An Analytical Approach to Choosing a Brokerage

While gut instinct plays a role, a more analytical approach to the decision-making process can help you select the company that will work best for you in the long term.

One way to evaluate all the considerations is to rank the companies in each area outlined below on a scale of 1 (the worst) to 10 (the best) and then list some reasons behind the ranking. Honestly evaluate the company’s strengths and weaknesses in each of the following areas and understand how your personality, style, and ambitions will fit in with each company’s overall operation.

Company Considerations Ranking (1-10)
Office environment  
Other agents  
Market share  
Customer service  


Pay particular attention to the training the company provides and weigh this heavily in your review. Training is the foundation of your new career and you want to learn from the best. A good training program focuses on contracts, prospecting, quality, lead follow-up, the seller’s listing presentation, the buyer’s interview, handling objections, and closing techniques. These are the skills of the outstanding salesperson, and the company that understands this and provides this training is the one for you.

Source: Adapted from Your First Year in Real Estate by Dirk Zeller (Prima Lifestyles, 2001). Dirk Zeller is a speaker, trainer, coach, and author. He is the CEO of Real Estate Champions, a coaching company based in Bend, Ore.

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