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Some brokerages are what I sometimes think of as “Lily Pads” because they’re waystations where agents sometimes go—albeit briefly—to level up their commission splits. And then they move on. Lily Pad brokerages attract and recruit based on a higher split, but fail to retain a cohesive team because they don’t lead with a culture focused on long-term career growth.
In an industry that often prioritizes commissions and quick wins, we’ve taken a different approach — one rooted in collaboration, inclusivity and long-term vision. At The Agency, we believe that a thriving culture is not just a “nice to have” — it’s the foundation of a top-producing, thriving team — and we’ve staked our bets on this approach time and again —with tremendous success.
Here’s how putting culture first can help you develop a successful team that can go the distance.
Culture is the blueprint, not the byproduct
When people talk about brand, they often think of logos or marketing materials. But at its core, your brand is your culture. It’s how clients feel when they walk into your office, attend your events, or interact with your agents. From agent onboarding to leadership development, and across our teams and offices, everything is designed to reinforce our culture. It’s what sets the tone for how we do business, how we serve our clients, how we collaborate, and who we attract.
Yes, we’ve built a recognizable luxury brand known for providing a top-notch client experience — and that brand is deeply intertwined with the culture we’ve intentionally nurtured along the way. Culture doesn’t happen by accident — it’s built with intention.
Define and live by your core values
To get started, ask yourself which of your values are non-negotiable? What kind of behavior do you reward and recognize? Culture is a daily practice built upon an established set of rules, not a one-time decision. Here at The Agency, it’s a mindset that we collectively embrace.
Start by clearly articulating your team or company’s core values. These shouldn’t be platitudes on a wall—they should guide your hiring decisions, client interactions, and how the team shows up for each other. Make sure every team member understands, feels connected to, and lives these values daily. Remember: small choices, made consistently, lead to lasting impact.
Hire for values aligment — and culture adds, too
A high-performing team isn’t built on impressive resumes or sales stats alone. We don’t just recruit agents who can close — we look for best-in-class agents who embrace our mission, vision, values, and way of doing business — with the understanding that skills can be taught.
Take creativity, for example. It’s a cornerstone of our culture because fresh thinking keeps us engaged—and sets us apart in an industry crowded with staid, conventional and uninspiring marketing. From our brand campaigns to our unforgettable events, we always ask: How can we do this differently? And we look for agents who share this mindset.
In addition to culture fit, we also believe in hiring “culture adds” — those who bring something unique to the table — whether it’s expertise, a network of clients, or a fresh perspective. You can’t build a successful team out of clones. Chances are, they’ll all be competing for the same clients, and you’ll all lose out, in the end.
Invest in your team’s growth
Keep your promises — to your agents, your staff and your clients, too. Fulfill the promises you made to agents when they signed on—which means providing support that goes beyond their split. Ongoing training, leadership development, and mentorship opportunities show your agents that you’re invested in their future — not just this quarter’s numbers.
And of course, invest in brokerage technology, infrastructure, marketing, and support services. These will help you maintain a competitive edge in every aspect of your business, attract new agents and retain the ones you have.
Celebrate collaboration & reward impact
A competitive team environment can be healthy, but it can also breed internal rivalry, if you’re not careful. Build a team culture that rewards support, mentorship, and knowledge sharing.
Celebrate group wins and consider incentives or company awards tied to team performance or community impact, not just individual sales. Recognize agents who live out the team’s values, go above and beyond for their clients and support their teammates.
Model, motivate & bring meaning
Craft a compelling team culture that goes beyond transactions. Agents don’t just want to close deals — they want to feel inspired, supported and an essential part of a larger whole. Infuse fun, joy and energy into the day-to-day. Create rituals that connect the team and moments of meaning. A surprise lunch, a handwritten thank-you note or a retreat can go a long way in keeping your team connected and motivated.
Teams thrive when everyone feels safe to speak up and bring their whole selves to work. Regular check-ins, feedback loops, and open dialogue go a long way to creating a culture where agents feel heard, respected, and empowered.
Make yourself available — whether to talk through tricky transactions or life’s curveballs. Your leadership sets the tone, so lead with consistency, humility, and a people-first mindset. If you value balance, model it. If you champion collaboration, be the first to offer help. Culture isn’t what you say — it’s what you do.
Let your culture evolve — without losing your center
A great culture isn’t static. Markets shift. People change. Your culture will, too—but the essence of it should remain. It adapts and evolves with the people who shape it. As markets change and technology moves forward, we’ve had to change some aspects of how we work— from our marketing to our operations. But what remains constant is our core identity: the principles of collaboration, partnership and deep respect for the people who power our brand.
When you build a team culture around shared core values—like providing exceptional client service and unreasonable hospitality — it gives you the freedom to innovate, without losing the essence of who you are. Revisit your values and vision regularly, and be willing to adjust how you operate while staying anchored to your deeper brand identity.
Final thoughts
Thriving teams aren’t built around paychecks and splits — they’re built around culture. At The Agency, culture is our number one priority and a key differentiator in the industry. When you invest in your people, clearly define your values, and commit to both with the belief that they’re more meaningful than your bottom line, you create a real estate team and business that lasts.
Revisit and reinforce your core values regularly so your team always knows what they’re building together. If you build a culture they’re proud to be a part of, the rewards will follow, and your agents will stick around.
Juliet Clapp is the SVP & Managing Partner of the North East Coast for The Agency.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.
To contact the editor responsible for this piece: zeb@hwmedia.com.
