What Is Fractional Leadership, and Why Real Estate Businesses Are Embracing It Now

Christine George
Jun 12
2 min read

In today's rapidly evolving real estate industry, brokerages are navigating a complex landscape of shifting regulations, AI disruption, and rising operational expenses.

Enter: fractional leadership.

In this episode, I sat down with Laura O’Connor, real estate powerhouse and co-author of The Shift to Fractional Leadership, to explore this timely trend.

What is Fractional Leadership?

Fractional leadership is the strategic hiring of high-level executives on a part-time or project-based basis. These professionals bring deep experience and fresh insights without the cost and long-term commitment of full-time employment.

It’s a model that’s been growing globally, and real estate is finally catching on.

Why Now, Especially in Real Estate?

With agent needs changing fast and market headwinds blowing strong, many brokerage owners are strapped for time, overloaded with meetings, and struggling to scale. Laura points out that while 75% of managers report being overwhelmed, 70% of execs admit they lack the bandwidth to properly train them. Fractional leadership fills that gap.

Laura shares how a luxury brokerage saved $240K by hiring a fractional CMO who built a managed services marketing team and stayed on as an advisor. The result? Better results. Less overhead. Empowered staff.

Fractional vs. Consulting: What’s the Difference?

Fractional leaders aren’t just advisors; they embed into your team. They lead meetings, manage staff, and guide strategic decision-making with clarity and focus. Unlike consultants, they’re not there to apply a one-time solution and walk away. They’re there to build and evolve with you.

Getting Started

Laura recommends a 90-day test engagement or a six-month contract as a strong starting point. She also shares vetted resources for finding qualified fractional talent, including Fractionals United, Entrepreneurs Boardroom, and Systato.

Take a listen to the full episode and grab Laura’s white paper here.

Connect with Laura on LinkedIn: Laura O’Connor

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