Why Competing on Commissions Sends Top Agents To Your Competitors (And What To Compete On Instead)
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...
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