Mike DelPrete’s recent research on what agents want in a brokerage is a great reminder of something many brokers already know but sometimes forget. Agents do not join or stay with a brokerage because of splits or shiny tools. They stay because of leadership, accessibility, and a real sense of belonging.

Agents describe what they want in human terms: support, mentorship, training, family. They will put up with imperfect technology or less-than-ideal economics if they feel genuinely connected. But if that connection is missing, no compensation plan or tech stack is enough to keep them loyal.

Caucasian businesswoman getting recognized for her work with some applause from her colleagues in a meeting room

The patterns are consistent

  • Agents who leave large firms often want autonomy, personal connection, and mentorship.
  • Agents who leave smaller firms are usually chasing polish, efficiency, and brand recognition. Many of them end up missing the sense of belonging they left behind.
  • The phrase that captures the balance is “big enough to back you, small enough to know you.”

Where brokers fall short

The biggest disconnects are not financial, they are relational. Technology overload and lack of support come up again and again. One agent said, “KW Command felt like a full-time job.” Another said they only spoke with their broker ten times in 13 years. Those are not technology failures. They are leadership failures.

Lessons from the greats

I have been fortunate to learn from some of the best brokers in the industry. Bob Peltier, who built HomeServices of America, drilled into me two principles:

  1. Burn shoe leather. Get out and visit your offices. Be present.
  2. Do not build offices for Easter Sunday. Design for everyday needs, not occasional peaks.

My business partner Mark McLaughlin lived this every day. He never had an executive office. Instead, he rotated from office to office, running the business alongside agents and managers. That visibility built trust and loyalty in a way no memo or video call ever could.

The paradox of size and lessons for Associations and MLSs

This dynamic does not stop at brokerages. Associations of REALTORS and MLSs face the same tension between scale and intimacy. My partner Marilyn Wilson has spent years benchmarking customer experience through WAV Group’s CXI (Customer Experience Index) research. Her work proves that excellence is not a function of size.

Small organizations often outperform their larger peers. Charlie Munger describes the reason well. Big organizations suffer from bureaucracy. They overthink, overprocess, overmanage, and move too slowly. Small organizations make decisions quickly, implement change faster, and stay closer to their members.

The synthesis is clear. Large organizations need to operate small. Success comes from being with your people. I once worked with a large MLS that was struggling with its largest brokerage firms. We spent a week driving around to meet them. For many of the brokers, it was the first time the CEO had ever set foot in their offices. In fact, the CEO did not even know the location of the largest multi-office broker’s headquarters. Those visits broke the ice. The MLS board responded by requiring the CEO to present a call report of broker meetings at every board meeting. It changed everything.

What brokers and managers can do right now

If DelPrete’s research is a reminder, here are ways to close the gap:

  • Show up. Do not delegate culture. Be physically present in your offices.
  • Be accessible. Get out of the executive bubble. Take calls, walk the floor, listen.
  • Simplify tech. Offer fewer and better tools. Focus on usability, not volume.
  • Invest in managers. They are the daily connection to agents. Train them, support them, and hold them accountable.
  • Right-size operations. Build for consistent relevance, not one-off moments.
  • Balance scale with intimacy. Deliver both polish and connection, every day.

For Associations and MLSs, the same rules apply. Spend time with your members, be visible, and avoid drowning in bureaucracy.

Communication as a cornerstone

Another cornerstone of deepening relationships is communication planning. We created WAV Group Communications under the leadership of Kevin Hawkins because MLSs, Realtor Associations, and Brokerages are notoriously bad at communications. Strong communication programs provide the air cover that supports the hand-to-hand relationship building you do in person.

Look at the way The Keyes Company uses social media. Mike and Christina are talking with their people every day, creating visibility and trust. Or consider Robert Reffkin, who spends time in the offices and makes a point of attending open houses with his family every weekend. These are not marketing tactics. They are communication disciplines that reinforce culture and leadership.

The bottom line

Brokerage, Association, or MLS. None of them are really about real estate. They are about relationships. Forget that, and your people will remind you when they vote with their feet and walk out the door.

Contact us below if you’re interested in how WAV Group’s team of industry experts can help you on any level.

Hire WAV Group

  • Please select a service.
  • How can we help you?