Is it the market?
Is it me?
Is it my broker?”
How often do you hear agents say they’re leaving for “greener pastures”? While sometimes a change might be genuinely beneficial, often the root cause lies elsewhere. In my experience, it’s not about who you are, but what you do—it’s about behavior.
I assume you, as a broker or team leader, have a defined niche, a clear vision of your ideal agent, and a compelling value proposition. And I’ve found that most brokers genuinely care about their associates’ growth and well-being. So, if these fundamentals are in place, why do agents leave? The answer often lies in their daily habits, consistent marketing efforts, and the ability to deliver a seamless client experience.
My business partner, Ben Hess of Recruiting Insight, explores the science of human motivation in his eBook on the “psychology of recruiting.” He highlights how our brains are wired for quick conclusions—a useful survival mechanism, but one that can sometimes lead to flawed judgments. What if, instead of guessing, you understood the science behind motivating your associates? This knowledge would empower you to implement effective retention strategies.
Several excellent books explore this topic, including Atomic Habits, The Miracle Morning, The Power of Habit, and Do Hard Things. These books point to key motivational drivers: daily habits, a sense of belonging, and instinct.
Let’s start with habits. As The Power of Habit and Atomic Habits explain, much of our daily activity is driven by unconscious habits, often formed without conscious awareness. Creating new habits requires breaking them down into small, manageable steps. In my work with Tom Ferry, we’ve identified common habit challenges for real estate agents: consistent marketing, regular prospecting, database management, effective time management, and maintaining a positive mindset.
What if you could effectively help your associates overcome these challenges? Take the common question: “Where are the listings?” In this market, we know where to look, thanks to David Knox’s 7 D’s: Death, Divorce, Diplomas, Diamonds (engagements), Downsizing (with 10,000 people turning 65 daily in the US), Daily Grind (job changes), and changes in Discretionary income.
The key is to translate this knowledge into actionable habits. Instead of simply telling agents to prospect, break it down into a system: “For success here, here’s how we do it.” A leading indicator of success is the number of new appointments created each day or week. Imagine the impact of a “90 New Appointment Hustle” within your team, office, or firm.
Beyond habits, a fundamental human need is a sense of belonging. As a broker, how would you rate your efforts in creating a culture of belonging? When associates feel valued, heard, and able to contribute, they’re more likely to stay. Consider these strategies:
- Connect their work to a deeper meaning (e.g., every home sold creates two jobs).
- Implement strategies to make people feel valued more often.
- Foster a balance between collaboration and healthy competition.
- Create spaces for sharing wins, challenges, and breakthroughs.
- Connect the organization to a shared vision for the future.
- Provide a steady and reasoned voice in all market conditions.
- Develop a strategy to support struggling agents and connect them with thriving ones.
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,” “That was my hunch,” or “I felt it in my gut.” Now it’s time to act on these insights. Just as with building habits, break down key 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 book clubs, and still others are hosting weekly “Pizza, Prospecting, and Profit” sessions.
To truly succeed, leave nothing to chance. By focusing on building positive 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!
