S
uccess for real‑estate teams starts with smart spending on technology and leads, but the first step is recruiting agents who can truly leverage their talent. Mahala Landin, broker and team leader at Carolina Collective Realty, says the secret is finding ambitious, responsive agents. “When you back dynamic salespeople and help them amplify their strengths, that’s when the magic happens,” she told a T3 Sixty webinar.
New agents often need coaching to use their time efficiently. Landin explains that coaching helps agents understand where their return on investment lies and how to run their business intentionally. “It’s about showing them where the money comes from and how to be purposeful,” she said.
The most successful teams adopt emerging technology, but they do so selectively. “You don’t want to spend on every shiny gadget that comes along,” Landin cautions. “If you do, you’ll burn through your budget with nothing left.” Tools that improve prospecting and client communication, however, can add lasting value. “We aim to build sustainability and longevity for agents,” she added. “Let’s work smarter, not harder.”
A common pitfall is pouring money into lead generation without ensuring agents can convert those leads. “Buying leads is a dangerous game,” Landin warns. “You can spend thousands on leads, but if you don’t invest in training agents to turn them into business, you’re just burning cash.”
Profitability, she notes, is a balancing act. “You need a fine balance between what the team offers—support, resources, training, leads—and the compensation you provide,” she says. “Operational excellence is what ultimately drives profitability.”
When it comes to AI, Landin believes it shines most at the beginning of a campaign. “AI gives agents a structure or idea to build upon,” she says. She uses AI for creative marketing, leveraging it to address weaknesses and fill gaps in her business. “It’s a powerful tool for getting started,” she adds.
Yet AI isn’t flawless. Verl Workman, CEO of Workman Success Systems, cautions that tools like ChatGPT can produce inaccurate information. “You have to be careful,” he says. AI also lacks emotional intelligence, which is crucial for understanding the motivations of buyers and sellers. “That’s where AI falls short,” Landin notes.
