.

We also gave them a way to evaluate themselves and how well they are showing up with AEO—answer engine optimization—not just SEO.

We gave them a way to measure themselves on a visibility scale and a 90-day plan...

Brokerage owners, team leaders—I know that you're recruiting every day because you're supposed to do that to build your business. I know you're doing it.

And when you're doing this, and you're setting aside one hour a day for recruiting, who are you targeting? Well, who you should be targeting is the people that are going to be the most receptive to your message.

And often, we just target the top producers in the market, or we target a certain group of people that has done this much production over this number of years.

But let me give you another target: “Gap Agents.”

What's a gap agent?

This is an agent who has not closed a deal in the last 90 days.

They have closed deals in the past. Maybe they've been a top performer. Maybe they were a consistent 3 or 4 or 5, 6, 8, 9 top producer.

But for whatever reason, in the last 90 days, they have not closed a transaction.

These folks will be much more receptive to having a conversation with you because they're looking to be rescued. T...

My brokerage owners and team leaders out there, I’ve got a question for you.

Have you ever thought about your business as having a hole, a gap, an area where your weak?

Maybe you’re not strong in riverfront property. Or maybe it’s multifamily, commercial properties, land, or condos—some area of the market where you’re underperforming in this category.

How do you fix that, and how do you fix it rapidly?

I’ll tell you the number one way to do this: Recruit into the gap

You can do this by identifying the top 10-20 agents in that niche in your market area. Then you give them a quick call or a text and say something like the following:

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“Hey, I was doing some numbers this morning. I saw that you’re the number one condo salesperson in this area for the last two years—congratulations.”

Or, “You’re in the top 20 of agents who signed the most land in our county last year. It’s incredible.

“And the reason I’m reaching out is because I want to develop that niche at our company. I feel li...

As an office leader, a brokerage owner, is having teams in your building, teams on your roster, a good idea or a bad idea?

So when you look at this from the outside perspective, and I'm somebody that's been in the business for 36 years, I've owned a network of 17 offices, I've run billion-dollar companies, and so I've had a lot of teams working for me over those years.

And I will tell you that teams overall can add a lot to your company because they help you with market share. There's going to be a tremendous amount of market share growth that they're going to bring to the table.

So do you make a lot of money on a team? Usually not. Usually they're on the lowest splits coming to the company. They take up a lot of resources. They can actually take up a lot of real estate in your office.

So on a profitability scale, not great. But on a market share scale, fantastic.

So we have to ask ourselves—we need to have the right mix. We have to run a lawnmower or a piece of equipment that req...

Hey guys, a really interesting study just came out, and it showed that 21% of agents that are 25 years plus in the business are actively looking for an exit strategy.

So two things here.

Number one, if you own a real estate company and you've got a lot of people that fit that category, your business could be at risk: What if they suddenly all retire en masse?

Second thing about this is: We have a massive opportunity in our market to take advantage of these people that are thinking about leaving the industry.

Here's how:

What if you partnered with one of your agents in your office to go out and target these folks in the industry?

You say, “Hey, there's four or five agents at this company and that company and that company that fit that category.”

And then say to one of your agents, “Why don't we go out there in tandem, you and I together, and let's try to recruit them in?”

You can actually maybe buy their book of business and come up with a succession plan. A recruiting strategy ...

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...

Hey guys, if you’re a brokerage owner or team leader, one thing we tend to do this time of year is say, “Okay, what are our production goals for 2026?”

And you should do this. You should know what you’re shooting for in terms of Gross Commission Income (GCI) and closed volume.

But one thing we often forget is what’s actually going to produce those goals—those transactions closed, that volume closed, that GCI. What is it going to take to create that?

Often, we get lost in this idea that all we need to do is motivate our current crew enough for them to create the production goals we’ve set for the team or the company.

But the reality is, that almost never works.

As someone who coaches brokerage owners, franchises, and team leaders across the country at the highest levels, I can tell you that almost never works.

Why?

Because what’s going to create higher production and higher GCI isn’t motivating your current team to produce more. Now, we want to do that—that’s absolutely a goal.

As a brokerage owner or team leader, one thing we often do—and we see agents do this a lot—is run into what’s called “The Einstein Problem.”

The Einstein Problem is this: we’re introduced to a new idea or concept, and we say, “You know what? I’ve heard that before. I’ve tried that before. It didn’t work for me, so I’m not going to do it again.” We stop listening to that idea, concept, tool, technique, or strategy. We say it doesn’t work in our market.

We’ve all heard agents do this, and we’ve done it ourselves. Let’s be honest.

One of the areas we commonly say this about is recruiting.

We’ll say, “I’ve tried recruiting. It doesn’t work in my market. I’ve tried going after top agents. They never come.”

Or, “I’ve tried experienced agent recruiting. I’ve emailed, texted, called, taken them to lunch, and it just doesn’t go anywhere, so I’m going to stop.”

But here’s The Einstein Problem behind that attitude—and this is true for your agents with lead generation as well.

I want you to...

For you brokerage owners and team leaders, I’m going to give you three things not to do as a recruiter. Recruiting is the number one task you should be doing every day, but what are the things you shouldn’t be doing when you recruit?

Number one: you should not be cold recruiting.

Cold recruiting means having a master list of people and calling everyone with the exact same message. That is the worst thing you can do. When you recruit, recruit with intention and purpose, and have a warm reason to reach out. There’s been a trigger event that gives us a reason to connect.

This is what we coach in our program: finding warm reasons to reach out that make sense, that are organic, that are authentic—not just making another call on a long list of calls you’re trying to get through that day.

Cold calling is death to recruiting. People know when you’re cold calling, and they shut you down. Then you get upset, disappointed, and feel defeated, and eventually you stop doing it.

You have to have...

When you're turning a page with your company and saying, “We want to take our business to the next level. We want to grow. We want to have a year of growth,” what does that actually mean in practical terms? How do you put that into motion in a real, meaningful way?

The first step is to set goals for your firm. You need recruiting goals. You need listing goals. You need sales goals, and you need closing goals.

The recruiting goals fall squarely on your shoulders. You have to figure that out. You have to dive in and work a system, a program, a path to performance. We give you that through the brokerage coaching we offer.

But the other three goals—sales goals, listing goals, and closing goals—are the responsibility of the entire team.

It still falls on your shoulders as a leader, but it also falls on the shoulders of everyone who works for you.

Here’s what you should do, and what most brokers do not do. You need to ask, “What is our closing goal? What are we trying to do on a monthly...