Consider the efficiency and success of a brokerage office by integrating these topics into your periodic office meetings.
Why hold office meetings?
Regularly scheduled weekly (or monthly) office meetings are a most useful method for an employing broker to:
- keep their ear to the ground;
- engender more productive staff conduct; and
- encourage their agents and broker-associates to grow themselves and, in turn, advance the broker’s business.
It is the time for the broker to control the message and deliver on their plan for growing the business.
With these objectives in mind, a broker best uses routine meetings to:
- motivate sales agents by example and office data to perform at their best;
- inform agents about updates to real estate practice; and
- cultivate agent efficiencies to produce more clients and closings.
Using regular meetings to motivate agents may come in the form of overall support and encouragement from the broker, including the occasional recognition of an individual agent or broker-associate. For example, a broker may consider selecting an Agent of the Month or providing small prizes, like gift cards, preferential parking and the like, based on an office contest which fosters more business (e.g., for most listings taken or most opened escrows).
Sales agent acknowledgement generally motivates all agents to meet and exceed office expectations. They want to impress the broker, and the broker tells them who is excelling in the office. The success of one agent doubles as a way to establish office objectives and keep production goals top of mind for all agents and associates at the meeting.
In addition to motivation, meetings are effective for updating sales agents on new office policies and developments in real estate practice, as well as aiding the broker in proactively managing risk by addressing agent guidelines. With regular meetings, brokers — directly or through office managers — demonstrate they are fulfilling their duty owed to the California Bureau of Real Estate (CalBRE) to provide proper supervision and management of all activities undertaken by their administrative and licensed office staff.
Risk management through meetings keeps the agents and broker-associates in the loop about proper licensee activities and office policies that complement the broker’s business objectives and avoid unacceptable risks.
Meeting topic #1: Office goals and stats
Much of a broker’s year-end success depends on the production by sales agents and broker-associates. As part of scheduled periodic office meetings, brokers benefit from reviewing their goals and business plans with the staff to improve production and meet income targets.
Brokers use meetings to review office goals, including:
- the number of transactions closed;
- the number of appointments set;
- the total number of contacts made;
- hours spent in lead generation activities; and
- marketingcompleted to meet objectives.
Presenting office statistics, such as sales volume and fees received, during meetings helps agents stay on track. Discussing office-wide data assists agents in their assessment of their contribution toward production goals necessary for themselves and the office to remain competitive and financially viable.
When the numbers discussed in weekly meetings indicate agents are falling behind, brokers need to identify the obstacles causing failures and present a plan of corrective adjustments. Conversely, when the numbers show the office is ahead of the broker’s short-term goals, the broker gives the staff recognition. Further, the broker adjusts goals upward to reflect new levels of expected performance due to either improved market conditions or staff effectiveness, or both.
Meeting topic #2: Legal changes and form usage
Real estate law and practice frequently change with the passing of new legislation. For agents and broker-associates, keeping on top of legal updates requires a bit of curiosity about current real estate events — beyond just pricing trends. Brokers use routine meetings to ensure their agents are up-to-date and get the proper message on current real estate practice regarding legal aspects, agency rules, mortgage requirements and form usage.
Brokers may consider assigning the task of monitoring real estate law to an office staff member. As legislation is passed, a broker updates office policy manuals to meet new requirements. Changes and their applications are reported to their sales agents during office meetings. Thus, the broker clarifies how agents apply new requirements in negotiations and documentation.
Further, brokers use office meetings to provide tutorials for how to properly fill out real estate forms and disclosures. Forms like the purchase agreement and Transfer Disclosure Statement (TDS) with supporting home inspection reports (HIRs) are staples of real estate sales transactions, making their proper completion fundamental to entering clients into a sales transaction. [See RPI Form 150 and 304]
Brokers might consider focusing on a different form during each meeting. Here, the broker asks general questions of the agents and broker-associates about issues they have regarding any form they are running into or using.
Meeting topic #3: Agent questions and feedback
Brokers need to note agent suggestions, feedback and even questions which arise during office meetings. They spark new ideas for the broker to pursue to grow their business.
However, in group meetings, individual agents are unlikely to be forthcoming with either negative concerns or positive changes they might like to see. Conversely, when a broker meets one-on-one with each agent — without the presence of peers who may have or are known to have different ideas or be offended — agents will more likely express their opinions.
Meeting topic #4: Guest speakers
Agents and broker-associates benefit by the broker occasionally bringing other professionals into a meeting to share their expertise with agents. The presentations need to be very short: for example, 15 minutes focused on one topic tightly outlined for presentation, followed by a very short time period for questions and answers. Here, the broker can always extend the questions and answers when conditions evolve demanding it.
Possible guest speakers with real estate related professional backgrounds include local:
- certified public accountants (CPAs) on taxes;
- title officers, escrow officers or mortgage loan originator (MLO) brokers;
- energy company representatives on disclosures;
- real estate attorneys on dispute resolution;
- transaction specialists with great expertise; and
- real estate trainers and coaches.
These professionals advise agents and associates on issues they are exposed to in their real estate transactions. Brokers may even welcome motivational speakers to help inspire agents to succeed and boost business by better organizing their time and thought processes.
What do you discuss in your staff meetings? Let other readers know in the comments.
