Brokerages Must Prioritize Agent Growth for 2026 Success

To succeed in 2026, real estate brokerages must fundamentally shift their focus towards prioritizing agent growth and success, according to Gino Caropreso, President of ERA Realty. He emphasizes that the key to retention lies in implementing systematic, measurable, and repeatable metrics that demonstrably contribute to an agent's development and profitability.

Caropreso argues that brokerages often fail to provide the necessary support and infrastructure for agents to thrive, leading to attrition. This includes a lack of robust training programs, inadequate marketing resources, and insufficient coaching. By investing in these areas, brokerages can create an environment where agents feel valued and see a clear path to career advancement and increased earnings. The focus should be on fostering long-term agent success rather than short-term gains.

The proposed approach involves establishing clear performance indicators that track agent progress in areas such as lead conversion, transaction volume, and client satisfaction. These metrics should not only be monitored but also actively used to inform personalized development plans for each agent. This data-driven strategy allows brokerages to identify high-potential agents and provide them with tailored support, while also pinpointing areas where other agents may need additional assistance.

Furthermore, Caropreso suggests that brokerages need to cultivate a culture of continuous learning and improvement. This can be achieved through regular workshops, mentorship programs, and the adoption of new technologies that streamline the real estate process. By staying ahead of industry trends and equipping agents with the latest tools and knowledge, brokerages can enhance their competitive edge and ensure their agents remain at the forefront of the market.