So brokerage owners, if I walked into your office today and I just put my hands out and I said, "How does it feel to be in your office?"

What would I feel?

Would I feel like it's an energetic place, that it's motivational, that I'm inspired by being there?

And even if you're running a cloud-based brokerage, this still applies to you, by the way.

When I talk to your agents, do they say, "Hey, working with this company makes me feel just energetic. I feel excited. I feel like I can tackle the market."

Or if I walk into your offices, does it feel quiet? Are there crickets? Is it like a morgue? Is it not exciting? It's just kind of... look.

What does it feel like?

So here's the real question behind the question:

Can you, as a brokerage owner-leader, influence how it feels in your company?

The answer is, of course, yes.

So how do we do it?

I'm going to give you what I call the Five-One Approach. I call this going big and going small every day.

So going big means we do one thing ...

Are you a global REALTOR or a local REALTOR now?

Most of us were trained to be a hyper-local REALTOR. We specialize in our market, in our state, which is a good thing, but we might be missing out on as much as 10% of our income by not telling people that we're actually a global REALTOR.

What does that mean?

That means that we can refer people to any other REALTOR in the country, and even in the world, if they're interested in buying in other states, in your state but other areas, or even internationally.

We can earn referral fees, but we're missing that opportunity.

Raise your hand if you missed a referral opportunity in the last 12 months from a friend or family member that told you after the fact that they have purchased a home somewhere else, or they're selling a home somewhere else, and you might have thought, "Well, I guess I just missed that opportunity."

But when you say that, it's really thousands and thousands and thousands of dollars you're missing out on, for no reason...

As a real estate broker, one of the things that we often focus on is recruiting, as we should. Recruiting is the number one way that we can drive profitability to our business over the long haul.

Yet what happens with a lot of brokers is their measurement of their success is misguided.

Let me tell you what I mean by that:

Often we would obviously say that we're successful if we're recruiting X number of people into our company in a given period of time.

But I'm going to suggest to you that is a poor measurement system. And here's why:

Because you're measuring the bottom of the funnel, not the top of the funnel. And the top of the funnel is what creates results. Just like with our agents, when we teach them to lead generate, we have to teach them that they have to fill the top of the funnel.

In other words, they have to go out and lead generate every day to ever hope to generate a listing, a buyer, or a closed escrow.

The same thing is true for us as recruiters.

We have to be fi...

Hey guys, if you are a brokerage owner, I’m going to challenge you to do something which I think would be very valuable for you, and that would be to create a value map of your company focused on the three T’s:

Training, Technology, and Tools.

If you’re going to take out a white sheet of paper, write down every piece of training you offer as a company, every piece of technology you offer as a company, every tool that you offer as a company. Write it down on one sheet.

Maybe it’ll take a couple of sheets.

Then take that list, put it in Canva, and have it create a nice checklist for you.

Bring it to your next office meeting and say this:

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“Hey guys, I created what I call a value map of the company, just showing off all the tools, technology, and training we’ve got.

“I just wanted to have everybody check it out and see if there’s something maybe you haven’t taken advantage of, that maybe you want to plug into in the next 12 months to help you create more transactions.

In fact, I’...

Hey brokers, team leaders, I’ve got a question for you: when was your last wow moment when it comes to marketing for your firm?

When did you roll out a piece of digital marketing — maybe a new sign design, new branding, new flyers, something fresh and exciting technologically? Maybe it’s a new website or a new social media skin. Something that wowed your agents.

If the answer is you can’t remember, or it was sometime last year, I’m going to suggest that you commit to doing this once a quarter.

Once a quarter, you should be rolling out a wow moment for your agents where they’re like, “Whoa, that is cool. That is really exciting.”

This keeps your company fresh. It keeps it exciting. It gives you a retention tool, and it gives you a recruiting tool at the same time.

Then the question becomes: what is it?

We’ve got to go in search of it. We’ve got to look for people outside of our company, ideas, strategies, marketing pieces, branding pieces outside the company, and be in tune and sa...

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 ...

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...

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...

Hey guys, if you're a brokerage owner or team leader, I've got a strategy for you when it comes to recruiting, and that's what I call “Weakest Point Recruiting.”

You might say, what does that mean? Weakest point recruiting simply means this: I want you to look at your overall business today—your brokerage, your team. Most of us are pretty strong in residential resale. That’s the general core.

But what about other areas of the market? Maybe you're weak in land sales. Maybe you're weak in rural property. Maybe you're weak in waterfront, golf courses, condos, or commercial property.

I want you to identify two or three areas where your company or team is just weak—where you're not very strong in that market area. And I want you to look at this not as a weakness. I want you to flip it on its head and ask, “how can I turn this into an opportunity?”

Your opportunity is to recruit to your weakness.

Here’s what I’m going to do. I’m going to identify the top 10 agents in that niche who coul...

Hey guys, there’s an interesting new study from 1000Watt. They studied 600 agents and asked them several questions about where they thought they were in their career.

A shocking number: 31% of these agents said they were actively considering making a real estate brokerage change—switching offices.

That number jumped to 53% for agents under the age of 35.

So when you hear that as a brokerage owner or a team leader, what should that represent to you? What I think it should represent is opportunity.

If you look at your entire market—maybe you have a thousand agents, maybe ten thousand—think about one-third of them are actively considering making a change, and 53% of that younger generation are actively considering it. Then the question becomes: What can you do about this opportunity? How can you get ahead of it?

The way you get ahead of it is by being intentional with your recruiting strategy—getting out there, having conversations, building relationships, and really showing your val...