If you’re attempting to attract agents to your team or brokerage, Seth Godin suggests there are two approaches:
One approach, which is tempting in the short run, is to wait until people are on the bus, then ask each person where they want to go. Seek to build consensus. Try not to leave anyone out.
The other approach, which works far better if you have a fleet of available buses, is to announce in advance where the bus is going. That way, anyone who wants to go where you’re headed can get on board.
In an industry where many brokers are desperately trying to serve the needs of their agents, many offices use the first approach.
This could possibly work if the real estate industry was not so competitive and fragmented.
In reality, there is a constant fleet of buses available—your office plus the offices of all your competitors.
It’s better to focus on the second option.
Do the hard work of defining your destination, then recruit those who want to join you on the journey.
Great leaders set a destination.
Great agents are anxious to get on board.
