AXEN Onboarding Guide
You Made the Right Move.
Everything from this point forward is about you — your income, your growth, your time.
We built AXEN to be the brokerage we always wished existed. One that pays you what you're worth, gives you real support so you're not figuring everything out alone, and stays out of your way so you can actually run your business.
This onboarding guide walks you through everything — your tools, your Deal Desk team, your marketing playbook, and how to start making money immediately. Don't just skim it. Go through it step by step, and by the end of your first week, you'll be fully operational.
We're here for you. Let's get to work.
— Chase Lance, Co-founder
Why AXEN Exists
Most brokerages take a big cut of your commission and give you a logo, an email address, and not much else. You're left figuring out your own tech, your own marketing, your own transaction management — and paying for the privilege.
AXEN was built to fix that. We designed a platform where agents keep more of what they earn, get real operational support from day one, and have access to tools and systems that actually help them close more deals.
We're not a traditional brokerage. We're an operating platform — with lending, title, insurance, home warranty, education, and a full tech stack built around one idea: your success should come first.
What You Actually Get Here
More Money Per Deal
Flat fee per closing. Low annual cap. No percentage splits. Once you cap, you keep 100%.
A Team That Has Your Back
Deal Desk handles your contracts, deadlines, and coordination so you can focus on clients, not paperwork. Live support everyday.
Tech That Works For You
CRM, IDX website, geofarming, AI-powered marketing, Google Workspace, transaction software & so much more.
Revenue Share
Build a team and earn from their production across 5 levels. 100% of closing fees are paid back to agents.
No Junk Fees, No Surprises
The admin fee can be covered by the client or vendors. You keep your money where it belongs.
What Makes AXEN Different?
We Handle the Hard Stuff
Hiring, training, compliance, legal, E&O insurance — that's on us. You focus on selling. We assume the liability.
You Keep Your Brand
Your name, your logo, your identity. We integrate behind the scenes to support your business, not replace it.
A Platform, Not Just a Brokerage
Most brokerages make money one way: your split. AXEN is built with multiple profit centers so we don't need to squeeze agents to survive. That's why we can offer more and charge less.
Multiple Revenue Streams
Beyond your commissions & revenue share, you have access to mortgage, title, insurance, home warranty & more affiliate income.
PART 1
Welcome to AXEN
Orientation, expectations, and everything you need to hit the ground running.
Expectations
What AXEN Expects From You
- Professionalism in all client and team interactions
- Timely communication (respond within 24 hours)
- Adherence to compliance and ethical standards
- Active participation in team meetings and training
- Consistent use of AXEN systems and tools
- Commitment to your personal growth and production goals
What You Can Expect From AXEN
- Full brokerage support and mentorship
- Access to cutting-edge tools and technology
- Marketing and branding assistance
- Transparent commission and fee structure
- A collaborative and encouraging team culture
- Ongoing training, coaching, & professional development
Culture & Communication
At AXEN, clear and professional communication is the foundation of our team culture. Here's how we stay connected and aligned.
Zoom
Primary tool for day-to-day team communication. Use for any agent or broker support questions.
Email
Used for formal communication, client correspondence, and document sharing. Respond within 24 hours.
Group Text / Google Chat
Used for time-sensitive updates and quick team coordination. Keep notifications on during business hours.
Team Meetings
Weekly virtual or in-person meetings. Attendance is expected. Agendas shared in advance.
Response Time
Respond to broker and team messages within 24 hours. Client messages within 2 hours during business hours.
Tone & Professionalism
Always communicate with respect, clarity, and positivity — whether with clients, partners, or teammates.
Support System & Help
Your go-to people at AXEN. Don't hesitate to reach out — we're here to support you.
Note: Jumping on the LIVE Agent Support Zoom is your best course of action to get immediate answers/resolution.
Your First 30 Days
A roadmap to get you set up, connected, and closing.
Week 1 — Get Set Up
- Complete onboarding paperwork
- Set up CRM and tech tools
- Join FB and team group chats
- Review this onboarding guide in full
- Schedule intro call with your Upline
Week 2 — Learn the Systems
- Complete CRM setup walkthrough
- Explore your AXEN agent website
- Review deal desk process and forms
- Familiarize yourself with the Tech Stack Video Trainings
Week 3 — Start Building
- Set up all social media profiles
- Claim and optimize Google Business Profile
- Begin posting content (use Social AI)
- Reach out to your sphere of influence
Week 4 — Scale
- Submitting Client Rep Agreements & Purchase Agreements to Deal Desk
- Attend your first AXEN Immersion
- Set 90-day goals with your Upline
- Start Building your 5 Level Team
Calendar & Recurring Events
Stay in the loop — these are the events and touchpoints that keep our team aligned and growing.
Weekly Huddle
Every Wednesday at 9AM PDT. Company Updates and Tips to Win in Today's Market.
Onboarding Part 1-3
Every Tues-Thurs at 11AM PDT. Orientation, Deal Desk, Business Toolkit.
LIVE Agent Support
Monday-Friday from 8AM-6PM PDT. Get real-time answers from the support team.
AXEN Immersions / Level Up Live
Monthly Agent Masterminds focusing on you to developing your skills in-person with the team.
6 Figure Recruiting Bootcamp
Every Tuesday at 12PM PDT. Learn How to Recruit & Develop Agents for your 5 Level Downline.
WHY AXEN Realty
Every Mon (5P), Wed (4P) & Thur (3P) PDT. For agents looking to discover how AXEN can benefit their real estate business.
All events are added to the AXEN shared calendar. Plus Found Here: https://axenrealty.com/live-support
First Steps
These initial actions will ensure a smooth transition and set you up for immediate success at AXEN Realty.
Activate / Transfer Your License
Complete the necessary paperwork. Contact your state broker to transfer license.
Define your initial objectives and vision for your business with our structured goal-setting tool.
Connect with your fellow agents and the AXEN team on our exclusive Facebook group for collaboration and support.
Provide your professional headshot and a brief bio for your AXEN profile and marketing materials.
Celebrate Your New Success
Share your exciting news with a "Just Joined" post on social media to announce your move to AXEN Realty!
Core Systems Access
Get connected to the essential platforms and tools that power your success at AXEN Realty. Ensure you have access to each of these crucial systems:
Your professional communication hub. Access all necessary Google applications.
Manage your leads, contacts, and client relationships, alongside your personalized AXEN website.
Access our proprietary database for market insights, property data, and client information.
Leverage our integrated marketing tools to promote your listings and build your brand.
Your dedicated portal for ledger, payroll, recruiting, FAQs and downline.
Bookmark Technology Platforms & Save Logins
Keep all your essential platforms readily accessible and secure your login credentials.
Ensure All Upcoming Events are on Calendar
Sync your calendar with AXEN's to stay informed about training, meetings, and important dates.
How to Access Your AXEN Google Workspace
Follow these simple steps to successfully log into your AXEN Realty Google account.
Check Your Welcome Email
Locate the email containing your login credentials and temporary password. (sent to your personal email)
Navigate to Google Login
Go to mail.google.com or accounts.google.com in your web browser. (use Google Chrome)
Enter Credentials
Use your provided AXEN email address (e.g.,
yourname@axenrealty.com) and the temporary password to sign in.Set New Password
Follow the prompts to create a new password. Enroll in 2FA. (2-factor authentication with your phone #)
Explore Your Workspace
Once logged in, take time to familiarize yourself with Gmail, Calendar, Drive, and other essential Google tools.
Accessing Shared Resources on Google Drive
Follow these steps to navigate to our shared AXEN Google Drive.
Open Google Chrome
Start by opening Google Chrome browser and navigating to Google Drive to ensure optimal performance.
Access Shared Drives
From your Google Drive, locate and click on the Shared drives folder in the left-hand navigation panel.
Enter AXEN Success Center
Find and click on the AXEN Success Center folder to access our central repository of information.
Navigate to Agent Onboarding
Inside the Success Center, open the 0. Start Here folder, then proceed to the 1. Agent Onboarding folder.
Important Resources
Your go-to contact list for orientation necessities.
PART 2
Deal Desk: Client to Close
Streamlined transaction team that empowers you to focus on building relationships & closing deals.
The Big Picture
A transaction from signed contract to closing day — here's the full journey.
1
1. Contract Executed
Both parties sign. Earnest money deposited. TC notified immediately.
2
2. Open Escrow
Title company opens escrow. Buyer's lender orders appraisal. Inspection period begins.
3
3. Inspections & Due Diligence
Buyer completes inspections. Negotiate repairs or credits if needed.
4
4. Appraisal
Lender orders appraisal. If value comes in low, renegotiate or buyer covers the gap.
5
5. Loan Processing
Lender processes the file. Underwriting reviews all documents. Conditions cleared.
6
6. Clear to Close
Lender issues CTC. Final walkthrough scheduled. Closing disclosure sent to buyer.
7
7. Closing Day
Buyer signs loan docs. Funds wire. Title records. Keys handed over. 🎉
AXEN Deal Desk
Your Complete Transaction Coordination Solution
Client to Close Management
Comprehensive checklist management ensuring nothing falls through the cracks from initial contact to final closing.
Deadline & Contingency Tracking
Proactive monitoring of all critical dates and contingencies to keep your deals moving forward smoothly.
Complete File Organization
Dotloop loop creation, document organization, and ongoing file management and upkeep for total clarity.
Multi-Party Communication
Professional coordination with clients, cooperating agents, lenders, title companies, and escrow officers.
Weekly Transaction Updates
Detailed client update emails keeping everyone informed and reducing your communication burden.
Document Creation & Writing
Expert preparation of offers, listing agreements, pending documents, and all transaction paperwork.
Final Archiving & Compliance
Complete file archiving and compliance documentation for your protection and peace of mind.
Your Role vs. Deal Desk Team
Know your lane — and trust the team.
Your Role
- Negotiate the Contract Terms
- Submit Complete Information Upfront
- Set Clear Client Expectations
- Communicate Timeline Changes
- Negotiate repairs and credits
- Attend the closing
Your Deal Desk Team
- Prepares the Contracts for your Offers
- Open escrow and coordinate with title
- Track all deadlines and contingency dates
- Collect and organize all required documents
- Communicate with lender, title, and escrow
- Send reminders for upcoming deadlines
- Ensure compliance with brokerage requirements
- Prepare the file for broker review and closing
When in doubt, ask your TC. They are your transaction lifeline.
Required Documents & Forms
Every transaction requires a complete file. Here's what you need, where to find it, and how to submit it.
All forms are available in Skyslope. Contact your TC if you're unsure which form to use.
Compliance Standards
Compliance protects you, your clients, and the brokerage. These are non-negotiable.
Submit Documents on Time
All transaction documents must be uploaded within 48 hours of contract execution. Late submissions will be flagged.
Agency Disclosure Required
Agency disclosure must be provided to all parties before any representation begins. No exceptions.
No Undisclosed Dual Agency
Dual agency must be disclosed and agreed to in writing by all parties before proceeding.
Earnest Money Handling
EMD must be deposited within the timeframe specified in the contract. Never hold EMD personally, nor does AXEN Realty hold EMD.
Advertising Compliance
All marketing materials must include your license number and brokerage name per state law.
MLS Accuracy
Listings must be entered accurately and updated promptly. Incorrect MLS data can result in fines.
Common Mistakes That Get Flagged
- Missing signatures on disclosures
- Incorrect or missing dates on contracts
- Submitting incomplete files
- Using outdated forms
- Advertising without required disclosures
If you're ever unsure about compliance, ask before you act. It's always easier to prevent an issue than to fix one.
Key Deadlines & Timelines
Missing a deadline can kill a deal. Know these dates cold.
All deadlines should be tracked in your transaction management platform. Your TC will send reminders, but the responsibility is yours.
Common Mistakes to Avoid
And How Deal Desk Prevents Them
Incorrect Timelines
Prevention: Proactive deadline tracking with automated reminders keeps all parties aligned to avoid any confusion.
Missing Disclosures
Prevention: Comprehensive checklists ensures all required disclosures are obtained.
Missing Signatures/Initials
Prevention: Systematic document review and verification process catches missing signatures early.
Poor Client Communication
Prevention: Professional and consistent communication with all parties to transaction.
Lack of File Compliance
Prevention: Expert compliance management ensures every file meets regulatory code & minimizes your liability.
Client Confusion
Prevention: Regular, clear updates keep clients informed and confident throughout the entire transaction process.
Collection of EMD
Prevention: Proactive communication with title & other parties to get EMD receipt before EMD window ends.
Delayed Payouts
Prevention: Ensuring every legal requirement is accounted for prior to closing, so you paid on time.
PART 3
Your Business Toolkit
The tools, platforms, and partnerships that power your AXEN business.
Your Productive Day:
The 80/20 Agent Routine
Maximize your impact and efficiency by structuring your day around the powerful 80/20 Principle. Dedicate your prime hours to high-leverage activities.
8:00 AM – 10:00 AM: Work ON Your Business (20%)
This dedicated block is for strategic growth, not daily tasks. Focus on activities that improve your long-term success:
- Improve processes and systems
- Planning and goal setting
- Professional development and learning
- Strategic marketing development
10:00 AM – 6:00 PM: Work IN Your Business (80%)
These are your client-facing hours, driving direct revenue and building relationships:
- 1st Hour: Proactive marketing to generate new clients. (buyers/sellers)
- 2nd Hour: Dedicated (conversion) lead follow-up and appointment setting.
- Go on buyer, seller and rental appointments.
- List and show properties.
- Write and submit offers; put deals together.
- Actively seek new referrals.
- Follow up for 5-star reviews.
- Introduce agents to AXEN Realty for Revenue Share.
By consistently prioritizing "work on" vs. "work in," you build a sustainable and highly profitable real estate career at AXEN.
Agent Success Tracking Metrics
Seven key metrics to monitor for consistent growth and income at AXEN Realty. Focus on these activities to drive your business forward.
Show Homes to a Buyer
The initial step in client engagement, indicating active buyer interest and progress.
Write an Offer for a Buyer
A direct indicator of converting client interest into concrete transactional steps.
Put a Deal Under Contract
The critical milestone of securing a transaction, moving closer to closing and commission.
Sign Up a New Buyer
Expanding your client base by successfully onboarding new buyer clients.
Sign Up a New Seller
Growing your listing portfolio by bringing new seller clients into the AXEN family.
Get a 5-Star Review
Building your reputation and credibility through excellent service and client satisfaction.
Introduce an Agent to AXEN Realty
Contributing to the growth of the brokerage community and unlocking potential revenue share.
Regularly tracking these metrics will help you identify areas of strength and opportunities for improvement, ensuring a successful career with AXEN Realty.
Lofty CRM Overview
Your CRM (Customer Relationship Manager) is the engine of your business. It's where you track every lead, manage every follow-up, and build the relationships that turn into closings.
What It Is
Lofty is our brokerage provided platform for managing contacts, leads, and follow-up sequences.
Why We Use It
Centralizes all your leads in one place, automates follow-up, and gives you visibility into your pipeline at all times.
Daily Workflow
Log every new contact, set follow-up tasks, update lead status after every interaction, and review your pipeline each morning.
Lead Sources It Tracks
Website leads, referrals, open house contacts, sphere of influence, and referral platform leads.
Reporting
Use the CRM dashboard to track your conversion rates, pipeline value, and activity metrics.
Your CRM is only as good as the data you put in. Make it a daily habit.
Lofty CRM Setup Walkthrough
Get your account ready in your first week. Follow these steps to hit the ground running.
01
Step 1 — Create Your Account
Go to https://lofty.com/. Use your AXEN email to login. Check your inbox for a verification email to get access.
02
Step 2 — Complete the Guided Setup
Add your Profile Information. Select your website subdomain and associated MLS(s). Build Database (details in step 3)
03
Step 3 — Import Your Contacts
Export your existing contacts from your phone or email as a CSV file. Upload the file using the "Import Contacts" feature. Tag contacts by source (sphere, past client, referral, etc.).
04
Step 4 — Download the Mobile App
Download the Lofty Mobile App on your smart phone. Ensure you login on your device & turn on notifications to ensure nothing is missed.
05
Step 5 — Optimize your Personal Settings
Add your MLS Agent ID. Link all of your social media pages in the Marketing: Social Agent. Complete all setting info.
06
Step 6 — Begin Self-Paced Video Library
Navigate to the Video Library and watch Kickstart your CRM journey. Then watch 1 video / day & utilize tools afterward.
Note: Need help? Contact Lofty Support at support@lofty.com or 855-981-7557 or watch tutorial videos in the library.
Your AXEN Website
Every AXEN agent gets a personalized website — your digital home base for leads, listings, and your brand.
Your Agent Site
Your site is live at [YourName].axenrealty.com. It includes your bio, headshot, listings, and contact form.
How to Customize It
Log in to the agent portal at unknown link. Update your bio, headshot, featured listings, and contact details.
What's Included
IDX listing search, lead capture forms, active and sold listings, testimonials section, and blog/content area.
How Leads Come Through
When a visitor fills out a contact form or saves a search, you'll receive an email notification and the lead is automatically added to your CRM.
SEO & Visibility
Your page is optimized for local search. Keep your bio updated with your city and specialty keywords to improve your ranking.
Need Changes?
Contact support@lofty.com or navigate to Marketplace to request custom changes or additional features for your page.
Referral Exchange Companies
These are top referral companies to help you grow your business beyond your sphere. They will send you leads (buyers, sellers) and you only pay IF it becomes a closing. The referral fee can range from ~5-30%.
Enrollment
Register for each Referral Company below (individually)
General Expectations for All Referral Leads:
- Respond within 5 minutes of receiving a referral
- Log the lead in your unknown link immediately
- Provide updates to the referral source as required
- Pay the referral fee at closing — this is a contractual obligation.
Referral fees are separate from your AXEN commission split. Always disclose referral fee to the Deal Desk Team.
Revenue Share Explained
At AXEN, your earning potential goes beyond your own closings.
Our revenue share model rewards you for growing the AXEN team. When you refer an agent who joins AXEN and closes deals, you earn a of the brokerage's profit — at no cost to the agent.
01
You Recruit Agent A
Agent A joins AXEN and starts closing deals.
02
Agent A Closes a Deal
AXEN earns its brokerage split from Agent A's transaction.
03
You Earn Revenue Share
You receive $100 or $200 of AXEN's portion — automatically, every time Agent A closes.
04
It Compounds
Recruit more agents, earn from more closings. Your revenue share grows with your network.
Key Details:
- Revenue share is paid monthly
- No cap on how many agents you can recruit
- Revenue share continues as long as the agent is active at AXEN
- Revenue share pays based on producing agent's plan
Two Agent Pay Plans: Both Payout Rev Share
Pro (Solo Profit)
Elite (Scale Fast)
AXEN Pro
$500/closing • $6,000 cap
Best for <12 deals/year
Includes all tools + support to maximize net as a solo agent
+ Full Tech Package
+ Deal Desk: TC support
+ Revenue Share & Team Building
AXEN Elite
$1,000/closing • $12,000 cap
Best for >12 deals/year
Includes more in-person conferences to scale faster
+ Stock
+ High Level Masterminds
+ Reverse Sign-on Bonus
Key Detail: You earn revenue share based on producing agent's pay plan not dependent on upline's plan.
100% Paid Back to Agents
5 Levels • 20% Each
Level 1 • 20%
The Catalyst - You Just Started
Level 2 • 20%
The Builder - You Can Duplicate
Level 3 • 20%
The Architect - You Create Leaders
Level 4 • 20%
The Empire - Your An Organization
Level 5 • 20%
The Multiverse - Your A Force Multiplier
Pro Closing
$100 / level distributed from $500 closing
Elite Closing
$200 / level distributed from $1,000 closing
Revenue share rewards agents who help build + grow the AXEN community. 100% of your closing fee goes back to agents.
Get Paid Like an Owner
Affiliate Partnerships
AXEN has vetted and partnered with top local vendors so you can confidently refer your clients.
Mortgage Solutions
Title & Escrow
Insurance Services
Home Warranty
Note: "Using preferred vendors is not required, but strongly recommended. These partners understand our standards and prioritize AXEN clients. Always disclose any referral arrangements to your clients."
Lower Rates for Consumers
Access competitive interest rates, helping your clients secure more affordable financing.
Diverse Loan Products
Offer a wide range of mortgage options, catering to all client needs from conventional to specialized programs.
Faster Turn Times
Benefit from an expedited loan process, quicker approvals and smoother transactions for your buyers.
Compensation
Two pathways to earn revenue from the purchase, refinance or HELOC loans that your clients get.
Submit your Preferred LO Form
Access: NEXA Lending Google Drive
As an AXEN agent, you gain access to Agenta Title, our preferred title company, dedicated to streamlining your transactions and enhancing client satisfaction.
Exceptional Service
Benefit from a dedicated team that prioritizes clear communication and a smooth closing experience for every client.
Transparent Pricing
Provide your clients with clear, upfront fee structures and competitive rates, fostering trust and predictability.
Tools & Marketing Support
Leverage cutting-edge technology and marketing resources to educate clients and simplify the title process.
Client Savings
On average, clients save 29% (or $481.24) annually compared to market rates.
Nationwide Carriers
Access quotes from a vast network of top-rated national insurance providers, all in one place.
Faster Closings
Proactive insurance solutions help avoid common delays, ensuring smoother and quicker transaction closings.
Year-After-Year Savings
Policies are re-shopped at every renewal to continuously pass on the best possible savings to your clients.
Get Quote for AXEN Agents: axen-agents.turboinsurance.com
Access: Turbo Google Drive
Client Piece of Mind
Minimizes post-sale stress from any unexpected repair costs on major systems and appliances after closing.
Choose Your Own Contractor
Get repairs completed on your schedule. Work with contractor of your choosing that you trust.
Smoother Transactions
Helps prevent last-minute deal complications due to inspection-related repair issues given coverage.
Enhanced Agent Reputation
Post sale legal protection on listings for 2 years. Prevents post-sale headaches when systems break.
Access: APHW Google Drive
PART 4
Build Your Brand
Your brand is your business. Let's build one that attracts, converts, and lasts.
Why Personal Branding Matters
In real estate, people don't just hire a brokerage — they hire YOU. Your personal brand is what makes you memorable, referable, and irreplaceable.
Trust & Credibility
82% of consumers say they're more likely to trust a company or agent with a strong personal brand.
Lead Generation
Agents with consistent online presence generate 3x more inbound leads than those without.
Always Working
Your brand works 24/7 — even when you're not.
Boost Referrals
Referrals increase when people can easily find and share your online presence.
Attract Ideal Clients
A strong brand lets you charge your worth and attract the clients you actually want to work with.
The agents who invest in their brand early build businesses that sustain themselves. Start now — even imperfect action beats perfect inaction.
Branding Foundations
To cultivate a strong and cohesive professional image, it's crucial to establish a consistent brand identity across all platforms. This not only prevents a scattered appearance but also significantly boosts trust and SEO signals.
NAP Lock
Utilize one exact Name, Address (or "service area"), Phone, and Site URL everywhere.
Brand Conformity
Maintain the same headshot, description, logo, email, and service areas across all your online profiles.
Define Your Brand Kit
1
Professional Headshot
High-resolution, smiling, and business casual for a welcoming first impression.
2
Distinctive Logo
A simple, real estate-themed design; easily created via tools like Canva.
3
Consistent Color Scheme
Select colors that reflect your brand, e.g., blue for trust, green for growth.
4
Impactful Tagline/Bio
Craft a concise statement: "Dedicated real estate agent serving [City, State]. Helping families find their dream homes since [Year]."
5
Complete Contact Info
Ensure clear display of your phone, email, website URL, and social handles (e.g., @YourNameRealtor).
Your Branding Checklist
Update your professional headshot and logo to meet current standards.
Draft a compelling 100-150 word bio, highlighting your experience, specialties (e.g., luxury, first-time buyers), and any testimonials.
Ensure all online profiles use the same username/handle (e.g., @YourNameRealEstate).
Always use your professional email address (i.e., name@axenrealty.com) for all business communications.
Your Online Presence Checklist: Part 1
Before you post a single piece of content, make sure your foundation is solid.
Google Business Profile
- Claim & verify your Profile Here
- Phone, email and website added
- Professional headshot uploaded
Bing Business Profile
- Similar to Google Profile but less traffic
- Import from Google to Bing Here
- Add keywords in description
- Monitor for reviews and updates
Zillow Agent Profile
- Claim Profile Here
- Complete Profile: headshot, bio, contact info, license
- Past sales added (ensure # is correct & AXEN affiliation)
- Specialty and service areas listed
Realtor.com Agent Profile
- Claim Profile Here
- Complete Profile: headshot, bio, contact info, license
- Past sales added (ensure # is correct & AXEN affiliation)
- Specialty and service areas listed
Homes.com Agent Profile
- Claim Profile Here
- Complete Profile: headshot, bio, contact info, license
- Past sales added (ensure # is correct & AXEN affiliation)
- Specialty and service areas listed
Lofty Agent Website
- Complete Profile: Headshot, Bio, contact info, MLS ID
- Set Your subdomain; name.axenrealty.com
- Add your Agent Website across all Business Pages
Note: "Consistency is key — use the same headshot, name format, and bio across all platforms."
Your Online Presence Checklist: Part 2
Before you post a single piece of content, make sure your foundation is solid.
Facebook Business Page
- Create Business Page Here
- Add bio, cover & profile photo, services & contact info
- Complete about section
LinkedIn Business Page
- Personal Profile updated with current role at AXEN Realty
- Business Page created Here
- Add bio, cover & profile photo, services & contact info
Apple Business Connect
Create Your Profile Here
- Add bio, cover & profile photo, services & contact info
Note: Handle should be professional & consistent (e.g., @YourNameRealtor)
Google Optimization Checklist: Part 1
Your Google Business Profile (GBP) is often the first interaction potential clients have with you online. Optimizing it is crucial for local SEO and building trust.
Basic Profile Setup
- Claim & verify your business name (e.g., 'Jane Smith | AXEN Realty').
- Go to business.google.com. Use your real AXEN Realty business name (e.g., 'Jane Smith | AXEN Realty'). Avoid keyword stuffing like "Best Realtor in Miami" as Google's 2026 algorithm is stricter on enforcing official naming.
- Choose the right primary category
- Choose 'Real Estate Agent' as primary category. For secondary categories, add specific niches like "Real Estate Consultant" or "Commercial Real Estate Agency."
- Set your service area
- Define the cities, zip codes, and neighborhoods you serve. Remove your street address if you work from home.
- Add your phone number
- Use a local number, not a toll-free one. Ensure it matches your website and all other profiles.
- Add your website URL
- Link to your personal AXEN Realty agent site or your own website.
- Set your business hours
- Set hours you're available for calls/showings. Update for holidays or schedule changes.
- Link Social Media
- Link your Instagram, LinkedIn, and Facebook profiles directly in the GBP dashboard to reinforce brand authority.
Google Optimization Checklist: Part 2
Your Google Business Profile (GBP) is often the first interaction potential clients have with you online. Optimizing it is crucial for local SEO and building trust.
Profile Content & Branding
- Write a compelling business description
- 750 chars max shown. Lead with what makes you unique, areas served, and specialties. Include keywords like 'AXEN Realty agent in [City]'.
- Upload a professional headshot
- High-res, well-lit, friendly photo. This is the first thing prospects see — make it count.
- Add your AXEN Realty logo
- Upload the official AXEN logo as your secondary image for brand recognition.
- Upload 10+ high-quality photos
- Include property photos, neighborhood shots, team photos, open house images, and behind-the-scenes content. Upload at least 5-10 high-resolution photos of your recent listings.
- Geotag images
- In 2026, geotagging your photos is critical. Taking photos on-site with location metadata helps Google associate you with that specific neighborhood.
- Upload short-form videos
- Upload "Property Walkthrough" videos or "Market Updates" (under 30 seconds) to feed into Google's immersive mobile layout.
- Action Shots
- Include photos of you at closings or meeting with clients to humanize your brand.
- Add a cover photo
- Use a branded image — a signature listing, local landmark, or custom graphic with your tagline.
Google Optimization Checklist: Part 3
Your Google Business Profile (GBP) is often the first interaction potential clients have with you online. Optimizing it is crucial for local SEO and building trust.
Services & Products
- List all your detailed services
- Don't just list "Real Estate." Add specific services like: Buyer Representation, Seller Representation, First-time homebuyer consultation, Luxury property listings, Market Analysis, Home Valuation, Relocation Services, etc.
- Add service descriptions
- Write 2–3 sentences (for each service explaining your process and what clients can expect.)
- Include Products
- Use this section for things like free home valuations, buyer consultations, or neighborhood guides.
Reviews & Reputation
- Ask every closed client for a review
- Send a direct Google review link within 48 hours of closing. Make it easy — text or email the link.
- Respond to every review (Keyword-Rich)
- Respond to every review within 24–48 hours. Naturally include the neighborhood and service (e.g., "Glad I could help you with your home sale in [Neighborhood]!"). Thank positive reviewers by name. Address negative reviews professionally and offer to resolve offline.
- Aim for 2-3 new reviews per month
- Consistency matters more than volume. A steady stream of recent reviews signals active business.
Posts & Updates
- Post weekly updates (1-2 times / week)
- Share new listings, open houses announcements, market stats, client testimonials or neighborhood highlights. Consistency keeps your profile active.
- Use the 'Event' post type
- Promote open houses with date, time, and address. These show prominently in search results.
- Use the 'Offer' post type
- Promote free home valuations, buyer consultations, or seasonal incentives.
- Add CTAs to every post
- Use buttons like 'Learn More,' 'Call Now,' or 'Book' to drive action from every post.
- Include images in every post
- Posts with images get significantly more engagement. Use branded templates for consistency.
Google Optimization Checklist: Part 4
Your Google Business Profile (GBP) is often the first interaction potential clients have with you online. Optimizing it is crucial for local SEO and building trust.
Q&A & Messaging
- Seed your Q&A section
- You can ask and answer your own FAQs (e.g., "Do you offer free home valuations?"). This helps Google's AI (Gemini) provide instant answers to potential clients. Pre-populate with FAQs: 'What areas do you serve?', 'Do you work with first-time buyers?', 'What are your fees?'
- Monitor and answer new questions
- Check weekly. Unanswered questions look bad. Prompt, helpful answers build trust.
- Enable GBP messaging
- Turn on GBP “chat/messaging” feature. Response time is a ranking factor; aim to respond within minutes. Set up auto-replies for after hours.
Ongoing Optimization
- Audit your profile monthly
- Check for accuracy: hours, phone, photos, services. Google sometimes edits profiles without notice.
- Track performance using GBP Insights
- Monitor searches, views, calls, direction requests, and website clicks. Adjust strategy based on data.
- Keep NAP consistent everywhere
- Your Name, Address, and Phone must match exactly across Zillow, Realtor.com, social media, and all directories. Inconsistent information can lead to profile suspension.
- Add new photos regularly
- Upload at least 2–3 new photos per month. Fresh visual content boosts engagement and search ranking.
- Stay active
- Google rewards active profiles. If you stop posting and updating, your visibility will decline.
SEO Basics for Agents
SEO (Search Engine Optimization) is how people find you on Google — without you paying for ads.
What SEO Is
SEO is the process of optimizing your online presence so Google shows your name and website when people search for a real estate agent in your area.
How to Show Up in Local Searches
Make sure your Google Business Profile is complete and active. Add your city and neighborhood names to your website bio and blog posts. Get listed on Zillow, Realtor.com, and other real estate directories.
Keywords to Target
"[Your City] real estate agent", "homes for sale in [Your City]", "best realtor in [Your Neighborhood]", "sell my home in [Your City]". Use these naturally in your bio, website, and social media.
Google Reviews Strategy
Ask every satisfied client for a Google review immediately after closing. Send a direct link to your Google Business Profile review page. Aim for 10+ reviews in your first 6 months. Respond to every review — positive or negative.
Content = SEO
Every blog post, social media post, and video you create adds to your online footprint. Consistent content creation is the single best long-term SEO strategy.
Social Media Strategy
You don't need to be everywhere — you need to be consistent where it counts.
Where to Focus
Instagram (primary for real estate visuals and stories), Facebook (great for community engagement and ads), LinkedIn (professional network and referral source).
TikTok/YouTube optional but powerful for video content.
Content Pillars
- Educational (market updates, buying/selling tips, mortgage info)
- Behind-the-Scenes (your day, open houses, new listings)
- Testimonials & Success Stories (client wins, before/after, reviews)
- Listings & Just Solds (new listings, price reductions, sold announcements)
- Personal Brand (your story, values, community involvement)
Posting Frequency
Instagram: 4–5x per week (mix of feed posts, stories, and reels)
Facebook: 3–4x per week
LinkedIn: 2–3x per week.
Stories daily if possible.
Engagement Rules
- Respond to every comment and DM within 24 hours.
- Engage with others' content — don't just broadcast.
- Use local hashtags and tag your city/neighborhood in every post.
Pro Tips
- Batch your content creation once a week.
- Use Lofty's AI Social Agent for Creation & Scheduling.
- Repurpose content across multiple platforms.
Branding Assets
Consistency builds recognition. Here's everything you need to show up professionally every time.
Professional Headshot
Standards: Clean background (white or neutral), professional attire, warm and approachable expression. Minimum resolution: 1000x1000px. Use the same headshot across ALL platforms.
AXEN Logo Usage
Download the official AXEN logo. Do not alter colors, proportions, or fonts. Always include the AXEN logo on co-branded materials.
Social Media Templates
Pre-designed templates available in Marketing Folder. Templates for: new listings, just solds, open houses, market updates, and testimonials. Contact marketing@axenrealty.com
Email Signature
Use the AXEN-approved email signature template. Includes: your name, title, phone, email, website, AXEN logo, and license number. Contact marketing@axenrealty.com
Business Cards
Order through AXEN Store. Use the AXEN-approved template. Include: name, title, phone, email, website, license number, and AXEN logo.
Compensation & Fees
Commissions, Brokerage Fees, Payout Timeline & Method
How You Get Paid
Understanding your commission structure so you always know what to expect.
1
Commission Split Structure
Your commission split at AXEN is $500 [PRO Plan] or $1,000 [ELITE Plan] to AXEN. This applies to every transaction until you reach your annual cap.
2
What Is a Cap?
A cap is the max amount you can pay to AXEN in a 12-month period. Once you hit your cap, you keep 100% of your commission for the remainder of the year.
3
Cap Amount
Your annual cap is $6K [PRO Plan] or $12K [ELITE Plan]. Once reached, 100% commission for the rest of the year.
4
When Does the Cap Reset?
The cap resets on your anniversary date. After reset, your split returns to $500 or $1,000 / file until you cap again.
5
Example
If you close a $500,000 deal at 3% commission = $15,000 gross commission.
- PRO Plan: You earn $14,500 and AXEN earns $500.
- ELITE Plan: You earn $14,000 and AXEN earns $1,000.
Fees Breakdown
Know exactly what you're paying for — and what's included.
Payment Timeline & Method
Here's exactly how and when you get paid after a closing.
Closing Occurs
The transaction closes and the title company or escrow officer disburses funds.
AXEN Prepares Your Disbursement
AXEN deducts applicable fees and calculates your net commission based on your pay plan.
Title Disburses Commissions
The title company disburses commissions to the agent per the commission disbursement authorization (CDA).
You Receive Your Payment
Payment is issued at closing via check or wire.
Key Details:
- Who to Contact for Payment Questions: transactions@axenrealty.com
- Commission Disbursement Authorization (CDA): Must be submitted to the title company 3 days before closing.
Note: "Never accept commission payments directly from clients or other parties. All payments must flow through AXEN."
Resources & Links
Logins, Technology Systems, Preferred Affiliates & Support
Your Logins & Links
Bookmark this page — everything you need to access your AXEN tools in one place.
Note: "If you're missing access to any tool, contact admin@axenrealty.com."
Company Owned Sites/Resources
Bookmark these sites — these will be used for recruiting, onboarding and developing your skills at AXEN Realty.
Note: "If you're having trouble with any site, contact admin@axenrealty.com."
Preferred Vendors & Service Providers
Your go-to contact list for every transaction. These vendors are vetted, reliable, and AXEN-approved.
Note: "This list is updated regularly. Check the AXEN shared drive for the most current version."
Support System & Help
Your go-to people at AXEN. Don't hesitate to reach out — we're here to support you.
Note: Jumping on the LIVE Agent Support Zoom is your best course of action to get immediate answers /resolution.
Frequently Asked Questions
The most common questions new AXEN agents ask — answered.
Q: Can I do property management?
A: It depends on the state, confirm with your state broker.
Q: What's the split on outbound referrals and leases?
A: The split is 10% on referrals & leases not to exceed $295.
Q: How do I submit transaction documents?
A: Upload all documents to Skyslope immediately after contract execution. Notify the TC team in Lofty CRM to trigger the "Deal Desk" tag.
Q: What do I do if I have a compliance question?
A: Contact your state broker before doing something you are uncertain of.
Q: How do I get leads?
A: Through your AXEN website, CRM follow-up, referral platforms, your sphere of influence, open houses, and social media. Your uplines can help you build a lead generation plan.
Q: Can I work with buyers and sellers at the same time?
A: Yes. Just ensure all agency disclosures are properly executed and any dual agency situations are disclosed and agreed to in writing. Confirm with state broker.*
Q: What if I need help with a contract or negotiation?
A: Reach out to your state broker, transaction coordinator or upline.
Q: How do I get my agent website set up?
A: Contact admin@axenrealty.com during your first week. Your site will be live within 3 days of joining.
Q: What's the best way to reach the team?
Q: What if I want to recruit another agent to AXEN?
A: Reach out to your upline to discuss the process or attend the Recruiting Bootcamp every Tuesday at 12PM.