In their newsletter last week, 1000Watt published the results of a survey where they asked agents:

What was the top reason you changed brokerages?

Least Important.The reasons that mattered the least were:

• For better marketing support (7%)

• For better technology (6%)

• For better training (2%)

• For better support navigating changes in the industry (2%)

These issues combined accounted for only 17% of the reasons agents changed brokerages.

Most Important.The reasons that mattered the most were:

• For better leadership/culture (40%)

• For better split/compensation plan (23%)

• For some other reason (19%)

As you think about how to apply this data, it may be tempting to devalue the items on the first list.

Do agents really believe these issues are unimportant?

No. They just don’t see them as differentiators.

They assume that most brokerages are equally competent in these areas.

The true differentiators are emotional.

I feel inspired by the leadership of my new brokerage.

I feel like I’m getting a better deal.

I can’t really say why I changed; it just feels like the right decision.

The best hiring managers inspire agents to make a change.

Those who focus on trying to prove it’s a good idea tend to struggle.