Brokerage

Are brokers investing in the wrong agent support systems?

A new report from Contactually suggests that firms don't pour enough resources into 'sphere of influence' marketing
  • New research by Contactually outlines two evergreen areas of emphasis at the majority of brokerages: recruiting/retention and agent productivity.
  • Brokerages invest in fueling agent productivity through training and tech.
  • A past Inman investigation reported that those who've found success with lead generation and digital marketing argue that it can work with the right systems in place.

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Real estate agents want support and tech tools. Brokers want some guarantee of loyalty. Everyone wants more sales. Are brokerages throwing money at the right resources to keep this delicate dance from coming to an awkward halt? Researchers at Contactually, a web-based CRM tool, set out to uncover the typical hierarchy of brokerage business priorities, and between October and December 2015, it interviewed 120 broker-owners and senior leaders at leading firms in the U.S. and Canada. Through these conversations, a potential disconnect emerged between broker investments and the agent activities that generate the most business. Two sides of the same coin At a high level, Contactually's research report outlines two evergreen areas of emphasis at the majority of brokerages: Recruiting and retention Agent productivity First and foremost, 96 percent of brokerages put a big bright star on agent recruitment/retention and expend "considerable time and energy toward attr...