Millennial clients and agents don’t just knock on your door, you have to go out and find them

Insights from the 'Broker War Room'

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

SAN FRANCISCO -- To reach millennials, those 20- and 30-somethings who represent a flood of both potential real estate pros and millions of homebuyers, brokerages need to be thinking about how to best serve them. That was one of the themes that emerged from the "Broker War Room," where about 100 broker-owners attending the Real Estate Connect conference heard presentations about cultivating firm culture, recruiting and retaining agents, and running a good business from 10 of their prominent colleagues. Robyn Erlenbush, broker-owner of ERA Landmark Real Estate, said that her 85-agent, Bozeman, Montana-based firm's philanthropic bent has been key in recruiting younger agents. Compared to baby boomers, millennials have broader interests outside of work, and want to make a difference in the world, Erlenbush said. She gives her younger recruits the opportunity by connecting them to leadership positions in the brokerage community early on. "It's astounding how well (younger age...