In the competitive world of real estate, a strong company culture is the cornerstone of a thriving team.
It not only drives performance but fosters loyalty, trust and a sense of belonging among team members. For real estate leaders, building and nurturing this culture is crucial to earning the respect of their employees and the community. Leadership in real estate goes way beyond transactions—it’s about creating a space where agents feel proud to work and supported in their professional and personal growth.
Defining a Vision for Company Culture
One of the first steps in building a solid culture is defining a clear vision that resonates with your team. Paul Rich, CRS, a broker-salesperson with The Brokerage in Henderson, Nevada, emphasizes the importance of not trying to be “a jack-of-all-trades.” Instead, leaders should focus on their core values and what their organization stands for. “You can’t do it all,” he says. “You have to really focus on what’s important to you, what’s your vision for your company. Based on that, you can attract people who fit that culture.”
Robyn Eunice, CRS, is a residential real estate professional at Dream Home Realty in Prairieville, Louisiana. In addition, she heads the development, training and implementation of all the offices. She echoes Rich’s assertion, adding that leaders must lead by example, particularly when handling relationships within the team. “Setting the example and being there emotionally, not just physically, is key,” she says. Eunice explains that in her office, there’s a healthy, competitive environment where everyone cheers each other on. “We focus on being the cheerleaders for everybody when they succeed,” she notes, highlighting the importance of fostering a supportive atmosphere.
The Role of Trust in Leadership
Trust is the foundation upon which a strong company culture is built. Both Eunice and Rich agree that trust is essential for the long-term success of a real estate firm. “You say what you mean and mean what you say,” Rich asserts. This consistency builds trust over time, creating a sense of reliability within the team. He refers to Stephen Covey’s The Speed of Trust and emphasizes that “even in hard times, if you’ve built that trust, your team will stay with you because they know you’ve got their back.”
Eunice pays attention to each individual’s unique needs. Whether helping a colleague in a difficult situation, providing suggestions or resolving conflict, she emphasizes the importance of being there for her team members. “I try to find out what makes people tick and then support them where they need it most,” she explains, adding that she helps people build confidence. This level of care goes a long way in fostering a culture of trust and mutual respect. “When agents speak with a client, that client is going to use your services because they believe in you, not because of your company.”
Creating an Inclusive and Supportive Environment
Inclusivity is another critical element of a healthy workplace culture. Rich notes that every team member should feel like they have a voice that matters. “It’s about ensuring that everyone feels they have equitable access to opportunities,” he says. He points out that in the world of real estate, where many agents are independent contractors, it can be easy for some to feel left out or unsupported. However, fostering inclusivity is essential for long-term retention and team morale.
Eunice also underscores the importance of inclusivity, particularly in creating a safe environment where agents feel comfortable and supported. Safety is crucial to building a strong company culture, especially in the real estate industry, where agents often meet clients alone. “I encourage my agents to go together on appointments, especially in unfamiliar areas. There’s power in numbers, and it’s important to keep everyone safe,” she says. This approach protects her team physically and reinforces a culture of support, where agents look out for one another and feel confident that their well-being is prioritized. Eunice’s commitment to safety is an essential part of creating an environment where her team can thrive without fear.
Rich stresses the importance of making personal connections within the team. He shares a story of mentoring a new agent struggling to find their footing. By pairing the new agent with an appropriate mentor, they were able to develop their skills and ultimately become a successful producer. “It took some time, but they found their place in the industry,” he says, highlighting the importance of patience and guidance in team development.
Encouraging Personal and Professional Growth
For real estate leaders, building a strong company culture means supporting their team members’ personal and professional growth. Like Rich, Eunice values and prioritizes the power of mentorship and continuous learning. She regularly encourages her agents to pursue professional development opportunities, whether by attending workshops or listening to industry-related audiobooks. “I challenge them to keep learning, to keep improving,” she says.
Rich highlights the importance of creating a workplace where agents feel motivated to give back to the community while striving to be the best versions of themselves. “It’s about working hard, playing hard and giving back,” he says. This balance helps create a well-rounded culture where agents feel fulfilled, both professionally and personally.”
Building a Culture of Pride and Respect
At the heart of a strong company culture is a sense of pride—pride in the work, the team and the organization’s mission. A clearly defined vision and consistent leadership ultimately foster this pride. “If you know what your company stands for, and you live that vision every day, your team will follow,” Rich says.
Eunice adds that creating a culture of pride also means celebrating each other’s successes. “We’re competitive, but it’s healthy competition,” she says. “We all want to see each other succeed, and that’s what makes our culture so strong.”
Planting Seeds of Success
From small, thoughtful actions to conscious efforts, real estate leaders can establish and nurture a healthy team culture that fosters growth and long-term success. Just like planting seeds in a garden, building a positive work environment requires consistent care, patience and intentionality. Leaders must cultivate trust, lead by example and remain committed to their vision even during challenging times.
Eunice explains that, much like nurturing a garden, leaders must “keep planting seeds” even when they don’t immediately see results. “The market may not always be where we want it to be, but you have to keep doing the right things, even when it feels like you’re not getting anywhere.” This consistent effort—whether it’s in building relationships, mentoring newer agents or reinforcing the company’s values—pays off in the long run, leading to deeper trust and a stronger team dynamic.
