How driving these agent actions leads to predictable transaction growth
In real estate, our north star metrics are closings, volume & GCI.
Larger brokerages and teams also track agent headcount.
But here are simple questions most brokerages can’t answer:
“What did your agents actually do to get those results?”
“Do you know which dollar-producing actions are most effective in the current market?”
“What exactly can you (as a broker/team leader) do today to predictably increase transactions next month?”
Simple questions, right?
The core problem in the traditional brokerage model — results are tracked, but actions are invisible.
The Hidden Gap Between Coaching and Closings
Most brokers and team leaders invest in training. They offer coaching. They run workshops, send scripts, and host weekly team meetings.
And yet… performance stays flat.
Why?
Because training without accountability is just noise.
Coaching without visibility and follow-up is something team leaders and brokers do primarily to make them feel good about themselves.
It has nothing to do with actually driving agent performance.
“I did my part, I am a good leader, now it’s up to them to execute.” - Unfortunately, it doesn’t work like that.
Delivering coaching/training is only 10%.
If you don’t know whether agents are taking action — the dials, conversations, appointments — you can’t measure impact. You can’t improve outcomes. You’re managing blind.
AGENT TRAINING IS COMPLETELY DISCONNECTED FROM OUTCOMES.
Dollar-Producing Activities is The Lever You Can Pull
I smile when I observe brokers demanding “more transactions” from their agents.
Imagine a coach who, instead of daily training, simply demands a runner to run faster.
Transactions aren’t something you can ask for. It’s not something you can demand or control.
You can buy more leads or recruit more agents, but even this does not guarantee an increase in transactions, because transactions are the end product.
If transactions are the end product, then what is the starting point?
Every transaction starts with an agent performing a dollar-producing activity
Depending on how you operate, this can be anything: dials, follow-ups, open houses, CMA reports, FSBOs, expireds, door knocks, referral requests, scheduled appointments, social media content, the list is endless.
And while you can’t demand the increase in transactions, YOU CAN demand and drive more dollar-producing activities.
This is 100% in your control.
You can set specific daily/weekly/monthly goals and KPIs.
You can track agent activities.
You can hold agents accountable.
You can replace non-performing agents with those who are ready to execute.
This is the mindset shift.
Regardless of whether you manage 5 agents or 50,000 - YOU are in direct control of driving growth.
When brokers shift the focus from outcomes to actions, something powerful happens: performance becomes repeatable, scalable, and predictable. Demanding more transactions changes nothing. Driving more activity changes everything.
Imagine if every agent on your team increased their dollar-producing activity by just 10–15% per month. Conversations. Appointments. Contracts.
What would that do to your pipeline? Your closings? Your retention?
How? - Is The Billion-Dollar Question
How do I get agents to execute and track their activities?
Well, this is certainly a billion-dollar question.
A small number of teams and brokerages that figured out the answer to this question own 65% of the entire market, leaving the long tail of others fighting for the remaining 35%.
Enforcing strict productivity standards
Hosting daily/weekly accountability calls
Religiously tracking activities in CRM / Spreadsheets / Notebook
There is no right or wrong. You choose your weapon.
But unless you start tracking and driving agent actions, there is no predictable way to increase transactions.
At Agently, our solution to this is building a white-label app that is installed on all agents’ phones.
Why an app? Because the app has access to phones’ push notifications to remind agents with daily nudges and coaching prompts to focus on executing and tracking dollar-producing actions set by the broker/team leader.
Ultimately, Agently connects training and coaching data with your CRM and transaction data.
Putting the three data sources together creates something completely unique:
A clear view of which agents are taking consistent action
Data on how those activities convert into actual deals
The ability to set goals, drive accountability, and track execution — all in one place
Now imagine doing that without hiring extra staff or chasing agents all day.
That’s where real performance lives:
Not in closings.
Not in volume.
But in the daily actions that make those possible.
When you connect agent behavior to outcomes, you stop guessing — and start leading.
