7 rules for executing a successful brokerage strategy 

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If you're leading a real estate company today, you know this isn't business as usual. Between class-action lawsuits, tech disruption, economic headwinds and shifting agent expectations, executing a strategy isn't just important — it's survival.

Over my 25 years in the industry, I've built and led brokerages through both boom-and-bust cycles, and here's one truth that always holds up: The winners aren't the ones with the flashiest strategy; they're the ones who can execute. 

If you're feeling stuck or scattered, here are seven rules to help get your business back on track — real rules for real operators.

1. Keep it simple

This one might sting a little. Too many brokers are going in too many different directions — trying to be a tech firm, a marketing agency and a coaching company all at once, or as business guru Jim Collins calls it, "chasing the next glittery object." It's confusing your agents, and it's wearing you out. It's an epidemic unique to our industry because most brokerage leaders started as agents, and this is exactly what most agents do, perpetually.

A solid strategy must be simple enough to explain in 15 seconds. Who are you — a full-service brokerage? A low-cost platform? An elite boutique? Pick your lane, define what you do — and what you don't do — and make sure every decision reinforces that.

Crystal clarity is your competitive edge.

2. Challenge your assumptions

Most brokerages are holding onto outdated beliefs. Maybe you assume your top agents will never leave. Or that the same marketing tactics that worked in 2019 still hold weight. Or that your comp plan is sustainable. Maybe you're wrong.

It's time to take a laser-focused, hard look at your assumptions — about your agents, your market, your revenue stream, your profitability and your value proposition. Get some real data. Run the real numbers. Ask your managers the tough questions. Your old playbook may be dragging you down.

3. Speak the same language

If you and your leadership team aren't on the same page about what success looks like, you've already lost. And that is 100% your fault as a leader.

This is especially true when it comes to KPIs: agent productivity, agent retention, profitability per headcount and training engagement. Everyone, from your office manager to your CFO to your recruiting leader, should be aligned on what metrics matter and why.

Unify your definitions. If "top producer" means different things to different people, your strategy is going to break down in execution.

4. Discuss resource deployment early

Here's a consulting truth: Most brokers plan in the abstract but execute amid the chaos.

If you're planning to roll out a new CRM, onboard a coaching platform or open a new office, talk through the logistics up front — way up front. Who's training the agents? Who's managing adoption? How long until it's live? What happens if it fails?

Resources in brokerage mean more than money — they mean time, attention and leadership bandwidth. Be realistic about what you and your team can handle and be ruthless about prioritization.

5. Clearly identify priorities

Let's get real: You can't fix everything at once. And your agents don't need 12 initiatives — they need one or two clear things to focus on. We see it repeatedly — brokerage leaders throw things at the wall hoping something will stick, but they end up bouncing from one thing to the next. Stop it! Settle in. Focus.

Decide what must happen this quarter to move the needle. Maybe it's retention. Maybe it's agent onboarding. Maybe it's driving adoption of your tech stack. Whatever it is, name it. Say it out loud. Repeat it until your team dreams about it.

Vague plans don't get executed. Clear priorities do.

6. Continuously monitor and adjust

The market will shift again. The legal landscape will change again. What worked yesterday might not work tomorrow.

Build feedback loops into everything. Monitor adoption of your tools. Watch agent engagement in training. Track listing velocity. And when something's off, don't be afraid to pivot.

This doesn't mean chasing trends — it means course correcting with intention. Strategy isn't a set-it-and-forget-it document. It's a living discipline.

7. Invest in execution ability

Here's the bottom line: Your strategy is only as good as the people executing it.

Do your managers know how to lead change? Can they train, inspire and hold people accountable? Are you developing leaders inside your brokerage — or just reacting and putting out fires?

Too many brokerages marginalize or even ignore this part. But if you want to build something sustainable, you have to raise the bar on who's in charge of making it all happen. Execution lives and dies on the strength of your leadership team.

Final thought

If you're feeling stuck, don't overthink it. Strategy execution isn't about being flashy — it's about being clear, focused and disciplined.

The market is contracting. The rules are shifting. And your agents are looking for guidance. Now is the time to lead with precision. Pick your focus, align your team and start executing like your future depends on it — because, well, it does!

Phillip Cantrell is the founder and CEO of Tennessee-based Benchmark Realty LLC, which he has grown from one employee in 2006 to more than 1,500 today, with offices throughout Middle Tennessee, Southern Kentucky and Northern Alabama.

His 42 years of business experience include executive roles in operations and sales, and he has published numerous industry articles.