Story By Joe Zlomek

Should real estate brokers, who often rank among any local community's most prominent business leaders, encourage their agents in acts of social responsibility? The editor of Training magazine thinks so.

Editor Lorri Freifeld, in a column published in the magazine's May 2008 edition, reports that an increasing number of executives are urging members of their companies to get involved in community projects. For many firms, she writes, "this has a double benefit. Besides doing a good deed, participation in public service programs can be an effective way to improve teambuilding, leadership development, and strategic thinking skills."

Certainly, real estate brokers could use more of those qualities in their offices.

The number of real estate sales teams working in brokerages has exploded in recent years, in part because they enjoy greater sales productivity as they allow each team member to focus on and excel at specific skills, If broker-supported community service work helps them bond even better and sell even more, everybody wins.

There are two added benefits for brokers who support and advocate community service work.

First, community service initiatives give both the brokerage and its agents heightened visibility. Good publicity always helps. Even if a newspaper never reports how the brokerage assisted in a project, the word will spread about the broker's interest and participation. People remember such things.

Second, as agents meet more people volunteering - like themselves - in community projects, they begin to form relationships that will eventually yield prospects. Worked properly, that can translate into more clients, more transactions, and a more successful brokerage.

So, brokers, choose a local charity or two. Announce to agents and employees that the brokerage is "adopting" these non-profits as its own. Put some money and personal muscle where your mouth is, because people follow best when they follow good examples. Then ask agents and employees if they'll join in too.

The results are likely to amaze you.