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HomeReal EstateThe Soiled Little Secret You Want To Know About Agent Retention

The Soiled Little Secret You Want To Know About Agent Retention

As enterprise house owners, it’s necessary to do the maths and perceive what causes some brokers to go away your brokerage.

In these instances, double down — in your expertise, in your information, on you. Be part of us Aug. 8-10 at Inman Join Las Vegas to lean into the shift and be taught from one of the best. Get your ticket now for one of the best worth.

That is the primary of a two-part sequence showing in Dealer Edge.

In fairly probably essentially the most aggressive brokerage setting we’ve ever seen, retention is a sizzling subject. And rightfully so. In reality, retention has lengthy been a sizzling subject, particularly for brokerage house owners, as a result of we provide blood, sweat and tears to the brokers who be a part of us, and these brokers simply so occur to be the first income supply for an actual property brokerage.

To not point out, many enterprise house owners throughout many industries would inform you it’s simpler (and cheaper) to maintain a present buyer than to discover a new one. Primary fundamentals of enterprise. You get it. 

So what’s the soiled little secret? There may be nothing you are able to do to retain everybody. There. I stated it.

Nothing you are able to do.

Now earlier than you trash that remark and the remainder of this content material, or take too massive a sigh of aid as if you’re “off the hook” from the retention duty, let’s rewind. I particularly stated there’s nothing you are able to do to retain everybody. It’s good to perceive this earlier than you are taking significant motion to retain as many individuals as potential, which you completely ought to do.

Why is that this the soiled little secret? The mathematics behind retention and attrition. The attractive factor about math is, you may’t argue with it.

To be clear, retention and attrition are usually not the identical. Let’s take a minute to unpack the variations and similarities between the 2.


Analysis from the Nationwide Affiliation of Realtors (NAR) tells us that the typical actual property agent stays at a brokerage for 5 years. As unbiased contractors, brokers are free to roam in regards to the business as they select.

I’ve by no means seen an unbiased contractor settlement that had “lifetime” written into the phrases, nor have I seen an agent signal one in blood. You’ll be able to combat again towards the typical after all (and you need to); nevertheless, over time and with the Regulation of Massive Numbers, you can not keep away from it solely. 

Let’s be trustworthy: when individuals depart, it hurts. We might really feel as if we’ve failed them, we might really feel betrayed, we might really feel an absence of loyalty. These are actual feelings. Understanding you may’t hold each agent might aid you transfer by way of a few of these feelings in a wholesome method.

My expertise tells me that 99 p.c of the time, individuals depart for causes way more private to them than something you may management, so half methods on a excessive notice. Examine your ego on the door, take the excessive highway, be taught what you may to enhance and need them effectively.

In spite of everything, you would possibly nonetheless be cooperating with them from throughout the road, and you can be stunned what number of determine to return again when they’re handled with respect upon their exit. I’ve seen it occur extra instances than I can rely.

You might personal your brokerage, however you don’t personal your brokers — so don’t act prefer it.


Attrition is retention’s ugly twin. They’re comparable however not the identical. In the actual property business, we function on commission-based gross sales, due to this fact the speed at which individuals fail or stop is robotically greater than different industries.

This may be for a lot of causes: Retirement, a change in profession path, life change, or they merely didn’t discover the success or success they had been searching for and finally determine to give up their license. 

NAR stats additionally inform us {that a} mind-numbing 87 p.c of Realtors get out of the enterprise inside 5 years. Meaning solely 13 p.c survive longer. As an proprietor, hold this in thoughts if you’re beating your head towards a wall working to assist brokers succeed.

Don’t cease doing that, simply perceive that usually you will have it for them greater than they do. You’ve in all probability heard the saying you can lead a horse to water however you may’t make it drink. I’ve heard a greater one: Discover thirsty horses.

As leaders, we sometimes need everybody to succeed and genuinely consider they will. That’s what makes us leaders. Nevertheless, as enterprise house owners, we have to perceive and plan for the maths across the business we function in. That’s simply good enterprise savvy.

Able to combat again towards these averages? Good. Let’s get to work subsequent week partially two.

To learn how to combat again, try half two of this sequence, showing in subsequent week’s Dealer Edge.

Chase Williams is the co-founder of NW Wealthbuilders and progress chief for the Keller Williams Northwest Area. Join with him on Fb or LinkedIn.



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