The 2–8 Rule of Agency Leadership: Why Generals Matter More Than Soldiers
Every property agency leader dreams of building a strong team. But anyone who has led agents knows the reality is very different: out of every 10 negotiators you recruit, only 2 are really driving sales while the other 8 are… sleeping.
This isn’t an insult. It’s a law of the industry. And smart leaders don’t fight it—they learn how to manage it.
The 2: Your Earners
These are the lifeblood of your agency. They are hungry, disciplined, and constantly closing deals. They’re not just working for themselves—they’re carrying the company brand forward.
- They bring in the revenue that pays for everyone’s growth.
- They set the tone for performance and culture.
- They attract other hungry agents by being living proof of success.
If you don’t recognize, reward, and protect your 2 earners, you’ll lose them—and with them, the backbone of your agency.
The 8: Your Sleepers
The other 8 agents? Most aren’t bad people. They’re just not consistent.
- Some are part-timers who treat real estate like a side hustle.
- Some lack discipline, hoping for a quick win without putting in the grind.
- Some are simply not ready yet—they’re still learning the ropes, waiting for their first break.
The temptation is to write them off. But here’s the truth: today’s sleeper can be tomorrow’s performer—if guided right. Training, systems, and mentorship can wake some of them up. Not all will transform, but those who do often become fiercely loyal.
Why the General Matters
Agents are easy to get. Thousands are entering the industry every year. What’s hard to find is a general—a team leader who can rally the 2 and manage the 8.
A true general knows:
- How to push the earners to greater heights without burning them out.
- How to wake a few sleepers and turn them into contributors.
- How to keep the rest aligned so they don’t drag down the culture.
- How to create systems that generate leads for the team, insulate earners from distractions, and provide simple, repeatable processes for the sleepers to follow.
In short: the general is the multiplier. Without generals, your 2 earners eventually get tired, your 8 sleepers drift off, and your agency stagnates.
The Rule in Action: “They Good, You Good”
Leadership in real estate is simple but not easy. If your agents are good, you are good.
- Take care of your 2 earners—they’re your frontline.
- Manage your 8 sleepers—they still represent your brand.
- Find and grow generals—they are your future scalability.
Agencies aren’t built on recruitment numbers alone. They’re built on generals who know how to play the 2–8 rule.
