Brokerage Leaders: The Secret to Making Boring Market Data Stick with Your Agents!

Okay, guys, if you're a brokerage owner or team leader and you want your team to remember one key market statistic this week, what would it be? Something like:

• "Home sales are up 10%"
• "Pending sales are up 6%"
• "Listings are up 55%"
• Or "Home prices are up X."

How do you get people to actually remember those stats?

I'll tell you what you shouldn't do. When you have your next office meeting, don't do a "data dump," which is what we often do as brokerage owners or team leaders. We throw out 25 different stats, and guess what?

Nobody remembers any of it.

Instead, share just a few key stats—maybe three to five—and then clearly state what you want them to remember.

When you tell them what to remember, they actually retain it because you've set the expectation.

At the beginning of the meeting, I might say, "Hey, I want you to remember this: The list-to-sell price in our market has dropped from 100% to 98%. That means sellers are getting 98% of their asking price, which is still strong." Then, I let them know, "I'm going to quiz you on this at the end of the meeting, and if you get it right, there's a little prize."

At the end of the meeting, I'll ask, "What's the percentage of the list-to-sell price?" They'll answer, "98%," and those who get it right receive a small prize. This approach helps them retain the information because they're holding onto it for a purpose.

But here's the real value: I've given them what I call "social currency." It's something they can share with their clients, their sphere of influence, and even on social media—a meaningful, memorable market stat.

As leaders, we should make this a regular practice.

To make it stick even more, relate a story to the stat. For example, I might share a scenario where a couple had their home listed at one price, got an offer slightly below it, and the agent was unsure if it would be accepted. I suggested framing it as, "You're getting 98.6% of your list price—above the market average of 98%."

People like to hear that they're beating the average, and when it's presented that way, the seller felt like they were winning, not losing.

Stories like this make the data memorable. People don't recall stats as well as they recall stories, but when you blend the two effectively, it sticks.
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+ 32 Years of Real Estate Sales, Management, and Coaching Experience
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