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...