The Real Culture Test: How Agencies Treat Failing Agents
When an agent is hitting targets, every agency claims them as proof of success. The spotlight shines, recognition flows, and the agency’s culture looks healthy. But culture isn’t tested when someone is winning—it’s tested when someone is failing.
How an agency responds to struggling agents reveals more about its DNA than any motivational talk or recruitment video ever could.
The Hidden Cost of Failure
Most agencies focus on celebrating top producers. Yet, the silent majority of agents fall into the “average” or “struggling” categories.
- High turnover: In Malaysia, industry churn is staggering. Many RENs last less than 12 months.
- Wasted resources: Every failed agent represents wasted onboarding, admin time, and brand dilution.
- Reputation hit: Agents who feel abandoned don’t just leave quietly. They share their frustrations with peers, poisoning future recruitment.
The way you handle these agents isn’t just HR—it’s strategy.
Three Typical Agency Responses
- The Cold Cut
Struggling agents are ignored until they quit. The boss saves short-term cost but signals to everyone else: “If you can’t close, you don’t matter.” - Toxic Motivation
Leaders scold or shame weak performers. “Why can’t you be like our top producer?” This creates fear, not growth. - Superficial Training
Agencies send failing agents to another generic seminar. Agents leave “motivated” but return with no tools, no leads, and no strategy.
Each of these reflects a shallow culture—one that prizes short-term production over long-term retention.
What a Strong Culture Looks Like
A real culture test is passed when agencies treat failing agents as an investment, not a liability.
- Diagnosis before punishment: Is the problem knowledge, skill, mindset, or simply lack of leads?
- Practical help over theory: Struggling agents need role-play sessions, shadowing, and actual leads—not another motivational quote.
- Respectful exits: If an agent isn’t a fit, help them transition with dignity. Even ex-agents can become future referral partners or clients.
- Data-driven support: Use CRM data to spot activity gaps early—before the agent is too discouraged to recover.
Why This Matters to Survival
An agency that only thrives on its top 10% is fragile. Recruitment costs rise, turnover stays high, and the culture becomes “winner-take-all.”
But agencies that support failing agents build:
- Loyalty: Agents know the agency won’t abandon them at their lowest.
- Resilience: A broader base of mid-tier producers cushions revenue.
- Reputation: Word spreads that your agency actually cares—attracting more talent over time.
Final Word
The real culture test isn’t in the trophies on your shelf or the Facebook posts about record sales. It’s in how you treat the agent who hasn’t closed in three months, who is nervous about rent, and who feels invisible.
- 👉 Do you cut them off, or do you coach them with dignity?
- 👉 Do you shame them, or do you guide them toward growth—or even a respectful exit?
Top agents may build your numbers, but how you handle failing agents builds your culture. And in the long run, culture always decides whether your agency grows—or breaks.
