Get both your business plan and your team culture right if you want to make waves in the markets you’re serving, The Agency’s Juliet Clapp writes.
Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
Having spent years observing, learning and leading in the real estate space, I’ve come to believe that the key to dominating the market lies in a blend of strategic vision, a deep understanding of your team’s dynamics, and a commitment to building long-term success. So, how can you grow your team to be the best in the business? Here are my five key guidelines.
1. Adopt a business mindset
Running a successful team involves much more than driving sales; it requires that you think of your team like a business. I encourage my teams to approach every decision through the lens of long-term growth, profitability and efficiency.
To this end, we utilize data to make informed decisions, optimize resources and ensure operational processes are streamlined. When you treat your team like a business, you set it up for scalable success and ongoing growth, not just quick wins.
2. Create strong structure and procedures
If there‘s one thing I have seen play out time and time again in this industry, it’s that a well-organized team is a productive team. Without a strong foundation, growth becomes unscalable and unsustainable.
It’s essential to establish clear systems and processes for every aspect of the business — from lead generation to client communications. When every team member knows exactly what to do and how to do it, tasks are streamlined and everyone can take ownership (and accountability) for their roles. This approach boosts efficiency and ensures that the quality of your team’s service never drops, even as you scale.
3. Develop a consistent marketing plan
Effective marketing is about more than just attracting new clients — it’s about shaping and evolving your team’s authentic brand. A well-crafted marketing strategy should not only align with your team’s goals but also reflect the unique personality and values of your brand.
To build a strong, cohesive presence, consistency is crucial. This means maintaining a unified aesthetic and tone across all channels — whether it’s social media, email campaigns, or events.
For example, if your team values luxury and sophistication, your social media posts should feature high-quality visuals and a refined tone, while emails and newsletters could focus on delivering personalized, upscale experiences. On the other hand, if your team is built on approachability and community, consider a more casual, engaging style with behind-the-scenes content or local market highlights.
When your marketing consistently mirrors your team’s ethos, it builds trust and credibility. Authenticity is powerful. Clients connect with brands that feel real, and when your marketing is true to who you are, it resonates deeply with your audience, fostering stronger relationships and loyalty.
4. Define your core values, and get clear on your vision
One of the most important steps in leading any successful team is to define its core values. Ask yourselves: What do you stand for? What principles guide your interactions with clients, partners, and each other?
The answers to these questions can help refine your team’s ethos. These are important guidelines that should permeate every decision you make and every action you take, ensuring that your team’s culture aligns with your business’s brand.
Alongside these values, establish a clear vision with measurable goals—and update them every quarter. This evolving roadmap keeps everyone on the same page, motivated and focused on achieving collective success.
5. Build a strong, supportive team culture
At the heart of any successful team is a strong, positive culture. A collaborative, accountable, and supportive environment is essential for long-term success. This is a simple rule, but it bears emphasis here: When your team members feel seen, heard and valued, they will always be more motivated to perform at their best.
Building a culture of trust, respect, shared responsibility and consistent acknowledgement fuels both personal and collective growth.
By adopting a business mindset, building strong systems, staying true to your brand, and fostering a culture of collaboration and respect, you’re setting the stage for success and creating a team that’s both impactful and admired in your market.
Juliet Clapp has joined The Agency’s leadership team as Senior Vice President and North East Managing Partner. Connect with her on Linkedin and Instagram.