“I hate to lose more than I love to win.” That’s the motto broker-owner Jerry Holden lives by, and the success of his Ohio-based independent brokerage The Holden Agency is a testament to that: it has not lost any of its market share to big-name brokerage Keller Williams.

Holden has three rules that he says keep his brokerage at the top:

  1. No assholes
  2. Have fun
  3. Treat every customer with white-glove service

Of course, there’s a little more to it than that. Watch Holden talk about how a healthy culture, team work, continuous learning and investing in your community can help your indie brokerage trump the competition and keep a tight grip on the local market.

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