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Training and Support Build Loyalty

Investing in training, mentoring, marketing support, and technology contribute to broker’s success.

(Boonton, NJ, June 16, 2017) — At his 1,000-agent company in Milwaukee, Joe Horning takes pains to provide education and services that keep agents loyal.

Horning is president of Shorewest Realtors, a third-generation firm he runs with his brother. He’s also 2017 chairman of Leading Real Estate Companies of the World, the network of independent brokers.

Horning says his top priority as head of LeadingRE is to promote initiatives that help independents compete with affiliates of large networks. As an example, he points to LeadingRE’s Maestro training course for new managers.

"I put six new managers through the program, and they absolutely loved it," he says.

The focus on training extends to his own company which he says is one of the few companies that still has a live training class.

"New agents tend to thrive with us because we have hands-on training, and we have a mentoring program. We have a lot of agents from other companies, and they are amazed at our education. We teach them how to sell real estate, not how to get a real estate license. They role play. Different agents come in and talk about how they do business. Some like to do cold calling, some like to go door to door, some like social media. There’s no one way to do it," he says.

The complete interview with Joe Horning appears in the June issue of Real Estate Broker’s Insider newsletter.


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