If I asked you—as a brokerage owner or team leader—what are your top five differentiation points, could you answer clearly?

What makes your company different from every other company in the marketplace? In other words, what’s your value proposition?

If you can’t answer that, no one else in your market can either.

Some of you might rush to say, “Well, we have the lowest commission plan in the market.” But that’s a terrible value proposition.

If a commission plan were all it took to recruit agents, then the brokerage with the lowest commission would have the most agents. But that’s rarely true.

Why?

Because commission plans are not the single greatest motivator for agents.

The #1 motivator for an agent to join your office is this: Will you help them grow their transaction count?

If your value proposition doesn’t clearly communicate how you’ll help agents do more deals, you’re going to lose—every single day—to competitors who can.

So here’s my challenge to you:

Take some time to...

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 thi...

Hey guys, have you had a chance to talk to your social and sphere audiences about the importance of flood insurance?

This should be a priority, especially with what's happened with Helene and Milton—it’s on the top of everyone's mind.

Here's something interesting: typical homeowner’s insurance doesn’t cover flooding. Since 1996, 99% of counties in the U.S. have experienced some kind of flooding event. What’s more, 20% of all flood claims come from homes not in traditional flood zones. And just one inch of flooding in your house can cause at least $25,000 in damage.

That’s a huge reason to encourage your clients to get flood insurance.

To help with this, there are a couple of things we can do:

First, partner with a local insurance agent who specializes in flood insurance. We could record a webinar or have them join a live stream to discuss the importance of flood insurance.

Another option is to direct people to the government website, FloodSmart.gov, which has a ton of information...