Are brokers investing in the wrong agent support systems?

  • 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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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?