If Your Brokerage or Team Isn’t On the Same Page, Here’s How to Fix It
By George Holloway @ Real Estate Daily
March 20, 2018

For most people, the term “internal communications strategy” makes them draw a blank. But, it could save your brokerage a lot of wasted time and headaches. This strategy is basically a map or vision for your company’s future, it gets everyone on the same page and gives them a clear picture of what they should be working toward.

Your internal communications strategy should answer four questions: where, how, what, and why. By stating where your company is where you’d like it to be, how you’ll know that you’ve reached it, what will happen if you don’t change the way your organization is built, and explain why this new approach is best.

Key Takeaways

  • Most brokerages don’t have an internal communications strategy and that’s hurting their team’s alignment.
  • To fix this, create an internal communications strategy that answers where, how, what, and why.
  • By answering these questions you’ll be able to align your team and achieve higher levels of growth than your competitors that don’t have an internal communications strategy.


It’s still early enough in the year that you can start fresh personally and professionally. Help your organization start fresh by taking into account what’s happened in recent history and where you want to go. From there, you will determine what steps are necessary to achieve your goals.

Writing an internal communication (IC) strategy can be the first step in mapping your goals and is virtually unused in the real estate industry. According to All Things IC, an “internal communication strategy is like a map, an outline of your organization’s journey. It’s the big picture of what you want to achieve.” This can be done by a brokerage, or an independent agent alike.

Great! So, where do you start? First, know what an IC strategy needs to address. This includes the where, how, what, and why.

Write down the current state of the company, then state where you’re heading or where you’d like to be. Create a list of objectives to support this. Then break into your “how.” Explain how you are going to get to where you want to be, as well as how long it will take and why.

You’ll then venture over to a “what” by outlining what is involved along the way to your goal. Then, throw in a little “why” by explaining why this approach is the best for the job.

Go back to “how” and tell how you’ll know when you’ve reached your destination. This part will require tangibles, measurements to support a change in reaching your goal.

Finally, give one more “what” and address what will happen if you don’t change the way you’re currently operating. If things are working for your organization, that’s great! But, there is always room for improvement.

View the original article at The Real Daily