Seven Questions Every REALTOR® Should Ask First

Published by Sara Layne Pedro, Realtor, Principal Broker RB-22770

One of the questions I’m asked most often as a Principal Broker is:

“Should I change brokerages?”

Sometimes it’s asked by a brand-new agent deciding where to begin.

Other times, it’s from an experienced REALTOR® wondering whether their current brokerage still fits the business they’re trying to build.

It’s a great question.

But it’s also the wrong place to start.

Because there isn’t one perfect brokerage.

There are different brokerage models, different leadership styles, different cultures, and different ways of supporting agents. The best brokerage isn’t necessarily the one with the biggest name, the most agents, or the flashiest technology.

It’s the one that aligns with your goals, your personality, your values, and the way you want to serve your clients.

The Real Estate Industry Has Changed, And So Have Brokerages

Real estate has never stood still.

Not long ago, our biggest conversations centered around the housing market crash, foreclosures, and helping families navigate one of the most difficult markets in history.

Then came online home searches, Zillow, digital marketing, artificial intelligence, virtual transactions, and consumers who expected information instantly.

At the same time, brokerages began evolving.

Some grew through national expansion and acquisitions. Others focused heavily on technology. Others embraced cloud-based business models. Some remained intentionally local and independent.

The profession changed.

Consumers changed.

Brokerages had to change too.

Watching these changes unfold has reinforced one belief I’ve come to appreciate:

A brokerage isn’t defined by the number of agents it has.

It’s defined by the value it creates for the agents who choose to be there.

A great brokerage doesn’t create successful agents.

It creates an environment where successful agents can grow.

Seven Questions Every REALTOR® Should Ask

Before comparing commission splits, brand names, or technology platforms, I encourage every agent to ask themselves a few questions.

1. What kind of broker support do I really want?

Do you want a broker who is highly involved and available? Or are you looking for greater independence with support available when you need it?

2. Am I looking for training, coaching, or autonomy?

Some agents thrive with structured coaching and accountability. Others already have established businesses and simply need experienced guidance when unique situations arise.

3. What kind of culture helps me do my best work?

Do you enjoy collaboration and mentorship? Or do you prefer working independently? Knowing how you’re wired is just as important as understanding a commission split.

4. What marketing and business support is actually provided?

Does the brokerage invest in helping you build your business? Does it offer professional marketing, branding, technology, and resources that help you grow?

5. What technology genuinely improves my business?

Technology should simplify your business, not complicate it. Great technology supports relationships; it doesn’t replace them.

6. Can this brokerage grow with me?

The brokerage that fits you today should also be able to support the business you hope to build five or ten years from now.

7. Do I trust the leadership?

Perhaps the most important question of all.

When a complicated transaction arises, a licensing question needs answering, or you’re faced with an ethical dilemma, do you trust the people leading your brokerage?

Real Estate Has Changed, So Have Agents

One of the biggest changes I’ve witnessed isn’t just how consumers buy homes.

It’s how REALTORS® build their businesses.

For many years, success was built almost entirely through relationships. Agents attended community events, volunteered, joined organizations, stayed connected with past clients, and built businesses fueled by referrals and trust.

Those skills still matter.

In fact, I believe they’ll never go out of style.

Today’s agents, however, also have opportunities that simply didn’t exist years ago. Digital marketing, online inquiries, artificial intelligence, social media, and company-generated leads have opened doors for agents to grow their businesses in entirely new ways.

Neither approach is better.

They’re simply different.

Some REALTORS® love introducing themselves to new people every day and naturally build relationships wherever they go.

Others prefer developing their confidence by working opportunities that come through technology like lead generation before expanding their own sphere of influence.

The strongest businesses often combine both.

Technology creates opportunity.

Relationships create longevity.

We believe great brokerages shouldn’t force agents into one model or the other. They should help agents develop the skills to succeed in both.

Different Models for Different Goals

Not long ago, choosing a brokerage often meant choosing between different strengths. One might offer exceptional coaching, another cutting-edge technology, another unmatched flexibility, and another a highly personalized, boutique experience. Or some believe the name of the Brokerage alone is what matters.

Today, many independent brokerages are redefining that equation by combining the best ideas from multiple models.That’s the philosophy we’ve embraced at LUVA. We believe agents shouldn’t have to choose between personalized support and innovation, local leadership and modern technology, or individualized coaching and entrepreneurial freedom. The right brokerage should evolve alongside its agents, not ask its agents to fit into a predetermined mold. But an agent needs to say what they need, and not be upset their brokers aren’t just knowing.

The most important piece isn’t the Brokerage at all, it’s the agent themselves. Will you do the work to create your business? Or are you looking for a Brokerage to give you business? While this sounds enticing, from what we have watched year after year, the agents who are just given leads, lack the relational aspect of the business. They don’t create the referrals from their client base, instead they don’t understand why their business never takes off. They simply aren’t doing the work. We would all like to blame the Brokerage for an agent’s lack of success, but the truth remains to be accountability and individual drive. A Brokerage can only do so much.

Coaching Isn’t One-Size-Fits-All

One of the biggest lessons I’ve learned as a broker is that every agent is motivated differently.

Some thrive with accountability and structured coaching. Others prefer greater independence and simply want experienced brokers available when they need guidance.

Neither approach is wrong.

One misconception I occasionally see is agents believing that joining a brokerage filled with top producers or luxury agents will accelerate their own success. 

While surrounding yourself with talented, like-minded professionals can absolutely be inspiring and necessary, success isn’t contagious. Unless one of the seasoned agents is open to mentoring you, which can come at a cost. And remembering their clients are not yours. On the flip side, learning from the seasoned is very important if you are new in the business.

Real estate isn’t a spectator sport.

You have to build relationships, sharpen your skills, learn your market, and consistently do the work.

The right brokerage can provide coaching, mentorship, tools, and opportunities, but no brokerage can build your business for you, and why would you want them to? You are an entrepreneur!

That’s why we’ve always believed coaching should be individualized. Instead of asking every agent to follow the same roadmap, we ask a different question:

“What are you trying to build?”

Whether your goal is luxury real estate, property management, commercial sales, investing, or creating a business that gives you more time with your family, great coaching should help you build your definition of success, not someone else’s.

Culture Matters

Every brokerage talks about culture.

But culture isn’t what’s written on a mission statement.

Culture is what happens when another agent calls because they need help.

Culture is celebrating someone else’s success without wondering why it wasn’t yours.

Culture is sharing ideas instead of guarding them.

Culture is mentoring instead of competing.

Culture is lifting other agents up so they become more successful, not stepping on them so you can become more successful yourself.

That’s the kind of environment we strive to build every day.

Because success isn’t a limited resource.

Helping another REALTOR® grow doesn’t diminish your own opportunities.

It strengthens who you are and the entire brokerage.

So…Should You Change Brokerages?

Maybe.

Maybe not.

Changing brokerages shouldn’t be about chasing the newest trend, the biggest brand, or even the highest commission split.

It should be about finding a place where your leadership, support, business philosophy, and long-term goals align.

Ask questions.

Meet the people.

Understand the culture.

Look beyond the marketing and the big name.

Think about where you want your business to be five years from now, not just five months from now.

And choose the place that will help you become the REALTOR® you want to be.

One final thought.

If you’re considering a brokerage change, remember that every brokerage puts its best foot forward during the interview process, and they should. Every broker is passionate about the value they believe their company provides, and every brokerage has strengths worth talking about.

But don’t let polished presentations, impressive production numbers, or exciting promises make the decision for you. Keep in mind recruiting is their job.

Look deeper.

Ask how accessible the brokers really are after you join.

Talk to agents who have been there for several years, not just the newest recruits.

Ask what support actually looks like when a transaction becomes complicated.

Ask how coaching is delivered, how culture is lived beyond awards, and how success is measured.

If the person recruiting you is financially compensated when you join, simply be aware of that incentive. There’s nothing inherently wrong with that business model, but it’s important to understand whether the advice you’re receiving is completely independent or tied to a recruiting benefit. Ask questions, understand how the brokerage is structured, and make sure the decision you’re making is based on what’s truly best for your career.

Most importantly, ask yourself whether you can genuinely see yourself building your career there, not just for the next transaction, but for the next chapter of your life.

Choosing a brokerage is one of the most important business decisions you’ll make as a REALTOR®. Take your time. Ask thoughtful questions. Look beyond the shiny presentations, understand the business model, and carefully consider which environment will truly help you grow.

At LUVA, we know we’re not the right brokerage for every REALTOR®, and we don’t try to be. Different brokerages serve different agents, and that’s exactly how it should be. There is enough business for everyone.

But we do believe every REALTOR® deserves to work in an environment where they’re supported, respected, encouraged, and challenged to become the very best version of themselves.

Because at the end of the day, the best brokerage isn’t the one that makes the biggest promises.

Its the one that consistently delivers on them.