Agents with the most growth potential in 2025

Regardless of whether you are a 50-agent brokerage or a 50,000-agent brokerage, there are 4 core agent segments:

• New agents

• Top-producers

• Non-producers

• Mid-tier agents

We’ve already talked about the New Agent Development Strategy and how building a robust, scalable, and repeatable onboarding & training process is foundational for driving growth.

What do we know about the movable middle?

They know how to close deals.

Typically anywhere between 3 to 10 transactions per year (you probably have your own definition this is just an example).

This means they can take a client all the way from first contact to closing.

They know all the processes, forms, contracts & tools. That’s important.

They are somewhat engaged.

They are serious about their business and are looking to grow.

They are very often overlooked.

They never make it to the top-producer leaderboard, so they hardly get any recognition or awards.

Whilst top producers are getting all the praise the mid-tier agents mostly fly under the radar.

They aren’t as heavily targeted by recruiters so their tenure with a brokerage is typically longer than the average agent.

Drive revenue growth by elevating your movable middle

Retaining your top producers is the #1 thing you should focus on when it comes to revenue growth.

With only 29% of agents closing deals in 2024 the concentration of revenue coming from rainmakers is higher than ever. Typically top 10% of agents account for 50% of the production volume. Losing those is costly.

The next best thing we could do is empower our mid-tier agents to make that next step in their business.

Remember, they know all the ropes.

It is A LOT easier to take an agent from 5 to 10 than it is to take anyone from 0 to 1.

The mid-tier segment has the most potential when it comes to driving revenue growth in 2025.

Implementation

As always, the mantra I keep repeating: one size DOES NOT fit all when it comes to agent training. I’ve seen brokers making this mistake so many times.

Start by segmenting agents in this case by transaction count.

Pick any range that defines your “movable middle”. For example between 1 to 5 transactions or between 5 and 10.

Once you identify agents that qualify, start by explaining how this program will help take their business to the next level.

With any agent development content, the outcome should be clearly communicated to achieve the highest possible adoption & engagement.

There are three main phases of the program:

• Every agent must evaluate what’s been working well for them so far and attempt to amplify this strategy/channel to an extreme.

• The second phase is to develop additional skills and introduce additional tools that might be missing at the moment which in turn limits the production.

• Finally, we need to push agents beyond their comfort zone incentivizing them to explore additional business sources and upgrading their online presence.

Your mid-tear agents have the highest potential to be the driving force behind your growth in 2025.

If implemented well, this will not only give you an immediate revenue boost but will also significantly improve your agent recruitment & retention efforts.

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