If the goal is to build strong brokerages, productive agents and sustainable businesses, Julia Lashay Israel writes, recognition belongs at the center of your strategy.
In an industry defined by independence, volatility and constant competition, real estate agents often operate in the shadows of their own success. They manage emotional clients, unpredictable deals, brutal market swings and the relentless pressure to perform. And yet, despite carrying the weight of the entire real estate ecosystem, many agents rarely feel seen.
Brokerages spend millions on tech, training, coaching, recruitment and branding. But one of the most powerful and least expensive levers for retention, culture and productivity is also the most overlooked: agent recognition.
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