Breaking the Catch-22: How Brokers and Agents Can Finally Win at Real Estate Training

Let’s get right to the heart of the matter: There is a Persistent Catch-22 that keeps many Real Estate Brokerages Stuck, especially when it comes to Training New Agents. On one side, Brokers know their New Agents need to Master the Fundamentals - Prospecting, Time-Blocking, Scripts, Asking for Listings, and the Daily Disciplines that truly Build a Business. But here is the Reality: Most Brokers are running Lean Operations.  

Franchisees and Brokers have Bills to Pay, Offices to Keep Open, and their Own Production to maintain. The idea of dedicating hours to Hands-On Training - or paying for Outside Programs - feels risky, especially when there is NO guarantee the New Agent will show up to the training, will focus on learning during the session, will implement what is taught, or even stay long enough to make it worthwhile. For many Brokers, investing in Training feels like Money Down the Drain if the Agent is NOT truly committed. 

On the other side, New Agents often arrive Expecting their Broker to provide All the Training they need - “Isn’t that why I joined this Brokerage?” But when it comes time to invest in their Own Education, many hesitate. Sometimes it is about Money, sometimes it is about Commitment, and sometimes it is just a “Let’s See if Real Estate is for me” mentality. So, Both Sides Wait for the Other to make the First Move. The Broker hesitates to invest; the Agent waits for Training to be provided for Free. The result? The Status Quo lingers: New Agents remain Underprepared, and Brokerages struggle with High Turnover and Underperformance. 

This is the Silent Struggle at the core of our industry. Too many Agents - regardless of how long they have been Licensed - never truly Master the Basics. We should call them The Fundamentals; they are Not flashy, but they are the Foundation of every Successful Real Estate Career. Until both Brokers and Agents break this cycle - by treating Training as a Non-Negotiable Investment in Long-Term Success - this Catch-22 will continue to hold back the Potential of Individuals and Entire Offices. 

The Solution: Skin in the Game - a Win-Win Approach to Training

Here is a question I get from Brokers all the time: 

“Key, I don’t mind paying for my Agents to take Production Training, but I want to make sure they attend, do the work, and become productive. I also want them to have Skin in the Game. Any ideas?” 

Here is what years of Coaching and Training have taught me: Brokers should pay for Results, NOT just for Training. The best way to break the cycle is to treat your Agents as Entrepreneurs, NOT as helpless individuals. Entrepreneurs Invest in Themselves. They pay for their Tools, their Education, and their Growth. Learning to pay for Training is a necessary skill for anyone running a Business. 

Here is a Proven Structure that creates Accountability, Motivation, and Results: 

***The Skin in the Game Training Model*** 

• Let’s Look at an example: Take the 6-Week Prospecting for Listings Training Program. The Training is $399, and those who register a week prior and fill out the Requirements save $100 and only pay $299.

• The Brokers who believe this is an important training program tell their Agents: “I would like you to consider to the upcoming 6-Week Training; you Pay for it and it will be free to you!” -- this is How it works: 

• Self-Investment: Agents Register and Pay for the Training Program Upfront. This step alone filters out the Dabblers and signals Real Commitment. 

• Agent MUST Register Early: This way they benefit from early assignments and Save $100. 

• Full Participation: Agents must attend All Classes and Complete Every Assignment. No Shortcuts, No Excuses. 

• Certification Requirement: Agents Earn a Certificate of Completion - awarded only to those who Follow the Program, Honor the Pledge, and Do the Work. (The Requirements document spells out the simple steps.) 

• Broker 1st Incentive: Having Completed the Training and having Earned a Certificate of Completion the Agent is awarded $100 in Marketing Dollars towards their Business: Signs; Flyers; CRM; or any Real Estate Tool. This effectively means the Agent has paid $199 for the Training.  

• Production Phase: After Training, Agents Go Out and Start Producing - Applying what they have learned in the Real World. 

• Broker’s 2nd Incentive: The next 2 Residential Listings gotten and Closed by the Trainer Agent within 6 months of finishing the training, the Broker reimburses the Agent $100 per closing. The Broker is effectively Paying for the Training - but Only When it produces Measurable Results. 

Why This Works

• For the Brokerage: You gain Motivated, Well-Trained Agents who Contribute to your Listings and Overall Success. We know that Listings build Brokerages.

• For the Agents: They gain Valuable Skills, Achieve Tangible Results, and feel a Sense of Pride and Ownership in their Growth. 

• For You, the Broker: You make a Smart Investment in your Team’s Productivity, but your Support is Contingent on their Commitment and Results. 

If an Agent does NOT take the Training seriously or fails to complete it, the Responsibility is theirs - Not yours. This approach builds Accountability and reinforces the Importance of Personal Investment in their Career. 

The Path Forward: The Catch-22 around Training does NOT have to be a Permanent Fixture in our Industry. Shift the Mindset from “Who Pays for Training?” to “Who is Committed to Results?” and you will create a Culture of Ownership, Accountability, and Growth. When both Brokers and Agents have Skin in the Game, everyone wins. 

If you are ready to Break the Cycle and Build a Team of Confident, Productive Agents, consider this approach for your next Training Investment. Treat Training as a Partnership, Not a Handout. The Results will speak for themselves. 

---  Some Quotes and Affirmations to consider below Graphic:

Skin in the Game means everyone Wins - When You Commit to the Work, the Rewards Follow. Real Growth is Earned, Not Handed Out for Free.

Reflect on these Quotes and Affirmations -- I invite you to write a few of your own -- share article link: 

Quote: “When both Brokers and Agents Invest in their Own Growth, Accountability Shifts from Obligation to Ownership - and that is When Real Estate Careers Start to Truly Accelerate.” 

Quote: “Real Estate Training is Not an Expense – It is the Engine that Powers Consistency, Confidence, and Listings. Invest in Yourself and Let the Results tell your Story.” 

Affirmation: “I choose to Invest in my Skills - each step forward builds my Confidence and Listing Power.” 

Affirmation: “I am Not waiting for others to invest in me - I am Responsible for my Real Estate Success.” 

Affirmation: “I turn Knowledge into Action; my Daily Discipline in training transforms potential into Measurable Production.” 

Author: With over two decades of experience, Key Yessaad is a Dynamic Real Estate Trainer and Business Coach specializing in Activity-Based Coaching. He believes in the power of Action over Theory, focusing on “the doing” rather than just “the knowing.” Key’s Programs, including the “6-Week Prospecting Training,” “3-Month Production and Listings Boot-Camps,” and “All-Day Strategy Workshops,” equip Agents and Brokers with Practical Skills like Time Blocking, Prospecting, Script Development, and Getting Listings. By instilling Accountability and Self-Discipline, Key helps Professionals achieve Measurable Success in today’s Competitive Real Estate Landscape. 

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