From Loyalty to Leadership: The Strategies That Keep Agents Engaged in Any Market

If there’s one constant in real estate, it’s change. Market shifts test leaders, shake up agent loyalty, and expose weak foundations. The best brokerages don’t just survive these shifts — they use them to get stronger.

Recent data and leadership frameworks reveal three powerful truths every brokerage owner needs to understand: who’s most likely to leave, how to re-engage non-producers, and how to run lean in tough markets.

Age & Tenure: The Loyalty Patterns You Can’t Ignore

Industry data is strikingly consistent:

  • Agents aged 27–41 are the most likely to change brokerages【turn0search15†source】. Even if they’re producing, this group is still making big life and career decisions — meaning production does not equal loyalty.
  • Agents with 12–36 months of experience are the prime recruiting ground. Relitix data shows the second and third years in the business are when agents are most likely to leave.
  • Veteran agents with 8+ years are the most stable, but loyalty only lasts if they feel valued. Recognition, problem-specific education, and leadership opportunities keep them rooted.

HousingWire’s 2025 industry report confirms the trend: in 2024, 13% of active agents changed brokerages, amounting to more than 129,000 transactions. The top reasons weren’t just financial — they were the “8 Ds”: Direction, De-risking, Development, Differentiation, Dynamics, Digital & Data Dominance, Dollars, and Dissatisfaction

The takeaway? Retention risk is more about age, tenure, and leadership than pure production.

The 4 Types of Non-Producing Agents (and How to Help Them)

Not all non-producers are the same. Here’s how to identify and engage them:

  • New (0–3 sales/year): Just licensed, often overwhelmed. They need effective onboarding, a simple lead gen plan, training, and a tight feedback loop.
  • Stuck (5–10 sales/year): Some success, but stalled out. They need a lead gen plan, accountability, and daily role-play practice.
  • Lost (1–6 sales/year, 2–4 years in): Confidence or skills slipping. They need reconnection to goals, time-blocking, and coaching consistency.
  • Ghost (0–1 sales/year): Absent, avoid coaching. They need a direct, honest conversation about their fit and future.

Smart leaders know how to tailor their approach to each type — rescuing the coachable while making clear decisions about those who won’t engage.

7 Rules for Thriving in a Shifted Market

Even with the right people strategy, running a brokerage in a shifted market requires operational discipline. Here are nine timeless rules:

  1. Talent is everything. The tougher the market, the stronger your people need to be.
  2. Cut expenses quickly and stay lean but do NOT cut talent. Start trimming in good times, so you’re prepared for tough times.
  3. Avoid dangerous debt. Cheap capital tempts you, but personal liability can sink you.
  4. Act decisively. Don’t follow the market down — lead it with bold moves.
  5. Upgrade your bench. Shifts are the best time to hire — stronger talent is available at lower cost.
  6. Engage your team. Encourage collaboration and creative problem-solving to find efficiencies.
  7. Plan for worse. Always build next quarter’s strategy on worst-case projections.

What the Industry Data Confirms

Across multiple sources, the story is the same:

  • Relitix: Agents aged 35–42 and those in their 2nd–3rd year are the most likely to leave, while loyalty grows after 8 years【turn0search15†source】.
  • HousingWire (2025): Agent churn hit 13% in 2024, and leadership quality was one of the top factors keeping agents from moving【turn0search15†source】.
  • Mike DelPrete: About 10% of all agents (144,000) switched brokerages in a year, with the 12–23 month group being the most mobile【turn0search15†source】.

The data is undeniable: retention isn’t random. It’s predictable.

A shifting market is not just a challenge — it’s an opportunity.

  • For recruiting: Focus on agents in the 27–41 age range and those with 12–36 months of experience.
  • For retention: Recognize and grow your veterans while addressing the 4 types of non-producers with the right strategy.
  • For leadership: Run lean, stay bold, and follow the nine rules to build resilience.

 

How The Option Leverage Strengthens Retention

For brokerage owners, retaining agents often comes down to one thing: support. Agents don’t leave just for higher splits, they leave when they feel overwhelmed, under-trained, or disconnected from leadership. The Option Leverage fills that gap by providing the systems and services that keep agents engaged. From transaction coordination that removes admin stress, to done-for-you marketing and newsletters that maintain consistent visibility, to training and accountability tools that help newer agents ramp quickly, The Option Leverage ensures your team feels equipped and valued. When agents see their brokerage investing in their success, their loyalty deepens.

Retention also depends on matching the right support to the right stage of an agent’s career. The Option Leverage helps brokerages do just that. Early-career agents (12–36 months) get structure, systems, and quick wins that stop them from drifting away. High-producing but at-risk 27–41 year olds gain leverage that protects them from burnout and ties their success back to your brokerage. Veteran agents receive advanced solutions that respect their expertise while freeing their time for high-value production and leadership. In every case, The Option Leverage makes your brokerage the place where agents can thrive long-term, even in a shifting market.

The market will keep shifting, the question is whether you’ll lead the change or react to it. By combining data-driven recruiting, intentional coaching, and disciplined business practices, you’ll not only retain your agents but also become the brokerage others want to join.

Ready to Protect Your Agents and Strengthen Your Brokerage?
 Retention isn’t random — it’s the result of the systems and support you provide. The Option Leverage helps you keep at-risk agents engaged, loyal, and thriving in any market.

📅 Book a call today and discover how we can help your brokerage grow stronger while reducing turnover.

👉 Schedule Your Call Now

 

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