Leadership and team management: Essential skills for entrepreneurs in real estate

It is essential to establish objectives, recruit qualified professionals, manage financial resources, monitor performance indicators, and create an organizational culture that values excellence in customer service.

In this context, real estate franchising models represent an alternative for entrepreneurs who want to develop a business with the support of an established brand, benefiting from proven working methods, training, and management tools.

Throughout this article, we explore the main leadership and team management skills, the challenges of running a real estate agency, and the opportunities available to those looking to take the next step in their entrepreneurial journey.

The Portuguese real estate sector as an opportunity for entrepreneurs

The Portuguese real estate market continues to represent a significant economic activity, characterized by different profiles of buyers, investors, and property owners.

According to data from Statistics Portugal (INE), 169,812 residential properties were sold in Portugal in 2025, with a total transaction value of approximately €41.2 billion. These results represented an increase of 8.6% in the number of transactions and 21.7% in their total value compared with 2024.

However, figures for 2026 reveal a more complex market. In the second quarter, residential property prices increased by 16.5% year-on-year, while the number of transactions decreased by 6.4% compared with the same period of the previous year.

These indicators demonstrate that rising property prices do not necessarily translate into an increase in completed transactions. For entrepreneurs in the sector, understanding local market conditions, identifying opportunities, and adapting commercial strategies are essential.

Market developments are also increasing the importance of skills that go beyond traditional property brokerage. The ability to analyze data, develop specialized teams, and build trusted relationships with clients is becoming increasingly valuable.

In the premium real estate segment, these requirements are particularly relevant. Clients expect professionals who can provide personalized service, understand high-value property assets, and manage transactions that may involve different markets and nationalities.

For those with experience in leadership, commercial management, or business development, real estate can represent an attractive entrepreneurial opportunity.

It is precisely within this context that the real estate franchise opportunities offered by Engel & Völkers become relevant, targeting entrepreneurs interested in developing their own agencies within an international network specializing in the premium segment.

Why are leadership and team management essential in real estate?

Managing a real estate agency is a business activity that combines commercial strategy, financial management, human resources, and customer service.

Unlike an individual consultant who primarily develops their own client portfolio, an agency manager must create the conditions for different professionals to work together and achieve common objectives.

A commercial team may include experienced consultants, professionals starting their careers, marketing specialists, and employees responsible for administrative tasks. Each team member has different skills, expectations, and support requirements.

The leader's challenge is to transform these individual capabilities into a consistent service that delivers results and strengthens the company's reputation.

Effective leadership also helps reduce dependence on any single professional. When knowledge, processes, and commercial relationships are distributed across a well-structured team, the business becomes more adaptable.

On the other hand, a lack of leadership can lead to problems such as low motivation, internal conflicts, missed business opportunities, and difficulties retaining talent.

For this reason, leading a real estate agency means managing people while building an organization capable of operating, learning, and evolving consistently.

8 Essential Skills for Leading a Successful Real Estate Business

1. Strategic Vision and Planning Skills

One of the main skills of an entrepreneur is the ability to transform a business idea into a concrete action plan.

In real estate, this vision begins with identifying the market in which the business will operate, understanding the target clients, and defining the agency's positioning.

An agency specializing in premium properties, for example, requires a different strategy from one focused on lower-value residential transactions.

A business leader must analyze the potential of the location, the competitive landscape, market segments, and the resources required to develop the operation.

They must also establish realistic growth objectives, anticipate investment requirements, and identify potential risks.

A good business plan should answer fundamental questions: Which clients does the agency intend to attract? What services will differentiate it? How many professionals will be required? How will profitability be measured?

Strategic vision helps guide daily decisions and ensures that business development does not depend exclusively on occasional opportunities.

2. The Ability to Recruit and Identify Talent

In the real estate sector, people represent one of an agency's most important assets.

Recruiting professionals with commercial skills is important, but it is not always enough. A real estate consultant should demonstrate communication skills, organization, initiative, professional ethics, and the ability to understand clients' needs.

Entrepreneurs must be able to identify these characteristics during the recruitment process, valuing both previous experience and development potential.

It is equally important to build a team with complementary skills. Professionals specializing in different market segments, languages, or customer profiles can contribute to a more comprehensive service offering.

Recruitment should be accompanied by well-structured onboarding processes in which new employees understand the company's culture, customer service standards, and commercial methods.

An effective recruitment strategy is not simply about increasing the number of consultants. It is about bringing together professionals who share the business's vision and objectives.

3. Communication and Emotional Intelligence

Communication is an indispensable tool in leadership and team management.

A good leader must communicate objectives clearly, explain decisions, listen to opinions, and create an environment where employees feel comfortable sharing difficulties.

In real estate, this ability is particularly relevant because professionals frequently work with demanding clients, complex negotiations, and lengthy sales processes.

Emotional intelligence helps agency managers recognize signs of demotivation, manage conflicts, and support their teams during periods of greater pressure.

For example, when an important transaction falls through, an effective leader should understand the reasons behind the unsuccessful outcome, identify lessons learned, and help the professionals involved regain their focus.

Communication also directly influences the customer experience. Teams that share information and work in a coordinated manner can provide more consistent support throughout the property buying or selling process.

4. Commercial Management and Results Orientation

A real estate agency needs an organized commercial strategy to ensure business continuity.

The person responsible for the business must monitor property listings, contacts with potential clients, property viewings, and completed transactions.

However, commercial management should not be limited to final results.

It is important to understand the entire journey of each opportunity, from the first contact through to the completion of the transaction.

If an agency receives many inquiries but arranges few property viewings, there may be a problem with buyer qualification. If viewings are frequent but rarely result in offers, it may be necessary to review property selection, pricing, or commercial preparation.

Monitoring these indicators makes it possible to identify difficulties early and make informed decisions.

A leader should also encourage transparent commercial practices and ensure that pressure to achieve results does not compromise service quality.

5. Financial Management and Profitability Control

The ability to manage financial resources is fundamental for any entrepreneur planning to open a real estate agency.

A commercial operation involves expenses related to premises, human resources, technology, marketing, insurance, and other operating costs.

Business owners must understand the differences between revenue, operating margins, profits, and cash flow.

An agency may generate a high volume of business while simultaneously experiencing financial difficulties due to excessive costs or delays in completing transactions.

It is important to prepare financial forecasts, monitor cash flow, and maintain adequate reserves to navigate periods of lower activity.

In the case of a franchise business, the initial investment, contractual conditions, and costs associated with using the brand and accessing the network's services must also be carefully evaluated.

Responsible financial management enables entrepreneurs to make growth decisions without compromising the company's financial stability.

6. The Ability to Motivate and Develop Professionals

The best commercial results tend to emerge in environments where professionals understand the value of their work and recognize opportunities for development.

A leader should understand the individual motivations of team members and promote a culture focused on continuous learning.

Ongoing training is particularly important in real estate, as consultants need to keep up with market changes, new technological tools, and evolving customer expectations.

Individual meetings, support during negotiations, and the sharing of best practices are strategies that can help improve performance.

Professional recognition should also be part of the agency's culture. Valuing positive behaviors, such as teamwork, service quality, and problem-solving abilities, helps reinforce organizational principles.

In this context, joining a network that provides structured training can represent an advantage for entrepreneurs.

Engel & Völkers, for example, offers professional development through its internal academy, supporting the preparation of consultants and licensed partners.

Those interested in developing a real estate agency with the support of Engel & Völkers can explore the brand's franchising model and the resources available for team management and professional training.

7. Digital Skills and the Use of Technology

Digital transformation has significantly changed how real estate agencies communicate, organize information, and support their clients.

Customer Relationship Management (CRM) tools allow businesses to centralize contacts, record interactions, and monitor commercial opportunities.

Digital marketing platforms help promote properties, reach specific audiences, and evaluate the effectiveness of different campaigns.

Virtual property viewings and video communication tools can facilitate relationships with buyers located in other regions or countries.

However, technology only produces meaningful results when it is used consistently.

Agency managers are responsible for selecting appropriate tools, establishing usage procedures, and ensuring that employees receive the necessary training.

Personal data management must also comply with applicable legal obligations, including the General Data Protection Regulation (GDPR).

Effective digital leadership does not mean using as many platforms as possible. It means choosing solutions that improve productivity, organization, and the customer experience.

8. Adaptability and Decision-Making Skills

The real estate market is influenced by economic, financial, demographic, and regulatory developments.

Changes in interest rates, financing conditions, and buyer preferences can affect an agency's commercial activity.

For this reason, entrepreneurs must develop a commitment to continuous learning and the ability to review their strategies.

A well-prepared leader does not rely exclusively on past results. They analyze updated information, monitor competitors, and seek to understand emerging trends.

Adaptability also involves delegating responsibilities and preparing other professionals to take on coordination roles.

As an agency grows, it becomes increasingly difficult to concentrate all decisions in one person. Building a structure with clearly defined responsibilities is essential to ensuring business continuity.

How to build and manage a high-performing real estate team

Building a commercial team should begin with a clear definition of the organizational structure.

Before starting recruitment, entrepreneurs need to identify the necessary roles and establish how professionals will collaborate.

A team in its initial stages may require a simpler structure, while a growing agency may benefit from commercial managers, administrative support, and professionals dedicated to specific business areas.

Regardless of its size, several practices are essential:

• Define individual responsibilities: Every employee should understand their duties and expected results.

• Create consistent commercial processes: Property acquisition, client follow-up, and offer management should follow clear procedures.

• Establish measurable objectives: Performance indicators should be relevant, realistic, and adapted to each professional's experience.

• Promote regular follow-up meetings: Reviewing activity regularly helps identify difficulties and share solutions.

• Invest in training: Professional skills should evolve alongside the agency's growth.

• Encourage collaboration: Sharing contacts and knowledge can contribute to better customer service.

It is also important to avoid creating an organizational culture excessively focused on individual competition.

Although commercial performance is relevant, an agency benefits when its professionals understand that brand reputation and customer satisfaction are shared responsibilities.

The objective should be to build a team capable of delivering consistent results without compromising service quality.

Which performance indicators should a real estate agency manager monitor?

Professional management requires reliable information to assess business performance.

Key Performance Indicators (KPIs) help determine whether the operation is developing in line with established objectives.

Some of the most relevant indicators include:

• Qualified property listings: The number of properties acquired for sale that match the agency's positioning and commercial strategy.

• Conversion rate: The proportion of opportunities that progress through the different stages of the commercial process.

• Average time on market: The time required to complete transactions, considering the characteristics of the properties.

• Revenue per transaction: The average commission income generated by completed transactions.

• Team productivity: The evolution of results relative to the resources used.

• Customer satisfaction and referrals: The quality of the customer experience and the ability to generate new opportunities.

The interpretation of these indicators must consider the characteristics of each market.

An agency specializing in high-value properties may complete fewer transactions than an operation focused on more widely sought-after residential properties.

For this reason, comparing only the number of sales may lead to misleading conclusions.

The real objective is to understand profitability, efficiency, and service quality while identifying opportunities for improvement.

From manager to entrepreneur: Opening a real estate agency as a business venture

For professionals who already have experience in leadership and team management, opening a real estate agency can represent a natural progression in their professional careers.

The main difference lies in the level of business responsibility.

While an employed manager operates within an existing organization, an entrepreneur assumes responsibility for decisions involving investment, financial planning, recruitment, and business development.

This transition requires preparation and a realistic assessment of business conditions.

It is necessary to study the location, understand the competition, and evaluate the resources available to support the initial investment.

In Portugal, real estate brokerage activity requires licensing by the Institute of Public Markets, Real Estate and Construction (IMPIC). The requirements include commercial suitability and the existence of professional liability insurance with a minimum insured amount of €150,000, or an equivalent guarantee, under the applicable rules.

Understanding these obligations is essential, but it does not replace the need to develop a sustainable business plan.

It is precisely at this stage that franchising can emerge as an alternative to creating a completely independent brand.

Real estate franchising: Developing your own business with the support of an international network

Franchising is a business model that allows entrepreneurs to develop an activity under an established brand, according to contractually defined conditions.

In real estate, this model can provide access to commercial methods, training, technological tools, and brand recognition.

For entrepreneurs, one of the main potential advantages is not having to develop every operational and commercial element from scratch.

However, joining a network does not eliminate the risks inherent in running a business. Agency owners continue to play a decisive role in financial management, team leadership, commercial development, and relationships with the local market.

The Engel & Völkers Franchising Model

Engel & Völkers is an international brand specializing in premium real estate, with more than 45 years of experience.

Its network operates in more than 35 countries across five continents, bringing together over 16,700 professionals in more than 1,100 locations worldwide, according to figures provided by the company.

In 2025, the network, including company-owned operations and franchise partners, recorded approximately €1.3 billion in global commission revenues.

Operating in Portugal since 2006, Engel & Völkers has announced an expansion strategy aimed at strengthening the brand's presence in markets considered relevant to the premium segment.

The franchise model provides licensed partners with different resources to support the development of their operations, including:

• Recognition of an international brand positioned in the premium segment.

• Access to an international network of professionals and client referral opportunities.

• Training and professional development through the Engel & Völkers Academy.

• Technological tools to support commercial activity.

• Methods and expertise developed through the network's experience.

• Exclusive and protected licensing territories, subject to applicable conditions.

This framework can be particularly attractive to professionals with experience in leadership, commercial management, and business development.

The ability to recruit professionals, manage results, and represent the brand in the local market remains fundamental to the success of each operation.

To learn more about this business model, you can explore the benefits of becoming a licensed Engel & Völkers franchise partner and assess how this opportunity aligns with your entrepreneurial objectives.

Where Are the Opportunities to Develop an Engel & Völkers Agency in Portugal?

Choosing the right location represents one of the most important strategic decisions for anyone planning to open a real estate agency.

A region's potential depends on factors such as buyer profiles, property availability, economic activity, and existing competition.

As part of its expansion plan in Portugal, Engel & Völkers has identified four available licensing territories: Coimbra, Évora, Aveiro, and Madeira.

Coimbra: Knowledge, Heritage, and Urban Development

Coimbra stands out for its academic, scientific, and medical importance.

The presence of universities, research centers, and specialized services contributes to a diversified economy.

The region's real estate market includes residential housing, new construction projects, urban rehabilitation, and properties of historical interest.

For entrepreneurs, the diversity of buyer and property owner profiles creates an opportunity to develop a team capable of providing specialized services.

Évora: Heritage, Tourism, and Distinctive Properties

Évora possesses a cultural and architectural identity recognized internationally.

Its historic center is classified as a UNESCO World Heritage Site, and the city is preparing to become European Capital of Culture in 2027.

The region's real estate market includes country estates, rural properties, historic residences, and properties associated with lifestyles that value nature, privacy, and heritage.

Leading an agency in this environment requires local market knowledge and the ability to work with clients seeking properties with specific characteristics.

Aveiro: Economic Dynamism and Quality of Life

Aveiro combines a strategic location between Porto and Lisbon with an economy connected to industry, technology, higher education, and services.

Its proximity to the lagoon, coastline, and desirable residential areas contributes to a diverse real estate offering.

The architectural heritage of the city center and the development of new residential projects create different positioning opportunities.

An agency specializing in the premium segment could benefit from a team that understands the characteristics of each area and can support buyers with different needs.

Madeira: International Demand and the Premium Residential Market

Madeira has distinctive characteristics within the Portuguese real estate market, associated with its island location, climate, quality of life, and international tourism reputation.

Demand for high-value properties, particularly contemporary villas and homes with sea views, represents an important segment of the region's residential market.

The presence of international buyers also increases the importance of language skills, an understanding of different cultural backgrounds, and the ability to manage transactions remotely.

For entrepreneurs interested in developing an agency in Madeira, managing a commercial team prepared to meet these requirements can represent an important differentiating factor.

Licensing territories are subject to availability and the conditions established by the brand. Interested entrepreneurs can explore opportunities to open a real estate franchise in Portugal and contact the expansion team for information about each region.

How to Prepare for Opening and Developing a Real Estate Agency

Before moving forward with a business venture, it is advisable to structure a plan that allows its feasibility to be assessed.

Proper preparation should begin with defining the entrepreneur's personal and professional objectives.

Do you intend to manage commercial activity directly? Do you have experience coordinating teams? Do you have sufficient financial resources to support the investment and initial development phase?

These questions help identify the most appropriate management model.

The next step involves conducting a market study and preparing a financial plan that considers different revenue and cost scenarios.

Entrepreneurs should also prepare a recruitment strategy, define their commercial positioning, and establish procedures for monitoring business activity.

A practical approach is to organize the priorities of the first few months into three phases.

Phase One — Preparation: Study the market, assess the investment, define the organizational structure, and understand the legal requirements.

Phase Two — Implementation: Organize operations, recruit the first professionals, implement commercial tools, and begin prospecting activities.

Phase Three — Consolidation: Monitor results, improve processes, strengthen training, and adjust the strategy to real market conditions.

These phases are intended as planning guidelines. Their duration and sequence should be adapted to the specific circumstances of each project.

Opening an agency also requires a careful assessment of contractual commitments, particularly when the business is developed through franchising.

The initial investment, responsibilities of the parties, license duration, recurring costs, and brand usage conditions should all be reviewed before making any decision.

Does Leading a Real Estate Business Require Previous Industry Experience?

Previous experience in real estate represents an advantage, but it is not the only relevant skill for someone planning to develop an agency.

Professionals from sectors such as banking, commercial management, hospitality, consulting, technology, or professional services may possess valuable knowledge for managing a real estate business.

Skills such as negotiation, financial organization, customer relations, and team leadership are transferable between different industries.

However, it is essential to recognize that real estate has its own specific characteristics.

Brokerage processes, legal obligations, property valuation, and local market dynamics require specialized preparation.

Entrepreneurs without direct industry experience should invest in acquiring this knowledge and surround themselves with qualified professionals.

Training, learning capacity, and knowledge of the local market therefore become particularly important.

Within the Engel & Völkers model, the training provided through its internal academy and the network's resources are designed to support the professional development of partners.

The most important consideration is understanding that an agency's success depends on a combination of business capabilities, real estate knowledge, and team quality.

The Future of Leadership in the Real Estate Market

The evolution of the real estate sector is transforming the responsibilities of agency managers.

Technology makes information more accessible, but it also increases expectations regarding service speed and quality.

Clients look for professionals capable of interpreting data, presenting personalized solutions, and providing guidance during important financial decisions.

At the same time, commercial teams value organized working environments, development opportunities, and leaders who know how to balance expectations with professional support.

In this environment, real estate entrepreneurs must assume a role that goes beyond sales management.

They need to develop talent, establish efficient processes, monitor profitability, and ensure that the customer experience reflects the company's positioning.

The ability to combine a strong entrepreneurial vision with a distinctive service culture will be essential for building competitive and sustainable businesses.

Turn Your Leadership Skills into a Business Venture

Leadership and team management are fundamental skills for anyone interested in entrepreneurship within the real estate sector.

Knowing how to recruit professionals, define objectives, manage resources, and build a culture focused on quality creates stronger foundations for developing an agency.

For managers and entrepreneurs looking for a new professional challenge, real estate presents different opportunities for investment and business creation.

Franchising is one of the available alternatives, allowing entrepreneurs to develop their own operations within a network that offers brand recognition, training, and commercial resources.

With an established international presence and an expansion plan in Portugal, Engel & Völkers offers opportunities for potential partners interested in developing an agency in the premium segment.

If you have management experience, an entrepreneurial mindset, and the ambition to lead your own business, you can discover how to open a real estate agency with Engel & Völkers and get in touch with the team responsible for the company's expansion in Portugal.

The first step toward a new business venture begins with an informed assessment of the opportunities, required resources, and business model best suited to your objectives.