“Keep it simple” is an essential principle for real estate success. Learn how broker owner Joey Connor is increasing recruitment and retention.
I’ve been in this industry for over 20 years and have never bought a lead. Never.
Every deal, every listing, every buyer, and every growth my company has closed has come from referrals and repeat business. It didn’t happen by chance. It happened because we remained relentlessly focused on one simple thing: building relationships.
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In an industry constantly chasing the next tool, platform, algorithm, or shortcut, simplicity, the old KISS (keep it simple or be stupid) principle, has been undervalued. But simplicity, done consistently and with intention, remains one of our strongest business strategies.
cost of noise
We live in a noisy world and real estate is no exception. Agents are flooded with CRMs, marketing systems, social platforms, lead sources, templates, scripts, and “can’t-miss” opportunities. The amount will only increase.
That’s why I believe brokers have a responsibility to act as a filter. Our job is not to release any information to agents. It’s so they can focus on what actually works.
At my company, the focus is clear. “We serve the people.” And the best way to serve people is by building genuine relationships rooted in trust, care, and consistency. Especially in times of uncertainty, people want to feel known, supported and safe. That applies to clients and it applies to agents.
Leadership begins with job modeling
I’m a sales broker. I’m not just talking about relationship-based businesses. I practice it every day. If I expect my agents to lead with care and consistency, I need to model that behavior myself.
Our system couldn’t be simpler:
And here’s the part that surprises people. We’re not talking about real estate.
We check in and ask how people are doing. Celebrate newborns, graduations, promotions, anniversaries. When someone is in the hospital, we send flowers. If someone is under the weather, drop some soup. In the event of a loss, we express our condolences.
This only works if it’s genuine. People can tell the difference between systems and relationships. They can sense whether the care is genuine or not.
Consistency is the differentiator
Anyone can participate if they need to do something. Experts will appear from time to time.
I remind agents that we can’t be fair weather friends. Building relationships means staying connected whether a transaction is taking place or not. That consistency turns conversations into long-term loyalty.
focus and then take responsibility
I meet regularly one-on-one with my agent. These meetings are not complicated. The focus is accountability.
Did you do what you said you would do? Did you follow through with your plan?
We create business plans together and my advice is always the same. “Focus on one thing at a time.” Please choose something. Do it consistently. Please get better. Once you master that, move on to the next thing.
There are endless options in real estate, including CRM, social media, design, automation tools, and more. If you do everything half-heartedly, nothing will work out.
Focus creates momentum. Momentum creates confidence. And confidence produces results.
We keep things simple so your agents can keep doing their jobs. And they see results.
Recognition and belonging matter.
People want to feel appreciated.
We make it a priority to publicly and continuously measure our success. Each year, we host a Million Dollar Dinner to recognize agents who reach $1 million in sales. Each quarter, we recognize production milestones, most improved agents, and years of service.
However, recognition is not just about numbers. I invite agents to local events, chamber of commerce meetings, and charity fundraisers. I want them to feel like they’re part of the business, not just an independent contractor with a license hanging around them.
That sense of belonging builds pride, loyalty, and a deeper connection to the community.
Why is it effective?
This approach—focus, accountability, celebration, and connection—has created an incredibly stable agent base. Many of our agents have been with us for over 10 years. This kind of retention comes from trust.
At the end of the day, my philosophy is simple because my business is simple.
Serve people well. Build real relationships. Be consistent. Do less and do better.
If you get that right, the rest will follow. We wish you all the best in 2026!
Joey Conner is the broker-owner of Better Homes and Gardens Real Estate Conner. Connect with him on LinkedIn.
