Use the real estate team retention strategies to retain more agents by creating clear paths for growth for all team members.
Today I want to dive into one of the most important topics for any growing real estate team—real estate team retention. If you’re a real estate agent, team leader, or broker-owner, this is something you’ve either dealt with or will have to address as your team expands.
But here’s the thing: retention doesn’t begin when you notice agents leaving. By that time, it’s usually too late. Instead, successful retention begins well before an agent considers moving on. It’s about how you structure and manage your team to foster long-term loyalty.
In this blog, I’ll explore key real estate team retention strategies that can help you build a strong, cohesive team while keeping turnover to a minimum. Whether you’re just starting to grow your team or are managing a large operation, these insights will help you retain top talent and create a thriving real estate organization.
Be sure to listen to this episode of The Brian Icenhower Podcast and subscribe to the podcast so you never miss an episode!
VIDEO: Real Estate Team Retention Strategies
1. Preventative Retention Through Team Structure
Let’s be clear—real estate team retention doesn’t mean scrambling to keep agents from leaving after they’ve already made up their minds. Retention starts with how you run and structure your team from the very beginning. As your team grows, it’s normal to see some turnover. With larger teams, it can be harder to keep track of each individual, and agents may feel overlooked. This is why some leaders avoid scaling, but I encourage you to shift away from that scarcity mindset.
It’s true—when you’re managing a large team, you may not be able to keep tabs on every agent all the time. However, as long as you’ve structured your team for retention, you won’t need to worry about constant oversight. Growing your team allows you to diversify your agent base. If someone leaves, your business can continue to thrive because you’re not putting all your eggs in one basket. Larger teams can distribute the workload, increase income, and reduce stress on team leaders.
2. Accountability: The Core of Retention
One of the first real estate team retention strategies I want to emphasize is accountability. As your team grows, you’ll naturally need to loosen some of the accountability measures you had in place when your team was smaller. However, it’s still important to maintain accountability, especially for newer agents who are heavily reliant on the leads you provide.
For agents new to the business, high accountability around their activities is crucial. Instead of focusing on results-based accountability (like the number of closed deals), concentrate on activity-based indicators such as the number of contacts made, appointments set, and contracts written. This approach ensures that you’re monitoring their efforts, not just their outcomes, which can be influenced by factors beyond their control.
By keeping the focus on activities rather than results, you’re helping agents develop the habits they need to succeed. Plus, it creates a more supportive environment where they’re encouraged to stick with the process, knowing that the results will come in time.
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Team Coaching Program
The Team Real Estate Coaching Program is for smaller teams looking for internal structure, leverage and leadership.
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Executive Team Coaching Program
The Executive Team Real Estate Coaching Program is designed for a high functioning larger team. These team leaders will build their influence, structure their brokerage systems and growth, recruit, lead internal divisions to operate at a high level and leverage their time. Opportunities to add ancillary services to build wealth.
3. Embrace the Diversity of Your Team
As your team grows, you’ll have agents with different strengths, weaknesses, and working styles. Some agents may excel at prospecting, while others bring in leads through their social connections or from their sphere of influence (SOI). It’s important to recognize that not every agent needs to fit into the same mold.
When managing a large team, I’ve seen some leaders try to turn their agents into carbon copies of each other—essentially building a team of “robots” that all do the same tasks. This approach doesn’t work for real estate team retention because it ignores the unique strengths that each agent brings to the table.
Instead, consider the different ways your agents can contribute. Some may focus on geographic farming, others on social media marketing, and still others on traditional cold calling or door knocking.
By diversifying your team and giving agents the freedom to work in the areas where they excel, you create an environment where they feel valued and motivated to stay long-term. Plus, it makes your team more adaptable to changing market conditions.
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Team Onboarding
Online CoursesInitial onboarding for agents joining teams.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Create Your Sphere of Influence Database- VIDEO: How to Create a Real Estate Sphere of Influence List – PART 1
- VIDEO: How to Create a Real Estate Sphere of Influence List – PART 2
- AUDIO: How to Create a Sphere of Influence List – PART 1
- AUDIO: How to Create a Sphere of Influence List – PART 2
- WORKBOOK: How to Create a Real Estate Sphere of Influence List
- VIDEO: How to Set Up Your CRM
- Script: Update Database
- SOI Member Contact Form (fillable)
- Daily SOI Contact Form (fillable)
- Script: Update Database & Direct Message
- VIDEO: Who Do You Know
- AUDIO: Who Do You Know?
- Workbook: Who to Put in Your SOI
- Who Do I Know From These Industries? (fillable)
- SOI Call & Text Contact Cycle
- QUIZ: Module 2 Part 1
- QUIZ: Module 2 Part 2
- Module 2 Action Steps
- VIDEO: How to Contact Your SOI
- AUDIO: How to Contact Your SOI
- Workbook: How to Contact Your SOI
- VIDEO: Create Your SOI Contact Plan
- AUDIO: Create Your SOI Contact Plan
- Workbook: Create Your SOI Contact Plan
- Sample Contact Plans
- Sample Plan #1: The Basic
- Sample Plan #2: Giving to Get
- Sample Plan #3: Social Butterfly
- Monthly Mailer Topics
- QUIZ: Module 4
- Module 4 Action Steps
- VIDEO: Get Uncomfortable
- AUDIO: Get Uncomfortable
- Workbook: Get Uncomfortable
- The Comfort Zone PDF
- Action Steps
- VIDEO: How to Grow Your SOI
- AUDIO: How to Grow Your SOI
- Workbook: How to Grow Your SOI
- VIDEO: Build Your Vendor Database
- AUDIO: Build Your Vendor Database
- Workbook: Build Your Vendor Database
- Script: Asking for Referrals
- Script: Update Database & Ask for Referral
- QUIZ: Module 6 Part 1
- QUIZ: Module 6 Part 2
- Module 6 Action Steps
- VIDEO: Developing Referral Networks
- AUDIO: Developing Referral Networks
- Workbook: Developing Referral Networks
- Who Do I Know From These Industries Worksheet
- Who Do I Know From These Industries Spreadsheet
- VIDEO: Growing Vendor Relationships
- AUDIO: Growing Vendor Relationships
- Workbook: Growing Vendor Relationships
- Script: Referral Business Partnership I
- Script: Referral Business Partnership II
- Script: Follow Up After Referring a Client to a Vendor
- Script: To Contact SOI to Grow Vendor List
- QUIZ: Module 12
- Module 12 Action Steps
- VIDEO: Rights vs. Responsibilities
- AUDIO: Rights vs. Responsibilities
- Workbook: Rights vs. Responsibilities
- Rights vs. Responsibilities PDF
- Action Steps
- VIDEO: Social Media Basics
- AUDIO: Social Media Basics
- Workbook: Social Media Basics
- VIDEO: Social Media Strategy – PART 1
- VIDEO: Social Media Strategy – PART 2
- AUDIO: Social Media Strategy – PART 1
- AUDIO: Social Media Strategy – PART 2
- Workbook: Social Media Strategy
- Social Media Calendar STAY Strategy for Content
- Script: Personal Facebook Direct Message
- 12-Month SOI Video Touch System
- QUIZ: Module 8
- Module 8 Action Steps
- VIDEO: Scarcity vs. Abundance
- AUDIO: Scarcity vs. Abundance
- Workbook: Scarcity vs. Abundance
- 5 Steps to Mastery PDF – full page version
- 5 Steps to Mastery PDF
- 5 Steps to Mastery – Social Media Post
- Scarcity Vs. Abundance Chart
- Action Steps
- VIDEO: Real Estate Video Texting
- AUDIO: Real Estate Video Texting
- Workbook: Real Estate Video Texting
- Video Texting Example #1
- Video Texting Example #2
- Module 9 Action Steps
- VIDEO: Facebook Business Page
- Workbook: Setting Up Your Facebook Business Page
- BONUS HELP: Creating a Facebook Page for Your Business
- BONUS HELP: Adding Essential Information to Your Facebook Page
- Facebook Description Examples
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 1
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 2
- BONUS HELP: How to Use Canva Tutorial
- BONUS HELP: How to Find Royalty Free Images
- BONUS HELP: Stock Photo Download
- Facebook Cover Templates
- Keyword Research Toolkit
- Successful Facebook Ad Examples
- VIDEO: Thoughts Control Actions
- AUDIO: Thoughts Control Actions
- Workbook: Thoughts Control Actions
- The Gandhi Circle PDF
- 6 Rules for Controlling Your Words PDF
- Action Steps for Module 16
- VIDEO: Open Houses
- Workbook: Open Houses
- Resource: Open House Prospecting Activities
- Resource: Open House Feedback Form (Printable)
- Resource: Positive Need Affirmation Sandwich (Fillable)
- Graphic: Open House Timeline
- Open House System Checklist (fillable)
- Open House System Checklist (editable)
- VIDEO: Listing E-Alert Updates – PART 1
- VIDEO: Listing E-Alert Updates – PART 2
- VIDEO: Listing E-Alert Updates – PART 3
- AUDIO: Listing E-Alert Updates – PART 1
- AUDIO: Listing E-Alert Updates – PART 2
- AUDIO: Listing E-Alert Updates – PART 3
- Workbook: Listing E-Alert Updates
- Listing E-Alert Campaign Promotional Ad (fillable)
- Script: Neighborhood Listing E-Alert Email Drip
- Script: Geographic Farming Listing E-Alert Email Drip
- Script: Seller Lead Listing E-Alert Email Drip
- Script: Buyer Lead Listing E-Alert Email Drip
- QUIZ: Module 14
- Module 14 Action Steps
- VIDEO: Embrace Routines & Rituals
- AUDIO: Embrace Routines & Rituals
- Workbook: Embrace Routines & Rituals
- Listing & Closing Checklists
- Action Steps for Module 19
- VIDEO: Time Management & Tracking
- AUDIO: Time Management & Tracking
- Workbook: Time Management & Tracking
- Daily SOI Contact Form (fillable)
- Lead Tracking (fillable)
- SOI Member Contact Form (fillable)
- Eisenhower Decision Matrix
- VIDEO: Daily Schedule & Time Blocking
- AUDIO: Daily Schedule & Time Blocking
- Workbook: Daily Schedule & Time Blocking
- Sample Weekly Calendar
- Daily Schedule for Realtors
- The Erase and Replace Rule
- VIDEO: Activities Over Results
- AUDIO: Activities Over Results
- Workbook: Activities Over Results
- Action Steps for Module 7
- VIDEO: Tracking with a Dashboard
- AUDIO: Tracking with a Dashboard
- Workbook: Tracking with a Dashboard
- ICC Team Dashboard – Excel Spreadsheet
- QUIZ: Module 19 Part 1
- QUIZ: Module 19 Part 2
- Module 19 Action Steps
- VIDEO: 2 Week Assault Plan Explained
- Workbook: Making Initial Contact with Online Leads
- Mastering Lead Follow Up – Infographic
- The Sales Process – Infographic
- Should I Keep Trying – Infographic
- They Didn’t Answer – Infographic
- Converting a Prospect to a Client – Infographic
- 2-WEEK ASSAULT PLAN For Making Initial Contact with Online Leads
- 2-Week Assault Plan Phone Call Scripts
- 2-Week Assault Plan Text Scripts
- 2-Week Assault Plan Email Template Scripts
- 2-Week Assault Plan Video Email Scripts
- 2-Week Assault Plan Facebook and Social Media Scripts
- VIDEO: Online Lead Follow Up Plans
- “I’ll Do You One Better”
- VIDEO: How to Be a Professional
- AUDIO: How to Be a Professional
- Workbook: How to Be a Professional
- Keep Emotions Between the Lines PDF
- DISC Behavioral Assessment Image
- Action Steps for Module 26
- Part One: Buyers don’t know what they don’t know
- Part Two: From contact to appointment
- Part Three: Buyer and lender consultations
- Part Four: Making things official
- Workbook: Buyer Lead Conversion & Consultation Process
- Buyer Questionnaire & Lead Sheet
- Pre-Buyer Consult Video #1 Script
- Buyer Consultation Video Script
- Scripts: Presenting the Exclusive Buyer Agency Agreement
- Scripts: Handling Objections to Signing the Buyer Agency Agreement
- Script: MLS Auto-Prospecting
- Part One: Overcoming common objections
- Part Two: Getting answers
- Part Three: The pre-listing packet
- Part Four: The kitchen table consultation
- Workbook: Seller Lead Conversion & Listing Presentation Process
- Seller Lead Sheet
- Price Reduction Graphic
- Listing Consultation
- Pre-Listing Consultation Video Scripts
- Pre-Listing Video #1 Script
- Pre-Listing Video #2 Script
- Pre-Listing Video #3 Script
- Pre-Listing Video #4 Script
- Pre-Listing Video #5 Script
- Virtual Listing Presentation – Luxury Theme
- Virtual Listing Presentation – Classic Theme
- Listing and Closing Checklists
- The Listing Consultation Script
- Objections about Finding a Home to Buy Before Listing
- Scripts for Listing Consultation Objections about Price
- Urgency Objections
- Overcoming Objections about Paying a Commission
- VIDEO: Fail Forward
- AUDIO: Fail Forward
- Workbook: Fail Forward
- Action Steps for Module 29
- VIDEO: Understanding the Needs Analysis
- AUDIO: Understanding the Needs Analysis
- Workbook: Understanding the Needs Analysis
- The Feelings Wheel
- Real Estate Trainer Podcast: Episode 196 – Real Estate Recruiting Scripts: Conducting the Appointment
- Action Steps for Module 30
- VIDEO: Negotiating With a Needs Analysis
- AUDIO: Negotiating With a Needs Analysis
- Workbook: Negotiating With a Needs Analysis
- Buyer Lead Sheet (fillable)
- Seller Lead Sheet (fillable)
- Action Steps for Module 31
- VIDEO: The Mirroring Technique
- AUDIO: The Mirroring Technique
- Workbook: The Mirroring Technique
- Real Estate Trainer Podcast: Episode 184 – NLP Real Estate Scripts for Realtors
- Action Step for Module 32
- VIDEO: Mirroring & Matching
- AUDIO: Mirroring & Matching
- Workbook: Mirroring & Matching
- Mirror & Matching – Real Estate Negotiation Strategies
- Action Steps for Module 33
- VIDEO: The Negotiation Blueprint
- AUDIO: The Negotiation Blueprint
- Workbook: The Negotiation Blueprint
- Meet in the Middle Negotiation Model Graphic
- The Icenhower Method Negotiation Model Graphic
- Action Steps for Module 34
About this course
- $349.00
- 252 lessons
- 15.5 hours of video content
Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume Instructor Brian Icenhower.I designed Team Onboarding to get new agents joining a team up into production quickly. In this course, we do it two ways.
First, you will learn how to generate and convert leads from potential customers looking to buy or sell a home that you don't know. You'll learn all the top methods with the highest conversion rates so you can generate business right off the bat. Second, you will learn how to generate business from your own personal sphere of influence (SOI). These are the people you already know. You will learn how to build your book of business, and as it grows over time, so you will find more and more business coming to you as you progress year by year. This course, which is over 30 modules long, will help you develop your business in those two healthy ways at the same time, so your own book of business is diversified. Along the way, you'll receive training on other essential topics, like time management, buyer and seller lead conversion, negotiations training, and mindset training. You'll learn all of these skills and tools (and more) that a new agent should learn to get them into production and selling real estate extremely quickly.
Get into production quickly.
One of the biggest challenges about starting out on a real estate team for the first time is the lag between starting on the team and getting into production. This course will accelerate your progress and allow you to get into production much more quickly, which will help you thrive as a new member on your team. Add to CartTeam Onboarding
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4. Building a Deep Bench
Another critical aspect of real estate team retention is always having a “deep bench” of agents. No matter how good your retention strategies are, you’ll still see turnover—agents may leave for various personal or professional reasons. To manage this natural ebb and flow, you need to keep recruiting and building your bench.
When you’re consistently bringing new agents onto your team, it’s easier to let go of those who aren’t a good fit without feeling like you’re losing a vital part of your team. At the same time, you can identify which agents are performing well and which might need additional support or training.
Having a deep bench also helps you maintain a level of accountability across your team. If an agent isn’t meeting expectations, you have the flexibility to redirect them or, in some cases, let them go without disrupting your business. When there’s always new talent coming in, you’re less dependent on any one agent, and you can focus on fostering a culture of growth and opportunity.
Learn more about the Agent Management Portal
Looking for the best way to add value for your agents? The Agent Management Portal is a powerful learning management system. You get access to all of our state-of-the-industry training materials, as well as tools to help you create your own training content for your agents.
5. Focus on Sphere of Influence (SOI) Development
A big mistake some team leaders make is focusing solely on company-provided leads. While these leads are important, especially for new agents, they shouldn’t be the end goal. For long-term real estate team retention, you must encourage your agents to build and develop their own sphere of influence (SOI). This is the network of people they know personally or professionally who can refer business to them.
When agents first join your team, they’re often dreaming of becoming a real estate agent of choice for a certain group of people—usually their SOI. They’re not imagining a long-term career as a telemarketer converting cold internet leads. By helping agents grow their SOI, you’re showing them that they can build a sustainable business that isn’t entirely dependent on team-provided leads.
Encourage your agents to start developing their database from day one. Show them how to market to their SOI and leverage the team’s resources, such as just-listed or just-sold postcards, open house invitations, and other marketing materials, to build credibility. By their second year, agents who focus on their SOI will begin to see the fruits of their labor as their network starts bringing them business.
6. Tailor Your Commission Splits
As your agents become more successful and start generating more of their own business through their SOI, it’s important to adjust your commission splits accordingly. I advocate for what I call the “matching standard.” Once an agent is consistently closing deals from both team-provided leads and their own SOI, it’s appropriate to offer them a higher split on the deals they bring in.
This doesn’t mean giving away the farm—it simply means rewarding agents who are growing their own business while still contributing to the team. When agents feel like their hard work is recognized and rewarded, they’re more likely to stay on your team for the long haul.
When there’s always new talent coming in, you’re less dependent on any one agent, and you can focus on fostering a culture of growth and opportunity.
Brian Icenhower
7. Retention Through Positive Team Culture
Lastly, one of the most important real estate team retention strategies is creating a positive, supportive team culture. Fear-based leadership, where agents are constantly worried about losing their place on the team or missing out on leads, creates a toxic environment.
Instead, focus on building a team culture where agents feel supported, valued, and motivated to grow.
Promote collaboration, celebrate successes, and offer opportunities for professional development. When agents see that your team is a place where they can thrive both personally and professionally, they’re much more likely to stay and contribute to the team’s long-term success.
Conclusion: Retention is the Key to Growth
At the end of the day, real estate team retention isn’t about preventing agents from leaving at the last minute. It’s about structuring your team for long-term success by fostering accountability, embracing diversity, building a deep bench, and encouraging agents to develop their own SOI. By focusing on these strategies, you can build a real estate team that not only grows but thrives in any market condition.
I hope you found these insights helpful, and I encourage you to implement these strategies within your own team. Retention isn’t something you achieve overnight, but with the right approach, it can become a natural part of your team’s growth.
