When people talk about culture in real estate, it often sounds vague. Prices on the wall. A statement of purpose in the book. Something that sounds important, but is difficult to translate into everyday behavior.
After almost thirty years in this industry, I see culture differently. At the brokerage level, culture is not a feeling. It’s a program. And brokerages do this effectively because they use culture in ways that agents can work directly into their businesses.
The most effective brokerages use structure to create consistency, accountability and trust. Those same programs can help individual agents grow, improve service, and stay relevant as their business evolves.
Here are five brokerages that are culture-driven, and how agents can adopt them today.
1. Have a consistent training cadence
Strong brokerages don’t rely on one-off workshops or motivational speeches. They create a predictable training rhythm with weekly real estate market reviews, monthly skills sessions and ongoing leadership development. In The AgencyWe host training and education programs throughout the year, from monthly global meetings to our signature Global Forum, all designed to inspire and educate.
Agents can do the same by changing periodic learning to a simple cadence. Set up one repeating block each week to improve at work. Use that time to review market data, improve scripts or analyze recent transactions.
With many resources available on social media, YouTube, and forums like HousingWire’s The Gathering growth comes not only from strength, but from repetition and consistent investment in yourself.
2. Clear standards promote service without minimal management
The most successful brokerages define what beauty looks like. They set standards for contact times, client touchpoints, inventory preparation and follow-up. Not to limit privacy, but to protect client information.
Agents are often hesitant to create standards for themselves because it sounds rigid. In fact, values create freedom. When expectations are clear, decisions become easier.
Define non-negotiables. How quickly do you respond to customers? How often do you update yourself continuously? What gets all the listings when it goes live? These values become your personal brand whether you say them or not. The beginning of the year is the right time to create a structure that will guide you on how to do business in 2026.
3. A culture of measurable KPIs that keep the numbers from drifting
The strongest brokerages measure what really matters. Not just transactions and volume, but behavior. Engaging in training. Client satisfaction. Referral rates. Sharing information across groups. For us, this is reinforced through Pulse, our internal communication platform designed to leverage, share insights and keep teams informed across markets.
Agents can use the same concept for more than just closing. Pay attention to referral sources, repeat clients, response times and client feedback. These metrics show that your business is aligned with the feeling you want to convey.
4. Accountability structures maintain momentum
Culture thrives when accountability exists. At the brokerage level, accountability is built into regular check-ins, peer groups and leadership reviews, allowing progress to be continually seen and course corrections to occur early. We use feedback loops and committees to gather real-time input and adapt quickly when needed.
For agents, accountability does not require a manager. It takes structure. This could be a monthly review with yourself, a business partner or a small group of thinkers. The goal is not pressure, but vision. Momentum is easier to maintain when someone, even yourself, is paying attention.
5. Alignment grows when purpose is reviewed, not assumed
Successful growth brokerages revisit their mission frequently. They reinforce why work is important, especially in challenging markets. Culture and collaboration are still our North Star. Agents benefit from doing the same. As your business grows, your “why” can get buried under logistics and volume. Deliberately revisit it. Who do you want to serve? What experience do you want to be known for? What does success look like at this stage of your career?
Applying culture at the individual level
Culture is not reserved for large organizations. It is formed every day by plans, habits and decisions. Successful scaling agents don’t just add volume. They add structure. They create consistency for customers, transparency for them, and accountability that allows them to grow without burnout. You don’t need to be a salesperson to think like a leader. You need systems that support who you are.
Rainy Hake Austin is the brokerage leader at The Agency.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.
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