Our Aha: It doesn’t matter what production level an agent is in, a certain percentage of them are going to leave every year no matter what. Who moves is driven by relationships. In other words, you can’t control the churn but you can control who churns.
The keys to impacting churn are relationships and value.
Just remember: The groups most likely to leave are the groups most likely to join. This is where lead generation for real estate pays off.
In August, we covered agent churn by age and years in the business. Review August’s Edition 6 here.
Motivation Increases As You Work
The Big Idea: The Hemingway Effect proves that the closer you get to finishing a task, the more motivated you become to finish it.
The Hemingway Effect describes how motivation increases once progress is visible — starting creates momentum and unfinished work pulls you forward. It’s named after author Ernest Hemingway who intentionally stopped writing mid-sentence so he could return already in motion.
Our Aha: There’s a natural momentum to all things once you start them. So the trick to success is to just get going.
An Even Bigger Aha: There’s a natural momentum to all things once you start them. The easiest way to become someone new is simply to behave as that person would today. The easiest way to become is to simply be. In other words, start right now.
YouTube Still Reigns
Our Aha: Your agents should be using YouTube to reach new clients and you should be using YouTube to reach both clients and real estate agents.
Read Gary's digitized January letter, "Commitments" in PDF. Or click the image below to view the handwritten version.
THE LEAD™ is an exclusive leadership newsletter brought to you by KW's executive team.
Edition 11 | January 2026
You received this email because you are subscribed to KW Communications from Keller Williams Realty, LLC. You may unsubscribe or update your email preferences at any time. Keller Williams Realty, LLC, a franchise company, is an Equal Opportunity Employer and supports the Fair Housing Act. Each Keller Williams office is independently owned and operated.
Keller Williams Realty, LLC
1221 S. Mopac Expy., Suite 400
Austin, Texas 78746
