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Often considered the most significant role in a real estate brokerage firm, the sales manager’s position requires that you set the tone and cadence of performance for your sales team. The office is a direct reflection of the leader—you—which means you set the pace and speed at which everyone operates. Effectively driving your agents’ success, while adding value to help them build their business and impact their lives, helps create a winning culture of accountability.

By following these approaches, you can create a highly-driven team that not only achieves and exceeds their goals, but is also extremely loyal to you, their leader:

Set the tone. Everyone will follow your lead and your energy level, or lack thereof. It is important that you create the energy and establish an environment of “We’re here to work!” in your office. Agents will want to be in the office and participating if they have good leadership and communication.

Manage your time and lead people. We say “manager,” but, really, we don’t “manage” people. We lead people, and we manage our time and resources. Meet with your agents regularly to coach them and set goals with them.

Add value to your agents’ business. Share your plan with your broker, regional manager or another manager as an accountability partner. When something is tracked and measured, it improves. When it is tracked, measured and recorded, it exponentially improves. You become laser-focused on making things happen, and not just committing in theory (words), but committing to performing the activities in your plan (action). Essentially, this is making sure that what we say we are going to do, we actually do. Don’t be a sayer; be a doer!

Hold career seminars at your office and promote them on social media with a Facebook boosted ad and landing page. These work, and will attract new recruits to you.

Create and implement these proven strategies, and you will be well on your way to creating leads in your recruiting pipeline, recruiting new and experienced agents to your office and substantially growing, on-purpose and with a plan! Good luck and happy recruiting! Please share your stories with me at

For copies of my exclusive “Broker/Manager Recruiting Assessment” and “Success Guide for Recruiting,” click here.

Sherri 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 and the Official Real Estate Coach for McKissock Learning and Real Estate Express. For more information, please contact or 844-989-2600 (toll-free) or visit