One of the big differences in real estate brokerages is often highlighted by the way the company shares the total commission with its agents. We call it the split. The trick over the past 15 years has been to offer the agents a high split, but then charge them for services at a level that keeps the office profitable. Many agents have swallowed this hook, line, and sinker. Once they got hooked on the line, they often sunk.
The traditional brokerage has had somewhat of a hard time explaining its story, because it is a long story with a lot of services that many agents take for granted and it is often more difficult to quantify, at least a lot harder to explain than split.
I happen to have a high degree of respect for Realtors. Those who are active in the business possess a number of great skills when dealing with people who are buying and selling their homes. The consumers are under financial pressure and emotional pressure and the Realtors enter into their lives at a difficult time. Good Realtors earn their money on every transaction they are involved in. They bring experience, ask questions that the consumer might overlook, and know what to expect at every turn of the deal
In spite of those outstanding skills, Realtors are often not good business people. They are too easily convinced to join a Brokerage firm because of splits, or closeness to their home or because a friend works there. In my experience, over 75% of all agents have never truly evaluated the offerings of competitive Brokerage firms. And two of the things I prize most holds a lot of them back, loyalty and friendships.
So, just a couple of tips to those agents that are willing to look over the fence and see if the grass is greener on the other side.
#1. Consider the company culture – would you fit in with the manager and the agents who are already there? Do they share the same values that you do? What does their Vision or Mission Statement look like. How about giving back to the community and Teamwork?
#2. Evaluate the financial opportunity – Does the company have tools that will make it easier for you to do your business? Could the company programs create more transactions for you? (One additional transaction would offset a 10% better split for most agents. Two transactions could offset as much as 20% split differential). Does the company have the market position to allow you to get a higher commission? A lot of high agent split companies are really discount brokers in disguise. Agents find that in order to compete in the marketplace, they have to discount their service. A ½% commission differential could equate to a 15% split differential. Bottom line, first look at a company’s commission rate, then look at the tools and business development resources, then look at split. Don’t ignore split, but put it in its proper place.
#3. Does the company generate business for its agents. Many traditional brokers have relocation departments and some have elead depts. that generate and distribute leads from their internet presence and relocation affiliates. Many of the high split companies have no internet presence to offer to agents – you’re on your own.
#4. Training – I have seen more poor agents move to high split companies and they seem to take the attitude that they don’t need training. Successful real estate agents are good salespeople. They know their business and they have the gift of gab. Guess what, people are not born with it, but it can be learned. Make sure the company you are looking at has training in all of the elements of real estate including salesmanship.
#5. Support – The best real estate agents find that they need support, especially when they get busy. What happens is they start dropping things through the cracks. It doesn’t look like much, but the clients notice. And then the reputation starts to suffer. Companies can offer a high split only if they don’t have to provide support to the agents. And some agents can either do it all on their own, or they can hire the support when they need it. But in effect, that lowers the split doesn’t it.
So what does an agent do? Talk to other agents. Talk to other managers and recruiters. Don’t be afraid to interview. But evaluate the whole company and all of the offerings. Good companies earn the respect of their agents. So, talk to their agents. But don’t be swayed by the split argument and if you believe that guy who says you are going to get 110% split, I have a really good deal on a bridge that I would like to sell you.