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Before You Switch Firms, Ask Your Broker This One Question
It’s recruiting season—which means brokers are having lots of agent conversations. Topics are wide-ranging: splits, broker availability, marketing support, tech stacks, and more.
None of those topics touches the contradiction that’s about to get really uncomfortable in our industry. We touch on the three operating models in real estate, expose why “articulate your value” has become problematic advice, and share the one question every agent should ask before switching firms (or staying put). Because if you’re serious about differentiation, you need a brokerage that can actually operationalize what makes you unique—not just tell you to figure it out on your own.
The Question Every Agent Should Ask
If you’re interviewing firms over the next few weeks or months —or even just evaluating where you are now—stop asking about splits. Start asking: “How do you help me articulate my value?” Better yet: “Show me your process.” Because here’s the truth: most brokerages will give you crickets. Or the canned response about having a “great marketing department.” That’s not what we’re talking about here. Not even close.
Why This Matters Now More Than Ever
The industry is being renovated faster than I ever thought possible. If you’re an agent who’s finally unlocked what you offer of value—who’s moved beyond performative basics—you need a brokerage that can operationalize that. And if you’re a broker? You’re going to need a Chief Brand Officer at the agent level (MHO). Because this work is involved, it takes time, and nobody currently on your team can handle it well alongside everything else.
This isn’t about throwing shade (most everyone I know in real estate is working at their absolute maximum capacity). It’s about recognizing where we are and where we need to go. Things are changing - fast. If you’re feeling the tension, the existential crisis, you’re not alone. There’s a system for this. It just requires a willingness to do things differently.
Listen in for the full conversation.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit sandymcmaster.substack.com
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By Our industry is changing, and as with any renovation, things get messy. Rebuild (better) with us.It’s recruiting season—which means brokers are having lots of agent conversations. Topics are wide-ranging: splits, broker availability, marketing support, tech stacks, and more.
None of those topics touches the contradiction that’s about to get really uncomfortable in our industry. We touch on the three operating models in real estate, expose why “articulate your value” has become problematic advice, and share the one question every agent should ask before switching firms (or staying put). Because if you’re serious about differentiation, you need a brokerage that can actually operationalize what makes you unique—not just tell you to figure it out on your own.
The Question Every Agent Should Ask
If you’re interviewing firms over the next few weeks or months —or even just evaluating where you are now—stop asking about splits. Start asking: “How do you help me articulate my value?” Better yet: “Show me your process.” Because here’s the truth: most brokerages will give you crickets. Or the canned response about having a “great marketing department.” That’s not what we’re talking about here. Not even close.
Why This Matters Now More Than Ever
The industry is being renovated faster than I ever thought possible. If you’re an agent who’s finally unlocked what you offer of value—who’s moved beyond performative basics—you need a brokerage that can operationalize that. And if you’re a broker? You’re going to need a Chief Brand Officer at the agent level (MHO). Because this work is involved, it takes time, and nobody currently on your team can handle it well alongside everything else.
This isn’t about throwing shade (most everyone I know in real estate is working at their absolute maximum capacity). It’s about recognizing where we are and where we need to go. Things are changing - fast. If you’re feeling the tension, the existential crisis, you’re not alone. There’s a system for this. It just requires a willingness to do things differently.
Listen in for the full conversation.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit sandymcmaster.substack.com