Keeping in Touch
Managing brokers crave an office that works like a family, an office that functions as a unit, rather than one that embodies a dog-eat-dog mentality. After going through great lengths to create such an environment, managing brokers certainly don’t want to lose it. The solution to a sustainable work culture is simply communication; however, with today’s technology and evolving work habits, managing brokers find that communication is at once effortless and maddening.
“The new real estate agent is not here everyday,” Lancaster says. “They’re not coming into the office to do research; everything is online; all our forms our online, MLS – everything is online. Agents don’t need to come to the office now to get their material, so how do I stay in contact with them?”
The methods are numerous: email, phone, text, video chat, social media, etc. The maddening part: agents are extraordinarily busy, many working 80 hours a week in order to close a transaction for a client. So, phone calls are missed, texts receive no response, and emails linger indefinitely in cyberspace. That can be problematic, especially when managing brokers have industry news to impart in their agents. Therefore, managing brokers need to construct systems of communication that not only ensure correspondence, but also make certain that the agent clearly absorbs the message.
Lancaster follows a simple pattern and moves onto each successive level if the prior method garnered no response within 24 hours: e-blast, personal email, text message, and phone call. In the meantime, all of her agents are welcome to attend her monthly meetings; if she has had trouble getting in touch with a Realtor, she will specifically ask to meet with them.
West Avenue Realty meets every other week to go over all existing transactions. This way, Millman says, the agents can voice their problems to the group, a setting that is beneficial for the entire team.
Of course, managing brokers need to be prepared to adjust their communication systems, in the event that an important message is not getting through to their agents. Hernandez, for instance, has always stressed to her agents the importance of having their buyer clients contract them as their exclusive buying agent and having their seller clients contract them as their exclusive listing agent. Often, when following up with agents, Hernandez learns that they didn’t bring up the topic with their client due to fear of rejection. Knowing this, Hernandez implemented a buddy plan, where she accompanies her agents in their initial interview with clients and assists in explaining how the client benefits by having their own exclusive real estate professional representing them.
Managing brokers must not become complacent; they should always be open to tweaking their systems for the better of their agents. The extra effort and willingness to assist their Realtors in any way possible goes a long way in developing the trust needed to operate a sustainable, productive brokerage.
“Keeping an open communication avenue with my agents is a way to show them that we’re here for their best interest,” Hernandez says. “Notifying them of any current activities or updates on what’s going on in the local market or their transaction helps us show them that we’re being very transparent and giving them the information they need to make the best decisions possible.”