September means Back to Basics here at Inman. As real estate navigates the post-settlement era with new commission rules, real estate professionals from across the country will share what’s working for them, how they’ve evolved their systems and tools, and where they’re investing personally.
The real estate market is facing a unique challenge: Listings are at an all-time low. For brokers and agents, this means fewer transactions and more pressure to stay competitive.
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As the market tightens, keeping top talent from jumping ship becomes even more critical. Retention isn’t just about holding onto agents; it’s about keeping them engaged, motivated and empowered to weather market fluctuations. Here are nine strategies to help you retain your best people, even when listings are scarce.
1. Foster a supportive and collaborative culture
When the market slows down, motivation can dip just as fast. This is where company culture becomes crucial. A supportive and collaborative environment keeps agents engaged and reassures them they’re part of something bigger. It provides stability and camaraderie in a time of uncertainty.
Creating an inclusive environment doesn’t have to mean a complete cultural overhaul. It can be as simple as implementing regular team meetings that celebrate small wins or setting up friendly competitions that keep agents focused on progress, even with fewer listings.
Recognition programs where agents receive praise for their non-transactional efforts, such as maintaining strong client relationships or pursuing further education, can also foster loyalty and motivation.
2. Offer one-on-one growth opportunities
Agents need to see a future in their business, even when sales are down. Providing personalized growth opportunities, especially in down markets, can make a huge difference. Agents who are developing their skills and seeing a path for advancement are less likely to jump ship for short-term gains elsewhere.
Tailor your coaching and training programs to meet the individual needs of your agents. Use one-on-one sessions to address specific challenges they face in the current market. Leadership training, advanced negotiation strategies, and team-building exercises can not only improve their skills but also show them you’re invested in their long-term success.
3. Craft ‘experiences’ for agents and clients
In the real estate game, it’s not just about selling properties; it’s about the entire experience. Collaborate with high-end brands — think private events at exclusive car dealerships, high-end furniture showrooms or luxury fashion boutiques. Hosting these events gives your agents and their clients the VIP treatment, offering an experience beyond real estate.
These experiences help agents strengthen their relationships with clients, even if no deals are closing at the moment. By maintaining engagement through memorable events, you reinforce long-term loyalty and position your agents as more than just transaction brokers — they become experience curators.
4. Leverage technology to enhance efficiency
In a slow market, efficiency is key. Agents who feel they have the tools to succeed will stay motivated, even if deals are slower. The right technology can help them make the most of limited opportunities and stay competitive. When things are slow, it’s a good time to get engagement up with the tools your office offers.
Equip your agents with cutting-edge digital marketing tools, AI-powered client prospecting systems, and streamlined transaction management platforms. By making their day-to-day tasks more efficient, you free up their time to focus on building relationships and preparing for when the market picks back up.
Encourage them to use technology to showcase listings through virtual tours or to automate repetitive tasks, keeping them ahead of the game.
5. Focus on building long-term client relationships
When listings are low, transactions may be few and far between, but relationships are everything. Agents need to shift their focus from immediate sales to long-term engagement with clients. Building a pipeline of future opportunities is crucial for staying relevant.
Encourage agents to deepen their relationships with clients by offering personalized follow-ups, creating valuable content, or sending thoughtful, non-sales-focused messages. The agents who consistently check in on their clients, not just when they’re ready to buy, are the ones who will have a robust pipeline ready when the market picks up again. This shift from transactions to relationships has helped many top-performing agents maintain their momentum during down periods.
6. Prioritize work-life balance and well-being
Real estate professionals are prone to burnout, especially when they feel the pressure of an unpredictable market. When agents are overworked and stressed, their performance suffers, and they’re more likely to look for greener pastures elsewhere.
Create an environment that prioritizes mental and physical well-being. Showing your agents that you care about their well-being will build loyalty and reduce burnout. These initiatives remind agents that their value to the firm goes beyond the number of deals they close.
7. Curate agent mastermind groups
Host exclusive mastermind groups where top agents can gather to exchange ideas, discuss market strategies and learn from industry experts. These groups not only provide professional development but also create a sense of community and shared purpose.
Focus on fostering collaboration and creativity. The luxury experiences within these groups — whether it’s an offsite retreat or a luxury-brand partnership — are secondary to the discussions that help agents sharpen their skills and develop innovative strategies for the future.
8. Create space for Agent Remodel Days
Sometimes agents need a “remodel” — a chance to step back and rework a key part of their business. On Agent Remodel Days, agents come into the office to focus on refining their personal brand, upgrading marketing materials or improving their client management systems.
Provide expert guidance, whether it’s through internal resources or guest coaches, to help agents dive deep into a specific area of their business that’s been neglected. This day is about creating a dedicated space for agents to focus without distractions and make meaningful changes to help their business in the long run.
9. Host No Excuses Days
This is the ultimate accountability day. Agents show up with one goal in mind: to tackle one task they’ve been avoiding that will make a big impact on their business. Whether it’s setting up a CRM, finalizing a lead-gen strategy, or even just organizing their schedule, No Excuses Days give them the time and support they need to get it done.
Each agent commits to one task they’ve been putting off. With the support of coaches and accountability from peers, they make real progress on those high-impact tasks. These days aren’t just about ticking off a to-do list — they’re about moving the needle on tasks that will drive business growth.
When listings are low, retention isn’t just about keeping agents on the payroll — it’s about keeping them engaged, motivated and equipped to thrive. A multifaceted approach — leveraging technology, offering luxury experiences, fostering a supportive culture, and prioritizing growth — ensures agents don’t just survive tough markets, but also thrive in them. In luxury real estate, retention is a long-term strategy that pays off in the form of stronger teams, better relationships and, ultimately, more success.
Chris Pollinger, founder and managing partner of RE Luxe Leaders, is the strategic advisor to the elite in the business of luxury real estate. He is an advisor, national speaker, consultant and leadership coach.
