I heard it again last week: “We had one of our agents – a TOP PRODUCER – leave last week, and I’ve got to say, it’s like a breath of fresh air. She has been very demanding for the past two years, never has been a team player, and we don’t make any money off of her. We are THRILLED she’s gone! Give me those unassuming, middle of the road producers any day. We make money off of them, and they appreciate us”.
Big Hitters. Superstar agents. Team leaders. Me, if I’m a broker, I want them. Why?
- People who give the greatest value in the marketplace get the most business. Just as money flows to value, the highest paid professionals in real estate (or ANY service business) give the best service and more of it, and conversely that the real estate agents with the least income provide, in general, the poorest or least service. If the goal of my company involves giving the best and most service, I want those who do it best (and most) on my bench.
- The stereotype of superstar agent as prima dona is innacurate far more often than it isn’t. My observation of top producers within the industry is exactly opposite the stereotype. I find that there are many more happy and positive top producers than there are happy low (or even middle) ones and that the more successful they are, the more pleasant they are to spend time with. It’s simply not true that their demands are any less reasonable than lesser productive agents (who are YOU spending all your precious time with?). Top producers do often have a greater sense of what it is they want and need and are more inclined to share their needs directly. I don’t call this arrogant…I call it healthy!
- Highly productive people really don’t tolerate non-productive people, poorly functioning systems, or dumb rules, which means they’ll buy into a culture of mutual accountability and help to make me a better business leader and my company a better organization. If I’m going to bother to build an organization, I want it to be comprised of the most talented individuals available. The best people often bring an element of disruption, and that’s a great thing!
- Other brokers may feel intimidated to have a high producer within the organization, or carry feelings that deep down they have little to offer beyond a higher split. Not feeling comfortable with their actual value proposition (or their own self-image), many brokers have a tendency to interact less frequently with the superstar agent. This is much like the agent who won’t raise his/her average sales price because that might requre interacting with a market segment they don’t relate to as well. The reality is that everyone has needs for support, recognition, growth, wise counsel and accountability - including our big hitters. Those brokers who can relate to highly productive agents AS PEERS have a major advantage in attracting and retaining them.
If superstar agents were the self-centered Prima Dona’s they are often painted to be, their ongoing success simply would not be possible. People do business with people they know, trust, and LIKE.
Attracting the very best in our business to ourselves and to our organizations is the work of the very best Leaders.
LEAD.
I agree with you Shoes…I never like to loose a producer. Especially, a top agent. It happens to all of us from time to time. It’s stinks…but like a football team that loses its star player…It is an opportunity for someone else to take that position and become the next leader of the pack.
You are spot on that if you treat them as peers, then the relationship can be great. There are, however, impossible people in this industry. I found over the years that there are some top producers that need to get fired, and most of the time when you fire them, they ask nicely to be allowed to stay and become better team players. When there is no fear of loss, some people can get out of control.
In my experience,for every exceptional agent that hs a “diva” complex, we have ten that fit all or part of the description above. They are most often the un-designated leaders that really make a company tick!
Shoes,
I agree on this one. We had to fire a Top Producer who made slightly over $1,000,000 in commissions in 1 year. He would not leave the Office and we finally had to call the Police to escort him out of the Building. Stacked all his Stuff up at the Rear Exit and told him to pick it up the next day. Hard to do…but well worth it in the Long Run.
Tom
If Broker Owner/Leaders find themselves with unprofitable top producers, they need to take a close look in the mirror. They created the situation. Your point #4 is right on target. Create a ‘win-win’ with your top producers by embracing their success skills, working collaboratively with them, and I would like to add, ‘enjoying a mutually profitable relationship’. Many successful Broker/Owners understand the evolution of real estate in that they are training and developing their future competition. They incorporate language in their IC agreements to minimize damage on agent departure, such as non-solicitation, confidential information, and ownership of data, websites, url’s, marketing systems, etc.
Absolutely spot on! The reality is…. the more successful you become, the less popular you are. I am always amazed at how often Agents (and Brokers Owners sadly) justify their own inadequacies by manufacturing ridicules rumors about how top producers generate and close business at a high level…. “The only reason BobbiJo has sooo many listings is because she sleeps with every seller!” Get a life!…. no.. better yet… go sell something instead.
Great post John!