Equity Union uses agent-first model to drive 2025 production

Consolidation and industry change are occurring, but attention is placed on agent support. Brokers and staff follow a 15-minute rule to respond to agent questions and queries so agents and their clients do not wait. Support is organized into three pillars: technology and marketing, compliance, and education and coaching. Compliance helps agents manage risk. Technology and marketing offerings are customized because agents market differently. Education and coaching are tailored to different goals, including hiring an assistant or building and starting a team. Physical offices provide in-person help, increase productivity, and strengthen community and recognition. Agents share the culture, creating an organic recruiting pipeline and one-agent-at-a-time growth.

"A prime example of this, Hartouni said, is how quickly his brokers and staff respond to agent questions and queries. We have a 15 minute rule that all of my brokers have to abide by, so they have 15 minutes to respond to agents and that way no one, the agent or their client, has to wait, he said."

"In addition to this, Hartouni said his firm provides agents with three pillars of support: technology and marketing, compliance and education and coaching. While the compliance pillar is focused on helping agents manage risk, with technology and marketing, Hartouni noted that not all agents like to market in the same way. This means the firm's marketing department customizes its offerings to the needs of each agent."

"Similarly, agents also have different education and coaching needs and while the majority of agents at Equity Union are well-established in the industry, not all of them have the same goals. Our education is based on the needs of higher level agents, so for some that is hiring an assistant and for others it is how to build and start a team, he said."

"Hartouni believes a key to his firm's ability to support its agents is the fact that they have physical offices agents can go to get the help they need. I'm a big fan of having a physical space agents can go into. If you look at our statistics, it shows that it has helped them increase productivity and it also helps them really feel supported, part of a community and that their hard work is appreciated, Hartouni said."

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