September means Back to the Basics here at Inman. As real estate navigates the post-payment era with new commission rules, real estate professionals across the country will share what’s working for them, how they’ve adapted their systems and tools, and where they personally invest.
The real estate market is facing a unique challenge: Inventory is extremely low. For buyers and agents, this means fewer transactions and more pressure to stay competitive.
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As the market tightens, keeping top talent from jumping ship becomes more critical. Maintenance is not just about holding agents; it’s about keeping them engaged, motivated and empowered in the changing market climate. Here are nine strategies that can help you keep your best people, even when listings are scarce.
1. Foster a supportive and collaborative culture
When the market goes down, motivation can sink in just as quickly. This is where company culture becomes important. A supportive and interactive environment keeps agents engaged and reassures them that they are part of something bigger. It provides stability and harmony in a time of uncertainty.
Creating an inclusive environment does not have to mean complete cultural change. It can be as simple as using regular team meetings celebrating small wins or setting up friendly competitions that keep agents focused on moving forward, even with fewer listings.
Recognition programs where agents receive praise for their non-transactional efforts, such as maintaining strong customer relationships or pursuing further education, can also foster loyalty and motivation.
2. Provide opportunities for individual growth
Agents need to see a future in their business, even if sales are down. Providing opportunities for personal growth, especially in down markets, can make a big difference. Agents who develop their skills and see a way forward are less likely to jump ship for short-term benefits elsewhere.
Tailor your training and coaching programs to meet the individual needs of your agents. Use it individual times to address some of the challenges they face in the current market. Leadership training, advanced negotiation techniques, and team building exercises can not only improve their skills but also show them that you are invested in their long-term success.
3. Create an ‘experience’ for agents and clients
In the real estate game, it’s not just about selling properties; it’s about everything. Interact with high-end brands — think private events at exclusive car dealerships, high-end furniture showrooms or luxury fashion boutiques. Hosting these events gives your agents and their clients the VIP treatment, providing more than just a real estate experience.
This experience helps agents strengthen their relationships with clients, even if no deals are closing yet. By maintaining engagement with memorable events, you strengthen long-term loyalty and position your agents as more than job sellers — they become experience custodians.
4. Use technology to improve efficiency
In a slow market, efficiency is important. Agents who feel they have the tools to succeed will stay motivated, even if deals are slow. The right technology can help them make the most of limited opportunities and stay competitive. When things are slow, it’s a good time to engage with the tools your office has to offer.
Equip your agents with advanced digital marketing tools, AI-powered client screening systems, and simple transaction management platforms. By streamlining their day-to-day operations, you free up their time to focus on building relationships and preparing for when the market recovers.
Encourage them to use technology to show lists through virtual tours or automate repetitive tasks, staying ahead of the game.
5. Focus on building long-term customer relationships
If the listing is low, transactions may be few and far between, however relationships are everything. Agents need to shift their focus from quick sales to long-term engagement with customers. Building a pipeline of future opportunities is essential to staying relevant.
Encourage agents to deepen their relationships with customers by offering personalized follow-ups, creating valuable content, or sending thoughtful, non-sales focused messages. Agents who are constantly vetting their clients, not just when they are ready to buy, are the ones who will have a strong pipeline ready when the market picks up again. This shift from commercial to relational has helped many high-performing agents maintain their momentum during the downturn.
6. Prioritize work-life balance and wellness
Real estate professionals often get burned out, especially when they feel unexpected market pressure. When agents are overworked and stressed, their performance suffers, and they are more likely to look for greener pastures elsewhere.
Create an environment that prioritizes mental and physical well-being. Showing your agents that you care about their well-being will build loyalty and reduce burnout. These programs remind agents that their value to the company goes beyond the number of deals they close.
7. Curate agent mastermind groups
Host exclusive think tanks where top agents can meet to exchange ideas, discuss marketing strategies and learn from industry experts. These groups not only provide professional development but also create a sense of community and shared purpose.
Focus on encouraging collaboration and creativity. The comfortable experience between these groups – whether it’s an outdoor living space or a luxury brand partnership – is secondary to conversations that help agents sharpen their skills and develop new strategies for the future.
8. Create a space for Agent Maintenance Days
Sometimes agents need a “rehabilitation” – a chance to step back and rework an important part of their business. During agent makeover days, agents come into the office to focus on refining their personal brand, developing marketing materials or improving client management systems.
Provide expert guidance, whether you use in-house resources or guest coaches, to help agents dive deeper into an overlooked area of their business. This day is about creating a dedicated space for agents to focus without distractions and make meaningful changes to help their business in the long run.
9. Host No Excuse Days
This is the last day of accountability. Agents show up with one goal in mind: tackling the one task they’ve been avoiding that will make a big impact on their business. Whether it’s setting up a CRM, finalizing a lead-gen strategy, or just organizing their schedule, Days Without Excuses gives them the time and support they need to get it done.
Each agent commits to one task that they have been procrastinating on. With the support of coaches and accountability from peers, they make real progress in those high-impact activities. These days aren’t just ticks off a to-do list – they’re about moving the needle on activities that will drive business growth.
When listings are low, retention isn’t just about keeping agents on the payroll – it’s about keeping them engaged, motivated and equipped to thrive. A multifaceted approach – effective technology, providing a comfortable experience, fostering a supportive culture, and prioritizing growth – ensures that agents not only survive tough markets, but thrive in them. In luxury real estate, retention is a long-term strategy that pays off in the form of stronger teams, better relationships and, ultimately, more success.
Chris Pollingerfounder and managing partner of RE Luxe Leadershe is a strategic consultant to the top in the luxury real estate business. He is a consultant, national speaker, mentor and leadership coach.
