What's the number one motivator for someone to move from Company A to Company B? It's not the commission plan, so get that out of your head.
The answer is this: the reason I'm going to move from Company A to Company B is because I believe Company B can help me close more transactions.
Transaction count is the number one motivator for all agents. Yet, when I talk to most brokers and ask them to list the top five reasons someone should join their firm, the first things they often mention are: "We've got a great culture here. It's a family organization really connected to the community. People just trust each other. We've got a great staff."
These are all fantastic qualities, but let me tell you what that is: soft value.
Soft values are what keep agents at your company. People love to work at places with great culture, a charitable spirit, an open-door policy, and strong support staff.
But soft value isn't what moves an agent from Company A to Company B.
What moves agents is one thing:...
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...
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