What today’s agents want from tomorrow’s brokerages 

Though the real estate industry is mired in courtroom battles and disputes over listings access, what's most important to many agents remains the ability to conduct business efficiently and serve clients well.

But in today's shifting landscape, there are ways brokerages can enhance their value proposition, agents said during a webinar hosted by T3 Sixty last month — and it goes beyond having a strong tech stack. (Note: Real Estate News is an editorially independent division of T3 Sixty.)

The top value a brokerage can offer? According to Drake Martin, who recently aligned with eXp Realty, it's the ability to network and collaborate with other agents.

At eXp, he explained, agents have access to real estate professionals in the U.S. and around the world. "Being able to provide a much better level of collaboration to our agents at this type of model has been an incredibly valuable thing," Martin said.

Marketing assistance is also essential, according to Emily Johnson of West + Main Homes. The support she gets is one of the reasons she's stayed with the independent brokerage for nearly a decade.

"Sometimes I get asked, 'Why am I not leaving?'" Johnson noted. "I don't care about the money in a cap, per se. I care about my clients and the service I can provide to them."

What brokerages 'overvalue': A brokerage's branding is visible on an agent's marketing materials, Martin acknowledged, but the agent's personal branding is typically larger and more important to them.

"Most agents, I feel, aren't utilizing that branding as much," he said. "I think we're probably overvaluing the brokerage brand a little bit."

What attracts agents: For Johnson, having a physical office location that aligned with her lifestyle goals was a big plus when she first joined her firm. Money and networking are also important, according to Martin.

Many top-producing agents are "looking at other opportunities and basically seeing who can pay them more," he explained. "When you can't negotiate a franchise fee out, the mathematics of that become pretty difficult."

Surrounding top producers with others performing at the top of their game is also "incredibly valuable," he added. "I think agents want to be around other top-producing agents. If you're the big fish in a small pond, it's like, 'Where can I go to grow?'"

What to prioritize with tech: Andrea Geller said Compass' all-in-one platform was a big draw when she first joined the brokerage. "I actually am finding I'm using the MLS less and less with the power of what's in the Compass platform in terms of agent search and CMA," she said.

But having "a great tech stack and allowing it to grow" is just the beginning.

"The other part is execution," Geller said. Changing or updating a platform is "just the way of the world" these days, she noted, and while some agents can make the transition seamlessly, others still need virtual or in-person support.

Stay available to answer questions: Every transaction is unique — and questions pop up even for experienced agents like Johnson who have closed hundreds of deals. West + Main Homes has seven managing brokers, she noted, and "if we have a question, one of them will answer."

"To be able to not be seen as somebody who has a silly question" is important, she added. And sometimes those questions go beyond individual deals as agents seek advice on wider industry shifts. "We are salespeople, but we also need some guidance."