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?
Information is power, but in today’s world, we’re facing an unprecedented data deluge. According to Domo’s Data Never Sleeps 10.0 report, global data creation is exploding, projected to reach 181 zettabytes by 2025. Just consider the activity every minute: millions of Google searches, hundreds of hours of YouTube uploads, thousands of Instagram posts and tweets.
While access to information can fuel innovation, the sheer volume can be overwhelming. The key is focus and discernment. In a world of constant digital noise, the ability to filter out distractions and focus on what truly matters is more critical than ever. This means:
Prioritizing relevant information: Don’t try to consume everything. Focus on the data that directly impacts your goals.
Developing critical thinking skills: Learn to evaluate information sources and identify credible insights.
Creating boundaries: Limit your exposure to unnecessary information and create dedicated time for focused work.
In a world of data overload, focus is your superpower. And that is how you win the day.
Humans are underrated
* A zettabyte is a measure of storage capacity and is 2 to the 70th power bytes, also expressed as 1021 (1,000,000,000,000,000,000,000 bytes) or 1 sextillion bytes. One Zettabyte is approximately equal to a thousand Exabytes, a billion Terabytes, or a trillion Gigabytes. Do the math – old math or new math; that’s a lot of data.
Orville and Wilbur Wright didn’t wait for permission to invent the airplane. They didn’t have a pilot’s license—because it didn’t exist yet! What they did have was creativity, passion, and persistence. These are the same qualities you need to achieve your biggest goals.
You don’t need anyone’s permission but your own. What dream are you waiting to pursue? Stop waiting and start doing. That’s how we win the day.
P.S. Bill Bowerman, the co-founder of Nike, wasn’t a traditional shoe designer. He invented the iconic “waffle sole” in his own garage using his wife’s waffle iron. Innovators don’t ask for permission; they find a way.
America’s happiest cities. Researchers for decades have studied the science of happiness and concluded that some of the key ingredients include: a positive mental state (a growth mindset); strong social connections; job satisfaction; health, and financial stability. One study suggests the incremental amount of happiness stops at around $75,000 of annual income.
Many factors affect our happiness, so the study included a panel of experts who commented on various aspects of happiness, like:
Can money buy happiness? No. The consensus: it’s far more important to have a sense of purpose and a way to give back.
Does happiness increases or decrease with age? Yes. The consensus seemed to be a trend of more happiness in younger and older individuals and less in the 40 and 50 age group! Maybe the burden of providing for the family?
Does where you live influence happiness? The consensus was yes with a footnote. So research suggests it’s not about the place, but the match between the place and who you are as a person combined with the family and friend connections.
I’ve lived in 8 states (VA, CO, TX, KY, OH, MI, CA, and MN) and 10 cities, and what I’ve found? Grow where you are planted! Every city, state, and region has a history, a story and a community. As I recall, Abraham Lincoln said it best:
Volatility, uncertainty, complexity, and ambiguity. I’ve had a lot of clients, associates, and others asking about:
SVA (smaller issue)
Credit Suisse (bigger issue)
Signature Bank
I have a great circle of economic minds… my notes from various conversations on this topic:
If you go back to 1974 you can see 12 significant hiccups in the financial systems, including the 1994 bankruptcy of Orange County, California, where I raised my kids and grandkids.
Of the 12 events since 1974, 60% led to a recession. With the FED lowering rates from 1 month to 11 months post each of those events.
The FED policy has been the most aggressive tightening in 40 years, yet all the indicators seem to be the economy is absorbing this at a rate not seen before. But something broke…
Concentration (all your eggs in one basket) is a high-risk strategy not to be taken by the faint of heart.
A surge in deposits (influx of COVID money into the economy and more) in a low-interest rate environment lead to a surge in deposits. To boost yields, SVB (and others) turned to long-term bonds, yet SVB did so WITHOUT hedging. (A high-risk move & looking back, was a massive mistake of judgment and leadership)
Policy matters – in 2018, we saw a rollback of the Dodd-Frank requirements, which raised the level of banks subject to stress tests. SVB was not subject to stress tests and extra accountability. As we are seeing – accountability matters.
What will the FED do?
Who knows, but probably no hike or up to 25 basis points as we see conflicting issues, especially persistent Core Inflation.
Core inflation is still high (too much money chasing too few goods)
Retail sales and producer price index weaker
The recent labor report was mixed
A business associate and well-respected economist, Dr. Lawerence Yun, said it well several years ago, “easy money and ample liquidity has implications.” Expect more volatility, heed the benefits of diversification, and a flight to quality. This is not a time to take undo risks.
For my real estate friends – control what you can control – life still happens: birth, death, divorce, jobs, non-owner occupied exchanges, and more. Serve those that need your services. Now more than ever, they need a local area expert. I’m seeing a flight to quality in full-time professional agents with stable track records of delivering results. if you don’t have this base, it could be time to team up and join an experienced team lead.
