A social media marketing plan can help you develop and maintain an online audience, so long as you’re providing them useful information and interacting regularly.

Your relevance on social media as a brokerage, depends on a plan that’s more robust than simply posting new listings and sold listings or an online welcome for new agents, says social media expert Jenn Herman of Jenn’s Trends in San Diego, Calif. This kind of content, while good at showcasing that your brokerage is full of agents who can get the job done, doesn’t necessarily provide your audience with any value.

“That will actually hurt you,” she says. Instead, focus on creating content that provides useful information to your clients that they can use at any time. Tips for décor, seasonal needs and property maintenance go a long way. You can also focus on local referrals for landscapers, plumbers, cleaners and other home-related needs. 

Posting useful content on a consistent basis is the first step, but it isn’t enough. Social media is a space for cultivating a community, which means engaging.

“Don’t forget to set time aside regularly to engage with your followers, respond to comments and follow-up on leads,” says Cindy Summer Perez, broker associate at Compass in Miami, Fla. “Connecting with your audience is key. If you’re juggling a lot, having an assistant can really help balance everything out.”

Pick Your Social Media Platforms

“There’s no magic number to success of how many platforms to use,” Herman says. “If you can do them all, that’s great. But if you’re doing them all poorly, then it’s not actually helping you. Instead, do as much as you can while creating quality content and connecting genuinely with your audience while still doing everything else in your job.” 

The number of platforms isn’t as important as the quality content you provide. If you can only commit to one or two platforms, then do that—and commit to doing it well—rather than spreading yourself too thin.

“In general, the key is to go where your clients are,” she says. 

Perez believes the same philosophy. She’s also noticed that each platform is best suited for a particular kind of content:

• Instagram – Perfect for visually-focused posts like listings, lifestyle posts and behind-the-scenes content.
• Facebook – A place to build community, run local ads and share longer content like blog posts.
• LinkedIn – Great for business-to-business networking, sharing industry insights and connecting with other professionals.
• YouTube – Perfect for longer-form videos like detailed home tours, market updates and educational content. 

Get Your Branding Right 

A solid brand presence is non-negotiable. Building brand recognition makes you more recognizable to a larger audience. Branding includes logos, colors, fonts and imagery, Perez says. 

“The logo should be simple, memorable and reflective of your business’s values,” she explains. “Choose a color palette that conveys trust, professionalism and approachability.” She adds that blue often represents trust and green for growth. 

When selecting a font, pick a clean, professional-looking one that is easy to read without being overly decorative. Your branding needs to reflect how people perceive your company, Herman remarks, and the right branding, when used consistently, creates immediate recognition. 

“If you are bold, strong, and colorful, don’t pick a logo with dainty script font and light, airy colors. Also, simplicity is better than complexity when it comes to logo,” she says. 

Streamline Your Process

If you’re not careful, social media can become all-consuming and take you away from other important aspects of your business that need your attention. It’s important to do what you can to streamline your process. If you don’t have the capacity to hire a social media manager, don’t fret. There are still several ways to optimize your time on social media. 

Invest in a Publishing Tool

“One of the best things you can do is utilize a publishing tool or content dashboard that allows you to easily schedule content and post to multiple platforms,” Herman says. “These allow you to easily plan out your content in advance, so you’re not rushing to cram content posting into your busy day every day.”

Publishing tools are plentiful and most of them are cost effective, requiring a reasonable monthly fee depending on your needs. Some examples include Later, Buffer, SocialBee and Sendible. A quick Google search will provide you with myriad reviews and options. The key here is not to get too bogged down in the details. Pick one and get started. 

Batch Your Content

Perez likes to create batches of content, so she’ll shoot multiple home tours at once, or she’ll take several photos that can be parsed out into individual posts. This method creates a backlog of options, which “means you always have something ready to go,” she says.

Built Out Templates

Online graphic design tools like Canva give brokerages the opportunity to set branding guidelines and make templates, so you don’t have to start from scratch every time you need to make a post. 

Canva is Perez’s go-to for creating customizable templates for social media. “It’s packed with real state-specific templates – everything from open house announcements to just-sold graphics,” she states. 

“It’s one of the most common tools, which is great,” Herman says. “You can also use Photoshop or PowerPoint or other design tools based on your skill set or your support staff’s skills.”

Keep a Repository of Posting Ideas

Perez recommends using tools such as Google Drive, Dropbox or Trello to store important articles, community events and resources for future use in social media posts. 

“Create separate folders for different content types such as new listings, testimonials, and community news,” she remarks. “Testimonials are crucial for building trust. Keep them in your repository to quickly create posts highlighting positive client experiences.”

If your brokerage is sponsoring a community event or celebrating an agent’s 20th year in the business, for example, you can showcase that with photos or videos on social media. A repository also helps when things are slow and you’re having trouble coming up with post ideas.  

Consider How AI Can Help

If you’re comfortable using it, artificial intelligence can help you streamline your social media work.

“AI can suggest catchy headlines, generate hashtags, or even edit videos quickly, saving hours of manual work,” Perez states. “It can also help analyze engagement data to adjust your strategy and make posts more impactful.” 

But she emphasizes that you must always add your personal touch to everything you do. It’s also important to not rely too heavily on AI from start to finish. 

“The key right now with AI is to use it as a starting point for your content, not to rely on it exclusively,” Herman says. “Use AI to generate a list of questions or concerns most related to your target clients such as first-time homebuyer questions. Then you can use AI to flesh out detailed answers to those commonly asked questions. You can even ask AI to write you a Facebook post sharing tips for first-time homebuyers.”

However, AI won’t understand the nuances of your neighborhood and your community like you do, she adds. Therefore, it’s important to only use it as a starting point and make sure you’re not publishing what AI provides verbatim. Check over everything. Personalize everything.

Keep Things Authentic

Social media should be treated as a vehicle for you to connect with your community. As such, you want to make sure it’s an accurate representation of yourself. 

“Sharing your life, your personality, your interests and your flaws allows you to attract the right clients who want to work with you more and give you more referrals,” explains Herman. “Social media allows you to let yourself shine through. But that means showing up looking like you, sounding like you and acting like you.” 

National Association of REALTORS®
Reprinted with permission

While training and education was top of mind this year amid industry changes, company leaders look to reengage agents as part of their community in 2025.

As brokers look toward 2025, they’re focused on their agents and infusing some fun into their business after a year of change. At the RISMedia Power Broker Forum during NAR NXT, The REALTOR® Experience, in Boston, brokers discussed the importance of making sure agents have what they need to succeed and providing time and space to breathe.  

Dan Duffy, founder and CEO at United Real Estate in Dallas, said that he’s focused on gathering feedback from agents via internal surveys. “How much value are we delivering to agents? How can we improve? So, we’re listening to agents so we can build a plan for 2025.”

That plan includes making sure agents are enjoying themselves. An agent’s job is hard, and the past year has been focused on heavy topics, including the legal landscape and changes in real estate documents. It’s important to remind agents that they can also have fun in the industry, Duffy said. His brokerage went so far as to hire a “chief fun officer,” who is tasked with planning brokerage events to foster greater community.

Dava Davin, founder and CEO of Portside Real Estate Group, which has offices in Maine and New Hampshire, noted that her offices are celebrating. “We’re proud of how we’ve handled the changes, and we’re celebrating the rest of the year.”  

It might seem unimportant, especially amid major shifts in the industry and market, but creating space for some breathing room and a little fun is a necessary part of engagement and building morale.  

Brokers are also focused on their agents as they close out 2024 and turn their attention to 2025.  

“We’ve poured into our agents every day, and that continues to be our focus. We’re fresh off our annual convention in Miami, where we had 5,000 attendees. The theme we heard over and over from agents was: ‘Where’s my business coming from and what pivots do I need to make going forward?’” said Wendy Forsythe, CMO of eXp Realty.  

Forsythe noted that it’s important to her agents that they understand this moment in the business and have the tools to meet the demands of the market. For brokers interested in retaining these agents, it’s up to them to make sure they provide the tools, resources and training to help their agents cultivate their skillsets.  

“There’s never been a more important time to be investing in your skills. You have to be able to play every position out there to offer value to buyers,” she said.

The brokers presenting at the forum also talked about mindset and viewing upcoming market shifts as an opportunity. With inventory slowly increasing, especially in the South, and a new incoming presidential administration, brokers should focus on mindset and opportunity for themselves and their agents. “Those with a mindset of abundance, resilience and opportunity are finding their way through the tough spots,” said Forsythe. “And it is the brokers who need to have their boots on the ground. It’s the broker’s job to spread that mindset.”

Duffy concurred: “If you’re leaning in right now, the opportunities have never been better.”

National Association of REALTORS®
Reprinted with permission

Nonverbal cues often go missed, but they’re as important as what your customers say out loud.

In a conversation with a client, Courtney Jones, co-principal of RE-CHRG, Inc., Chicago, and president of Jones Receiverships, LLC, learned about the significance of body language. The jewelry store owner listed out many issues he had with the building and asked for a lease reduction.
“I told him that I would review it,” Jones said. 

Immediately, the store owner quickly crossed his arms, signaling his discontent with Jones’ answer. 

“I then told him that one of the positive things about reviewing all the leases is to see how much of a reduction is good to meet all the inconveniences the owners have experienced,” he adds.

At that explanation, the man uncrossed his arms. Jones noted the body language—a telling sign that his client was warming up to him. 

Body language is one of many nonverbal cues that can clue people in on how someone else is receiving information or responding to a circumstance. In real estate, emotions run high, and things can change quickly. It’s helpful for a real estate professional to understand the basics of body language so that they can register those queues from their clients and make sure they themselves are giving off the right body language as well.

First Impressions Make a Difference

A thriving real estate business is initially built on first impressions.

“The science proves it — most people make a first impression of a person within seven seconds, so you have to make it count,” says Vanessa Van Edwards, lead behavioral investigator at Science of People, a social skills research and training facility in Austin, Texas. 

A survey by the Science of People Research Lab noted that 95% of respondents believe first impressions are important; 61% feel they can instantly spot a “phony” the first minute; and 79% think they usually or always make a good first impression. Body language is integral to the kind of first impression one gives off. 

“A good first impression can land you a job, build stronger relationships and even attract a partner,” Van Edwards states. “With a great start, you can strengthen your relationships and make future interactions go smoothly.”

Here’s a few of her suggestions on making that impression a good one:

• Show your hands: If someone sees your hands right away, body language denotes that it can offer a sense of safety. Give them a little wave and keep your hands out of your pockets.
• Smile with authenticity: Edwards suggests teaching yourself to smile in front of a mirror with your cheek muscles moving up until the eye muscles are crinkled. It can dazzle people and make them feel comfortable. The key, though, is smiling authentically. If it doesn’t feel natural to you, it’s best not to force it.
• Disarm your arms: Crossed arms signal a closed off attitude, which might be a deterrent for some. It’s best to rest your arms by your side. It also lets you reach out more easily to shake hands.

Get Good at Deciphering Body Language

As real estate professionals, people are telling you things all the time, says Traci Brown, a Certified Speaking Professional (CSP), body language expert and behavior analyst from Boulder, Colo. 

“It’s up to you to get the message. If you understand their needs more deeply than they do, you will succeed with them,” she says. “It’s not about just selling one house to them but all their houses.”

Her focus when working with salespeople is to bring what is deeply unconscious into the light. 

“Most of the time, we are paying so much attention to ourselves. Be yourself and take your cues from your client,” she adds. “Everyone has their own unique patterns. What are you willing to do to connect?” 

Rather than watching your own body language, Brown encourages professionals to focus on the body language of their clients. Very few people that she has dealt with in her business are successful real estate folks who have trouble with their own body language. Instead, understanding how a client is reacting to you or what you’re saying and adjusting accordingly is key to creating a space of openness and comfort for the client.
“You need to refine things like your sensory acuity. You need to pay attention to things outside of you and use them strategically,” she says. 

Tips to Connect Faster Through Body Language

Take cues from your clients – If you understand the basics of body language and what it conveys, it’s easier to understand how your client feels at a particular moment. Follow their lead. If their body language suddenly changes, change course or ask them for feedback.  

Stay your distance or not – Every person has personal boundaries. Some might welcome a hug, while others prefer a handshake. Some want no physical contact at all. “People typically tell you how they feel about it by either leaning back from you or coming closer,” Jones states. “Just be consistent at your starting point to all client interactions, and ebb and flow accordingly.”    

Watch for head tilts – “It is a natural human behavior to tilt our head and expose our ear when we want to hear something better,” Van Edwards comments. “If someone’s head tilts while the person is speaking with you, it is a great sign. It means they are listening—they are engaged, and they want to hear more.”

Pay attention as actions switch – When you are showing a customer a home and they respond by running their hands across the countertop or knocking on things, they are thinking more deeply about the house, Brown adds. If they dislike something, they may cross their arms or stiffen their walk suddenly. “Sometimes, you can see their eyes dilate when they really like something. It’s all contextual, and the key is to pay attention to all the different scenarios,” she adds.

Avoid body language that feels like a “no” – Crossed arms, not looking at someone when they speak, or a deadpan stare can signal to someone that you don’t like what they’re saying, aren’t taking them seriously or just want to get out of the situation. These are all queues that can feel like a “no” to someone. “I continuously shake my head in a positive way as if to say yes, especially when I’m meeting people for the first time,” Jones adds. “It gives them a more welcoming attitude.

National Association of REALTORS®
Reprinted with permission

Figure out how you lead so you can learn about your style and use it to become more effective.

“Knowing your leadership style might be the secret sauce to standing out from the crowd,” says William Vanderbloemen, author of “Be the Unicorn; 12 Data-Driven Habits that Separate the Best Leaders from the Rest.” That said, leadership style comes down to personality, which is rather fixed, says Elias Aboujaoude, author of “A Leader’s Destiny: Why Psychology, Personality and Character Make All the Difference.”

Although we can’t do much to change our style, we can tap into our strengths and stretch to navigate different situations and people. Plus, we can build a team to compensate for our weaknesses.

Discover Your Leadership Style

The number of ways to describe leadership styles could make your head spin. From “disruptive” and “transformational” to “North” and “West,” it’s easy to get lost in the jargon. To winnow through the conversational clutter, let’s break down three approaches.

1. Wartime vs. Peacetime

We can break down all leadership styles into two fundamental categories, says Ruth Gotian, author of “The Success Factor and The Financial Times Guide to Mentoring.” Both can be effective—if they’re not taken to extremes or applied in the wrong context.

• Wartime: These leaders are decisive and calming, explains Gotian. No, it might not be wartime in your office, but the terminology refers to any time of stress or unrest. During trying times, people generally don’t have the capacity to make decisions on their own. They want a leader who is trustworthy that they feel like they can follow, and they want that leader to tell them what needs to be done.

It is important to take care if this is your style, though, as it can become problematic if it veers into dictatorial or micromanaging territory, she adds.

• Peacetime: Times of peace, smooth operations and abundance require a different kind of leader than that of turbulent times. Those around you have more stamina and can think with clear heads, so it is up to leaders to provide information and recommendations but then give their teams the autonomy to make their own decisions, Gotian explains.

When wielded effectively, the peacetime leadership style can take the form of a listening tour, in which leaders gather perspectives from stakeholders before deciding. “Very often, leaders think they know what’s best. But they don’t really know what stakeholders want—they might be out of touch. You always need to ask,” she says.

Or, peacetime style can look like situational leadership, where you appoint a subject matter expert to temporarily take the reins. For instance, you might ask your marketing manager to speak about social media strategies.

Like the wartime style though, the peacetime style does have its shortcomings. It can devolve into leading by consensus or committee. This can look like indecisive leadership and wanting everyone to agree, which can result in chaos or inertia. “These leaders are afraid of difficult conversations or of making decisions and sticking to them. They don’t want to take the blame if they’re wrong,” says Gotian.

2. DiSC Model

The DiSC model is a popular test that breaks down leadership style into four types. “These are the primary drivers of how we work and serve,” Vanderbloemen says. Take the assessment to determine which of the following summaries fits you best.

• Dominance: Efficient and decisive but can come off as cold or abrupt. 
• Influence: Engaging and dynamic but can struggle with focus and details. 
• Steadiness: Caring, sometimes to the detriment of efficiency. 
• Conscientiousness: Detail-oriented, thorough and rule-abiding, but less charismatic.

3. Adult Development Stages

For an innovative approach, Gotian suggests applying the adult structural-developmental stage theory from psychologist Robert Kegan to leadership. Figure out which stage best fits you and your team members. This information can help you understand yourself and tailor your leadership approach to each team member.

• Socialized: Caring. They want their leaders to set goals. Since their self-image comes from how others see them, offer them lots of praise.
• Self-authoring: Self-aware. They might seek out guidance but will ultimately live by their own values. Try to provide them with the big picture.
• Self-transforming: Self-aware, yet open to growth and other perspectives. They are often looking to be challenged.

Lean Into Your Style

The best thing you can do after figuring out your leadership style is to embrace it—you don’t have another choice, admits Aboujaoude. “Don’t adopt a style that isn’t naturally yours or that feels foreign to you,” he says. “You will not enjoy practicing it, and chances are you won’t be successful leading. Just because everyone today wants to be a ‘disruptive leader,’ for example, doesn’t mean that it matches your inclinations and that you should blindly adopt that style.”

So, if you’re more introverted, try mentoring in small groups or one-on-one sessions, suggests Gotian. “Don’t feel you have to give a presentation to the entire company. You can inspire in a different way.”

“I wouldn’t work on my weaknesses as much as I’d lean into my strengths,” adds Vanderbloemen. “If you’re good at influencing, go for it. Be the one with the awesome Christmas party for every client. A lot of times, people work on things they’re just not wired for.” Then, partner with others who will complement, rather than replicate, your skillset, he suggests.

Be Willing to Adapt

That said, “don’t corner yourself in one leadership style,” says Gotian. “As the situation changes, you need to change.” Flex depending on what your team needs when they need it. “Leadership is less about you and more about the people you’re leading, and how you’re connecting and communicating with them,” she adds. If it’s wartime, stretch your style to be more of a wartime general. And, if it’s peacetime, do the opposite.

National Association of REALTORS®
Reprinted with permission

Whether in front of a small group at a sales meeting or a conference audience, these tips help ease your nerves.

In fourth grade, Sandy Hedenberg suffered a bout of humiliation as a result of her teacher. During a game of Hangman, she accidentally wrote the word “weather” instead of “whether.” When the teacher realized what had happened, she slammed her fist on the desk and yelled that Hedenberg had ruined the game for everyone.  

“She made me horribly afraid of public speaking for most of my life,” states Hedenberg, broker-associate at REAL Broker LLC, in Pitman, N.J., adding that the moment devastated her confidence. She’s also a licensed life coach at Sandy Hedenberg Empowerment Coaching. “Thankfully, my confidence and courage have grown significantly over the last several years, which have completely changed my feelings about public speaking.”

Public speaking is the source of high anxiety for many, according to the Mayo Clinic. The fear of getting in front of people can be petrifying, cause panic attacks and can even trigger physical symptoms like shaking hands or quivering voices. Hedenberg suffered from hives developing on her neck and face. 
Hedenberg is a testament to the fact that this fear can be overcome, however. She spent many hours working on her internal self-talk and coming up with ways to work through her anxious moments, allowing her to face what was once a great fear. Today, she is able to get up in front of crowds with ease. In fact, she recently spoke in front of hundreds at The Triple Play REALTOR® Convention & Trade Expo in New Jersey.

She believes it’s important for anyone in leadership or those who head teams in real estate to ease their anxiety around public speaking.
“From a quality-of-life perspective, you don’t want to walk through life with a low-grade level of anxiety every time you have to do a presentation or talk with clients,” she adds. “When you speak confidently, the people you are speaking with are more receptive to what you are saying and take it in.”

Understanding the Brain’s Response to Public Speaking

Marianna Swallow has been doing theater since she was five years old.

“I love being in front of a crowd. I’ve done improv and stand-up comedy,” says Swallow. She is a professional speaker and conference presenter from Chicago and Charlotte, N.C. She’s also the author of 21 Ways to Engage Your Audience. 
She helps people uncover why they’re afraid of public speaking and offers them guidance to work through their fears.

“There are many reasons why people are afraid of it. I think many have the fear of being judged,” she adds. “The center of your brain, called the lizard brain, freaks out.”

That “lizard brain” or reptilian brain controls basic bodily functions and survival responses like flight-or-flight. Because this part of the brain can’t tell the difference between, say, a tiger chasing a person and the stress response caused by fear of public speaking, it reacts the same way in both situations. 
One must understand that the body’s response does not necessarily mean you’re in danger because you’re about to get on stage. There are things you can do to mitigate the very real bodily response so you can get in front of the crowd and speak with confidence.

Top Tips to Prepare for the Moment

Swallow believes in the right amount of preparation. No matter how well you know a topic, if your lizard brain signals danger, your knowledge will be replaced by a biological response to protect yourself. Preparation makes a difference.

She suggests breaking a topic down into talking points and practicing speaking out loud, well before the event. 

Hedenberg recommends recording yourself while you are practicing, no matter the size of the audience that you’ll be speaking in front of. 

“Then, listen to yourself on the recording. You are putting the messaging in your head,” she adds. Lots of people don’t like the sound of their own voices, but the practice helps train your brain.

Both women emphasize that managing negative self-talk should become part of the planning, whether for a speaking engagement or just in daily life. It’s not necessary to internalize a barrage of affirmations that might feel inaccessible. Simply replace negative self-talk with the facts. 

“Keep saying ‘I am prepared,’” Swallow says. “That goes a long way.”

Hedenberg is intimately familiary with negative self-talk, something that caused her great anxiety in her 20s. What she found beneficial was carrying a little spiral notebook in her handbag or pocket.

“Every time I was thinking negatively, I would stop myself and write down those thoughts, plus add a positive remark,” she says.

An example might look like catching yourself saying something negative if you keep forgetting a line in your presentation. Rather than chastising yourself for missing the line, you could instead say something like, “I’m going to keep practicing and I’ll get it right.”

Once you’re able to recognize your thought patterns, repetition and consistency in analyzing and replacing those patterns with healthier ones helps transform them. It’s about teaching your brain to be aware of your thoughts by writing things down, not just the negative thoughts but your more loving, compassionate thoughts.

Additional Tips to Ease the Burden of Public Speaking

• Pick a power outfit that makes you feel good and comfortable. “When you show up for a presentation, you have to wear something that makes you feel comfortable, and you feel comfortable in,” says Hedenberg. That means don’t wear uncomfortable shoes or a tie, if you don’t like them. “But show up with clothing that gives out the impression you want to make. Dressing well shows that you care about yourself.”
• Know your audience. “Don’t use jokes unless you really know your audience, and don’t start the speech the most boring way ever—‘I’m Marianna Swallow. I’m here to talk about blah, blah, blah.’” She believes in adding in the human connection, such as starting with a story that engages those who are present.
• Make eye contact with a few people. “If you can walk around and be comfortable with the audience, first look at one person, then move to someone else, and so on. It softens the audience and makes you more comfortable.”

National Association of REALTORS®
Reprinted with permission

Your leadership style might define how you lead, but certain qualities define how those you lead respond to you.

Some of the traits defining great leadership—like empathy, charisma and vision—are universal, no matter what kind of industry you lead in. Much of the time, these qualities are innate, but it’s also true that with time and effort, they can be cultivated. Here’s a look at what defines the best leaders and why it’s so important.

Empathetic

“A pillar of good leadership is healthy emotional intelligence,” says Dr. Elias Aboujaoude, author of A Leader’s Destiny: Why Psychology, Personality and Character Make All the Difference. “This refers to qualities, such as empathy, self-awareness, social awareness and the ability to take one’s psychological temperature and that of others.” Robert Morris, a Tennessee-based selling broker who leads real estate seminars, agrees. “Brokers wear a lot of hats,” he says. “We’re everything from psychologist to confidant and friend. There’s more going on than just real estate. We’re managing people and their emotions and the things in their lives. If you’re a good manager, you’re plugged in to all those pieces.”

Visionary

“Most leaders get paralyzed feeling they need to be clairvoyant and see 10 years ahead,” says William Vanderbloemen, who authored Be the Unicorn; 12 Data-Driven Habits that Separate the Best Leaders from the Rest. But that kind of foresight is unrealistic, he reassures. Instead, try to predict six months out, then act to be “a half-step ahead of your competition.”

Charismatic

An attractive personality is a must to earn trust, says Cindi Bulla, GRI, broker-owner of Realty Central Services in Amarillo, Texas. That’s because charisma helps “inspire followers to translate a leader’s vision into reality,” adds Aboujaoude. Although you can’t completely change your personality, you can tweak behaviors to improve how you come across. For instance, when speaking with someone, remove all distractions like your phone to show them you’re engaged, suggests Ruth Gotian, author of The Success Factor and The Financial Times Guide to Mentoring. Try to make more eye contact, use accessible language everyone can understand and vary the pitch and tone of your voice.

Motivational

“The most successful people chase a North Star or a high goal,” says Vanderbloemen. “The higher your North Star, the farther you’ll go.” To motivate agents, elevate their inspiration beyond exceeding last year’s sales, he suggests. Instead, center them around a purpose, like “we’re a people company that sells homes to let families lead great lives.”

Supportive

Good leaders feel “a genuine desire to lift others, rather than enshrine oneself or fulfill a God-given ‘right’ to lead,” says Aboujaoude. To bring out the best in agents, provide clear directions and expectations and offer resources and assistance, counsels Morris. Then, tell them they can do it and let them do it—don’t micromanage, he urges. By encouraging agents, you’ll help build their confidence, which will lead to better work performance.

Respectful

“Leadership starts with respect,” says Bulla. She doesn’t refer to herself as a boss or CEO, but rather as a leader or business owner. “My agents are fully capable of being brokers but have decided to focus on the consumer side and let me focus on the brokerage side,” she says. “By doing that, we are no less equal. I see it as them hiring me versus me hiring them. There’s no other explanation for our business model except they hired me for a service. They pay me what I convince them I’m worth.”

Communicative

Naturally, you need to be able to clearly and effectively share information. But listening is just as important. In fact, every great leader Vanderbloemen has encountered centers their conversations on others rather than talking about themselves. “Smart people ask more questions,” he says. To show agents you’ve heard them, try summarizing what they said and asking if you understood them correctly, suggests Gotian.

Dependable

When he managed a large team of agents, Morris kept regular office hours and was always available by phone or text. “It’s important to be in the office where agents can reach you,” he emphasizes. “Otherwise, why are you managing if you’re not there?” On a related note, always keep your commitments, Vanderbloemen adds. “Most people are horrible at following up on promises. So, if you do what you say you’re going to do when you say you’re going to do it and at the cost you promised, you’ll be in the top 1% of your industry.”

Honorable

One of Morris’ favorite quotes is “the speed of the leader determines the speed of the pack.” That’s because leaders are role models, he explains. So, make sure your agents see you following the rules and continuing to further your professional education. “I live by the golden rule,” he reveals. “I treat people the way I want to be treated and never ask them to do something I’m not willing to do.”

Competent

Along with her years in the field, Bulla has held multiple leadership roles at the local, state and National Association of REALTORS®. As a result, she’s aware of industry trends and potential threats and opportunities—knowledge she passes on to agents. Such skill and competence are especially imperative in challenging markets, when agents need leaders who can quickly diagnose and solve problems, she says. Have situations under control and then make sure you project that you do. That way, agents will know you’re the great leader you are.

National Association of REALTORS®
Reprinted with permission