As a brokerage owner or team leader in charge of recruiting, where is the number one source of recruits for your team or office? Where are you going to get the most recruits?

It’s an interesting question, right? You might think it comes from video, cold calling, sending texts, video texts — all the things we talk about in recruiting. I’m going to tell you: all those things play a part, for sure.

But the number one recruiting source for brokers and team leaders across the country comes from one area: referrals from your current team.

Just like agents, whose number one source of business is their SOI — their Sphere of Influence — our number one source of recruits is the same.

It comes from your own version of an SOI: your agent body.

Now, what if your agents right now are not referring more agents? You might ask, “Why aren’t they sending me agents?” That should be your number one source of recruiting. Why aren’t they doing it?

A few reasons:

• You’re not close enough with them. Yo
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If you're a brokerage owner or team leader, one thing you might be missing is building out your culture. And culture is incredibly important. One of my good friends told me years ago: "Culture beats strategy every day of the week."

Here's what that means:

You can have amazing technology, great coaching, strong leadership, solid systems, excellent staff, a great location, and competitive commission plans... but if people hate coming to work every day, none of that matters.

You need a culture where people are excited to show up, love the work experience, have work-life balance, and enjoy being part of the team. So the real question is: How do you build culture?

Culture doesn't happen by accident. It's intentional. You have to invest time, effort, and energy into building it.

One thing we do at our company is host social nights—sometimes during the day, but we call them social nights or events. We aim to plan one every 6 to 8 weeks. These events can be anything from go-karting, atten...