28 REALTOR® MAY/JUNE 2016 REALTORMAG.REALTOR.ORG
Real estate has been slow to attract young professionals, but forward-
thinking brokers are overcoming common barriers to entry. BY MEG WHITE
When Berkshire Hathaway acquired Prudential Real Estate
in late 2012, Brian McKenna was in a pensive mood. The two
upstate New York o;ces where he’d been serving as broker-manager had been in the same family for 90 years. At this
moment of dramatic change, the demographics of the industry
didn’t jibe with what he was seeing in business news elsewhere.
“I keep hearing about di;erent professions being over-
whelmed with millennials,” he remembers thinking. “Why isn’t it
happening with real estate?” McKenna’s questions blossomed
into a book. Generation Now: Recruiting, Training and Retaining
Millennials, published last year, dispenses what he calls “mini
lessons written in real language” to brokers struggling with this
issue. McKenna, 50, says more than 20 percent of the 84 agents
he manages now are in their mid-thirties or younger, up from
about 12 percent four years ago.
The industry as a whole seems to be moving in the right
Productivity Booster: Broker-owner Philip Becker, second from right,
has set up a café in the o;ce to entice his sales associates to come in early.