THE HOUSE WHISPERS: EFFECTIVE LEADERSHIP STYLE IN IMPROVING SALES AGENT'S PERFORMANCE, EXPERIENCES OF REAL ESTATE BROKERS AND SALES AGENTS

Leadership in real estate is critical not only for guiding and motivating sales agents but also for maintaining a competitive edge in a fast-paced and often volatile market. This study aimed to explore the leadership styles employed by real estate brokers in Balayan, Batangas, and examining how these styles influence agents’ daily work, motivation, and overall performance. The researchers used a qualitative method with a case study design and selected five (5) real estate brokers and ten (10) real estate agents from RCD Royal Homes via judgmental sampling technique. Through a thematic analysis the collected data were systematically measured and analyzed. The results indicated that effective leadership is multifaceted, with different styles contributing to various aspects of team dynamics and organizational performance. This study highlights the importance of various leadership styles, with transformational leadership being the most influential in motivating and engaging sales agents, while supportive leadership fosters a positive and collaborative work environment. However, challenges such as communication barriers, resistance to change, and operational constraints require leaders to adapt, promote open communication, and prioritize teamwork to ensure organizational success. It is recommended that real estate brokers undergo leadership training, improve communication, foster collaboration, implement feedback systems, and create mentorship opportunities to enhance performance and adaptability within their teams.