Reframing Home Sales Strategies to Avoid High Turnover

As challenges have set in across the housing market in recent years, sales teams are having a harder time hitting their goals. In the face of these challenges, leadership teams are forced to rethink their approach to home sales. Sales performance across the housing market is uneven, and teams are no longer able to achieve goals they were meeting in 2021 and 2022. In fact, Shinn Group estimates that many onsite sales teams finished 2025 roughly 10-20% short of their goals.

However, most organizations aren’t equipped to develop strong sales teams in a changing market and instead end up pressuring teams to meet goals, a strategy that often ends in burnout and high turnover. Instead, Shinn Group suggests leadership take a more subtle approach and learn how to work with their sales teams in the changing environment.

The answer is not soft accountability. And it is not ruthless turnover.

If we truly want to develop our onsite teams and guide them through this market, the answer requires a disciplined middle ground, one that balances support with challenge.

That middle ground includes clear expectations, weekly one-on-one coaching where performance metrics are reviewed and developed, and ongoing support that reflects today’s buyer reality. Most importantly, it requires leaders to actively guide their managers through this market, not simply measure them inside it.

The organizations that win in 2026 will not be the ones that demand more without support or replace faster without development. They will be the ones that intentionally build stability where it matters most: onsite.