When agents love your leadership, believe in your support and see tangible impact in their businesses, they show up — not because they’re required to, but because they want to, Lori Muller writes.
Brokers ask me all the time: “How do you get agents to attend meetings, trainings or company events?”
It’s a fair question — especially when you look at the explosive movement of Realtors over the past five years migrating toward the virtual brokerage models.
So why are agents moving to virtual models? The short answer: freedom.
Established agents — those with a solid book of business — want the autonomy to run their business like a business. They don’t want mandatory meetings that don’t move the needle. They want flexibility, efficiency, and control over how and when they engage.
Where virtual models struggle, however, is with new and underproducing agents.
These agents often lack the discipline, structure and guidance required to grow a sustainable business while working from home. They need mentorship, accountability and exposure to other agents’ experiences. Without that, many flounder — or fail altogether.
This is why it’s imperative that brokers stop trying to serve everyone the same way and instead build support systems around the different demographics of agents within their brokerage.
Group 1: New and underproducing agents
These agents are hungry. They want to learn. They’re committed to doing the work, but they need structure, mentorship and accountability.
They want:
- A clear roadmap
- Consistent guidance
- Someone invested in their success
For this group, meetings and trainings aren’t an inconvenience — they’re a lifeline. When structured correctly, these environments provide clarity, confidence and community.
Group 2: Mid-range producers
This is where it gets interesting.
Mid-range producers are consistent, reliable and often strong ambassadors for your brand. But they typically fall into two distinct camps:
- Content maintainers: They’re satisfied with their current production and want to sustain their lifestyle and business model.
- Growth-minded builders: They’re ready for something bigger — starting a team, hiring an admin or virtual assistant, scaling operations or expanding their brand.
This second group is especially valuable — and especially easy to lose.
They are looking for:
- Peer-to-peer learning
- Masterminds
- Strategic and legal guidance
- A broker who has their back when it matters
What they are not looking for is generic sales meetings or one-size-fits-all training.
They’re deeply focused on their business — not the brokerage’s — and they’re often out in the community building their own brand. Attendance at office meetings isn’t top of mind, not because they don’t care, but because they don’t see the relevance.
So how do you serve all of them?
Here’s the answer most brokers overlook: Ask them.
Sit down with your agents — individually — and ask:
- What are your short-term objectives for this quarter, and what do you want to achieve in the next one, three and five years?
- How can I, as your broker, best support you within this framework to help you reach those goals?
- When these objectives are achieved and the framework is in place, how do you envision your life — both professionally and personally?
Then — and this is the critical part — show them how you can help get them there.
- Give them a roadmap.
- Show them the tools.
- Connect them to the right people.
- Support their goals, not just the brokerage’s agenda.
When an agent realizes that your leadership isn’t about control, compliance or company optics — but about their growth and dreams — everything changes.
Back to the original question
So, how do you get agents to meetings, trainings and events?
You don’t.
You build raving fans.
- You earn loyalty by delivering value.
- You create trust through leadership.
- You retain agents by aligning your services with their vision.
When agents love your leadership, believe in your support and see tangible impact in their business, they show up — not because they’re required to, but because they want to.
And that’s the real goal of any brokerage or brand: Organic attraction. Natural retention. Growth built through relationships — one agent at a time.
Because when your agents win, your brokerage wins right alongside them.
All this month, we’re focused on The New Brokerage Playbook. Running a brokerage in 2026 looks nothing like it used to. From major players to scrappy indies, we’ll map the new playing field and talk with brokerage leaders across the country about what’s working now — and what’s next.
Lori Muller is the founder and CEO of PAR+NER Real Estate and Empower Coaching, Consulting, Speaking and Events in Appleton, Wisconsin. Connect with her on Facebook or LinkedIn.