If you're a brokerage owner or team leader, what's the number one reason someone would join your firm?

Often, when I talk to brokerage leaders, they say it’s all about commissions—that’s the driving factor.

But that’s not true. We need to move away from that outdated thinking.

What really drives agents to join a company or team is the potential to close more transactions.

It’s about transaction count, not commissions.

So, how do you build a company or team that focuses on generating leads and helping agents develop leads on their own? Your goal should be to increase each agent’s transaction count, making them one of the highest-performing in your market area.

Here’s an interesting statistic that might surprise you: 50% of all agents in America closed one deal or less last year.

Even if those agents are getting a high commission on that one deal, it’s not enough to support their families. They’re struggling and barely staying in...

Here's an interesting question I was asked recently:

What is your unique genius in the real estate industry?

If you're a brokerage owner or team leader, I really want you to think about this. What's your unique genius? What sets you apart? What are you exceptionally good at? That specific thing is what you should lean into when it comes to recruiting and building your company.

Maybe you're great at investments and have built a large investment portfolio. Maybe marketing or social media is your strong suit. Perhaps you're an expert negotiator or a fantastic listing agent. Whatever it is, figure out your unique genius in this market and industry.

Then ask yourself: How can you leverage that strength to inspire others to join you?

What you're doing is creating a category of one—something you're so good at and so different in that people want to model it. This helps you create what Seth Godin calls the "purple cow." A purple cow is someone doing something completely different from...