In real estate, building a strong team, establishing a culture of excellence, and mentoring new talent are key drivers of lasting success.
In this episode of The A-List, Sally Forster Jones, founder of Forster Jones International, joins Chris Linsell, director of content at Luxury Presence, to share her blueprint for building a thriving real estate team. Their conversation covers strategies for assembling the right people, creating a unified culture, and leading with intention in a competitive market. This episode begins her insightful A-List series, which also includes discussions on expanding your brand internationally and serving high-profile clients.
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Starting a team: Knowing when and how
Transitioning from an individual contributor to a team leader requires careful consideration. Forster Jones recounted that her pivotal moment arrived when she recognized the limits of her own capacity: “I looked at the fact that I could not do everything, and I said, ‘What am I best at? What can I do that no one else can do?’”
Launching a team, she emphasized, begins with hiring the right support. Rather than immediately seeking specialists, Forster Jones advised bringing on a capable assistant. By first easing the burden of administrative and operational tasks, agents create space to focus on what truly drives revenue — building relationships and generating business.
From there, the expansion should proceed gradually, adding team members who specialize in marketing, listing management, and transaction coordination. Each hire must complement the founder’s strengths while ensuring the client experience remains seamless and polished.
Selecting team members: What truly matters
Finding the right people for critical early roles involves more than a resume scan or a quick interview. Forster Jones, who has hired team members from both within and outside the real estate sector, underscored the importance of trainability over experience. “Where I’ve actually had the most success is finding the individual who is smart, trainable, and won’t come with bad habits,” she said.
More importantly, she stressed that character — not just skill — must align with the team’s ethos. “Culture, ethics, and concierge service, all of the things that are really important to me have to be important to every single one of the professional staff and of the agents,” she said. Technical ability can be taught; integrity and attitude cannot.
Defining culture and expectations
Establishing a thriving team hinges on crafting a shared culture from the outset. Forster Jones insisted that a strong, unified environment is non-negotiable. “What I am creating has to be an entire unity, and everyone within the team, no matter who they are, has to embody that,” she said.
Consistency and communication play central roles. To reinforce values and ensure alignment, she holds mandatory Monday morning meetings no matter where she is in the world. “I’ve been in Africa on an elephant, literally, and I am at that team meeting,” she said. This regular cadence fosters transparency, accountability, and a sense of collective mission across the organization.
Mentorship and development: The foundation for growth
Training and mentoring team members, particularly in the early stages, is not optional — it is fundamental. Forster Jones relishes the process, even though it demands patience and considerable hands-on involvement. “It does take a lot of time. It takes a lot of effort, and you have to enjoy that,” she said.
Recognizing the industry’s lack of formal mentorship programs, she makes it a priority to accompany team members on listing appointments and deal negotiations whenever necessary. “I go with them if they need me on every single listing appointment, as many times as they need,” she said. This way, “They can actually see: How do I close the deal? What do I do? How do we talk?”
By offering real-world experiences alongside strategic guidance, Forster Jones accelerates professional development and fosters loyalty.
Embracing the realities of team leadership
Many agents mistakenly believe that assembling a team will reduce their workload. Forster Jones was quick to correct this misconception. “I’m going to burst all those bubbles,” she said, noting that building and maintaining a team demands more time, energy, and emotional investment than being a solo agent.
She acknowledged that while hiring an assistant can free agents from daily operational duties, true leadership requires significant attention to coaching, strategic planning, and interpersonal support. “Forming a team and being a team leader is a lot of work. It’s a lot of investment,” she added.
Forster Jones also warned would-be team leaders to prepare for the possibility that one day their proteges may move on to become competitors — a natural, if bittersweet, part of nurturing independent talent.
A roadmap for future leaders
For those contemplating their first hire, Forster Jones encouraged leaping forward with confidence. “You look at it and say, ‘Yes, I am ready to do this. I am ready to go to the next level,’” she said.
A mindset of embracing growth, investing in others, and maintaining an unwavering commitment to personal excellence has defined Forster Jones’ rise. And for real estate professionals looking to elevate their practice and transition from solo operators to influential leaders, her journey offers an indispensable blueprint.
Ready to build your dream team and scale your real estate brand? Schedule a demo today — our tools, expertise, and resources are designed to power your next chapter of success.
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If you’re ready to join Sally Forster Jones and the thousands of other top-producing agents who work with Luxury Presence, schedule a strategy session with our expert team today.
