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Often considered the most significant role in a real estate brokerage firm, the sales manager’s position requires you set the tone and cadence of performance for your sales team. Being able to effectively drive your agent’s success, while adding value to help them build their business and impact their lives, helps create a winning culture of accountability, and high success. By following these approaches, you can create a highly-driven team that not only achieves and exceeds their goals, but also is extremely loyal to you, their leader:

  1. Set the tone. Everyone will follow your lead and your energy level, or lack thereof. It is important to establish an environment of “We’re here to work” in your office. Agents will want to be in the office and participate if they have good leadership and communication. Be “on” every day—it’s literally your job to inspire and motivate every day. This attitude of positive energy will feed your team motivation. If you’re not having a fantastic day, leave the office and come back with a new attitude.
  1. Manage your time and lead people. We don’t “manage” people; we lead people. Manage your day, your time and projects, but be sure to lead your people. They not only need it; they expect it, and your company does, too. Communicate your office and team goals to everyone and get their buy-in, and they will work together with synergy.
  1. Business-plan year-round. It’s not enough to talk about an agent’s goals for the year only at the beginning of the year. Ask them to meet with you monthly to make sure they are on track to meet their income, listing and sales goals. They will appreciate you keeping them on track, and knowing their numbers each month.
  1. Ask for updates monthly. Be sure to ask your agents what they are working on for the month. How many listings and sales do they forecast for the month? This will give you a pulse on your business. Ask during your sales meetings, email your teams for updates, and ask your agents individually. Additionally, ask them how you can help them achieve their goals. Do they need help securing a listing or getting a price reposition on a listing, or do they need your help to keep a deal together? All of this adds tremendous value to their business. They will look at you as a valuable partner to their success.
  1. Report weekly numbers at your sales meeting. The best way to recognize agent’s success and celebrate accomplishments is to give praise and recognition to everyone when they are together each week. Find ways to share success stories. Give them the month-to-date numbers for listings and sales versus the goal for the month. Share milestones with the team about your year-to-date numbers and marketshare increases, and share what they need to beat or exceed last year’s month.

Everyone wants to be a winning team, and everyone wants to follow a charismatic, magnetic leader. For more tips and a copy of my Manager Leadership Assessment and Success Guide, email

Sherri_Johnson_100x100Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Secrets of Top Selling Agents tour. For more information, please contact or 844-989-2600 (toll free) or visit

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