How I Would Start an Agent Program from Scratch

Parker Chaney

Oct 18 (edited) in 💬 General

1. Figure Out What Makes You Attractive to Agents

Reflect on your success story and how it sets you apart as a mentor.
Highlight the people you’ve helped and the value your brokerage offers (mentorship, tools, culture, etc.)

Examples:

"I’ve built a $XM business and want to help you do the same."
"I’ve guided others to grow their own books of business."
"My brokerage offers mentorship that helps you succeed."

Questions to Ask Yourself:

What unique experiences and successes make me a valuable mentor?
How have I helped others succeed in the freight industry, and what role did I play?
What specific value do I offer that sets my brokerage apart from others?

Action Steps:

Write down 3 personal success stories that make you credible as a mentor.
List 3 ways you’ve helped others succeed.
Define 3 unique points that make your brokerage attractive to agents.

2. Do Outreach: The Law of 100

Target local W-2 brokers with two years of experience who want to be their own boss.
Show them that with your mentorship, they can build a business like you did.
Focus on brokers with a desire for independence and offer hands-on guidance.
Examples:

Questions to Ask Yourself:

Who in my local network or area might be ready to transition from W-2 to agent?
How can I personalize my message to connect with their desire for independence?
What pain points do they have that I can solve through mentorship?

Action Steps:

Build a list of 100 local W-2 brokers with two years of experience.
Write personalized outreach messages showing how your mentorship works.
Contact 100 brokers, focusing on their drive to be independent.

3. Warm-Up Conversations (ACA Framework)

Acknowledge their current role, compliment their skills, and ask if they’ve considered running their own business.
Highlight the benefit of local mentorship and how you can walk them through every step.
Examples:

Questions to Ask Yourself:

How can I personalize my approach to each candidate to show genuine interest?
What strengths or accomplishments can I highlight about them to build rapport?
How can I frame the conversation to naturally transition into discussing business ownership?

Action Steps:

Draft 3 personalized warm-up conversation scripts.
Reach out to 10 potential agents using ACA to open the conversation.
Offer a call or in-person meeting to explain your mentorship.

4. Sell the Dream of Business Ownership

Position yourself as a local mentor who will guide them through becoming their own boss.
Emphasize freedom, autonomy, and the personal mentorship you wish you had.
Examples:

Questions to Ask Yourself:

What aspects of business ownership will resonate most with potential agents?
How can I use my own story to inspire confidence and trust in my mentorship?
How can I present mentorship as a unique opportunity they can’t find elsewhere?

Action Steps:

Write 3 key benefits of owning a business that you can share during conversations.
Draft your personal story to show how you did it alone and how you’ll guide them.
Practice your mentorship pitch with a friend or colleague.

5. Focus on Getting Your First Agent

Target local brokers with a desire to be their own boss and offer hands-on mentorship.
Offer flexible incentives, such as a draw, to attract them to your program.
Examples:

Questions to Ask Yourself:

What specific needs does my first agent have, and how can I meet them with flexible offers?
How can I build trust with my first agent to make them comfortable with the transition?
How will I ensure their success and use it to attract future agents?

Action Steps:

Identify 3 local brokers you can meet with in person.
Offer a tailored incentive to your top candidate to close the deal.
Schedule follow-up meetings to help them move forward.

6. Get Your First Success Story

Help your first agent succeed through hands-on, step-by-step mentorship.
Capture their success in a testimonial to attract more agents.
Examples:

Questions to Ask Yourself:

What steps will I take to ensure my first agent has a fast, smooth transition?
How can I guide them to their first win to build momentum?
What key results or milestones should I capture for their success story?

Action Steps:

Set weekly check-ins with your first agent to track their progress.
Help them secure their first deal within 90 days.
Record a success story as soon as they achieve a significant milestone.

7. Leverage Social Proof to Attract More Agents

Share the success of your first agent on LinkedIn and local platforms.
Ask for referrals to other local brokers who want to transition.
Examples:

Questions to Ask Yourself:

How can I best present my first agent’s success to attract more agents?
What platforms or networks should I use to share their success story?
How can I leverage their story to get referrals and build trust with other candidates?

Action Steps:

Post your first agent’s testimonial on LinkedIn this week.
Create 3 social posts highlighting their success.
Ask your agent for referrals from their local network.

8. Compete on Value, Not High Commissions

Offer mentorship, resources, and growth opportunities instead of unsustainable commissions.
Examples:

Questions to Ask Yourself:

What specific resources, tools, or support do I offer that make my brokerage more valuable than high commissions?
How can I communicate the long-term benefits of joining my brokerage over quick financial incentives?
How can I highlight the success of agents who have grown with my mentorship?

Action Steps:

List 3 non-commission benefits you offer (mentorship, tools, growth opportunities).
Highlight one of these benefits in your next outreach.
Emphasize mentorship in your conversations rather than commission.

9. Build Long-Term Partnerships