The question for you brokerage owners and team leaders out there:

Do you know your numbers?

And when I ask this question, people say, “Oh yeah, I know my numbers.” And then we test it and see if they really do know the numbers.

I'm going to test you right now. I'm going to ask you a couple of questions about your market, and I want you to be able to tell me if you know your numbers.

When I say your market, I'm talking about your agents that work within your company. That is your local market, by the way.

And here are the questions:

1. What is your average pending price with your agent body? What is your average listing price with your agent body? What is your average close price with the agents that work for you today?

2. How does that compete with the rest of the market versus the MLS? Are you higher or are you lower? Where are you at?

And then I'm going to go deeper than that. I'm going to ask you this really tough question:

3. What's your average agent's productivity based ...

When you're talking to your sphere of influence and you're communicating a message through social media, email, newsletters, email marketing, and physical mail…

What is that message? And do people really like the message?

That's a really interesting question. We can measure that. We can measure it with email newsletters like Constant Contact or MailChimp, based on what they call the click-through rate—how many people are clicking on the topic so they like it and want to read it or dig into it.

And then deeper than that, we can see how long people are on your social media. If they engage, how long they're sticking on that, if they're watching your video for 10 seconds or 20 seconds, getting all the way through it. So that's what we call stickiness with the content.

To make your content more sticky and have a higher click-through, let me give you an idea. And that is to give people social currency.

What is social currency?

That means you're going to give somebody something that the...