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Recruiting agents is like planting seeds.
The real test of leadership comes after, in the watering, nurturing, and protecting that turn those seeds into deep roots.
Too many managers stop at recruitment. They get excited about new sign-ups but fail to follow through when the real work begins, the coaching, the accountability, the long hours of encouragement when motivation dips and production stalls.
If you want to build a winning, lasting team, recruitment is only the start.
Retention and development are where true leadership begins.
Build Loyalty Through Belonging
Rookies don’t stay because of commissions; they stay because of connection.
They stay when they feel they are part of something bigger than themselves, a team that believes in their potential and a leader who recognizes their effort.
As managers, we must create an environment where agents feel seen, heard, and valued.
Recognition doesn’t always mean awards, sometimes it’s a message, a handshake, or a simple “well done” after a tough week.
Lesson from the Field:
Mary Kay Ash built one of the most loyal sales forces in history through simple recognition. She said:
“There are two things people want more than sex and money — recognition and praise.”
A motivated agent performs out of purpose, not pressure.
Build Confidence Through Coaching
Many rookies lose heart not because they’re incapable, but because they don’t know what to do next.
- They have energy but no direction, motivation but no method.
- That’s where coaching makes all the difference.
- A great manager doesn’t just monitor results; he guides the process.
Sit with your rookies weekly. Review their activity, role-play their scripts, listen to their presentations. Don’t wait for them to ask for help, offer it before they fall.
Lesson from the Field:
When Ben Feldman was asked how he built his legendary career, he said:
“You don’t get ahead by doing different things. You get ahead by doing things differently.”
Coaching teaches rookies that the small daily disciplines, consistent calls, proper follow-ups, client preparation, create the big results.
Build Consistency Through Accountability
Even the most talented rookie will fade without accountability.
Set clear expectations, not to police, but to protect.
Create daily routines, track progress, and celebrate consistency.
Agents don’t need to be perfect; they just need to keep showing up.
Lesson from the Field:
Joe Gandolfo, who sold over $71 million in a single year, wasn’t extraordinary by chance.
He was ordinary with extraordinary consistency.
He saw five new people a day, every day and never stopped, even after success came.
Your agents should know that success is not a secret formula, it’s a set of repeatable habits that anyone can follow with discipline.
Our industry doesn’t grow because we add more agents.
It grows because we build better ones.
So as leaders, let’s go beyond recruitment.
Let’s invest in development, mentorship, and belief. Because when agents feel valued, guided, and trusted, they don’t just sell insurance. They represent a purpose.
And that’s when the business stops being about numbers… and starts being about people changing lives.
All the best dear leaders!!
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