In this week’s episode, I sat down with someone who’s been in my leadership circle for a long time—Erle Morring, President and Managing Broker of Premier Property Group along Florida’s Emerald Coast. He oversees four offices (soon to be five) and leads with something that never goes out of style: empathy backed by accountability.
Our conversation is full of real-world tactics for leading a brokerage, coaching agents at every stage, and building a culture that lasts—even when the market’s shaky.
Here’s what stood out:
1. The Best Brokers Lead with Empathy
Erle said it best:
“When agents walk in these four walls, they’ve got to feel some love. And support. Doesn’t mean you always agree—but you’ve got to have their back.”
Agents are doing hard things. They're managing people, emotions, chaos, and closings. They don’t need more stress when they walk into the office—they need a cocoon. A place that grounds them. That’s the culture you create with empathy.
But he was quick to clarify: empathy doesn’t mean lowering standards. It means caring enough to keep people in the lane.
2. Cadence Isn’t Just for Sales—It’s for Sanity
We both believe in a weekly office meeting. Call it what you want—sales meeting, training, team rally—it’s the rhythm that keeps people tethered to purpose.
“The meeting should be about selling houses,” Erle said. “Because that’s how we all make money. But the way each agent gets there? That’s different. And it’s our job to know what makes them tick.”
Consistency builds trust. And showing up for your agents every single week is one of the most powerful things you can do as a broker.
3. Motivation Looks Different for Everyone
One of Erle’s early mentors told him:
“Everyone in here doesn’t want to be number one.”
Some agents want to sell 150 houses a year. Some want to sell 4. And both deserve your attention. Your leadership should match their goals—not your assumptions.
If this conversation made you nod your head or breathe a little easier, chances are someone else needs to hear it too. Forward it to a fellow broker, team leader, or agent who’s doing the hard (and heart) work of leading people right now.
4. Know Which Numbers Actually Matter
Our favorite numbers to watch:
* Profitability is the bottom line.
* Retained company dollar tells you if your splits and expenses are sustainable.
* Transactions are healthier than just looking at volume.
* Listings are the lead measure—more listings = more control.
* Engagement (like meeting attendance) tells you how dialed-in your people are.
He also reminded me: “We need two dashboards—one for running the business, and one for motivating the sales force.”
5. Don’t Wait for the First of the Month
You don’t need a new quarter to start showing up differently. As Erle put it:
“Pull out your calendar. What were you doing 90 days ago? That’s why your business looks like it does today.”
Start now. Start messy. Just start.
6. Leading People Is Personal—and Sometimes Hard
This is the real stuff nobody tells you in leadership training:
* Not everyone will vibe with you. Some agents will leave because of you. Others will come because of you.
* Every day is practice. Every conversation is a rep.
* You will hear things you weren’t ready for. (Like someone walking in and telling you their spouse is cheating.)
* And yes, even your top agents need boundaries—and someone to say, “You’ve got to turn it off.”
7. Don’t Just Launch People—Help Them Land Too
We wrapped with a topic we both care deeply about: helping agents transition into the next season.
Whether it’s retirement, slowing down, or building a referral business, you need to give them permission to evolve.
Some agents won’t admit it—but they’re clinging to the identity of being “Susie Q. Realtor” and don’t know who they are without it. It’s our job to normalize the shift and help them leave well.
What Erle’s Reading (and NOT Reading)
Don’t look to the news for motivation—it’ll drain you. Instead:
* He’s a fan of Ninja Selling
* He thrives on conversations with other leaders
* And he always makes time for real connection
“We’re in a people business. And we’re people people.”
And if you want to connect with Erle, he’s the real deal and happy to chat:📧 [email protected]📱 205-427-0503
Final Thought:This business is messy. But it’s also meaningful. When we show up with empathy, lead with curiosity, and keep a steady rhythm—we build something that lasts.
Thanks for being part of this space.
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