How often do you hear agents say they’re leaving for “greener pastures”? It’s the classic trifecta of blame: Is it the market? Is it me? Is it my broker?
While sometimes a change is genuinely beneficial, the root cause is often simpler and more challenging to fix. In my experience, agent success—and retention—isn’t about who you are, but what you consistently do. It’s about behavior.
As a broker or team leader, I assume you have a defined niche, a clear vision for your ideal agent, and a compelling value proposition. And I know most brokers genuinely care. So, if the fundamentals are in place, why do agents still leave? The answer rarely lies in the external environment. It lives in their daily habits, inconsistent marketing efforts, and the inability to deliver a seamless client experience.
The Science of Sticking Around: Why Motivation Matters
My business partner, Ben Hess of Recruiting Insight, explores the science of human motivation in his eBook on the “psychology of recruiting.” He highlights a critical truth: our brains are wired for quick conclusions—a useful survival mechanism, but one that often leads to flawed, self-serving judgments (like “it must be the broker!”).
What if, instead of guessing, you understood the science behind motivating your associates? This knowledge empowers you to implement effective retention strategies rooted in psychology.
Several powerful books—Atomic Habits, The Miracle Morning, The Power of Habit, and Do Hard Things—all point to three key motivational drivers you must address:
- Daily Habits
- A Sense of Belonging
- Instinct and Action
1. Build Better Agents with Better Habits
As The Power of Habit and Atomic Habits explain, much of our daily activity is driven by unconscious habits. To change the outcome, you must change the input.
In our work with agents, we see common habit challenges: consistent marketing, regular prospecting, database management, and effective time management.
Take the common question: “Where are the listings?”
We already know where to look, thanks to David Knox’s 7 D’s: Death, Divorce, Diplomas, Diamonds (engagements), Downsizing, Daily Grind (job changes), and changes in Discretionary income.
The key is translating this knowledge into actionable habits. Instead of just telling agents to prospect, break it down into a simple, non-negotiable system:
The winning formula is not knowledge; it’s execution.
A leading indicator of success is the number of new appointments created each day or week. Imagine the impact of a dedicated “90-Day New Appointment Hustle” within your office—that’s a habit you can measure and celebrate.
2. Foster a Culture of Belonging (They Want a Home)
Beyond habits, a fundamental human need is a sense of belonging. As a broker, how would you rate your efforts in creating a compelling culture? When associates feel valued, heard, and able to contribute, they stop looking for “greener pastures”—they’ve found their home.
Consider these powerful cultural strategies:
- Connect work to a deeper meaning (e.g., every home sold creates two local jobs).
- Implement strategies to make people feel valued more often than just at closing.
- Foster a balance between collaborative support and healthy, performance-based competition.
- Create spaces for sharing big wins, tough challenges, and personal breakthroughs.
- Connect the organization to a shared vision for the future, not just the current market.
- Provide a steady and reasoned voice in all market conditions to cut through the noise.
- Develop a strategy to support struggling agents and actively connect them with thriving mentors.
3. Translate Instinct into Action
Finally, there’s instinct. According to Dr. Gary Klein, instinct is how we translate experience into judgment and action. You’ve likely experienced this yourself: “I had a feeling about it,” or “I felt it in my gut.”
Now it’s time to help your agents act on those insights.
Just as with building habits, break down complex market indicators into simple, executable steps. The ideas in this article are only valuable with action!
- Some of our clients are running 14-day “How to Earn Listings in This Market” sprints.
- Others are starting an accountability-focused book club (Atomic Habits is a great start).
- Still others are hosting weekly “Pizza, Prospecting, and Profit” sessions where agents work together to make calls.
To truly succeed, leave nothing to chance. By focusing on building positive, measurable habits and fostering a strong sense of belonging, you can significantly reduce the “it’s my broker’s fault” mindset and build a thriving, stable team.
That is how we win the day!
Your Next Step
What is one action item from this article you can implement with your team this week?
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