When I got my license in 2006, the only thing brokers did for agents was provide a place to work. Agents were given a desk, a phone book, and some scripts and told to go make calls.

It was an era before leads.

During those years, word of mouth and networking generated the most business. I remember being at a Tom Ferry conference in 2009 when he stood on stage and asked, “Who here would love to generate seven leads a month?”

Everyone in attendance was shocked—it didn’t seem possible to get seven leads per month! Fast forward to today, and plenty of teams generate thousands of leads for their agents every month.

We now live in an era where agents expect brokers to do everything for them—and many are looking for handouts as they aim to navigate the new market. But it’s going to take more effort to close a deal than it was over the past two years. Leads aren’t enough. 

Fortunately, many teams and brokerages have a system in place to help their agents be successful in any market. Your job is to find the best one.

Here are five things your broker should offer to help you build a lasting business. 

#1—High energy environment

Your brokerage environment must be a place where you can thrive. And while the specifics will be different for different agents, a place with high energy will help you remain positive and build a strong mindset

Sales is all about energy. If you walk into your office feeling excited and confident, you will do better than in an environment where you are bored or lacking energy.

At the end of the day, you must be doing your daily activities to succeed. Determine what inspires action for you, and look for that when meeting with new brokers.

#2—Ongoing coaching, training, and business planning 

The real estate industry is constantly changing. What agents, teams, and brokerages were doing between 2020 and early 2022 is very different from what needs to happen in today’s market.  

A brokerage must be willing to pivot every time the market shifts—even better if the brokerage is ahead of those changes in the market. And, to ensure their agents don’t fall behind, teams must share new content and resources with their agents through training.

At a minimum, training should be weekly, but there are times when daily training is required for agents to be successful. In addition to learning about the training schedule of each brokerage you meet with, make sure you find out if the coaching and training are relevant with current market conditions. You don’t want to commit to a place that recycles the same training every year. 

#3—Systems

The best agents focus on income-producing activities:

  1. Having conversations about real estate with prospects.
  2. Meeting prospects in person for listing appointments, buyer consultations, and showings.  
  3. Writing contracts.
  4. Negotiating contracts. 

Anything outside of those four income-producing activities is an administrative activity. If you have to do admin activities as an agent, you won’t be able to focus on generating sales. 

So if you want to join a team or brokerage, it’s critical to know whether or not they have the systems and admin staff to support you.

#4—Opportunity

I want to be very clear—leads do fall into the opportunity bucket—but you shouldn’t consider a team or brokerage solely for leads. 

We’ve all heard the saying, “If you give a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” 

When a team simply funnels leads to agents, it doesn’t teach them anything—and ultimately creates bad habits. When those leads stop or slow down, the agent is screwed.

Determine what type of opportunities are available at each brokerage you are considering. This can include leads, but it can also go back to training and should involve sweat equity activity: 

  • Open houses provide a great opportunity for agents to meet new people. 
  • Data—like a record sale or new listing—that enables agents to call a farm and speak to the team’s successes. 
  • An agent shadow program allows newer agents to learn from experienced agents on the team. 

There’s no wrong way to generate a lead, but the brokerage you are on should provide multiple opportunities to help you learn and grow your business.

#5—Accountability

If I tell myself I will wake up at 5:00 am and work out, but no one else knows, it’s easy for me to hit snooze and go back to bed. But if I tell others and they hold me accountable, I’m much more likely to follow through. 

The same is true with real estate goals. Accountability is critical. 

Often, brokerages and teams seem to have it all—coaching, training, systems, even a great environment—but if the team leader isn’t holding agents accountable, they will likely fail.  We’re much more likely to let ourselves down than someone else. 

Final Thoughts

The team or brokerage you join is your support system. The more support you have, the more opportunities you can present to your clients. 

While a broker will never be able to replace the work you put into your own business, finding the right one can catapult your career to the next level.