By: HomeSmart ICARE Realty President Isom Coleman

Many real estate companies put most of their focus on how they can make more money, but at HomeSmart ICARE Realty, we concentrate on what we can do to provide value to our agents.

I have been able to scale my brokerage to more than 170 agents in four years. I credit much of that success to our offerings that deliver increased business value, which in turn, make our agents’ jobs easier.


I mentioned in my RISMedia spotlight, we provide a lot of technology specifically designed to make agents more efficient. Choosing a system that is built to reduce redundancies, makes life easier for the agent and for the brokerage. A streamlined system where everything is accessible in one place, gives agents and brokers time to focus on their business and provide the best service to their clients.

Through technology and automation, agents can easily manage every aspect of their business, from transactions to marketing. For example, a system that allows for agents’ personal websites, built with a search feature, contact management functionality and an automated process that allows agents to create personalized marketing materials at the push of a button, gives agents everything they need in-house, so they don’t have to pay to outsource additional tools and systems.


It is important to see the value of arming agents with the tools they need to properly support their clients. By providing a comprehensive orientation and training program, new agents can jumpstart their careers with the knowledge and know-how they need to succeed, and seasoned agents can brush up on the latest trends in the industry.

Encourage participation in live and online trainings. An education platform, which can be accessed anywhere via computer, iPad or smartphone, allows agents to train on their own terms.

Remain involved and invested in their business by checking up on them and reaching out when they need an extra push. Agents look to you for support.

Providing value to agents is instrumental in getting them to sing the brokerage’s praises to others. Once agents see the value you provide, and possibly at a fraction of the cost of another firm, choosing your company will be a no-brainer. In the end, it’s all about providing agents value. Value keeps them coming through the door and sticking around.

To learn more on the HomeSmart value proposition and franchise business model, contact Bryan Brooks at

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