Tech Corner: Do you have policies for crisis management?

Every brokerage owner wants to believe their brand is built on trust and professionalism. And most of the time, it is. But a broker can’t control everything their agents do. And that’s the truth every broker needs to ponder: anything can happen, and when it does, your brokerage’s name is often attached to it whether you like it or not.

That’s why a Broker-In-Charge (BIC) should have office policies and procedures in place for handling a crisis involving an affiliated broker before one occurs. A crisis is rarely the right time to decide who will communicate with clients, who will speak on behalf of the brokerage, how information will be verified, or what steps to take regarding the broker involved. A pre-established plan allows the brokerage to respond quickly, consistently, and thoughtfully while protecting clients, the public, and its reputation.

A Real-World Case Study

In early September 2026, an Arizona real estate agent boarded a flight and became combative, allegedly screaming slurs, attacking a fellow passenger, and biting the people who tried to restrain him. Other passengers zip-tied and duct-taped him to his seat, and the plane was diverted to Baltimore, where he was arrested.

Within a short time, news outlets across the country had identified him not just by name, but by employer. Headlines didn’t just say, “unruly passenger”; they said, “real estate agent,” and named the brokerage.

The brokerage didn’t have the luxury of a slow response. The story was already moving. What they did next is a useful model:

• They confirmed the facts quickly and publicly: The brokerage acknowledged it was aware of the reports and the criminal charges, rather than staying silent and letting speculation fill the gap.
• They acted decisively: The brokerage ended its affiliation with the licensee immediately, making clear he was no longer authorized to represent them.
• They drew a clear values line: In their public statement, they described the agent’s conduct as fundamentally inconsistent with the professionalism, integrity, and respect they expect from everyone affiliated with their brand.

Best Practices for Handling a Crisis

1. Get the facts before you publish a statement: Confirm what happened from as many reliable sources as possible: the agent(s) involved, witnesses, law enforcement, and your legal counsel.

2. Designate one voice: Decide who will speak for the brokerage and make sure every agent and staff member knows how to direct questions to that person. Mixed messages from multiple people inside the brokerage are often more damaging than the original incident.

3. Separate the individual from the institution: Your statement should be made clear that one person’s actions do not reflect your brokerage’s values or your other agents’ conduct.

4. Take visible action: Whether that means suspending an agent, ending an affiliation, cooperating with investigators, or reaching out directly to affected clients, action needs to be visible, not just implied.

5. Communicate directly with affected or concerned clients: Don’t make current clients of the agent in question find out from the news. A short, honest, proactive message, even just “we’re aware of this; here’s what it means for you; here’s who to contact,” goes a long way toward preserving trust.

6. Don’t go dark, and don’t over-promise: Silence gets filled with speculation. But don’t promise outcomes you can’t control, like the result of a criminal case.

7. Debrief afterward: Once the immediate crisis has passed, review what worked, what didn’t, and whether your brokerage’s policies need updating. A crisis you survive without learning from is a crisis you’ll likely repeat.