Scaling is not about becoming the biggest real estate brokerage, writes CEO Craig Tann. It is about becoming the most intentional.
Inman On Tour
Inman On Tour Nashville delivers insights, networking, and strategies for agents and leaders navigating today’s market.
When you run an independent brokerage, growth feels different.
There is no national blueprint handed down from corporate. No outside investors pushing for artificial expansion. Every agent who joins our team, every office, every strategic shift carries your name on it. That changes how you think about scale.
Over the past year, our brokerage closed $1.44 billion in sales across nearly 2,500 transactions, the highest production year in our company’s history. We also welcomed 49 new agents and expanded our footprint in Southern Nevada.
But the real story is not the record-breaking year. It is how we got there and what I believe the next generation of brokerages must prioritize if they want to grow sustainably in today’s market.
Growth is no longer about headcount
For years, the industry equated success with agent count. The bigger the roster, the stronger the brokerage. But I do not believe that model holds up anymore.
The brokerages that will win in this next chapter are not chasing the most agents. They are building the most productive ones. This past year, our agents averaged more than 18 transactions per agent. That did not happen by accident. It came from being intentional about who joins our firm, setting clear performance expectations and building systems that truly support production.
Growth without productivity is fragile. Productivity without culture is unsustainable. The new playbook demands both.
Culture is infrastructure, not a perk
Culture gets thrown around a lot in our industry. It is often reduced to happy hours and social media photos, yet real culture is operational.
It is clarity in expectations, accessibility to leadership, accountability and alignment around standards.
As we have grown, protecting culture has required more structure, not less. We have had to be disciplined about who we bring in. Skill matters, but so does mindset. A brokerage can scale quickly and lose itself just as fast if it ignores cultural fit.
If you are building an independent firm, your culture is your brand. And your brand is what agents and clients trust when markets shift.
Attracting agent interest has changed permanently
The conversations we are having today look very different than they did five years ago. Agents are more sophisticated, and they are asking smarter questions when they approach us. Splits and caps still matter, but they are no longer the deciding factor for high performers.
Top agents are looking for leadership access, operational support that removes friction, marketing that elevates their brand and stability in an uncertain market. They are seeking partnership, not just a place to hang their license.
If a brokerage’s value proposition begins and ends with commission structure, it is competing in a race to the bottom. The new brokerage playbook is about building an ecosystem strong enough that the right agents choose to be part of it.
Expansion must follow readiness
We are preparing to open another office this year. That decision was not driven by ego or optics. It was driven by demand, infrastructure and leadership depth. Expansion should follow operational readiness, not precede it.
Before entering a new market or opening another location, I believe brokerages need to ask:
- Do we have leadership in place who embody our culture?
- Are our systems strong enough to scale without breaking?
- Will this move improve agent productivity or simply increase overhead?
Scaling without systems creates chaos. Scaling with intention creates momentum.
Community is a competitive advantage
One lesson I have learned over the past several years is that growth and giving are not separate conversations. As we have expanded, we have also deepened our commitment to local nonprofits and community initiatives. That is not a marketing tactic. It is part of our identity.
When agents feel connected to something larger than transactions, it strengthens retention and loyalty. When clients see consistent community involvement, it reinforces trust. In an increasingly digital and transactional world, community remains human. And human connection still wins.
The broker’s role is evolving
The role of the broker today is less about supervision and more about leadership architecture. We are building businesses inside our business. Our job is to remove obstacles, create clarity and protect standards. The agents who join us are entrepreneurs. They do not need micromanagement. They need vision, alignment and execution support.
The old model positioned brokers as rule enforcers. The new model requires us to be strategic operators. That shift is permanent.
What comes next
Markets will continue to shift. Inventory will fluctuate. Technology will evolve. Commission structures will be debated. Through all of it, I believe the brokerages that thrive will share a few traits.
They will prioritize productivity over popularity, treat culture as infrastructure, expand only when ready and build something agents are proud to represent. For independent brokerages, especially, scaling is not about becoming the biggest. It is about becoming the most intentional.
That is the playbook we are following. And I believe it defines the next chapter of this industry.
Craig Tann is the CEO of huntington & ellis, a full-service real estate agency based in Las Vegas. Connect with Craig on LinkedIn and Instagram.
Topics: independent brokers Show Comments Hide Comments Sign up for Inman’s Morning Headlines What you need to know to start your day with all the latest industry developments Sign me up By submitting your email address, you agree to receive marketing emails from Inman. Success! Thank you for subscribing to Morning Headlines. Read Next
The real money in real estate isn’t just commissions
The stage is set for a better spring, agents say: Client Pipeline Tracker
Why too many brokers are wasting money on AI (and what they should be doing instead)
With Rocket deal, Compass strikes at organized real estate. ‘It really seems like war.’
More in Brokerage
See which states are looking to limit private real estate listings
C21 CEO: 'The broker with the strongest recruiting mindset wins'
Why lifestyle sponsorships matter more than ever in luxury real estate
What this spring means for buyers, sellers and real estate agents
Read next
Read Next
What is Keller Williams' valuation?
The real money in real estate isn’t just commissions
The stage is set for a better spring, agents say: Client Pipeline Tracker
Compass partners with Rocket-Redfin to display coming-soon listings