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As brokers look toward 2025, they’re focused on their agents and infusing some fun into their business after a year of change. At the RISMedia Power Broker Forum during NAR NXT, The REALTOR® Experience, in Boston, brokers discussed the importance of making sure agents have what they need to succeed and providing time and space to breathe.
Dan Duffy, founder and CEO at United Real Estate in Dallas, said that he’s focused on gathering feedback from agents via internal surveys. “How much value are we delivering to agents? How can we improve? So, we’re listening to agents so we can build a plan for 2025.”
That plan includes making sure agents are enjoying themselves. An agent’s job is hard, and the past year has been focused on heavy topics, including the legal landscape and changes in real estate documents. It’s important to remind agents that they can also have fun in the industry, Duffy said. His brokerage went so far as to hire a “chief fun officer,” who is tasked with planning brokerage events to foster greater community.
Dava Davin, founder and CEO of Portside Real Estate Group, which has offices in Maine and New Hampshire, noted that her offices are celebrating. “We’re proud of how we’ve handled the changes, and we’re celebrating the rest of the year.”
It might seem unimportant, especially amid major shifts in the industry and market, but creating space for some breathing room and a little fun is a necessary part of engagement and building morale.
Brokers are also focused on their agents as they close out 2024 and turn their attention to 2025.
“We’ve poured into our agents every day, and that continues to be our focus. We’re fresh off our annual convention in Miami, where we had 5,000 attendees. The theme we heard over and over from agents was: ‘Where’s my business coming from and what pivots do I need to make going forward?’” said Wendy Forsythe, CMO of eXp Realty.
Forsythe noted that it’s important to her agents that they understand this moment in the business and have the tools to meet the demands of the market. For brokers interested in retaining these agents, it’s up to them to make sure they provide the tools, resources and training to help their agents cultivate their skillsets.
“There’s never been a more important time to be investing in your skills. You have to be able to play every position out there to offer value to buyers,” she said.
The brokers presenting at the forum also talked about mindset and viewing upcoming market shifts as an opportunity. With inventory slowly increasing, especially in the South, and a new incoming presidential administration, brokers should focus on mindset and opportunity for themselves and their agents. “Those with a mindset of abundance, resilience and opportunity are finding their way through the tough spots,” said Forsythe. “And it is the brokers who need to have their boots on the ground. It’s the broker’s job to spread that mindset.”
Duffy concurred: “If you’re leaning in right now, the opportunities have never been better.”
