We’ve all felt liberated when we have an open and honest conversation about a serious problem. You feel like a burden has been lifted.

These are the kinds of conversations that many agents want to have right now. This is why your words after a lawsuit over commission will be more important than ever. Content and communication strategies that acknowledge their insecurities will help you recruit more agents and grow your business.

As the founder and CEO of Happy Grasshopper, I have learned that creating engaging calls to conversation is key to effective content. What’s the difference? You want to create a dialogue with your audience, provide reassurance, and generate curiosity. After Sitzer/Burnett, you must not only adapt to the new environment but also engage in honest conversations that will drive your brokerage forward.

Transparency is the new industry standard.

The recent real-estate litigation taught us that transparency is no longer a choice but an imperative. Transparency is the foundation of any lasting relationship. It builds trust, and, in uncertain times, it’s essential.

It is crucial to address the concerns of agents. Ask smart questions to understand their needs. What are their problems? What are their main concerns about changing brokers and their business in the New Year?

Here are some conversation starters that you should keep in mind.

• Reassurance of income security: Agents are afraid of a reduction in their income. Assure them that you have strategies in place to protect and possibly increase their income if commissions are changed.
• Empower the agents: They may be afraid of losing control. Demonstrate how your leadership empowers them to be autonomous while guiding them through the change.
• Help them: Highlight the resources available to ease their transition to new technologies.
• Advice on Navigating market volatility: Share personal insights and anecdotes that will help agents thrive in the face of unpredictable market changes.
• Reassurance of competitive edge: Agents are feeling the pressure from rising competition. Explain to them how your strategies give them a competitive advantage.

The Power of Words

Recent litigation shouldn’t be a barrier to growth for your brokerage or brand. By leveraging the power of honest conversations about current real estate headlines, your brokerage can be seen as a leader in the industry.

Your agents are looking for more than information. They want to be guided and understood. Your communication strategy will help bridge this gap by offering reassurance and encouraging change. You don’t have to overthink anything. Be real and human, and give them the opportunity to speak.

Here’s the question you should be asking yourself before the year ends: How can we have better conversations with our agents in 2020? This is the key to increasing headcount and production.

Dan Stewart is the founder and CEO of Happy Grasshopper.