Retention Is a Two-Way Street

Retention is often framed as something broker-owners need to deliver—more support, more tools, more incentives to keep agents happy. And while that is mostly true, the reality is that loyalty isn’t one-sided. A healthy brokerage culture is built on mutual respect, clear communication, and a shared commitment to success. It is having agents, staff, and management work together towards common goals. And yes, a lot of the responsibilities fall on the shoulders of the business leaders, but it also emphasizes the importance of mutual respect and treating your team like partners in the business and setting expectations that go both ways.

Set Clear Expectations Early

It’s difficult to retain agents if they don’t know what’s expected of them, or what they can count on from you. During onboarding, or even in annual one-on-ones, take the time to outline what success looks like on both sides of the relationship. What do they need from you to thrive? What do you expect in return?

A client of ours recently worked with us to add a guide about working together, outlining the expectations of agents as part of their onboarding. It outlined what agents could expect from leadership—support, resources, coaching—and also what was expected in return, like responsiveness, contribution to culture, and professionalism. The result? Smoother integration for new hires, and a noticeable lift in engagement and positivity in the office.

This is where the IKEA Effect comes into play—a concept in behavioural science that suggests people place higher value on things they’ve helped build themselves. In other words, when agents contribute to shaping the brokerage culture or systems they use every day, they feel more invested and are more likely to stay. It’s not just about receiving support, it’s about co-creating something meaningful.

Ask for Feedback

Strong relationships are built on dialogue. That means offering honest, respectful feedback and making space for agents to do the same. Check in regularly, not just when something goes wrong. A simple “How’s it going?” can open the door to meaningful conversations that help you retain great people or perhaps get someone who is less inclined to raise their hand in a meeting but might have great suggestions to improve office culture.

When agents feel involved in the process and see their feedback put into action, they’re more likely to stick around and contribute to the bigger picture. They also likely will spend less time complaining about it to others, and work with you to create a better, more productive work environment.

Offer Flexibility Without Losing Structure

Supporting your team means understanding that not everyone works the same way. Some agents thrive with more structure, while others do best with flexibility. Wherever possible, provide options—especially when it comes to coaching, training, or marketing support.

The key is to be consistent. Let agents know what’s available and how to access it. Flexibility works best when it’s delivered with clarity, not chaos.

If an agent is unhappy, outline for them ways to share their feedback in a constructive way. Whether it is through submitting it through an anonymous online form, an open discussion during the monthly team or office meeting, or simply offering an open door policy during specific office hours, you can provide them ways to share their concerns without it becoming a larger issue across the office.

Shared Success Is Long-Term Success

The most loyal agents aren’t necessarily those with the biggest deals or the longest tenures. They’re the ones who feel a sense of shared ownership—agents who know they’re supported, respected, and part of something they’ve helped build.

Retention works best when everyone understands they have a role to play. Broker-owners can set the tone, but it’s the day-to-day relationships, accountability, and collaboration that create the kind of environment agents don’t want to leave.

At The Real Estate Source, we believe in helping brokerages build teams that are connected, confident, and committed. Want to strengthen your agent relationships? Let’s talk.