Darryl Davis speaks with Howard Hanna CEO Hobey Hanna to share leadership stories about maintaining a unique brokerage culture while navigating unprecedented industry change.
I had the pleasure of interviewing Hoby Hanna, President of Howard Hanna Real Estate Services, on my “Real Estate Unscripted” podcast. Founded by his grandfather in the 1950s, Howard Hanna has grown to more than 15,000 agents and staff in 500 offices in 13 states, and reports closed sales of more than $40 billion in 2022.
But beyond size, what makes Howard Hanna a compelling leadership example is its ability to remain true to its culture while navigating significant changes shaping the industry. Here are some of the most impactful takeaways from our conversation. This is a lesson that any leader can apply.
1. Know your culture and protect it
Hobby describes Howard Hanna as a “family business made up of family businesses.” Every agent is not just an independent contractor, but a partner in supporting their own family in business. The company’s role is to help these businesses thrive through transparency, resources and education.
Culture is not about asserting superiority. It’s about clarity. Brokerage firms often try to imitate their competitors. Howard Hanna has grown by staying consistently true to its values and regularly reinforcing them in company-wide meetings.
Leadership Lesson: Clearly define your culture, make decisions around it, and stick to it as you grow.
2. Choose partnership over resentment
In some parts of the industry, brokers can look nervously at the success of their agents. Howard Hanna took a different approach, equating the agent’s success with the company’s success. This philosophy has shaped the way we grow and support our agents.
Leadership Lesson: A scarcity mindset creates walls. A partnership mindset builds bridges.
3. Lead with transparency
Transparency is at the heart of Howard Hanna’s leadership. That commitment also extends to how the company communicates about industry policies, such as Clear Cooperation Policy (CCP).
Howard Hanna was among those who voted against the policy when it was introduced. Hobby explained that the company believes local MLSs and brokers are in a better position to determine the rules of the market. Howard Hanna supports collaboration and data sharing, but felt that CCPs create additional complexity and take away flexibility from sellers and agents.
Leadership Lesson: Even when dealing with industry-wide change, explain your position clearly and professionally so your team understands the “why” behind it.
4. Put consumer choice front and center
At the heart of Howard Hanna’s perspective is the belief that sellers should have meaningful choices. Some homeowners seek maximum exposure, while others prioritize privacy, speed, and convenience, even if it means accepting a slightly different price outcome.
Hobby emphasized that brokers need to be transparent in how options are presented, while respecting and facilitating those choices.
Leadership Lesson: True leadership empowers clients and partners to make informed choices rather than imposing a single path forward.
5. Prepare for workforce change
Perhaps the most pressing change today is the move to buyer agent agreements. For decades, compensation money flowed quietly through MLS offers to cooperate. Currently, agents must secure a signed contract directly with the buyer.
This transition has raised understandable concerns. But Hobby sees this as an opportunity to step up his professionalism, just as agents always sign listing agreements with sellers. Howard Hanna has undergone extensive training to help agents confidently articulate their value, close secure deals, and comply with new standards.
Leadership Lesson: Change without preparation creates fear. Give your employees the skills and confidence to navigate new realities.
5. Strengthen your professional value
One of the strongest aspects of Hoby is that agents must cease operations without an agreement. In commercial real estate, agents will not consider a transaction without a signed contract securing their commission. Housing agents should adopt the same mindset.
Howard Hanna encourages agents to clearly explain their value to sellers, buyers, or through negotiations and create deals that ensure they get paid.
Leadership Lesson: When leaders set expectations that professionals secure their value, the entire organization improves.
6. Balance advocacy and service.
While Mr. Hobby expressed concern about the complexity of MLS rules and the development of CCPs, he also acknowledged that industry associations such as the National Association of Realtors and local boards play an important role in defending housing and professional standards.
He and Howard Hanna remain focused on constructive dialogue. Our goal is to work with the association, raise concerns where appropriate, and stay focused on what matters most: supporting our agents and serving our consumers.
Leadership Lesson: You can advocate for change while maintaining collaboration. Leaders find a balance between speaking up and remaining focused on service.
7. Stay accessible
At the end of our conversation, Hobie did something remarkable. He gave out his personal phone number and urged people to contact an agent (even one other than Howard Hanna).
This kind of accessibility is rare for a company of this size. This shows a culture where leadership is approachable and engaged.
Leadership Lesson: No matter how big your organization gets, you must always be available. Accessibility builds trust and loyalty.
Final Thoughts: Managerial Leadership
Howard Hannah’s story is one of growth, innovation, and consistency. But as Hobie emphasized, leadership in the real estate industry ultimately comes down to being a steward. Leaders do not own an agent’s business or client’s home, but are tasked with guiding, supporting, and protecting it.
This is a message all real estate leaders should remember. Our role is not just about closing deals. It’s about making a difference in people’s lives. The money we earn is simply a reflection of the lives we have helped move forward.
