Brokers add fun and volunteerism to boost agent morale

By Elyse Umlauf-Garneau

At the zenith of the real estate market, some practitioners enjoyed an array of perks, such as office coffee bars, pricey outings, and sometimes even in-house massages.

Things change.

Today, brokers are focused on perking up salespeople’s spirits and helping them to animate their businesses.

More often than not, feel-goods now come from helping salespeople pinch pennies and enhance skills, as well as providing volunteer opportunities.

Bits of Joy

The Select Group of Companies, Sacramento, for one, aims to help salespeople drum up business inexpensively. Daniel Jacuzzi, Select Group’s president and CEO, notes that agents who have been in the business for less than 10 years likely need assistance broadening their skill set to serve the needs of today’s clients. Thus, the company is emphasizing strategies for working short sales and REOs and properly advising underwater homeowners. “Our emphasis is ‘build your business without spending any of your own money,’” comments Jacuzzi.

The company also decided to continue its annual Lake Tahoe retreat. The focus has shifted just a bit, however. Past speakers frequently involved lifestyle and self-motivation topics. Today, they deliver talks on real estate nuts and bolts, skill-building, and maintaining and expanding client bases.

But Jacuzzi also acknowledges the importance of joy. It’s why cocktails, dancing, dinner, and prizes are part of the retreat’s mix. “It’s important to inject some fun. Just work, work, work isn’t enjoyable,” he says.

Refocus Energy, Skills

Lori Ramirez, branch manager of Coldwell Banker Residential Brokerage in Los Feliz, also is pulling salespeople away from the grind a bit. As the market turned, she noticed a dip in morale and camaraderie, and people coming to the office less frequently and arriving with lower energy levels. A structured volunteer program with a charity for homeless teenagers, My Friend’s Place in Hollywood, has given salespeople an emotional lift.

Every other Friday, several salespeople go to the facility to organize donations of food, clothing, and other items. “It’s a couple of hours when they can turn off phones, take a break from real estate, and meet other agents and people in the community,” comments Ramirez. “It’s a release.”

In addition, the Coldwell Banker Greater Los Angeles Community Foundation launched a program, the 10K Challenge. Between April and June, it made a $30 donation to My Friend’s Place for every hour of volunteer time until such donations for all participating offices reached $10,000.

“Many agents are facing difficult financial choices and may not be in a position to give as charitably as they could in the past,” comments Bob Foster, regional vice president of Coldwell Banker Residential Brokerage in Greater Los Angeles and chair of the advisory committee of the brokerage’s Community Foundation. “The 10K Challenge provides an opportunity to drive a monetary donation to people’s favorite charity with only a time investment.”

Marilyn Kagan, a Los Angeles-based psychotherapist and co-author of Defenders of the Heart: Managing the Habits and Attitudes That Block You From a Richer, More Brokers add fun and volunteerism to boost agent morale Satisfying Life, lauds volunteering, noting that it’s an extraordinary antidote to depression. “Volunteering makes us feel productive and that we’re necessary. Without a purpose, depression and anxiety can become more powerful agents,” she adds.

Ramirez has found that salespeople are finding new energy and realize they can use their skills to make a powerful impact. For instance, they’ve tapped their network to connect My Friend’s Place with a bank for a possible refinance of the building to fund facility improvements. Others saw needs for washing machines, appliances, and maintenance and brought the charity general contractors, electricians, and plumbers to perform upgrades.

“You realize that outside our doors, there are people in situations that are a lot more difficult,” says Ramirez. “Even if people can’t give of their pockets, they can give of their time and get a boost.”

2. Reward performance: Consider hosting a cocktail party or casual reception for honorees.

3. Expert advice: Invite professionals to conduct short workshops to address people’s challenges.

4. Face time: Spend one-on-one time asking agents how they’re feeling and what they need.

5. Promote volunteerism.

Elyse Umlauf-Garneau is a freelance real estate writer.