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When he entered the real estate industry 10 years ago, Michael Biryla, team lead of The Mike Biryla Team at The Agency in New York, joined the team of a more established agent and worked open houses. Much has changed since then though.
Newer agents might be more comfortable with technology and remote work, while seasoned agents lean heavily on their established networks and time-tested ways of generating business. Managing new and seasoned agents can be challenging with such different approaches. To bridge those gaps, “you have to be willing to mix the old with the new,” says Dawn David, licensed associate real estate broker at Corcoran in New York. “Aim for the middle ground and be versatile, since different methods work for different situations and in different times.”
Show You Understand the Need for Both Perspectives
First, embrace both styles yourself. Camaraderie and cohesion among agents start with the example you set as the broker. “Brokers should recognize the value the old and new guard bring to the table,” says Vanessa Pierce, managing broker at Coldwell Banker Realty in Winter Springs and Oviedo, Fla. New agents can encourage experienced agents to try different approaches, she adds, while more established agents can offer perspective and success stories. “It’s good to hear from both sides of the table.”
“I look at everything as a coaching opportunity,” says Julie Jenkins, the broker of record at EXIT REALTY in Ontario, Canada. If an agent says they won’t try something, she’ll ask why not and offer to help them work through it. Sometimes, agents just need a little support—and a push—to make some changes. Then, once the agent tries the new approach, it’s a good idea to follow up on a regular basis to make sure they’re not struggling, David advises.
David says she’ll use herself as an example when encouraging seasoned agents to learn something new from a less experienced agent. “I always like to put myself in people’s shoes and say, ‘When I did this 100 years ago...,’” following with an anecdote. She’s the first to admit to her team when she’s having trouble learning a new technology, she says.
Meet Agents Where They Are
“Lean into your agents’ strong suits and highlight their attributes instead of what they lack,” Biryla says.
She encourages agents to focus on their strengths and dip into less familiar waters simultaneously. For example, one of Biryla’s agents previously worked in television, so Biryla encouraged him to call those contacts and meet them for lunch. Since this agent is not a fan of social media, Biryla suggested he post pre-formatted, pre-curated content just once a week. “So, he’s using tech, but it doesn’t overwhelm him or make him feel defeated. Calling and meeting his old friends is the best use of his resources.”
Debunk Myths
Sometimes, newer agents are skeptical of more traditional approaches. Here’s how brokers explain their value.
- In-person meetings: Many newer agents believe they can do everything from coffee shops or home, says Biryla. He believes that’s a misconception. “When you come to the office, you’ll hear about a property coming up, which you would never know about just from 30-minute Zoom meetings.” Plus, you learn the nuances of the industry, he adds. He also believes it’s easier to have hard conversations in person.
- Cold calling: “People think cold calling is a waste of time, but it’s a lost art,” Biryla stresses, noting it helps agents develop discipline, patience and resilience. “The one misconception I hear all the time is that listings fall into my lap. Agents don’t realize I probably spoke to that person for the first time nine months ago and followed up.”
- Print marketing: “You never know where your buyer will come from,” says Biryla, who splits his efforts between print and digital. One of his most successful strategies is sending physical mailers to builders. “I got a listing two months ago from someone who kept my mailing from two years ago,” he reveals.
- Slow down and write it out: “We are in such a fast-moving environment and people do things at record-breaking speed,” says David. “A lot of times it seems there isn’t time to get everything in writing. But slow it down and document everything.” Recently, she verbally conveyed a seller’s response to a buyer. Later, the seller worried his message had been miscommunicated—and David wished she’d emailed or texted the seller’s response to the buyer instead.
Similarly, seasoned agents are bound to have misconceptions about the usefulness of things like technology and social media. For these reasons, when there’s a meeting or training, Jenkins tries to sit agents together who can teach each other. “I try to foster a team-like atmosphere where we’re all in this together,” she says. Similarly, Pierce encourages her seasoned agents to become office mentors.
As the broker, fostering that kind of atmosphere, rather than letting differences fester into potential issues, is a terrific way to set the tone between seasoned and newer agents.
