In Successful Strategies For Real Estate Sales Managers, Floyd Wickman outlines the five fundamental jobs of a real estate sales manager: recruit, train, direct, motivate, and upgrade. These timeless principles remain as crucial today as ever—especially in a constantly evolving market.

Some agents are waiting for the market to "normalize," but seasoned professionals know that real estate is always shifting. The most successful managers embrace change, adapt their strategies, and lead their teams forward.

Across North America, inventory shortages continue to challenge buyers and sellers alike. Some markets are thriving, while others are struggling to regain momentum. No matter where your business stands, applying Wickman-style sales management can help you strengthen your team and drive results.

1. Recruit Listing-Focused Agents

Recruiting is the lifeblood of any successful brokerage. Prioritize bringing in both new and experienced agents who are eager to generate listings. Even better, the energy of new recruits can help reignite motivation among your existing team members.

2. Train Agents on the Art of Getting Listings

Listings fuel production. Make sure every agent in your office is well-versed in:
✅ Having effective listing conversations
✅ Generating quality listing leads
✅ Converting leads into appointments
✅ Delivering a dynamic listing presentation
✅ Pricing properties correctly while protecting their commission
✅ Handling listing objections with confidence

3. Direct Your Agents’ Activities Toward Listings

With an overwhelming amount of information available, agents don’t need more noise—they need clear direction. Provide a structured plan that keeps their focus on securing listings.

4. Motivate Agents to Prioritize Listings

Celebrate listing efforts just as much as results. Recognize, praise, and reward agents who take action—whether that’s booking more appointments, refining their scripts, or securing new listings.

5. Upgrade Your Team If They Won’t Work Listings

Floyd Wickman famously spells upgrade as F-I-R-E. If an agent consistently resists working on listings, it may be time to reconsider their place on your team. A great rule of thumb? “You can’t take a listing out of the inventory unless you put one in.” A thriving brokerage needs active listing agents to ensure buyers have choices.

Lead with Purpose—And Watch Your Team Grow

Strong sales management isn’t about waiting for the perfect market conditions—it’s about creating success regardless of the market. The best real estate leaders adapt, train, and inspire their teams to rise to every challenge.

If you’re a manager looking to sharpen your leadership skills and grow your office, we offer specialized coaching for real estate sales managers.

Book a free call with Coach Cathy to learn more.