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There’s a dangerous myth about real estate teams — the idea that success is simply about strategy and hard work. If you master the market, deliver amazing customer service and work hard, success will automatically follow.
Strategy alone won’t save you. Hard work alone won’t elevate you.
The real secret? Culture.
Because a business without culture is like a house without a foundation — it might look strong on the outside, but the first storm will bring it crashing down. You can have the most talented individuals, but if they don’t work well together, your company will crumble.
I’ve seen it firsthand. I’ve built, refined and protected my team culture with the same intensity that I sell homes. I want to share a blueprint for building a business that doesn’t just survive, but thrives.
Great culture doesn’t happen by chance; it demands ongoing commitment, clear values and authentic leadership. These ideals cultivate an environment where everyone feels valued and empowered to contribute to a shared vision and achieve extraordinary results.
We are in an era when employees and team members no longer just want a paycheck. They want purpose. They want to be part of something bigger. They want to feel valued, challenged and supported.
When a culture is strong, your team moves like a championship-winning sports team — each player knows their role, supports each other and is working toward a common goal. When a culture is weak, it feels like you’re constantly fixing issues — miscommunications, disengagement, high turnover and that underlying feeling that something is “off.”
So, how do you create a culture where people want to work, thrive in their roles and stay long-term? It comes down to three essential pillars: build intentionally, nurture consistently and monitor actively.
1. Build intentionally: Culture doesn’t happen by accident
What is the biggest mistake I see business leaders make? They let culture happen instead of shaping it. Culture is like a house — if you don’t build it intentionally, it will crumble under pressure.
That’s why, from Day 1, I decided that the culture of my team would be built on integrity, trust and a relentless commitment to growth.
What does this look like in practice?
- Hiring for values as much as for skills
- Setting clear expectations and holding people accountable
- Leading by example — because you can’t ask your team to do what you aren’t willing to do
If you don’t define your culture, it will define itself. And that’s a risk you can’t afford to take.
2. Nurture consistently: Culture is like a garden. Neglect it, and it dies
Culture isn’t something you set once and forget. It’s a living, breathing thing that needs constant attention. Think about it: You don’t plant a garden and expect it to thrive without watering, pruning and tending to it. The same applies to your team.
How do you nurture culture consistently?
- Celebrate wins — big and small. Don’t wait for massive milestones to acknowledge hard work
- Check in regularly — not just on results, but on how your team is feeling
- Encourage growth — whether it’s training, mentorship or new challenges
The strongest cultures are not built overnight, but they are built daily.
3. Monitor actively and protect relentlessly: Culture is your competitive advantage
Here’s the hard truth: Not everyone is meant to stay on your team. One of the toughest lessons I’ve learned in leadership is that the wrong person in the right culture can destroy it.
There were times I kept someone on my team because they were producing excellent results, but they weren’t aligned with our values. And every time, it cost me. Negativity can spread faster than positivity, and a disengaged team member can pull down even the strongest players.
So, I started treating culture like a non-negotiable. If someone didn’t align, I had to make a change, no matter how difficult the decision was. Protecting your culture isn’t about being harsh. It’s about being committed to the team you want to build. Because at the end of the day, your business will only be as strong as the culture you protect.
Building a thriving team culture isn’t easy. It takes commitment, clarity and courage.
But when you get it right? Your team becomes your biggest asset. Your business grows effortlessly because people love what they do. You don’t have to chase success — it comes to you.
Remember: The greatest leaders don’t just build businesses. They build cultures that last.
Erin Krueger is the author of Capture the Culture and team lead at The Erin Krueger Team, Compass in Nashville. Connect with Erin on LinkedIn and Instagram.
