Every month, Kate Teves, HR consultant, recruiter and founder of The HR Pro, answers Realtors’ questions about anything and everything related to human resources. Have a question for Kate? Send us an email, or leave a comment below! 

Question: Dear Kate, what’s the secret to running a truly successful brokerage?

Kate: I often get asked a version of this question by both aspiring real estate professionals and broker-owners and although we know there is no singular trait/role that works for all, one trend has become crystal clear: brokerages and teams that invest in an agent success manager (ASM) consistently outperform those that don’t. 

Recruitment, retention, reputation, and true agent success—all see measurable improvements and in this industry, measurable improvements are as coveted as a prime waterfront listing.

How does this impact the broker of record role?

While it was widely accepted that the broker of record (BoR) must be an equal parts compliance officer, on-demand agent support, marketing manager, business development guru and mentor,  it is seldom possible for one person to be excellent at all things at once.  

The emergence of the ASM role allows a BoR to truly focus on traditional responsibilities of overseeing all transactions within a brokerage, ensuring adherence to legal standards and supervising agents to maintain ethical conduct—safeguarding both client interests and the brokerage’s integrity. 

With the advancement of technology and a focus on agent-centric models, the ASM role has been quickly gaining prominence from coast to coast. ASMs act as primary points of contact for agents, providing support, training, and resources to enhance agent performance and client satisfaction. 

Their responsibilities often include:

• Building relationships: Developing strong personal connections with agents to understand their needs and goals.
  • Curating a personalized plan for each agent based on their strengths and existing circle of influence.
• Providing real-time support: Offering immediate assistance to agents, ensuring they can effectively serve their clients by reviewing contracts and offers, supporting with clause writing, and assisting during negotiations.
• Leveraging technology: Helping agents utilize the latest tools and platforms to streamline transactions and marketing efforts. 
  • Training them on the benefits of using a CRM
• Mentorship:  conducting live and online training on ever-changing documents, regulations and best business practices.
• Accountability:  An ASM often acts as an accountability partner by having consistent meetings with the agent and keeping their finger on the pulse of their individual business.

Recruitment: First impressions matter (and last)

If you know me personally you would have heard me say this often, “Recruitment is like dating—it’s about making a great first impression but then also having the substance to maintain the relationship.” 

In brokerages with ASMs, candidates are wooed by the promise of ongoing mentorship, personalized support, and a clear path to achieving their goals. This isn’t just anecdotal. According to a 2023 survey by the Canadian Real Estate Association (CREA), brokerages offering structured mentorship programs—often led by ASMs—reported a 22 per cent increase in applications from top-tier agents compared to those that did not.

Without an ASM, recruitment often feels like speed dating: quick, chaotic, and with little follow-up. Agents might join, but without someone dedicated to onboarding and goal-setting, they’re more likely to look for other options within a year.

Retention: Keeping the band together

Retention is where the rubber meets the road. Real estate has one of the highest turnover rates of any industry, with the average agent switching brokerages every three to five years. However, brokerages with ASMs flip the script. By providing consistent coaching, recognizing achievements, and offering solutions to day-to-day challenges, these brokerages see turnover rates drop by up to 40 per cent.

Let’s face it: no one likes feeling like just another cog in the machine. An ASM ensures agents feel valued and supported, which translates to loyalty. Think of it like having a gym buddy—you’re far less likely to skip leg day (or, in this case, switch brokerages) when someone’s cheering you on.

Reputation: Word gets around

In business, reputation is everything. Brokerages with ASMs gain a reputation as places where agents thrive. CREA’s 2022 report noted that brokerages with dedicated agent support roles are 35 per cent more likely to be recommended by their agents to peers and isn’t that ultimately the best compliment and the easiest way to grow?

Contrast that with brokerages without ASMs. Agents in these environments often describe feeling adrift, which inevitably finds its way into conversations—and not the good kind. One agent’s frustration at a networking event can snowball into a reputation problem that’s harder to fix than a deal that’s fallen through.

True agent success: Beyond transactions

Finally, let’s talk about what really matters—agent success. Brokerages with ASMs don’t just focus on helping agents close deals; they focus on helping agents build careers. This holistic approach includes goal-setting, skill-building, and even work-life balance (yes, even real estate agents need balance).

The numbers speak for themselves: brokerages with ASMs see an average 15 per cent increase in agent earnings within the first year, according to a 2023 study by the Ontario Real Estate Association (OREA). Agents are more confident, productive, and satisfied—and it shows in their results.

So if you are an agent looking for your next brokerage, look for one that invested in a role to dedicate to your success.  If you are a brokerage or team leader pondering whether to invest in an ASM, the answer is clear. Your recruitment numbers will thank you. Your retention rates will applaud you. Your reputation will shine. And most importantly, your agents will thrive.

Last month, Property.ca Inc. Brokerage (Property.ca) announced the launch of its new branch of 42 agents: The Boulevard Branch in Toronto’s Little Italy neighbourhood. The group specializes in luxury residential and multiplexes. 

“The launch of The Boulevard Branch is an exciting milestone as we continue to expand our footprint across the Greater Toronto Area,” said Blair Anderson, broker of record and VP of operations for Property.ca, in a press release. “This reflects our industry-leading offering, and we look forward to continuing to grow in collaboration with our newest and legacy agents.”

Jeff Benoliel, general manager for Property.ca, identified the opportunity as part of the brokerage’s broader growth strategy. “The Boulevard Branch’s expertise and proven success align with our vision, making them a perfect fit for our brokerage. We are thrilled to welcome them,” said Benoliel.

Property.ca has over 300 agents, of which 122 joined last year. The company is on track to reach 500 agents this year.

The leadership team on joining Property.ca

The Boulevard Branch is led by Leonard Fridman and Vicky Tal, bringing a combined 52 years of industry expertise and 10 years of branch management experience. Fridman, a top one per cent nationally-ranked agent, has made over $1 billion in sales. Tal works with high-profile clientele by trading luxury real estate off market.

“The exposure to key listings is just one of the reasons why joining Property.ca was an easy choice for our team,” said Fridman.

“Property.ca’s unparalleled lead generation, cutting-edge technology and data-rich insights position us for exponential growth in Toronto’s competitive market,” Tal added.

Photos: leonardfridman.com, linkedin.com

Niagara Falls/Durham, Ont.- Revel Realty, an independent real estate brokerage with headquarters based in Niagara Falls, Ont., is excited to announce that the powerhouse broker trio of Doug Gordon, Walid Dorani and Gino Spagnuolo will lead REVEL’s expansion into Durham.

Building upon recent expansion in Toronto West, REVEL Durham will begin to triangulate the Greater Toronto Area with the REVEL brand, while establishing a prominent presence in areas north and east of the metropolis.

Having already staked a claim on this marketplace with a homegrown reputation of hard work and ethical business practices, Doug, Walid and Gino will form a unique leadership team with the intent of growing REVEL’s market share in a thriving and developing region of Ontario.

“I joined Revel because they stand apart from the status quo, driven by great leadership with a progressive vision that aligns with my goals,” explains Doug Gordon. “I want to be a part of and help grow an inspiring brand. Under the Revel brand, I hope to help foster a dynamic, professional environment where true collaboration and innovation thrive in order to provide exceptional value for our real estate clients,” he explains.

“The breaking away from conventional practices resonates with my own approach to real estate,” adds Gino Spagnuolo. “With forward-thinking leadership and a brand vision that focuses on elevating the industry, I’m excited to contribute to this culture of innovation, growth, and success.”

Such an expansion move marks a major milestone for REVEL’S 10th anniversary in business. With a goal in 2024 to grow by ten offices to commemorate ten years in business, REVEL Durham will be the official tenth office, realizing the fulfillment of this prognostication, and validation for a brand that continues its exponential growth.

In 2024 alone Revel expanded to Timmins, Waterloo, Campbellville, Espanola, St. Catharines and Niagara-on-the-Lake(McGarr Realty Alliance), Kingston, Toronto West and most recently, North Bay. To include three, reputable and renowned brokers in REVEL’s stable of leaders will do well to extend and bolster REVEL’s far-reaching network, as well as add to the growing list of expansion offices, which will most likely exceed expectations with a few more slated to be announced before the end of the calendar year.

REVEL regards this trio of talent as a major expansion advantage for a brand that truly values the people who have earned promotional opportunities through impressive work ethics and adoption of the business principles REVEL insists upon for each of its 33 offices in Ontario.

“We are honoured to welcome Doug, Walid, Gino and their team into our REVEL family. Our ambitions and visions for real estate are like-minded, as well as our passions to offer elite service to our clients and colleagues,” explains REVEL co-founder, Ryan Serravalle. “To acquire three incredible leaders, who will drive REVEL Durham, is a first for us, and one that we are extremely excited about.”

REVEL is confident that its focus on education, coaching, training, mentorship, and creative marketing, not to mention its top ten branding influence in the province of Ontario, will continue to create opportunities for agents, affiliations, and client networks throughout the province and beyond.

“We are overwhelmed with enthusiasm when we attract agents, brokers and teams that share our core principles of business,” adds Nicki Serravalle, co-founder of REVEL. “At REVEL, we work to create confidence in our agents so that they aspire to leadership positions. Doug, Walid and Gino already have a headstart in this regard.”

From its inaugural launch in 2014, the founders of REVEL, Ryan and Nicki Serravalle, have built an alluring brand, which has inspired a demographic of real estate professionals to conduct business in a REVELutionary manner.

Attracting some of the highest-selling teams in the nation, while developing a contingent of industry-leading agents through its innovative REVEL Ed and REVEL Mentorship programs, REVEL has established itself as a credible and promising option for reputable real estate agents, brokers and prominent teams, who are seeking to take the next step in their career paths—leadership, ownership of, or partnership with, a REVEL office.

Any good real estate agent knows that this is a people-first industry, where a firm handshake and a great first impression turn a lead into a client. A good broker knows that a good first impression when recruiting could lead to a new superstar for their brokerage—but do brokers know what agents rank as their most important need?

The team at CENTURY 21 Canada surveyed their new recruits, and gained some insights into what they feel they need the most from their brokers.

“Above all, agents want to know that they are coming into a brokerage where they’re being supported,” says Todd Shyiak, executive vice president of CENTURY 21 Canada. “You can wow them with the recruiting presentation, show them the efficiency of your CRM, but these are people who want to feel that they’re going to be taken care of and helped up when they stumble.”

For Shyiak and the team at CENTURY 21 Canada, the people-first mentality of an agent doesn’t just start at their brokerage, it starts at head office. “We will always try to bring our brokers the best tools and tech, but above all, they know that when the chips are down, they can pick up the phone and we will be there to answer every time.”

Of the new recruits surveyed, 66 per cent answered that they were new to the industry, and when asked what they were looking for, a common theme emerged: culture and support. Shyiak explains that while tech and tools are a big part of recruiting, those aren’t what potential recruits respond to the most.

“We’re seeing that a lot of new agents have a strong idea of what they want from their brokers, and they’re asking for mentorship, coaching and connection. They know real estate can be a dog-eat-dog industry, but they’re actively looking to join brokerages that have a culture of camaraderie.”

One respondent puts it plainly, “The office I have joined has a strong team approach, supporting each other in all ways. This is high on my list in working with a group.”

The CENTURY 21 Canada entrance survey also showed insight on what led recruits to seek out the brand, and how it aligned with what they were looking for. More than one mentioned pre-existing relationships—one respondent even cited the relationship she formed with the agent who sold her home.

Referrals were cited as the main reason for seeking out the brand by 23 per cent of respondents. In more detailed answers, a common theme emerged: respondents shared that meeting with the brokers ultimately sealed the deal. “I had a gut feeling that it was the right choice after meeting the brokers,” one respondent answered, proving just how important forming authentic relationships is to the recruiting process.

So what happens after a new recruit is successfully onboarded and settled into an office? The people-first strategy can’t end there, the first few months can make or break a real estate career and agents are not shy to share that a lack of support is what sends them into the arms of a new brokerage.

“Experienced agents who join our brand choose us because they know they’ll find the support they were missing at their old brokerage. A broker who takes the time to check in with their agents can quickly catch who might be drowning, hold an agent accountable, cheer their successes and will be remembered and rewarded with years of loyalty,” says Shyiak.

And it’s not all on the brokers —top professionals were once green themselves, and by taking the time to mentor their new colleagues, they might find future team members or lifelong referral sources.

The real estate industry can be appealing for its allowance of independence, but agents right out of the gate are going to seek out places where they can match their drive to leaders who want to see them thrive.

While technology will always be a vital tool to give an edge on the competition, the best brokers know that tech can only build on a solid foundation. That foundation starts with the first handshake where an agent knows they’ve found a brokerage that they can call home.

Century 21 Granite Realty Group Inc. recently announced its merger with Century 21 All Seasons Realty. Led by broker Brandon Nimigon, the brokerage has been serving the Haliburton, Ontario area since 2021.

‘A great fit for everyone’

Nimigon started with Century 21 Canada in 2015 as an agent and took over the brokerage in 2021. As for the reason he decided to merge with All Seasons Realty, he sought a brokerage similar in location and culture.

The merged group now operates five offices in Haliburton, Algonquin Highlands, Bancroft and Minden.

“We have similar markets, similar clients and agents with a wide expertise in cottage country,” Nimigon explains. “We’ve already had the chance to work together for years and they’re a close-knit group just like us. Our abutting borders make this merger a great fit for everyone.”

What the future holds

Looking to the future, Nimigon seeks to continue growing the brand’s presence in the area and its culture of collaboration that has been successful for both brokerages.

“This is going to be a great opportunity for all of us to grow our expertise in the area, strengthen our brokerage name throughout cottage country and build a stronger referral network between our two areas,” he says.

Merger will benefit ‘every single agent’ serving Central Ontario communities

Nimigon notes that Century 21 Canada has consistently provided support for their agents and owners, including through technology: “Their online tools are second to none and the personal backing we receive from their corporate head office has always been great. That tied in with one of the strongest brands in real estate is why we all choose C21.”

“We really encourage our brokers to find ways to collaborate and become stronger together,” says Todd Shyiak, executive vice president of Century 21 Canada.

“This merger will lead to a much stronger brand presence in Central Ontario which will benefit every single agent who serves those communities, and of course, Brandon and the leadership team at C21 Granite will have our full support as he brings these two brokerages together.”

Last week, Royal LePage announced the conversion of its newest British Columbia-based brokerage, Royal LePage ELITE West, formerly Keller Williams ELITE Realty.

The brokerage services Metro Vancouver with offices in Coquitlam, Port Coquitlam, Maple Ridge and Abbotsford.

Largest Keller Williams conversion for Royal LePage

This addition is the largest Keller Williams conversion in Royal LePage’s history. With over 180 agents, the brokerage will service residential, commercial, recreational, luxury, farmland and investment property portfolios, among others.

“We are excited for Royal LePage’s growth momentum in British Columbia, welcoming a talented and productive group of sales professionals to our network. Their wealth of experience and esteemed clientele will be a fantastic addition to our organization,” says Jim Morris, director of business development, Western Canada.

The leadership team

Terri Spilsbury and Josh Bath will continue to lead the brokerage. Bath has worked in the industry for over 30 years and has served on numerous boards and committees throughout his career. With a background in real estate and conveyancing law, Spilsbury began her 20-year career in real estate after partnering with Bath.

The pair built a team that reached top-five status for GCI in North America within the first two years. Looking ahead, Spilsbury and Bath plan to increase the team’s market share, supporting Royal LePage in achieving growth.

Why the change

The company reports that Spilsbury and Bath were looking to partner with a reputable Canadian company with extensive technology tools and robust training and coaching programs. They also wanted a company with the infrastructure to support their sales professionals through the transition without disruption to the business.

“In today’s dynamic real estate landscape, where technology and information are at the forefront of our industry, aligning with a reputable brand will empower our agents to nurture their most valuable assets – their clients,” says Spilsbury.

“Our business journey has always been about providing unparalleled support and education to our team of staff and sales professionals and joining the Royal LePage family absolutely feels like the right fit,” Bath adds.

Phil Soper, president and CEO of Royal LePage, welcomes the team: “I am delighted to welcome this impressive team of high-performance Realtors to our big, happy family. Royal LePage ELITE West represents an important development for our growth in Greater Vancouver. Congratulations to Terri and Josh, and to the professionals in business development who worked with them to make this happen.”

eXp recently welcomed Angela Westerik and her team. She ran her independent brokerage, Community Real Estate Group, since it was established in 2018 in London, Ontario.

Westerik’s team consists of her husband, Shawn Westerik, and Brad McClelland. She says they mainly work in residential real estate “with consistent efforts in a couple of niche markets.”

Why the change

After years of dealing with administrative demands, Westerik felt she needed a change: “Following a highly successful yet demanding sales year in 2021, a realization dawned on me. It became apparent that my daily focus wasn’t aligning with my true desires,” Westerik says. “Despite enjoying my role as broker of record and owner, the increasing time demands prompted me to seriously consider the move to eXp Realty.”

Leading up to her decision, Westerik had been in touch with eXp Realty agent Matt Ashby, who joined the brokerage in 2017. She explains how he inspired her to make the change:

“Over the years, Matt and I stayed connected, fueled by our shared passion for personal and business growth. Toward the end of 2023, our discussions gained momentum, leading to the decision to align myself with the dynamic and innovative eXp Realty brand. The eXp Realty platform resonated with me, and it became evident that this was the optimal choice.”

An “impressive” experience so far

Westerik says her impressions of eXp so far can be summed up in one word: impressive. About the support during the closure of her brokerage and the entire onboarding process for her team, she says it’s been “remarkably seamless” and, “We are grateful to everyone who made the process enjoyable, recognizing that worthwhile endeavors often come with challenges.”

The rebranded Community Real Estate Group-Brokered by eXp Realty team looks forward to what the future holds. “The prospect of sharing wisdom and insights with like-minded professionals worldwide is truly exciting,“ Westerik shares.

Photo source: exprealty.com