Plan B Business
Real Estate

Stop recruiting agents who never close.
Build a brokerage that retains producers.

We work with brokerage owners doing $165K-$3.3M in annual brokerage revenue - company dollar after splits, not sales volume - with 15-75 agents who are tired of the recruit-replace treadmill. Our monthly engagement, no minimum term works toward 80%+ agent retention, structured lead distribution, and a brokerage that profits independently of any single agent. How fast it moves depends on how seriously you work the plan - what you will see from the first meeting is exactly what is holding the business back.

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Industry Reality

8 patterns we see in most real estate brokerages

85%
how often we see it

Top 20% of agents produce 80% of revenue (and they know it)

Root cause: No structured lead distribution. Top agents poach own leads. Mid-tier agents starve. Bottom 30% are dead weight.

What we do: Brokerage-generated lead system with tiered distribution. Top producers get 1099 referrals + override; mid-tier get protected lead routing; under-performers get 90 days to perform or transition.

80%
how often we see it

Commission splits race-to-the-bottom (KW, eXp, Compass pressure)

Root cause: Owner competing on splits alone. Agents shop 70/30 → 80/20 → 90/10 every 18 months.

What we do: Reposition value: brokerage provides leads + CRM + admin + transaction coordinator. Splits matter less when net-to-agent is higher. Cap models retain top producers without bleeding margin.

75%
how often we see it

The CRM is an unused subscription

Root cause: Brokerage pays for CRM. Agents use Excel, paper, or personal Gmail. No data on lead source ROI.

What we do: Mandatory CRM with daily activity reporting. Lead source ROI dashboards. Lead-routing automation. Track from lead → appointment → contract → close.

75%
how often we see it

Local SEO and Google My Business neglected

Root cause: Brokerage relies on Zillow/Realtor.com leads at $50-80 per lead. No organic search presence. No content marketing.

What we do: Hyper-local SEO strategy: neighborhood guides, school district content, hyper-local market reports. Google My Business optimization. Target 50%+ leads from organic by month 18.

70%
how often we see it

Transaction coordinator role doesn't exist (agents do their own paperwork)

Root cause: Owner views TC as cost center. Agents spend 8-12 hours per transaction on paperwork. Productivity stays flat.

What we do: Hire shared transaction coordinator ($45K-$65K) covering 8-12 agents. Frees 200+ agent-hours per month. Pays for itself in incremental closings within 90 days.

70%
how often we see it

Recruiting based on body count, not unit economics

Root cause: Owner recruits 30 agents/year to net 10-12 staying. Onboarding burden is enormous. Most never close a deal.

What we do: Quality recruiting framework: minimum 3-deal track record OR investment in 90-day mentorship program. Net 8-10 producing agents per year, not 30 warm bodies.

65%
how often we see it

Owner-broker still listing and selling (full-time producer)

Root cause: Owner makes most money on personal production. Brokerage P&L marginally profitable. No time to build the business.

What we do: Owner-broker reduces personal production from 24 deals/year to 6-8 over 18 months. Replace with brokerage growth: more agents producing, better splits, ancillary revenue.

60%
how often we see it

No ancillary revenue (no mortgage, title, insurance partnerships)

Root cause: Brokerage is 100% commission revenue. Adjacent revenue streams ignored.

What we do: Build affiliated business arrangements (ABA) for mortgage, title, insurance, home warranty. Comply with RESPA. Adds $5K-$25K per closing in indirect revenue across the ecosystem.

Benchmarks

The numbers we aim at

These are the targets we work toward in an engagement - a bar to measure against, not an average anyone measured for you.

KPITypical starting pointPlan B target12-month goal
Agent retention (annual)55-70%85%+75-88%
Average agent units per year4-712+9-14
Brokerage net margin3-8%15%+10-17%
Lead-to-close conversion1-2%4%+3-5%
% leads from organic/owned channels15-25%50%+40-55%
Owner-broker personal production (deals/yr)20-30<108-14
Days to first deal (new agent)180-270<9075-120
Engagement Model

What working with us looks like

  1. 01

    Month 1: Brokerage + agent audit

    We pull every agent's 24-month production, every lead source's ROI, every transaction's gross margin to the brokerage. We identify the 5-7 agents driving 80% of profitable revenue and the bottom 30% who are net-negative.

  2. 02

    Months 2-3: CRM enforcement + TC role

    The brokerage CRM becomes mandatory, with daily activity reporting. Transaction coordinator hired and onboarded. Agent-by-agent split conversations: who's worth re-papering, who's exiting.

  3. 03

    Months 4-6: Lead system + local SEO

    Tiered lead distribution system launches. Local SEO content engine running (neighborhood guides, market reports). First ABA (mortgage or title) partnership executed. Recruiting framework rebuilt.

  4. 04

    Months 7-12: Owner freedom + compounding

    Owner-broker personal production drops by 50%+. Agent retention crosses 80%. Net margin doubles. We shift to quarterly cadence. The brokerage now profits independently of the owner's personal book.

Common questions from real estate brokerages owners

What size brokerage is this for?−
Sweet spot: $165K-$3.3M in annual brokerage revenue - company dollar after splits, not sales volume - with 15-75 agents. That is the same band our Hebrew site states in shekels. Below it there are three ways in, not none: the academy at $33/month, the $365 paid diagnostic and B-Start at $365/month - plus business-plan work for an owner who has not opened yet. Above it you usually need a full-time COO and a director of agent development in-house rather than an outside partner. It is a guide, not a gate - ask and we will tell you straight.
We're a KW/eXp/Compass franchise. Does this work for us?+
Yes, with adjustments. Franchise models have specific compliance requirements and tech stack constraints. We work within them. Independent brokerages have more flexibility - franchise brokerages still benefit from the operational and retention work.
What about NAR settlement and buyer agency commission changes?+
Critical context: the post-settlement environment increases brokerage value, not decreases it. Solo agents struggle most with buyer agreements, compensation conversations, and consumer education. Brokerages that train and equip agents to navigate the new rules will gain market share. We help you build that training and process.
Our top agent threatens to leave every contract renewal. What do we do?+
Common - and predictable. We help you assess: is this agent actually worth their threat (units, gross commission, brokerage contribution, ancillary revenue impact)? About 30% of 'top agents' are net-negative once you factor in their consumption of admin time, broker time, and lead distribution. The honest math often reveals you'd be better off without them.
What CRM should we use?+
We are CRM-agnostic and we do not sell software. The choice matters far less than the enforcement: a brokerage CRM only works when using it is a condition of the split, not a suggestion. The specification is three lines - every lead lands in it automatically, every agent logs activity daily, and lead-source ROI comes out the other end without anyone building a spreadsheet. Pick whichever platform your agents will actually open, then make it mandatory. Running that second conversation is the hard part, and it is the part we help with.
Will you help with recruiting?+
Yes - we help you build the recruiting framework, scripts, and qualification process. We don't recruit agents for you. Our goal: you recruit fewer, better agents and retain 85%+ of them, rather than the industry-standard recruit-and-lose treadmill.
Who actually does the work?+
Ligal Frish and Eitan Eshtemaker - the two co-founders. You won't be handed to associates.
What's the fee structure?+
Situation Room: $365 one-time. B-Grow: $1,430/month (most brokerages). B-Beyond: $2,750/month (multi-office brokerages or M&A prep). No minimum term and no notice period - you can end it at any time.

Stop chasing splits. Start building a real brokerage.

30-minute strategy call. We'll diagnose your top 2 levers and tell you if we're a fit. No pitch. No pressure.

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