Tailor your outreach and communication to the individual agent so that you’re providing what they need to thrive, broker Holly Brink writes.
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You know the cost of losing an agent — hundreds of hours spent recruiting, onboarding and coaching, only to watch them walk away chasing the next shiny thing. In 2025, the brokerages that make their people feel seen, heard and genuinely supported will win the war for talent.
1. Map out a real career roadmap
Agents need more than a commission split — they need a roadmap. Last year, during a one-on-one meeting, I sat down with Emily, who was eager for her next milestone. We set a target: Earn her Broker Associate designation by her next renewal, then lead a Wednesday Business Builder on the topic of CapCut. By spring, she’d nailed both and had the momentum to recruit and mentor two new agents herself.
How you do it: Sketch each agent’s “next three wins” (on a whiteboard or in a shared doc), assign deadlines, then revisit quarterly — no radio silence — just clear, bite-sized steps toward big ambitions.
2. Carve out ‘show up and chat’ time
Every weekday morning for the past four years, I’ve hosted a Zero-agenda coffee chat from 9 a.m. to 9:30 a.m. CST on Zoom. Agents drop in to vent, brainstorm or celebrate. Newbies get solutions quickly, veterans share battle-tested tips and mentorship sparks organically. For anything confidential — such as contract snags or client conflicts — we offer 15-minute one-on-one meetings via Calendly. Those office hours say loud and clear: “I’ve got your back.”
3. Champion wins—At work and beyond
Agents aren’t just revenue engines — they’re people with life-defining milestones. When Lindsey welcomed her baby, we surprised her with a curated “baby box.” When Ki’erra made the dean’s list, we ran a social media shout-out. When Angela secured dual U.S./Australia citizenship, we cheered her on just as loudly as any sales award.
Sharing these moments in our weekly huddle and across social channels builds real connection — and loyalty — far beyond what another ping-pong table could ever achieve.
4. Automate the admin, not the relationship
Nobody sticks around for paperwork. At MyRECo, we automate tedious tasks so agents can focus on building relationships, not data entry. From lead follow-up reminders to compliance check-ins and a living template library, our systems handle the “busy,” so agents can sell and serve. That productivity boost isn’t a “perk”; it’s why our people feel truly supported.
5. Keep the conversation flowing
“Your vibe attracts your tribe,” so we’ve woven feedback into our daily rhythm — no fancy surveys required:
- Daily coffee chat: 9 a.m. to 9:30 a.m. CST on Zoom — no slides, just straight talk.
- Monthly one-on-ones: Book a 15-minute slot via Calendly for deeper or confidential check-ins.
- #agent-feedback and private-support-chat Slack channels: Ideas, kudos and pain points go straight to leadership.
- Regular vibe checks: We pull top topics from Slack and coffee chat and dedicate our next live huddle to what we’re stopping, starting or doubling down on.
Regular touchpoints demonstrate that we’re listening — and taking action.
Yes, your agents are independent contractors, and nobody wants Big Brother hovering. The key is tailoring your outreach: Some agents crave a quick text, others prefer a video call or a lengthy one-on-one coaching session. Ask what they need, then deliver. That custom touch, powered by systemized automation and genuine facetime, is the retention secret for 2025.
Retention isn’t about free signs or flashy swag. It’s about career clarity, dependable access, genuine celebration and a listening culture. Nail these five fundamentals, and your agents will stick around long past the next commission check — because they won’t just work for you, they’ll want to work with you.
Holly Brink is the co-founder, COO and managing broker of My Real Estate Company in Iowa, Minnesota, Nebraska and Illinois. Connect with her on Instagram or LinkedIn.
