Every brokerage leader understands the quiet pressure that comes with growing and sustaining a high-performing team. When an associate joins your team, they entrust you with their livelihood—an investment your leadership cannot afford to neglect. Yet many brokers struggle with associates not reaching their potential, creating costly performance gaps and succession challenges.

While some associate failures are influenced by personal circumstances beyond control, the truth is most failures are avoidable. Through years working alongside top-tier brokerage leaders, four consistent root causes have emerged. Understanding these points and addressing them systematically can safeguard your team’s success and the legacy you build.

Why Associates Fail #1 – They Were Bad Hires

One pervasive myth in brokerage hiring is the so-called “fog test”: if a candidate can fog a mirror and carries no obvious bad reputation, they are deemed acceptable. This minimal screening approach results in high failure rates and cultural dilution.

Top-performing teams rise above this mediocre standard by clearly defining their ideal associate profiles aligned tightly with their core values and brand promise. Hiring decisions should be role-specific with strategic intent. For example:

• To handle a large volume of internet leads, target unestablished, focused, and somewhat introverted associates who thrive in digital, ecommerce-driven lead conversions.
• To serve as a community liaison and social media ambassador, recruit outgoing, extroverted associates comfortable with creating diverse multimedia content.

By calibrating hiring criteria precisely, brokerages recruit associates more likely to succeed, reducing turnover and culture friction.

Why Associates Fail #2 – They Weren’t Trained

Statistically, about 10% of associates succeed independently, and another 10% can’t be saved regardless of intervention. The critical 80% in the middle depend heavily on structured, continuous training to grow and thrive.

Unfortunately, many teams focus training narrowly on risk management and compliance—necessary but insufficient. Exceptional teams inject interactive elements such as role-playing, scenario workshops, and peer accountability to foster engagement and competency.

Leaders must nurture a culture of relentless improvement and spotlight training as a priority investment. As the adage goes, “Practice like you want to play.” Sustained performance requires cultivated skills, not merely innate talent or motivation.

Why Associates Fail #3 – They Are Ignored

Behind every associate is a person with universal human needs—needs that if overlooked, diminish commitment and productivity. Effective leaders recognize and meet these five core needs consistently within their teams:

1. Certainty: Clear expectations and predictable frameworks provide a sense of security.
2. Variety: Challenge and novelty keep daily work engaging and prevent stagnation.
3. Significance: Opportunities for meaningful contribution motivate passionate effort.
4. Connection: A culture of inclusion and empathy fosters belonging and loyalty.
5. Growth: Access to development pathways ensures adaptability in a dynamic market.

Ignoring these dimensions creates disengagement and attrition. Meeting them thoughtfully supports sustained associate success and retention.

Why Associates Fail #4 – The Team Lacks Systems

Systems are the backbone of leverage for any high-growth brokerage. Without them, inconsistent execution, client dissatisfaction, and internal frustration run rampant.

Effective systems deliver scalable processes that align with your brand promise and ensure every associate can perform reliably. These include lead management workflows, training curriculums, performance tracking, and communication protocols. When systems are absent or immature, you see elevated turnover and a fragmented team culture.

Systemization empowers leadership to focus on strategy and growth while associates operate confidently within well-defined parameters.

Conclusion: The Strategic Path to Associate Success

Failure isn’t inevitable. Most associates falter due to foreseeable leadership shortfalls, not personal inadequacy. By implementing a deliberate approach—starting with strategic hiring, followed by immersive training, intentional engagement, and robust systems—you fortify your team’s foundation.

Ultimately, your leadership shapes not only your associates’ trajectories but the enduring legacy of your brokerage. Time freedom, peace of mind, and the continuity of success depend on these high-level operational disciplines.