Build a broker training program that surpasses franchises

Independent brokers don’t need deep pockets to develop their people; they need proven systems, day-to-day accountability, and a broker training approach that goes beyond the “what” to teach the “why” and “how.”

I founded my brokerage over a decade ago and made every rookie mistake in the book. Training meant onboarding. Give someone a desk, wish them luck and hope they figure it out. The result was predictable: talented people dropped out, production stagnated and I saw good agents leave for franchises that promised what I didn’t offer.

Ten years of building one of Idaho’s top-producing independent brokerage firms has taught me something else: Franchises don’t win on the quality of training. They win in perception. And that’s a gap that any independent broker can fill.

This way I develop new agents with proven systems and accountability, without flashy franchise programming, and I get new agents with expertise, not just a brand. The first part? Helping new agents leave illusions behind and learn essential habits that will build purpose and understanding in their new business.

Typical agents

According to the Member Profile of the National Association of Real Estate Agents 2025, agents with two years or less experience earn a median of just $8,100, while those with more than 16 years earn $78,900.

The average agent closes ten transactions per year with a volume of $2.5 million, but new agents fall well below that benchmark.

This is a system and consistency problem. The franchise model often fails new agents for a simple reason: it confuses information with transformation. They hand agents a library of content and assume that consumption equals competence. Real development requires a completely different approach.

Debunking illusions

Inman reported that 71 percent of real estate agents will not have completed a single transaction in 2024.

We have discovered that this is the result of what we “iillusions,” and we tackle the most problematic issues head-on in the first phase of training.

For example, many training courses emphasize ‘this is a relationship business’. The truth is more nuanced: While relationships matter, this illusion conveniently leaves out the hard work.

The phone calls, the rejection, the constant marketing, the willingness to pitch your services and be told no. If I had to describe what we actually do, I would say it is an experience business. People want to know what it feels like to be truly cared for.

Addressing these illusions early on will prevent the slow erosion of motivation that kills most real estate careers before they really get started.

Build disciplines that are coherent

Once the goal has been established and illusions have been addressed, training should focus on what weSeven daily necessities.”

These are not suggestions; they form the baseline.

7 daily necessities

1. Mind: Mental preparation and mindset work
2. Body: Physical health as a business basis
3. Soul: Spiritual/emotional wellness practices
4. Pipeline management: Lead the organization and systematic follow-up
5. Product knowledge: Continuous learning and market information
6. Customer service: Daily service touches that create referrals
7. Popular prospects: Active lead chasing and conversion activities

But daily isn’t enough, we also add weekly and monthly essentials/habits to build momentum:

Weekly essentials

• 1 strategic business development activity (networking event, open house or valuable meeting)
• 5 personal touches (handwritten notes, voice messages, value-added communications)
• 25 prospect conversations (database calls, outreach, follow-ups)
• 3 social media posts (content positioning, market insights, thought leadership)

Monthly supplies

• Monthly value communication (newsletter, market report, insight piece)
• Cold prospect activation (reaching dormant leads with new value)
• 2 – 4 key business development activities (speaking, hosting, strategic partnerships)
• In-depth product knowledge work (industry study, competitive analysis, skills development)

These are not optional enrichment activities. It is the non-negotiables that separate agents who produce from agents who engage.

The numbers to grow a business, the habits of the agent

The math is simple and we make sure every agent understands it. If an agent wants 10 closings, he needs 50 consultations. If they convert 10 percent of calls into consultations, they need 500 calls or roughly 1.3 intentional conversations per day.

When you break the company down into its math, the mystery disappears. The agent’s new goal becomes clear: Book two to three buyer consultations per week, starting with intentional daily conversations.

By focusing on real numbers and building essential habits and skills, our new agents not only have a purpose, but they also know how to direct their day and conversations with their customers. In Part 2 of this article, I’ll dive deeper into how we break down our foundational training into phases to connect with customers and grow their business.

Nick Schlekeway is the founder of AmherstMadisona real estate agency in Boise, Idaho. Connect with him LinkedIn.